I apologize for deviating from our normal Web 2.0 marketing theme but I wanted to get out an urgent message to those who have domains registered with Yahoo / Yahoo Small Business. As you may be aware, Yahoo is already going through some tumultuous times. Not only has Yahoo suffered greatly the last five years from decreasing search market share, they've recently made a high profile bungle of an overly generous offer from Microsoft and are in the midst of an employee exodus of of disillusioned key personal.

To top this off, Yahoo has just informed its domain registration account holders by email that as of July 1, 2008 domain name registration renewals will go from $12.95 / year to an unbelievable $34.95 / year. (See Cnet's report Yahoo ups annual domain registration fees.)

Yahoo is still advertising domain registrations for $9.95/year on their Website. There is no mention of the fact that now that rate only applies to the first year and all years there after will be renewed at the rate of $34.95.

$7.69 per Year Domain Transfer Special Offer

To help provide an alternative registration solution to our clients, we've put together a special offer for $7.69 .com domain transfers or new registrations for the month of July. The domains will renew our our standard rate of $9.99/month.

Our domain registration is provided through the world's largest ICANN domain register and includes 24x7x365 phone and email support.

To take advantage of this offer visit www.risinglineweb.com or call a specialist to walk you through the process: 480-505-8866. While the Yahoo situation is why we are offering this promotion, it is open to any domain transfer from any other register through the end of July 2008.

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Posted by Douglas Case @ 7/06/2008 07:02:00 PM | 0 comments

Web 2.0 is a term that has proliferated rapidly over the last few years. The term has become so popular that it's now being used by about anyone for about anything (Web 2.0 Easter greeting card anyone?). For most businesses, it's not necessary to understand Web 2.0 in much technical detail. What is important to understand are the massive social and business environment changes that the Web 2.0 phenomena is driving.

Web 2.0—The Basics

Web 2.0 is simply the widespread acceptance and use of technology that allows continually changing or active communication.

As you may be aware, some of the most common Web 2.0 applications are blogs, podcasts, Content Management Systems (CMS), social networking sites and user forums. Each of these technologies can be defined within Web 2.0 depending upon how they're utilized. Technology is a prerequisite for Web 2.0, but it's the widespread acceptance and use part of the definition that really matters.

Let the Buyer Beware

The most important aspect to Web 2.0, from my perspective, is that it has sparked a grassroots revolution by consumers. The era of caveat emptor (let the buyer beware) progressively grew through the 20th century until we languished under a never ending stream of unbelievable advertising. Regardless of consumer protection laws, the reality was that we were largely forced to rely on the naturally biased advertising and promotional information provided by businesses.

The losers in this environment were of course the consumers, but also those businesses who truly did offer unique value and could not afford to carpet-bomb our televisions, magazines and mailboxes. Nor could a business offering real value do much in their advertising to show they were different, since their competitors would make the same claims.

Consumers who wanted unbiased information about a seller relied on personal referrals—the most unbiased and believable feedback available. They were limited however by the finite capacity of their own personal networks.

Let the Seller Beware

Web 2.0 has ignited a new era of caveat venditor (let the seller beware). The rapid change in the marketing environment is not due to legislation or litigation, but rather the widespread practice of consumers sharing unbiased information about a sellers product to other customers and prospects.

A simple example can be seen with books. Outside of our friends' recommendations, we've had to rely on the publisher's information or from the questionably neutral editorial reviews. Now, thanks to Amazon and others, we have access to a large and active community of other consumers who provide us their unbiased feedback. Of course this is not a perfect system, those with ulterior motives can post reviews but we can use common sense to evaluate the reviews collectively and form a more reliable conclusion about a product.

For example, if I were to rely on attractive cover and glowing editorial review for Deck Planner: 120 Outstanding Decks You Can Build I might convinced to buy this book. But when I look at relatively low rating by consumers and their mixed reviews, I opt for a better choice.

The important point to understand about Web 2.0 from a business perspective is that our products and services will increasingly be promoted or demoted in the marketplace by consumers, and that advertising and PR will continue to lose effectiveness. Consumers now have better choices of where to get information before making a purchase decision.

The Web 2.0 revolution is only bad news for those sellers who have gotten away with neglecting their customers. In my next post, we'll explore some of the unprecedented opportunities and strategies for businesses offering true value.

Labels: Marketing-Communication, New-Media-Marketing, Web-2.0

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Posted by Douglas Case @ 4/29/2008 09:25:00 AM | 0 comments

Graphic design is the first thing that many Web site owners and managers think about when they seek out the services of a Web developer. There is no denying that the graphic design element of a Web site is important, but having a distorted perspective on the importance of design can be a stumbling stone in reaching the goal of creating an effective site. Here are two common pitfalls:

1. Design Myopia—an owner or manager drives a Web design from their personal perspective and preferences. This approach might be fine for setting up a personal page on MySpace, but is most often not a good approach for effectively communicating the quality and unique value of a business or organization to the much broader cross section of those who will be visiting your Web site.

   It's important to know that using conventional elements for the basic design, structure, and style of a Web site is a good thing. People will know how to get around and subconsciously associate your site with other quality sites they've visited. This doesn't mean that your site will be a cookie-cutter template, it means it will possess a unique and professional visual presentation based on professional presentation standards that will best communicate your value.

   To be effective, your Web site should be built using best-practice design and structure principles that have been developed around the needs and conventions of your customers and prospects.

2. Design Centric Goals—Too high of importance is placed on graphic design. A site owner has a vision of what they want their site to look like and once that goal is achieved the project is considered a success. This often stems from Design Myopia as described above.

   While design is important, without design being part of a holistic strategic approach to communication, it becomes impotent.

   A site with no design will trump the most artistically original site if the former has quality content and offers intuitive and easy to use solutions to its target visitors needs. The classic example is the most visited and arguably most successful Web site in the world: Google.

Web sites are a lot like people, their success is ultimately based on the value they contain, not their outward appearance. This is vital to understand so that design is put into its proper place. Web design is still important, it just has to be the dressing for content of real value.

Google is like one of those geniuses who are so recognizable and brilliant that they can get away with wearing an old t-shirt and jeans to deliver a key-note speech. It's fair to say the brilliance of most of us is not as common knowledge.

Web design is the same, once the foundation of quality content is present, professional and usable design is an excellent catalyst to facilitate communicating the value of your site. In my next post I'll get into some specifics about our philosophy and methods for designing Web sites that are modern, appealing and clearly communicate the values of your organization.

Labels: Usability, Web-Design, Web-Development-Strategy

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Posted by Douglas Case @ 3/24/2008 11:24:00 AM | 0 comments