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The rise of the internet has fundamentally changed how consumers interact with brands, reshaping the dynamics of marketing and rendering many traditional strategies outdated. For marketers, adhering to old practices is no longer viable. where the new era of Digital marketing is born.

Consider this: In the past, a prospective car buyer would meticulously narrow down their options until finding the ideal choice. A dealer would then seal the deal, and the buyer's engagement with both the dealer and the manufacturer would often cease post-purchase. However, today's consumers are more fluid in their brand relationships. They engage with numerous brands through various media channels beyond the control or awareness of manufacturers and retailers. They continuously evaluate and reassess a broad spectrum of brands, sometimes expanding their options before making a decision. Following a purchase, these consumers may remain actively involved, publicly endorsing or criticizing the products they've bought, collaborating in brand development, and influencing their meaning.

While consumers still seek clear brand promises and valuable offerings, what has changed is when and how they are receptive to influence, as well as how marketers can engage with them. In the past, marketing strategies focused on building brand awareness and driving purchases at specific touchpoints were effective. However, the landscape of touchpoints has evolved in terms of both quantity and quality, necessitating a significant adjustment to realign marketers' strategies and budgets with consumers' actual behavior.

The Traditional Funnel Metaphor, a long-standing framework used by marketers to conceptualize touchpoints, falls short in capturing the dynamic nature of consumer engagement.

In June 2009, a more nuanced framework known as the "consumer decision journey" (CDJ) was introduced by David Court and colleagues. This model, developed from a study of nearly 20,000 consumers across five industries and three continents, revealed a non-linear journey consisting of four stages: consider, evaluate, buy, and enjoy, advocate, bond.

Consider: The journey begins with the consumer's initial consideration set, comprising products or brands encountered through various stimuli such as ads, store displays, or recommendations. While the traditional funnel model suggests a large number of brands at this stage, today's consumers, bombarded with choices, often streamline their options early on.

Evaluate: As consumers seek input from peers, reviewers, retailers, and competitors, the initial consideration set may expand or contract. New brands may be added, while others are discarded based on evolving criteria. Consumer interactions with marketers and other information sources heavily influence subsequent decisions, rather than relying solely on marketing efforts to sway them.

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Effective web designing

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Web design encompasses the creation of websites, focusing primarily on the user experience aspects rather than the technical development. Traditionally centered around designing for desktop browsers, the field has evolved to prioritize compatibility with mobile and tablet browsers since the mid-2010s.

A web designer's role involves shaping a website's appearance, layout, and sometimes its content. Appearance considerations include color schemes, typography, and imagery choices, while layout pertains to how information is structured and organized. A well-designed website is user-friendly, visually appealing, and aligns with the target audience and brand identity.

Key principles of effective web design include simplicity, clear communication, and trust-building with users. Responsive and adaptive design are two common approaches to ensure websites function seamlessly across various devices, including desktops, tablets, and mobile phones.

Responsive Web Design, commonly referred to as "Responsive" or "Responsive Design," adapts website content to fit different screen resolutions. This approach uses viewport breakpoints to determine when content should scale and reorganize for optimal viewing on devices of varying sizes.

Best practices for responsive design include adopting a mobile-first approach, creating fluid grids and images, prioritizing the use of Scalable Vector Graphics (SVGs), and incorporating design patterns to enhance usability and familiarity for users.

In contrast, Adaptive Web Design tailors content and functionality based on the specific characteristics of each device. While responsive design maintains consistent content across all devices with adjustments in layout, adaptive design may alter the content itself to suit different device types.

Both approaches aim to provide an optimal user experience across a diverse range of devices, with responsive design focusing on flexible layout adjustments and adaptive design customizing content for specific device contexts.

#web designing #global design #creative design