The Relationship Between Marketing and Web Development Part 1: Aesthetics

Morning, Folks!

I wanted to take a few minutes this morning to talk with you about the above subject. While those in either of these fields know this relationship pretty well, it may not be so obvious to to others. If you’re part of that latter group, then this post is for YOU.

This will be the first for three posts, with each one focusing on a specific connection point between the two professions.

Still with me? OK. I’m gonna lay this out simply, by making a few straightforward points, and backing them up with my experience, but also some data. Here goes!

Point #1: Both worlds rely Aesthetics to attract customers

Some of you might read that point and think, ‘Yeah, ok… so?’, while others have a light bulb trying to brighten up above their head. you know, it’s not fully on yet, bu there’s some serious flickering.

Well, you’re right. Web Development and Marketing are about aesthetics. That by itself isn’t surprising: ads need to be visually appealing, as do websites. The key, however, is that they need to be visually appealing to the right people – your target segment, or customer group needs to find your visuals appealing or it’s all for nothing. In both fields, this is done through market studies and research into the demographic you’re targeting. Let’s say you have a product that helps tile floors shine while clearing up stubborn stains or somesuch. So… who wants this product?

Well, simply put, people that clean their homes. now, that’s a bit broad, so let’s dig in a bit. What criteria need to be met for people to REALLY want this product? Let’s make a list:

Have a home they want to clean: check!

The home will need to have tile – a large amount of tile at that; enough to justify the purchase, at least: check!

The home will need to have an income level that will support the purchase; check!

If the home has children, there’s a higher chance of messes, which provide an incentive to make the purchase: check!

OK, we have a few criteria now. We can use these things to figure out where our customers are: areas where homes have mostly tile flooring, children in the home, and an income high enough to support the product’s purchase. In the real world, we would want to assign numbers to some of these criteria, so keep that in mind. Based in this information, we can sort out an age range for our potential customer. Somewhere in their mid to late 20’s up to mid late 40’s. There will be outliers to either side of this range, but this will be where most of them are.

This flavor of research is observation based, but you can always run a survey or a study to get this kind of information. In any case, you build this persona for your target audience, and use it to determine the kind of sites they use. Then you use those sites to inform the structure of your advertisements. Everything from layout to color palette can be gleaned from this data.

Between now and the next segment, if you have any questions, or think I could help you in some way, feel free to click the link below!

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