However, today we still see some common mistakes in website design and construction that adversely affect usability for most viewers­–especially for older adults or those who may be visually impaired. Here are the five you’re most likely to come across:

1. Overlooking alternate text for images. Including the ‘alt’ attribute (often incorrectly referred to as the alt tag) in ‘img’ tags for content images can seem tedious, but it’s generally easy to do. This alternate text allows users who may have a slow internet connection to find out what they’re missing without having to wait for it. For users who are visually impaired, alternate text is readable by text-to-speech software, and may be the only way that they can perceive that an image is present. Using alternate text is also a good practice for search engine optimization, as it makes image content much more visible for search engines crawl sites.

2. Using small type sizes. This seems like a no-brainer, as it carries over from the print world. Most specifications I read recommend that body text be a minimum of 12px in a sans serif face. I recommend going a step further; that all text should be at least 12px size, and that body text should be 14px-16px size or even more. It’s also important to use ample contrast between type and its background. Finally, left-justified paragraphs of text are easiest to read.

3. Embedding text in graphics. Again, for users who are visually impaired, it’s important that any key content be readable by text-to-speech software. Having important text or headlines simply embedded in images makes the text itself invisible to the browser as text content. There are methods of coding so that image-rendered headlines can be combined with code that’s readable without the image. But it’s a good idea to use styled HTML text whenever possible. This is another good practice for search engine optimization, as it ensures that all words are not only readable by people, but by search engines as well. In addition, this practice generally makes site updates easier.

4. Failing to create an organized, consistent layout. Even today, many newer users of the Internet (often older adults) haven’t spent enough time online (or using computers in general) to create a strong sense of comfort with this mode of consuming information. Plus, older adults may require a bit more time to process information, simply due to the slowing down of their sensory systems and memory. An organized, consistent layout can make it easier for everyone—including seniors—to find what they need.

5. Using links or buttons that are too small or hard to see. No matter what your age or your level of familiarity with the Internet, we’ve all experienced websites where we want to perform an action, but can’t easily find where we’re supposed to click. That’s why large, “easy target” buttons that do not require precise movements to activate are almost always best—especially for older adults. Buttons should be made to stand out by leaving ample space around clickable targets, and by distinguishing their color and other visual characteristics from other nearby elements.

–Frank Piacitelli

Besides BMW, there have been “uplifting” campaigns introduced for Oscar Mayer (tied in with an online effort at GoodMoodMission.com) and OfficeMax (Good news for Business). Despite the obvious diversity of these three brands, each of their campaigns contain an unbridled optimistic approach.

Encouraging consumers to look on the bright side certainly is nothing new,  but it seems to have become more poignant in these unsettled times. Being an advocate for joy and optimism is not a bad place for your brand.   However, questions arise: is it credible and will it build brand loyalty, preference, and eventually sales?

Of the three examples cited, BMW seems to have the steepest climb convincing consumers that the “Ultimate Driving Machine” is now all about the joy of driving. Not that they are mutually exclusive, but I have a hard time connecting the elite luxury brand with pure fun.  On othe other hand, Oscar Mayer seems very comfortable embracing joy and exuberance. (I smile instinctively just hearing the name. Not to mention singing the “My bologna has a first name” song in my head.)  It seems only natural that a company that has a wiener mobile would be synonymous with optimism. OfficeMax also appears to be a logical champion to encourage businesses that things are going to get better. Their invitation to “Work with us” to help you realize your dreams is a nice way of positioning their brand.

So, is the tried and true negative-scare-tactic approach dead?  I don’t think so, but it would be wise to consider the mood and mind set of your audience before executing that “everything is looking glum” approach.

–Tim Downs

Take Insight Pharmaceuticals, for example, which launched Sucrets ICE—a novel frozen lozenge for sore throats—at the start of the 2008 cough and cold season. Leveraging social media, Martino Flynn made big waves for the brand among a host of highly influential mommy bloggers.

In 2009, Insight wanted to reach out directly to moms and kids during the cough and cold season. To do this, Insight teamed up with Twentieth Century Fox Home Entertainment—which had just released its latest “Ice Age” movie on DVD—and developed an in-school curriculum designed to make the cough and cold season “cool” with the “Save the Polar ICE Caps!” challenge.

