I read an article recently about the evolution of our thinking, as it relates to the Internet. It’s theory was that people do less thinking for themselves because they can quickly get answers by searching online. While we would be losing a more patient, thorough way of figuring things out we also gain the ability to multi-task in a much quicker environment.

Assuming that it’s true, to some degree at least, I can’t help but wonder what that means for branding. Companies have traditionally spent gobs of money to plant a seed of branding in someone’s mind because it has likely meant loyal customers. However, a simple search for “computer” will turn up more options than any single person can handle. While branding helps delineate to a certain degree, does the name “Dell” carry the same weight it used to? You can sift through product descriptions, consumer reviews and competitor products in the same amount of time it takes just to drive to a Best Buy. Consumers can be more educated, make quicker decisions, and find the right product much easier than they used to.

Look at marketing in general. I remember when TV commercials dropped to 30 seconds from 60 and people thought it just wasn’t enough time to hook the consumer. With Internet surfing you probably have 3 seconds to grab attention and websites limit messaging to 15 seconds of play time. To make any money off online advertising there has to be an instant hook accompanied by a compelling reason to purchase. Even companies like Ford, which traditionally run TV ads proving that their trucks are “built Ford tough” now target online readers with “$1,500 cash back” incentives instead.

I’m not so convinced that Branding means as much any more, especially with the reduction of an already low attention span by consumers.

attention span · banner · best buy · brand · consumer · dell · internet · marketing

It seems like every other video a friend sends me is hosted on a new website, so I decided to try and figure out what the top video destinations were. Obviously, we all know that YouTube is the top dog but what about the rest? Here’s what I found, I would love to hear any others you enjoy or know about too.

1, YouTube.com
Everyone knows the name from years of watching funny videos or even sharing your own. Aside from having an Alexa rank of the #3 most visited website on the Internet it’s so popular that the name has started to turn into a verb, sort of like Google. “Did you see that new commercial? YouTube it”.

2. MegaVideo.com
If you’re anything like me you’re wondering why in the heck this would be the second site listed. However, you’ll be amazed to know that it outranks any of the subsequent video sites in Alexa, coming in at a strong #86 of overall traffic rank. Calm down though, you’re not totally losing your mind. In fact, there are 22 countries listed ahead of the US in popularity. Heck, if Algeria thinks it’s a good website why shouldn’t we?

3. Yahoo! Video
This one is tough to gauge based on the traffic rank because it’s bundled into the overall Yahoo! position. However, it’s easy to see why this is such an important site because of who is making it. Yahoo! has developed it’s brand as the leading entertainment news provider. That’s right, no news here folks… just entertainment. Just look at one of today’s top headlines, “Most-played musical artist of the decade” or another “Fate of record-setting hailstone” which leads directly to a video. One could argue that they should be the #2 but don’t forget the power of Algeria.

4. DailyMotion.com
Those Algerians are serious video watchers but their efforts seem like a single rain drop in the Pacific Northwest (because it rains a lot, let me tell you) when compared to France. The 14th most visited website in France has actually dropped a considerable amount of traffic in the last few months. Do them a favor and check out the site, oui oui!

5. Vimeo
Finally back to something I’m familiar with, and apparently other American’s too… Vimeo.com. In the past two years it’s traffic has sky-rocketed and seems to be pretty popular in the US. It’s ranking as the #110 most visited site, here in the states, seems to be a temporary move as it climbs higher and higher. Not bad for a website started less than 6 years ago, huh?

6. Hulu.com
I remember when Hulu.com was just a rumor, and how the media giants were moron’s for trying to compete with YouTube instead of just embracing them. After only three years, NBC is the one laughing now. Although you can’t upload your own video’s, Hulu is a great place to catch up on TV shows you missed or would love to watch again. It’s incredible interface makes it easy to use and variety of shows keeps you coming back. As the #41 most visited site on the Internet, Hulu could have been ranked higher. But dude, you can’t upload you cute doggie videos!

