Websites: A Key Asset For Any Business


As consumers habits have changed many now favour the ease of searching online for information therefore a website is a key asset for any business or organisation. Nowadays often the first impression for any organisation is their website therefore it is essential for almost all organisations to have a high quality website. A high quality website should enforce the message of the business and enhance their brand online.

A high quality website must make sure technical aspects such as ease of use, navigation, speed, responsiveness and security are balanced with visual design to make a graphical appealing website.  More than ever before, customers judge the credibility of an organisations just based on their website. If a website is of substandard quality then visitors may leave, never to return again. Many decisions are now based solely from looking at a website and without seeking information from any other sources.

Organisations also need to make sure that they have a consistent offline presence as well to support and enhance their online presence. Consistent uses of branding, colours and imagery are essential to reflect a company’s goals and appeal to the desired consumer.

Advertisements; website with the best content… is a football club website of Manchester united and in my perspective has the best content. Its first page with seven different language options, links to social media for its customers is renewed every day with illustrations of best players, clothes on sale, events and many more. Screen Shot 2015-03-04 at 2.29.27 PM Its content on the following page is readable with title attributes that give a user an option to access full content without facing any compatibility issues on any device. Screen Shot 2015-03-04 at 2.30.07 PM From the user device’s point of view, the accessibility to this website is essential to reading the content available.

by Gonzaga-Gonza

Role of Website Design

Website is digital face of any organisation. Website design can help to determine whether the consumer will get attracted towards website and make final purchase. Trustworthiness of a website is also determined by the quality of it’s design and also act as a business card for many organisations. It becomes necessary that visual presentation of website must represents company’s core values and message has been carefully communicate through it.



Design not only helps in credibility of a business but also affects ranking of website in Search Engine optimisation. For example: Most business redesign their website as it does not meet the requirement for high ranking on Google and try to integrate all elements which help in ranking factors.

To conclude, website design affects company’s image both directly or indirectly so it is worth investing in good website design.



The meaning of colour

Color has played an important role in consumer’s behaviour theories and marketing planning activities as it has direct influence in consumer’s choices and buying intention (Grossman & Wisenblit, 1999). Applying to digital marketing, website’s colors are said to have a strong relationship with viewer mood and memorization (Pelet & Papadopoulou, 2012).

Black, white and yellow are main colors applied in DigitalFour blog. Black and white were chosen for text and background due to their high contrast level, as a result, this makes the blog looks clean, tidy and easy for viewer to see the blog’s content as well as creat professional feeling. For header pictureand widget titles, yellow is used as contrasing factor to make them more outstanding, hence attracts viewer attention due to “Isolation effect”. In addition, according to the research from Luscher and Scott (1969) yellow is associated with sunlight, so it has high level of arousal, which helps the blog looks livelier, attract more attention and may help increase the page view duration. On the other hand, colour may influence the way consumer view the personality of the brand (Sighn, 2006), we would want to associate the “excitement” and “trustworthiness” of yellow (Kreiter and Kreitler, 1972) to the blog as a fun, young sharing experience of digital marketing sites to viewers.


Grossman, R P,Wisenblit, J Z (1999),”What we know about consumers’ color choices”, Journal of Marketing Practice: Applied Marketing Science, Vol. 5 Issue 3,pp. 78 – 88

Kreitler, H, Kreitler, S (1972), Psychology of the Arts, Duke University Press, Durham, NC

Luscher, M, Scott, I (1969), The Luscher Color Test, Random House, New York, NY.

Pelet, J, Papadopoulou, P (2012), “The effect of colors of e-commerce websites on consumer mood, memorization and buying intention”, European Journal of Information Systems. Jul2012, Vol. 21 Issue 4, pp. 438 – 467

Singh, S (2006),”Impact of color on marketing”, Management Decision, Vol. 44 Issue 6, pp. 783 – 789.

Task leader: Tham Ngoc Tram

Why digital marketing is important


Digital marketing is the promotion of brands, products via electronic media.  Examples of electronic Medias include Internet, CD, DVD and many others that portable like tablets, and IPad.

Key formats for digital media include:

  • Websites and Search Engine Content
  • Blogs
  • Internet Banner Ads
  • Online Video Content
  • Pay-per-click Advertising
  • Email Marketing
  • Social Media Marketing (Facebook, Twitter, LinkedIn ect.)
  • Mobile Marketing (SMS and MMS)

These tools have helped companies to analyse their marketing campaign. Due to advancements and technology, people are now able to share, comment and generate information online to social media. This growing number has led to marketers to think about “digital reputation” which is based on blogs, reviews, ratings and videos. It was found that a business with 5star rating (a good reputation) can generate 20% more revenue than a business with 4Star rating (Yuhong, L, 2014).

It is a useful tool for businesses to calculate the result of investments through per click, per likes, and per visits on a page. It assists businesses to gather feedbacks and enhance information and allows a business to save running costs imagine a business trading their goods online from US to Europe through e-commerce can help it to save office/store costs thus generate competitive advantage. It’s also assists business to tailor the marketing mix to reach its target audience in an efficient way as information put by customers can help to understand the demographics, choice, behaviour, lifestyle, and geographic location.

Digital marketing not only helps businesses but also the consumers in various ways;

Rapid growth of Web-based platforms that facilitate online social behaviour has significantly modifies the nature of human activities, habitats and interactions. Real-world social relationship have been migrated to virtual world, resulting in online communities that bring people together from across the globe à From consumer perspective, use of digital marketing helps to increase the efficiency, convenience, broader selection of product, competitive pricing, cost reduction and product diversity.

Digital marketing is considerably affordability for businesses compared to traditional promotional tools. With the analytical tools available business can know how to allocate their communication budget to ensure that they get maximum return on investment. Using traditional methods it can be hard to calculate the effectiveness of a campaign. On television advertising it is hard to track the number of viewers accurately whereas this can easily be calculated when using digital media.

There are many challenges digital marketing might present as it not helpful to generate loyalty and trust due to the amount of content available which can easily influence customers. Digital marketing is a dynamic sector that is always changing therefore it can be hard for business to keep up to date with current trends.

No doubt digital marketing has become wider for both small and large scale organisations. Digital marketing is a rapidly growing sector that forms the future of marketing. Digital marketing methods are becoming increasingly favourable compared to traditional marketing tools.