Why flash is evil by Dr Augustine Fou and Tery Spataro

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Why Flash is evil and harmful to your marketing. Lesson on why not to use flash.

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Why flash is evil by Dr Augustine Fou and Tery Spataro

  1. 1. Why Flash is Evil And Harmful to Your Marketing Dr. Augustine Fou – Chief Digital Strategist Tery Spataro – Chief Digital Strategist
  2. 2. Flash is costly to build… … and costly/slow to maintain. Specialized developers are needed to build … … Specialized developers are needed to make any edits.
  3. 3. In today’s marketing environment, speed is of the essence…
  4. 4. Flash doesn’t work on… … the most popular mobile devices. (hint: iPad, iPhones)
  5. 5. You can’t afford to miss being where your customers are.
  6. 6. Flash is a well documented… … CPU and memory hog.
  7. 7. Flash has security loopholes… … that more people are concerned about.
  8. 8. Your website visitors will thank you.
  9. 9. Flash cannot easily be read… … by modern analytics packages. NOTE: Yes, with special effort, you can use GAforFlash to partially track Flash
  10. 10. Doing marketing without analytics is like driving with blindfolds.
  11. 11. Flash is no longer needed… … because modern browsers with HTML5 can play audio, video, and animations natively.
  12. 12. It’s now more important to ensure your users can find your info via search than making stuff look pretty and fly around on your website …
  13. 13. Modern Users’ Habit of “search” …means, if they can’t find you, you don’t exist Page 1 Most modern users look no further than page 1
  14. 14. Modern Users’ Expectation of “now” … means, if they can’t find you right now, they’ll leave. Screen shots of how websites appear on Blackberries JnJ.com Novartis.com GSK.com
  15. 15. Users research products online
  16. 16. Search is their main method
  17. 17. Sites that are all Flash… … are invisible to search engines. What humans see (beautifully decorated site) What Google sees (a blank page – because search engines can only read text and ignores Flash/graphics)
  18. 18. If search engines can’t read the site… … users can’t find you! organic search traffic Before After Search Engine Optimization Client 1 Client 2
  19. 19. Time to rip out the Flash … … so your site can be the center of your digital ecosystem. <ul><li>Use open standard HTML5 instead of proprietary Flash </li></ul><ul><li>Write once, use everywhere, including all mobile devices </li></ul><ul><li>Make search-friendly because text can be easily indexed by search engines. </li></ul><ul><li>Use detailed analytics to study the impact of marketing across all channels. </li></ul>
  20. 20. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou  is the Founder of the Digital Strategy Institute and former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He has pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing, mobile marketing, and integrated marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou . 646.867.0826 | [email_address]
  21. 21. Tery Spataro - Bringing Brands to Life Digitally MBA marketing Regis University BFA Albertus Magnus College Held leadership positions at top agencies: R/GA, Burson Digital, Ogilvy, Edelman, Wunderman, Blue Dingo, STIR Providing digital strategies for brands that want to innovate, communicate, and promote to engage & delight customers Scientist in mind Creative in heart   digital strategist, entrepreneur, digital agency executive, author, researcher, behaviorist, investor, adviser, mentor, professor Bio  ||  Twitter  ||  LinkedIn  ||  The Book  ||  Pinterest  ||  Slideshare

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