The causal campaign included valuable lesson plans aimed at helping kids think about the environment and a contest that challenged school-aged kids to submit a billboard concept—illustrating what they would do to save the polar ice caps from the threat of global warming—online at www.SucretsICEChallenge.com. Teachers all across the country received a curriculum that included homework assignments for parent interaction and fun lessons for their kids, all while interacting with the Sucrets ICE brand. Entry collection just ended and a winner will be announced at the end of the cough and cold season in March. Meanwhile, Insight has received hundreds of positive reviews from teachers suggesting how much they value this type of branded content.

Teachers can be a valuable resource to health care marketers who are trying to reach kids. And if appropriate for your product, developing an in-school curriculum that is fun and engaging for this audience is another way to help build support for your brand.

— Julie Napieralski

MEN WANTED… for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger. Safe return doubtful. Honour and recognition in case of success…

Boy, who wouldn’t jump at that opportunity!? That’s one honest ad. The goal of Shackleton’s expedition was to sail his ship Endurance, along with his crew of 27 men, to Antarctica. They would then make the first trip across Antarctica and sail back home. Well, the ship got stuck in an ice pack just short of the Antarctic continent. It eventually was crushed by the ice and it sunk. Yet miraculously, Shackleton and his men somehow survived this two-year odyssey and returned to England. (They eventually made their way to a remote Antarctic whaling station where they were rescued.) There are a number of great books on this adventure. I recommend, The Endurance – Shackleton’s Legendary Antarctic Expedition by Caroline Alexander.

But the real important point is… ADVERTISING WORKS! Shackleton was able to successfully recruit 27 brave souls for this amazing adventure. So repeat after me, “Advertising works!”
–Kevin Flynn

I was hired for my first job in public relations at a small college in 1972 . I was responsible for writing press releases (on a typewriter), distributing them (via the US mail), and following up with editors and reporters (on a landline phone).

Times have changed, as well as methodologies.  When was the last time you saw a typewriter? When was the last time you licked a stamp? And, when was the last time you pitched a story via the telephone?

Those of us in the communications business have experienced continual and rapid changes in technologies.  Social media, in particular, has dramatically changed the manner in which we disseminate information.  Those who were trained in PR tactics even five years ago need retraining–and fast!

From my perspective, the basic principles of public relations haven’t changed at all. But the way in which we execute our strategies is in constant flux. Organizations who want a comprehensive, integrated communications and image-building program should not overlook or dismiss public relations.

I’m sure that I’ll never tap a typewriter keyboard again.  And, if I need to send an editor a document, I’ll surely send an email with an attachment rather than drop it in the mailbox.   The PR profession will continue to adapt and evolve.  We need to take the criticism in stride.

–Ray Martino

But like almost any successful endeavor, the best SEO can’t be executed by one person or even by one team alone. To be truly successful, both the SEO and website development teams must collaborate on common goals, contribute based on their strengths, and be willing to compromise in order to deliver the best outcome.

Be sure to start with specific goals in mind.  For instance, consider describing the ideal user experience.  Also, understand what content is required and preferred, and compare your organization’s website to your competitors.’ Importantly, make your goals measurable: establish benchmarks for number of pages visited and time spent with the pages/site, determine and develop conversions, and aim for particular rankings based on the keywords you develop for SEO.

As there are many facets to search engine optimization, it’s imperative to address them all by employing both onsite and external strategies and tactics. Start with all of the onsite tactics, including: URL, navigation, content, keywords, page objectives, keyword concentration, page titles, header tags, meta-tags, and Alt tags.  Additionally, you can add news and events; post articles, stories, white papers, and case studies; and maintain a blog.

Improving your search results involves more than just your website, so consider external factors like posting articles, repurposing press releases, and updating the local listings/maps for each of the search engines, Don’t forget the importance of a linking strategy.  And maximize social media by combining it with SEO to improve your rankings.  Social media contributes heavily to Google rankings. We expect it to carry more weight with Yahoo and Bing.

Since there are several moving parts, it’s quite helpful to assign responsibilities and build a calendar so that time doesn’t slip away without updates.  So, back to the marriage analogy: you’re in this for the long haul. You will build and/or update your site, and address optimization—but you can’t stop there. Things change: your competitors update their sites; search engines alter their algorithms; and social media are evolving the way search engines value them.

