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No other industry has a landscape as varied as Internet marketing. With 100 million sites pouring out a constant stream of content, your most ingenious catchphrase can become cliché in a matter of seconds. Whether you like it or not, change is the only constant rule in Internet marketing. You need the occasional shift in strategy to stay in business. If the following techniques still make up most of your plan, it’s time to change your approach.
Artists have called web design the most erratic of creative pursuits, and for the most part, they’re right. While music trends last at least a couple of years, and art movements at least a few decades, web design can change its course in a matter of months. So if you’re still sporting last year’s designs, chances are you’ve already slipped from cutting edge to the age of dinosaurs.
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Market research shows that colors account for around 80% of the information retained on a website. But we don’t need studies to know that—just take a look at the pristine whites of Apple.com or the organic greens of Starbucks. Colors are never just colors for a business—they’re as closely tied to your identity as your trade name.
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