This week was started by editing a research paper about what characteristics of a user influence their evaluation of web usability. This we are reserching not from a systems or technological perspective, but a marketing one. What are the marketing implications?
Is Usability a Marketing Thing?
No longer just the domain of web designers, system developers and the technological proficient. For marketers this area is of increasing interest as our communities (consumers, clients, buyers, customers, our fellow marketers), and even ourselves are facing greater technological interaction.
In my mind, this should be a core skill-set of the marketing profession not just tomorrow, but today, and yesterday! We are using technologies in customer service, communications, marketing research, service delivery … nearly every function of marketing, nearly every activity touches human-technology interaction. And if we are not using it, the people we are trying to reach surely are.
Yet overall, as a profession who knows our products and our markets very well, and can sell and promote to them, we are not that proficient in understanding the core basics of what it means for a technological interface in a hypermedia world is to be ‘usable’.
We measure trafffic, monitor sales and collect survey’s on satisfaction, but whose domain do we leave ‘usability testing’?
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