Articles

Speak the Customers Language

December 1st, 2002

by

Originally published in Unlimited

I decided to go on a virtual field trip through the corporate sites of the biggest companies in New Zealand. I’m amazed I stayed awake. You’d think by now corporates would have realised their online visitors don’t want to read marketing-speak, testaments to the brand, letters from the chief executive or assorted press releases.

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Legal Landmines

November 1st, 2002

by

Originally published in Unlimited

If you’re operating a website or conducting internet-based business, what you don’t know may hurt you. Dangers abound: your contractors could infringe on others’ copyrights and trademarks; others could infringe on yours; you could be held liable for mistakes or omissions on your website; your legal contracts with your online customers could be deemed unenforceable; and your visitors’ behaviour on your site could land you with a libel or slander lawsuit.

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Happy Googling

October 1st, 2002

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Originally published in Unlimited

Google, with over two billion documents in its search database, is the most popular search engine on the planet. Here’s how to get the most out of it.

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Contagious Communications

September 1st, 2002

by

Originally published in Unlimited

Ever wondered how late entrant Google overtook its entrenched competitors to become the most popular search engine on the planet? Or how a small upstart called Hotmail became the leader in web-based email and was then purchased by Microsoft for a cool $US400 million?

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Getting Personal

August 1st, 2002

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Originally published in Unlimited

Why are the vast majority of websites generic and static, when the web is an interactive medium? A website isn’t just a collection of pages; it’s something you do, not view. It’s time website managers dusted off their log files, databases and other untapped goldmines of demographics, psychographics and clicko-graphics (how your visitors traverse your website), and tailored their sites to each visitor’s needs.

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Learning from the Dot-Bombs

July 1st, 2002

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Originally published in Unlimited

Remember 20th century e-commerce? Perhaps you’d rather forget. The days when people threw money at any e-business idea that sounded vaguely plausible are long gone, but they shouldn’t be forgotten. Some of those famously ill-fated ideas had merit, but the execution let them down.

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The Search is On…

June 1st, 2002

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Originally published in Catalog Age

Van Dyke’s Restorers is pretty happy with the results of its site redesign. With a 450% increase in traffic within three months and a 500% leap in revenue, why wouldn’t the Woonsocket, SD-based cataloger be happy? What’s more, the redesign didn’t involve major changes to the Website offering. All that the marketer of woodworking and furniture restoration supplies had to do was …

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Spam, Spam, Not Spam

June 1st, 2002

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Originally published in Unlimited

Email can be your company’s secret weapon, or it can end up biting you in the backside if it’s seen as junk email or spam. It all depends on the execution. So says Debbie Mayo-Smith…

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Keeping Up with the Joneses

May 1st, 2002

by

Originally published in Unlimited

Most companies with websites don’t realise their competitors are winning the race – coming up higher in the search engines, getting more traffic, converting more visitors into buyers and generating a better return on their investment.

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Heel, Rover!

April 1st, 2002

by

Originally published in Unlimited

A Wellington-based organisation doesn’t get its website’s traffic statistics from its web vendor until it asks for them. An Auckland company can’t wrestle its website’s source code from its vendor, which subsequently goes under. Another Auckland company is billed over $10,000 for a fairly generic website redesign specification, which contains a costing with a $60,000 margin of error. These sorts of names-withheld horror stories start innocently enough …

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