Improving websites with information architecture
Our website is the gateway to new prospects and customers. With the rise of artificial intelligence and chatbots is has become easier for the businesses to give a greater touch of personalization to their sites.
To help marketers improve their sites using information architecture, Marketing Week contributor Ben Davis has shared a useful article.
Davis says, “One of the great tropes of modern marketing is a tendency for the industry to get distracted by shiny new things, sometimes at the expense of sound strategic thinking.
The hype around some digital technologies can be exactly that – it’s what Marketing Week columnist Mark Ritson so often highlights: TV is not dead, machine learning is some way off, Blockchain isn’t ‘key’, consumers don’t crave engagement with your brand.
Artificial intelligence, personalisation, voice user interfaces and chatbots are all being hyped right now. And fair enough, they are really interesting and potentially powerful.
But if marketers want to get ahead of their competition, they might be wiser keeping a firm hand on the tiller and sticking to the guiding principles not just of marketing, but of web and content design, too”.
Comments are closed.