So how to keep our long-term commitments to SEO and site development? Keep your site current by frequently adding content.  And monitor, measure, and optimize.

As with all things in life, balance is critical.  And with the help of an agency, you can ensure that you’re delivering a positive user experience on your site with appropriate content and ease of use/access—all while delivering strong search results.

- Colleen Bogart

Ask children and husbands who the most important person in their household is, and typically they’ll say “Mom.” And with 75 million moms in the United States, you’ll hear it a lot.

That’s one reason why moms have always been important targets for brands. They play critical roles within their families and communities, but their power as a brand ambassador and influence over the purchasing behaviors and attitudes of other moms has never been as strong or ever-present.

In fact, when it comes to the household budget, moms control the purse strings. Some reports show moms in control of 85% of the estimated $2 trillion dollar budget, and that figure is expected to grow to $3 trillion by 2012.  This expected growth is another indication that we’re entering post-recession recovery.

When some of us from Martino Flynn recently spoke to a group of specialty retail stores about the power of moms, the discussion focused on the overriding theme that you don’t market to moms anymore, you market with them. For these independent businesses and entrepreneurs, this concept represents a shift from relying on traditional marketing practices to complementing their marketing mix with new online social media and networking tools.

Online  is where moms have truly flexed their influence through information sharing, content creation, and first-hand experience with products, services, brands, and companies. Perhaps at the root of this phenomenon is that 60% of moms think marketers are ignoring their needs.

So, like any good moms, what did they do: they took it in their own hands.

Nowadays, 44% of moms are turning to social media before making a purchase and 69% of moms make a purchase based on word of mouth and recommendations from other moms.

Moms are spending money on products and services for their families, but are also expecting retailers and companies to meet them half way by providing justification of the purchase through value. This value can be demonstrated in a number of ways, including discounts, loyalty programs, rewards programs, and value-added or personal services.

So, with Valentine’s Day right around the corner, there’s no better time to take account of your current marketing activities and do your part to make a connection with mom. She deserves to be shown a little love.

It’s obvious that we all change. Our priorities change, and our memories fade. We tire of things after a while so we seek new things. But on a more ambiguous level, our capacity for learning and appreciating things expands and contracts as we age. This brings us to the number one misconception about communicating with older audiences:

#1: Projecting our current likes, values, or tastes on older audiences will result in effective communications.

We can relate to younger audiences because we’ve all been younger—but, we’ve never been older. We can remember our priorities, values, sense of humor, and limitations during our younger years, but when trying to relate to seniors, we tend to “project” our current priorities and values. Furthermore, many younger people are in genuine denial—if not borderline disbelief—about the realities [and frailties] that accompany aging.

So, while things like tight abs at 70 and surfing at 90 seem cool to us, they are not aspirations shared by the vast majority of older adults. But here are some that are:

1. Good health
2. Family ties
3. Financial security
4. Connectedness
5. Purpose
6. Respect for “me” as a person of worth and accomplishment

Choosing imagery is the most fraught with the potential to backfire. For instance, young people love images of free time, “me time,” alone time, leisure activities, vacationing, and clowning around. That is because we’re all still working. We don’t get nearly enough time to de-stress or pursue our favorite pastimes.  Plus, we see lots of people at work and have thousands of interactions with others every day.

Meanwhile, the experiences of retired people are the exact opposite. They are generally alone or isolated more frequently than their younger counterparts. As a result, they tend to perceive the latter types of images as depicting a life of isolation, idleness or frivolity, or—worse yet—not serving any purpose. If you are looking to connect with older adult audiences through imagery, your best bet is to select images that capture their accomplishments, involvement, and abundant life experiences.

This is a topic that, as you may have noticed, is near and dear to my heart. And I could go on for pages about just this one particular misconception. And I will—stay tuned for a white paper on the subject.

