Effective Online Marketing
In today’s world, the importance of online marketing is undeniable. With 4.2 billion internet users as of 2020, any sensible business should have an effective online marketing strategy in place.
An Effective Online Marketing Strategy
When is an online marketing strategy effective? Any marketing strategy can be considered effective when the cost of investment is lower than the benefits or profits it delivers.
So, how exactly do you make an online marketing strategy effective? What channels of communications should you use and how do you use them?
The Online Marketing Funnel
First, your potential customers need to become aware of your existence. Then an interest has to be created with them for your business. Then a desire has to be instilled for potential customers to want to buy your product or service and convert them.
Inform
The first phase is to inform your target audience and establish contact. Create awareness. Do this by identifying your target audience and use the online communication channels which are most appropriate. Social media channels are a great way to create exposure. You can choose to use an ad campaign or make interesting posts to position your product.
Attract
Whether you should choose to invest in an ad campaign or make interesting posts. It is important that your target audience is moved by the content and the design of your ad or post. Your message should be proactive and intriguing to spur your target audience to action. Make use of photos and illustrations and short textual innuendos.
Entice
Now when you attracted your target audience it is time to entice them to your product and realize a conversion. There are some applications on social media channels that allow a user to make a purchase through their platform. But in the majority of cases, this is the moment when a user is enticed to visit a business’s website.
Convert
When you have led your target audience through the online marketing funnel it is finally time to convert them. At the end of the process, your potential customer finds itself on your website. The whole process in a sense starts again and your websites should be designed in a way that it informs the customer about what your business offers (inform), it’s attention is pulled to your product (attract), the customer is convinced to undertake actions to maybe acquire the product (entice) and the customer actually places ad order (convert). Of after this, the marketing funnel can be started again in the form of remarketing through the use of for example email marketing.
Conclusion
The increasing digitization of the marketplace and an already large part of the marketplace being digitized, make an online marketing strategy for any serious business a must-have. The online marketing funnel is a proposed model to an overview of the process of converting potential customers to buying customers online. The customer is should first be targeted and informed (inform phase), then interest should by evoked (attract phase), the customer is then convinced about the advantages and added value it creates (entice phase) and finally is led to make a purchase or an order (convert).
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A field built on constant reinvention
Web development has always been a field defined by reinvention. From the static HTML pages of the 1990s to the dynamic, app-like interfaces of today, every few years a new technology claims to “change everything.” Frameworks come and go, design trends shift, and developers must adapt or risk becoming obsolete. Yet beneath the surface of these constant transformations, one truth remains — building a good website still requires human understanding of purpose, context, and experience.
In recent years, the rise of artificial intelligence has entered this cycle of hype. Headlines claim that anyone can “build a website in minutes” using AI tools. Promises of instant design, automatic content creation, and perfect SEO optimization have flooded the web. While these technologies are impressive, they are also, in many ways, exaggerated. The notion that AI can replace real web development misunderstands both what web development is and what AI actually does.
The current landscape: complexity disguised as simplicity
Modern web development has reached a paradoxical point. On the surface, it looks easier than ever to create a website. Platforms like Squarespace, Wix, and Webflow allow users to design professional-looking pages without writing a single line of code. Frameworks like Next.js and SvelteKit offer developers powerful abstractions to build fast, scalable sites. Yet the underlying ecosystem has grown more complex than ever.
A single modern website often depends on dozens of tools, packages, and build processes. Performance optimization, accessibility, mobile responsiveness, data privacy, and security are no longer optional details; they are essential parts of a professional web experience. The abundance of frameworks and choices — React, Vue, Angular, Astro, Tailwind, TypeScript, and many more — has made the landscape fragmented and often overwhelming.
Developers today are less “coders” and more “system integrators.” They assemble and maintain complex layers of software built by others. This complexity creates both power and fragility. The result is that while it has never been easier to build a simple website, it has never been harder to build a great one.
The AI promise: fast, but not thoughtful
The marketing pitch for AI website builders plays directly into our collective fatigue with complexity. Platforms promise to generate an entire website from a few sentences of text. The idea is seductive: describe your business, choose a style, and let the AI do the rest.
In practice, however, the results are predictable and shallow. AI can quickly assemble layouts, color palettes, and filler text, but it cannot understand the nuance of brand identity, user behavior, or the subtle emotional logic that makes a website feel trustworthy and alive. The generated sites often look slick but lack coherence. They feel generic — because they are.
Design is communication, and communication depends on human context. AI tools rely on pattern recognition: they remix fragments of existing websites into something that statistically resembles what users expect. But what works “on average” is not what builds loyalty or meaning. Great websites are not just functional; they express an idea, a voice, a personality. These are things AI does not truly grasp.
The myth of full automation
The claim that AI will “replace” web developers echoes earlier promises from the no-code movement. No-code and low-code platforms indeed made website creation more accessible, especially for small businesses and individuals without technical skills. But even then, developers did not disappear. Instead, their roles evolved. They became curators, integrators, and problem solvers — bridging gaps between automation and reality.
