Don't Forget about UI

The primary reason I blog about marketing technology and have a passion for this space is I see it as essential to being a great marketer.   As big a fan as I am of understanding the newest tools of the marketing trade, I'll be the first to say not all emerging marketing gadgetry is deserving of our time and attention. It's easy to get swept away with technology for technologies sake. 

This post from SEOmoz titled 8 Innovative Design & UI Elements That Make Sites Better hits on a handful of important points we as marketers seem to occasionally drift away from. The post features examples of marketers doing interesting and engaging things, which stirred these additional thoughts:

- Interface/Design trumps technology infrastructure - To head off those of you who are more tech-oriented, I'll disclaim that obviously the optimal situation is where you have effective, hand-in-glove synchronization of UI and infrastructure, but for my money if users can't figure out what to do or easily intuit how to achieve their objectives, it makes no difference how good your technology infrastructure might be.

- Making the complex simple - Many companies, especially technology companies of any kind, are notorious for complicated web sites that make it tough to understand what they do.  The Logistetica example is a great study in how to distill key messages and provide a beautiful visual experience.

- Great ideas inspire great design - Most of the examples in the post are well executed designs around strong ideas and concepts.  Whether its contests, conversion-funnel based navigation or the feature of a "multi-hero" piece, they are all propelled by cogent ideas.

Check out the SEOmoz post, soak in the nice ideas highlighted there and be sure to stay focused on UI throughout the marketing process.