I’d love to hear your thoughts on this or any of the remaining misconceptions to marketing to mature audiences:

• #2: Generation gaps are shrinking.
• #3: If we build it [to suit ourselves], they will come.
• #4: Old age is a fixed point on the horizon.
• #5: Disrespect will go unnoticed.
• #6: Older consumers are more reluctant to open their pocketbooks.
• #7: Older adult audiences share the same aspirations, and respond to the same motivational stimuli, as younger consumers.
• #8: The mature market is one big, homogeneous market.
• #9: Designing your website with older audiences in mind will “wreck it.”
• #10: Older adults are technophobes who don’t understand the Internet.

- Robbie Magee

Research indicates that the majority of intergenerational conflicts arise from value differences. Understanding generational values and how they have developed over the years can help us all to alleviate stress among the generations, as well as challenge one of the misconceptions that sabotage marketing to older audiences:

#2: Generation gaps are shrinking.

Just because older and younger generations’ lifestyles share similarities—especially when it comes to technology adaptation—don’t assume the gap is shrinking. In fact, the generation gap (historically referred to in the singular) appears to be multiplying.

Consider people who are now in their seventies: Married, working, and raising children at a young age, they followed the rules and did things by the book. They value discipline and doing the right thing, even if it means taking the more difficult route.  And, for accomplishing this,they wish to be respected.

By comparison, today’s fifty-year-olds grew up testing the system, pushing the limits. They paved the way, and expect their kids to do the same. “Boomers” want personal gratification, so messages such as, “Your contribution is unique,” work best. “Generation X-ers,” on the other hand, want independence. They like to hear, “Do it your way.”

According to Morris Massey in “The People Puzzle,” “we cannot change the generations, nor reconcile their differences.  Instead, we need to acknowledge the validity of their values, and to change how we motivate and work with differing generations.”

For marketers, the challenge is remembering that, unless we’ve experienced something personally, we can’t truly relate—or, to use an old hippy phrase, know where someone is “coming from.” Accept that we can’t change the way older audiences will perceive or evaluate our offerings.  Instead, believe that their reactions will be based on deeply held value systems and a lifetime of experiences that may differ greatly from our own.

We are, after all, products of our generations.

- Robbie Magee

With so much economic chaos in their world, consumers are seeking brand relationships that put them in greater control of their product or service selection, the prices they pay, and even how they experience and interact with your brand. They expect better deals and more recognition for their loyalty—without compromising quality. These sentiments are the new “normal,” and as with other recessions, they aren’t likely to go away anytime soon.

Last year, 75 percent of consumers changed their purchasing behavior—some by trading down, others by altering their lifestyles. For example, more than 40 percent of consumers now buy private label brands. In the cold and allergy medicine category, for instance, more than 20 percent of consumers tried a lower-priced option—and 48 percent thought the experience was better than expected.

Evolving your brand value to align with the new consumer mindset is critical to a post-recession marketing strategy. For example, with a dramatic increase in “comparative shopping,”  rather than reacting with discounts that decrease brand value, get creative with product solutions, terms, and value-added promotions. You could even head off the comparative shopping process by providing a competitor comparison tool or campaign. Recently, Bayer Healthcare shifted its usual efficacy-focused Aleve advertising to a head-to-head competitive campaign.  A new TV spot and online savings calculator spelled out a cost-per-dose story to offset its perceived premium price relative to Tylenol and other lower cost brands.

In addition, if you lead with price and do not communicate the value of your brand, at best it will be perceived on par with the competition, and more likely as a dispensable commodity.  Instead, tell the consumer why your brand is worth every penny of the higher price, a la the old L’Oreal or Michelin campaigns. You’ll have a better chance of sustaining brand loyalty, especially during turbulent economic times.

Customer engagement is also more important than ever. And, in the new “normal,” it is expected. Your customers have a growing need to connect with brands as part of their desire for more empowered, thoughtful decision making. Providing information online and encouraging referrals and recommendations are particularly important to brands in categories where consumers are known to do their “homework” before making purchase decisions.

A side benefit to delivering knowledge-based content is that it fosters viral marketing, particularly with consumers who share experiences as part of their desire to gather information. This offers your company the opportunity to build clout for your brand, manage your reputation, and better understand the changing consumer mindset.

Taking charge of your brand online isn’t always easy or predictable, but a solid social media strategy will ensure consumer engagement that aligns your brand voice with theirs, while actively listening to inform the evolution of your brand, of course.

–Julie Wegman