7. MySpace TV
Like the super social network, this site is slowly dying. They were too little, too late. Nevertheless, it’s hard to ignore the fact that they are still one of the most visited sites in the world. Of course, I only go there to delete SPAM that seems to fill my inbox. With MySpace trying to embrace a video platform one should wonder why Facebook doesn’t do more… hmmmm.

8. Veoh.com
If you took the acceleration value for gravity and applied it to Veoh.com you might understand what’s happened to it’s visitors. With an estimated 9.81 dropped visitors/second this one time huge hit in Japan might need to shake things up a little. Seriously, you’re missing a huge demographic in Algeria.

9. Metacafe.com
Like the little engine that could, I keep seeing this site bubble up but not quite able to play with the big boys. According to Alexa, this site is mostly popular in the middle-east and CLEARLY embracing the now renown video hunger of Algeria (OK, last time I’ll mention that). As the #204 most visited site on the Internet it might be worth checking out, it’s not too shabby.

10. Google Video
I’d be a boob if I didn’t mention Google Video. However, I’m still confused why it exists after they bought YouTube. At one point I read that they stopped support for it, yet every now and then I hear some pretty cool things they are doing with the videos. Obviously, it’s search related but that’s probably the EXACT thing we need to help us filter through all those damn doggie videos. Just kidding dad, love your doggie videos!

alexa · dailymotion.com · google · google video · hulu · internet · megavideo.com · metacafe · myspace tv · tv · veoh · video · vimeo · yahoo! video · youtube

As websites began to explode into popularity most people HAD to have one. They didn’t know why or what they would do with it but for heaven-sakes they needed an Internet presence. As the creation process began everyone’s first instinct was to make it cool by adding lots of pages, interesting by adding animation and important by adding links to other websites that were… well, important.

Fast forward to 2010 and all those assumptions need to be questioned. Lots of my clients still feel that this is the appropriate way to start. Unfortunately, all these things typically miss the point of their website. This tool can be so many things and it’s important to mold it to your company, not the other way around.

Even large companies often make the mistake of adding too much information. This makes it difficult to navigate, confusing and often impossible to actually find what you are looking for. Keep things simple, only add the content that is necessary to meet visitor expectations.

Animations and *gulp* Flash splash pages are yesterdays-yesterday. I specialize in Flash intro’s so it’s very difficult to see my niche get left behind. Before you scrunch your nose consider this, the very way people will interact with the Internet is evolving. The iPhone and iPad will probably be remembered as significant markers in the evolution of Web. Web 2.0 will now be Web Mobile. Apple has taken a strict stance against Flash and specifically call it out in their Terms & Conditions to prohibit it on their products. As the market share grows for these mobile surfing devices companies are being forced to remove all Flash.

That’s not the point though, the animations aren’t cool any more. Any distraction for visitors that prevents them from getting what they want should be thrown out. Of course, if those distractions generate revenue they get a different set of standards.

A common misconception about links to other sites is that it makes you look important. It’s the exact opposite actually, making the destination sites seem more important. Anyone even sort of familiar with Search Engine Optimization practices can attest that INCOMING links from popular sites is what makes you look important. Makes sense right? I can link this article to the New York Times but that doesn’t make me a hot shot. Now, if they linked to my article I’d be walking around with a strut in my step.

Last week I launched a revolutionary 1-page website for my mother. That’s right, there are no other pages. I was lucky enough to have her give me the reins and do whatever I wanted. It contains a brief summary about the kind of business she runs (elder law), directions to the office and a contact form (or telephone number) to get in touch with the firm.

Websites can be as simple as one page, like this one for Nancy Wright.

Too easy? Shouldn’t it be? The cost of development and maintenance is considerably less than complex sites and doesn’t do a whole lot for her any ways. Plus, get this, it can still grow when needed. That’s right folks, you can start off small and add. For anyone who has started a successful business from the ground up this should already be a familiar mantra.

Update your thinking to 2010 and start your company’s website with one page.

agency · Apple · best practices · clients · design · internet · iPad · iPhone · mobile · one page · Search Engine Optimization · SEO · web · web 2.0 · website