Web watch MMHK July

Bonnie Clarke, consultant FT Beijing

HOT

www.apple.com

4/5

Apple is renowned for its innovative marketing campaigns and its impressive products, most recently advertising online for its new 3G iPhone with the catch phrase "Twice as fast. Half the price." Apple is careful with its advertising and only advertises where it gets most impact. The website forms part of Apple's overall marketing campaign but interactivity and integration of marketing - what drives people to the site - is what counts. The website does not stand alone and users are also brought into Apple's world by watching Steve Job's Keynote presentation and exposure to TV adverts integrated other forms of media online. The spread of viral ads also contributes to driving site traffic. Anticipation is one of the most powerful tools in marketing and Apple's website certainly creates this. From the screaming slogan "Coming July 11" to the demos featuring previews of the iPhone, to images of the phone's compatibility with both Apple and Microsoft Products, the web design offers a simple yet effective online marketing experience, leaving us wanting more. There's no over-the-top flash media, no unnecessary background music, but instead a strong visual presentation that offers detailed explanations on the specifics of the product. It's an easy to navigate and functional website which, to me, is a great example why Apple is so good at drawing a loyal crowd of followers.

NOT

www.zara.com

2.5/5

Although I love shopping at Zara, the website and its online buying experience come nowhere near to doing the brand justice. There are technically two homepages. The first advertises the shop's new organic collection - an excellent purpose but over-the-top flash media and music which (on Firefox, at least) stalls every few seconds. The page then jumps to the ‘real' homepage where it asks for a language selection and claims to offer online shopping. The website is slow and each page takes close to a minute to load, whilst the online shopping section only directs users to "Zara Home" products and the service is only available to users in Europe. There is no information on stores in Asia on the main homepage, nor are Asian shoppers able to purchase goods online. The "Zara Spring/Summer Collection" led to a range of photos scrolling across the page at far too fast a speed and without the option to click for further information, prices or sizes. The website may look good but it's difficult to use and has no logical navigation system. I'm glad they don't offer an online shop for Asia-based users as I'd have no idea where, or how, to start my spending spree.