Successful online trading depends on good relationships between marketing and web development teams. After all, most strategies depend on an aesthetically pleasing, highly functional website for success.
For the most part, web developers are charged with creating the systems and code that power web pages. On the other hand, marketers generally coordinate activities such as content creation, SEO, and advertising.
Despite having generally different job descriptions, web developers and marketers need to work together. The following examples illustrate the relationship between marketing and web development.
If a particular website doesn’t quickly load or display properly, shoppers will often choose to move on to a different site. After all, the marketplace is flooded with competing products and suppliers. For this reason, businesses have learned to emphasize their customers’ experience.
For instance, user-centric metrics such as “first paint and first contentful paint” and “time to interactive” are important measurements that affect users. In other words, marketers need to ensure that website visitors quickly see meaningful information and are able to interact with it.
Here, the web developer vs software developer distinction becomes important. Websites are powered by software on the server level that can impact operational speed. For instance, many websites operate on software frameworks such as a content management system.
Still, even with the best possible software foundation, a site can load slowly if web developers fail to produce efficient, optimized code. Marketers can also affect page speed by failing to publish content that quickly loads.
Now that the majority of users access the internet using mobile devices, web developers realize the importance of responsiveness. Simply put, a responsive website loads properly on any screen size, eliminating the need to develop separate versions of every page.
Despite good coding and responsiveness, marketers can break a website by failing to optimize their content. For example, images need to properly resize as must buttons, forms, and other screen elements. Also, marketers must ensure that users with touch screens can easily tap content to get their desired results.
Marketers and web developers who use large screens for their work should remember to test websites and content on multiple devices. As a matter of fact, many tools are available that streamline the testing process by simulating various screen sizes.
Responsive website designs should also invoke user-centric metrics. After all, many mobile users depend on cellular data rather than WiFi. Consequently, marketers and web developers should optimize for the worst-possible conditions.
Failure to keep up with the latest online design and marketing trends can result in online content that looks and feels obsolete. Furthermore, businesses should never ignore the technologies that have given brands new ways to interact with their audiences.
For instance, HTML5 eliminates the need for websites to use Flash to power video and graphics. Additionally, the technology has made web-based 3D imaging possible, all without requiring users to install additional software or browser plugins.
New live chat options have opened new channels for businesses to communicate with shoppers and customers. Moreover, artificial intelligence has developed to the point were many chat sessions can be fully managed via software. As a result, companies can provide a high level of customer service while minimizing their use of human resources.
Video content is another important online trend. Many people prefer to learn visually and would rather watch an interesting, entertaining video than sift through paragraphs of text. Marketers and web development teams can work together to serve videos that tell stories and inspire sales.
In the end, web development and marketing are separate disciplines that work together to achieve common goals. As technology and consumer behavior continue to evolve, businesses should expect these activities to become even more interconnected and essential for success.