But is this 'netiquette'? I think not. It's good marketing technique,
just as using conventional upper/lower case text for a headline is
more effective in an ad than using UPPER CASE ONLY - because it's
easier to read. Like reversed-out text in large quantities is also a
no-no, because that's more difficult to read. When we send any promo
material to people - via print or the Web - it makes sense to make it
easier for the reader to read, because they're doing us a favour by
reading it.
Big .gifs, confused backgrounds, slow loads - they all make it harder
for our audience. OK, slow loads can often be a function of distance
or the Web server's connection into the Net; there's not much we can
do about the former, but we can pre-check the latter (I didn't and
was quite surprised to see in a review of UK ISPs that my chosen Web
server had a small bandwidth connection).
But 'netiquette' - non-issue on the Web. Forget bandwidth hogging.
It's not relevant here. Forget content - if webmasters want to foul
this up, it's a marketing mistake, not a netiquette error.
Increasingly (and this will upset the long-term Net users), the
avalaunch of surfers, cruisers, newbies (whatever you want to call
them) won't even heard of etiquette, never mind 'netiquette'. They
just want an experience.
And the skilled marketers will give them what they want.
I'm a Member of the UK's Chartered Institute of Marketing - CIM - (and, for
you folks on the other side of 'The Puddle', 'Chartered' means it's
been granted a Royal Charter by HM the Queen - big cheer??). The
official definition of marketing is:
"Marketing is the management process that is responsible for:
* Identifying
* Anticipating
* Satisfying
customers' needs - profitably"
I like that one. It's neat, and nearly every word is relevant. The
key word in this context is 'satisfying'.
If we don't satisfy our Web readers' needs, we've failed in a
marketing context.
So, yes, I take on board all of Mary's comments - and they are a neat
distillation of what to do and not do when creating a Web site.
But, 'netiquette' on the Web? Forget it. Give people what they want!
I hope this sparks off a few indignant remarks! Sounds like a good
topic to me!
Regards to all
Ian Traynor
-----------------------------------
Traynor Kitching & Associates
management & marketing consultants
The Owl House, 137 Osbaldwick Lane, YORK YO1 3AY, UK
Tel/Fax: (+44) (0)1904 424832
email: ian@traynor.demon.co.uk
WWW: <a href="<a href="http://www.u-net.com/tka/magic/">http://www.u-net.com/tka/magic/</a>">http://www.u-net.com/tka/magic/</a>
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