The four technologies for the web development are important to know for the marketers in this digital age. These days marketing has become more focused on digital technology. Thus, the decision makers from across all the sectors right from the consumer brands to B2Bs, even the law firms also need to concentrate on the younger audience which is more digitally savvy.
In 2014, 81% of the advertisers were filling the roles of the chief marketing technologist i.e.CMO. Very soon the chief marketing technologist i.e. CMOs are projected to spend more on the technology than their CIO counterparts. This shift is already happening. The marketers had already allocated the one-third of their budgets to the technology in 2015. For 2016 it is predicted to be up to 61 percent. All these figures represent a substantial investment in the marketing technology by various website development companies. It shows that the issues like the compatibility of mobile devices, privacy and accessibility compliance, website performance, security and the data analytics, etc. will not be considered as the “IT’s problem” any longer.
This trend has given the rapid evolution of the digital marketing. The advances like the mobile-optimized web design to a frequent attention on the experience of users need the marketers to learn things continually. To get the grip and to excel on these new responsibilities the various website development companies have to enhance their understanding of the four aspects of web-development technology and these are:
1. Performance and UX-
The performance of the website drives the engagement. This engagement, then drives the value and Return on Investment i.e. ROI for the initiatives of the digital marketing. Today the visitors wish that a website should load in just a few seconds, otherwise they just switch the tasks. Each additional second, which a website page takes to load decreases the satisfaction of the customers. This leads to decrease the conversion rates. Hence, while designing the website, the website development company has to be cautious about that.
The websites throughout all the sectors use the technologies such as content delivery networks increasingly. Along with it, they also use the advanced teams of the web engineering t to concentrate on the website security, optimization and improved UX. In the crowded marketplace, the optimal site performance and UX make the brands stand out. There are the number of examples out there which have used this strategy and achieve the success in it.
The digital marketing has been evolved towards the personalization and automation. This arises the international privacy regulations which further demands the careful balancing act from the digital marketers. One of the best case which shows this is the FBI Vs Apple iPhone hacking case which states how the marketers have to understand the policy issues and the technologies which threaten the privacy.
Now, many websites are moving to encrypted HTTPS communications in order to increase the privacy and security to the visitors of the website. This is not only for the credit card information, but for the personal information of the visitors too.
The technologies of privacy-invasive like the cookies and its related protocols of user-tracking, encryption and the methodologies of privacy-by-design, etc. allow the tools of marketing such as the site visitor tracking and personalization. Here, the marketers have to realize that, when these tools will disabled, many of the investments in the marketing technology may be rendered to worthless.
In every sector, the security has been on the top of mind for CIOs. But now it also comes within the purview of CMOs of all the sectors as they need to protect their websites and digital properties, content, and data from the hacks and attacks. The recent famous case of a Panama Papers leak is an example of using inappropriate technologies and also the failing to maintain their security enabled properly.
For this the tech and services exist to test the security of the website, protecting the website through the Web application firewalls, and for resolving the issues. Thus, the web-based software has to update and maintain regularly to prevent the defacement of the website.
Here, the marketing teams of the web development companies need to integrate these demands with their own internal data security and policies of privacy. This is important to identify and reinforce the vulnerabilities and possible leaks or the website. With the guidance on the rules which are coming from the CIOs, all these costs are coming out of CMOs budget gradually.
The privacy and security involve exercising caution with the data of client and consumer also, includes the capturing information on the data breaches which didn’t happen thus it is hard to measure. The CMOs who are forward-thinking have their security analysts perform to the scans and penetration tests throughout their web properties.
4. Accessibility and Inclusive Design-
Excluding for the SEO reasons for many firms the accessibility has quickly emerged as the table risks. Implementing an inclusive design means creating the equal accessibility for the users irrespective of the user’s needs.
Thus, the marketers have to understand the accessibility needs of their sectors to make sure that they meet the standards of the design and branding. Some fields such as the health care required more noticeable mandates to provide their audiences the highly accessible web site. To meet these standards the tools which include are CMSes. These tools allow the management of accessible content for all the elements which are visual, compliance scanners of a third party such as, AChecker. Along with this, the screen readers like JAWS may also be used to conduct the testing of the accessibility of the website.
The marketers must have the understanding of the system-level at least about these technologies. Also, about how they apply to their initiatives of the digital marketing. To know about addressing these issues most of the marketers will require the consultation of a technology partner, i.e. a ‘marketing technologist’. It will give them the impartial understanding about addressing these issues in the proper way. To navigate the labyrinth of the tech solutions elegantly the marketers need the ‘marketing technologist’ on their teams and this will prove beneficial for them.