Evaluation of the advantages and disadvantages of the advertising company homepage

A few days ago, a survey of the German advertising agency's homepage, which had some relationship with our company, was studied very carefully. The companies surveyed included a long list of international 4A advertising companies, Om,leo Burnett,ddb,tbwa,jwt,mccann Erickson and so on. The results of the survey turned out to be a big drop in eyeglasses, and eventually Leo Burnett's homepage was ranked first with an average score of 2, 9 points (up to 1 points). Because the pass score is actually 4 points, so the home page of Leo Burnett actually not even good standards, and many well-known advertising company's website even failed to pass the line. This is not a small blow to the advertising industry, which has always been more narcissistic.

The survey panel, mainly from various industry sectors of corporate marketing decision-makers, including consumer goods, luxury goods, banking, insurance, telecommunications and other industries, as well as electronic media analyst composition. Therefore, its assessment of the results of the investigation has a considerable objectivity, directly to the public, the advertising company home page to the enterprise marketing decision-makers impression. The review is conducted in 7 areas:

1. Overview

2, Content

3. Customer Case Show

4, the possibility of contact

5. Creative

6. Surprise

7, technical aspects of testing, the availability of Web pages

Overview

Overview, mainly refers to the content of the site, as well as the image of the enterprise can be at a glance at the homepage. For an advertising executive, or marketing planning company's business decision-makers, often hope that through the home page, on an advertising company as a whole image, and service framework has a comprehensive understanding, and can be directly directed to the target information sought. Here, I think, there are two extreme situations that need to be avoided.

Excessive depth clicks

A creative advertising company website structure design, it is impressive, but the enterprise marketing decision-makers care more about an advertising company in the service of his work efficiency and rapid response ability, if a he has to click several times to find what he wants, or say, do not even know where to click to find, His patience will vanish in a few seconds. This point on the www.de.ddb.com got the lowest score, I think we read his website to know what the reason.

Another point to avoid is the piling up of too much content.

The homepage of the website often reflects the logical thinking ability and the psychology quality of the website designer. Even if the site itself is rich in content, which content of the first page, which content should not be on, and how to guide the target audience to the content is not on the front page, it is necessary to weigh. The content of the homepage is excessively piled up, often interferes the visitor's sight, causes the person irritability, loses the patience.

Content

The content of the website is the 2nd censored content. This includes the timeliness of website content, authenticity, readability, enrichment, accuracy, and the most important thing is independence, the refusal to copy, which is particularly important for advertising and marketing company websites. The content of the site is often overlooked by the site owner, the rest of the enterprise regardless, but in the advertising industry, text and pictures are equally important. Pictures can be fascinating to focus on the text content, and if the text content of the error, eventually will affect a rigorous visitor's final decision, so in the picture up and down the Kungfu, also naught. So the text content is like the blood of the website, embody the individuality of the website owner.

Customer Case Show

Although the reviewed company website, has a large number of customer cases, but most of them are listed as unqualified. The opinion of corporate marketing decision-makers in the jury is: We are not interested in who your customers are, what we want to know is what you have done specifically for the company, why you did it, and how it was done, and what the effect is.

Most advertising companies, often only their advertising works, or the customer's logo listed, and the most important part is ignored, is the idea of the whole project, and this is the focus of decision makers, and this is in the marketing planning category of the company more lack.

The possibility of contacting

This refers to the fact that there is no way to provide visitors with more contact options, as well as whether to help visitors directly to find the most appropriate solution to the problem, it also reflects the effectiveness of an advertising company to operate.

Ideas and surprises

To the writer's surprise, both the international 4A advertising company and the German local advertising company scored fairly low on both sides, averaging 3.5 points. The highest score to the www.jwt.de the author did not think there is any novelty, confusion is quite a lot. It seems that the idea is really a person to see people, benevolent. The main thing is that if a visitor goes to a website and his basic needs are not met, the originality of the site, or surprise him, I think he will not think again.

Technical testing, web usability

The international advertising companies that started with traditional advertising, most of their home page technical attention is not high, often the design of the technology does not coordinate a good situation, often in an advertising company will appear in this situation, designers, planners and technical executor will have inevitable contradictions and conflicts, This mainly lies in the technical and the design personnel's thinking way has the very obvious difference, this is very unfavorable to the advertisement plan execution. How to make the design concept to achieve at the same time, more embodies the rigorous integrity of the site technology, to visitors to the barrier-free experience, which requires both the designers and technicians to coordinate and even make the necessary compromises.

Finally, the author based on the above points to the author of the company's Web site also made a simple objective assessment, which

Overview (Home page quality remains to be improved) 3.0

Content (overall is also satisfactory, the readability of the text content can be improved place) 2.5

Customer case show (mostly done well) 2.0

Contact possibility 1.5

Creative and surprise (considering technical issues and not giving up on creativity) 3.5

Technical testing, usability of Web pages 1.5

Average score: 2.5 points (is not a bit of a boast, hehe!) However, the highest scoring advertising company site for www.s-f.com2.2 points. You may find that at first glance it seems to be very ordinary Oh!