AI tools today occupy a similar space. They are accelerators, not replacements. They can speed up the design process, suggest layouts, or write initial content drafts. But as soon as a website requires originality, integration with specific data systems, or performance tuning, human expertise becomes indispensable. AI is good at generating “something,” but not necessarily “the right thing.”
Moreover, building a website is not just about generating HTML and CSS. It involves understanding strategy, navigation logic, target audiences, business goals, and long-term maintainability. These are multi-dimensional challenges that require reasoning and empathy, not just computation. An AI may design a visually pleasing homepage, but it cannot understand why users are leaving before checkout or why a call-to-action isn’t converting.
The developer’s role in an AI-driven future
If AI cannot replace developers, it will certainly reshape their work. The best developers are already using AI to automate repetitive tasks, generate code snippets, and prototype faster. Tools like GitHub Copilot and ChatGPT have become invaluable assistants, not competitors.
The next generation of developers will spend less time typing boilerplate and more time refining structure, experience, and quality. This shift mirrors what happened in other creative industries: photographers did not disappear with the invention of digital cameras; writers did not vanish with the rise of word processors. The tools improved, but the craft remained. Similarly, web developers will evolve into architects of logic, curators of AI output, and interpreters of human need in digital form.
The future developer may not hand-code every element, but will know why elements should exist in the first place. They will use AI to explore ideas rapidly but still rely on judgment to decide what works. The difference between a competent AI-assisted developer and an average one will lie not in technical skill alone, but in taste, critical thinking, and understanding of purpose.
The web’s next frontier: meaning and authenticity
As AI-generated content floods the internet, the next great challenge in web development will not be technical — it will be human. The web is already drowning in sameness. Countless pages share the same design patterns, phrases, and stock images. Automation, if left unchecked, will only deepen this uniformity. What will stand out in the coming years is not speed of production but authenticity of expression.
Ironically, the rise of AI may revive appreciation for the human touch. A hand-coded website, a thoughtful micro-interaction, or a unique writing style may soon feel rare and valuable again. The most successful digital experiences will be those that use AI intelligently but remain guided by human insight. The craft of web development will shift from building everything by hand to designing systems that balance automation with individuality.
Looking ahead: between hype and craftsmanship
Web development, like every creative discipline, sits at the intersection of technology and meaning. The temptation to automate everything is strong, especially in a culture obsessed with efficiency. Yet the web’s power has always come from its diversity — from countless individuals shaping digital space to express their ideas.
AI will undoubtedly continue to change how websites are built. It will make development faster, prototyping easier, and maintenance more efficient. But the notion that it can “replace” developers is as misguided as claiming that grammar checkers can replace writers. What makes a website good is not just its functionality, but its story — and stories, at least for now, remain human.
The future of web development will likely belong to those who can harness both sides: the precision of machines and the intuition of people. In that balance lies not just the future of websites, but the soul of the web itself.
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E-commerce
E-commerce has become an indispensable part of the business. Nowadays a commercial strategy is no longer complete without an opportunity to sell products online. The number of webshops has exploded in recent years and consumers have a choice. That is why it is important that a webshop meets certain points in order to achieve maximum returns.
Points that a webshop must meet
There are several aspects that influence the realization of an effective webshop design. A distinction can be made between the design, the products, the company and marketing.
Effective web design
Effective web design is very important for both web shops and all other types of websites. Various aspects are important here. Prevent too much information on a website and make it easy for the user to navigate on the website and achieve the purpose of the website. Read more about this in this article.
Optimize for mobile
In particular, the checkout and navigation of an effective webshop on mobile can differ greatly from a desktop version. Since at least the same and probably more purchases are made on a mobile screen, it is important to take into account.
Checkout
Maak het checkoutproces zo eenvoudig en overzichtelijk mogelijk. Onderzoek heeft uitgewezen dat het merendeel van de mensen die een aankoopproces niet hebben afgemaakt (maar wel gestart zijn), zijn afgehaakt omdat het checkoutproces te lang duurde of te onduidelijk was.
Products
A webshop is not a webshop without products. Use the following guidelines for the correct positioning of products.
Highlighting products
Limit the number of products that can be seen on a page. Do not overwhelm the visitor with too many products and keep it organized. Try to highlight the products that you think are most wanted and which you would most like to sell.
Beautiful product photos
Beautiful photos are important because photos appeal to the imagination much more than text. In the case of a webshop, photos and especially product photos are even more important. Photos from different angles and photos of details are highly appreciated by webshop visitors.
Emphasize the benefits of your product
Why would customers buy a product from you? Make it clear what the benefits of the product are. What can the product be used for so well, why is the product better than the product of others? Make sure this is clearly stated on your webshop.
Product reviews
In the context of social proof, it is smart to post product reviews for products. Obviously positive reviews, otherwise you will achieve the opposite effect of what you would like. Namely that customers buy your product!
The costumer is king
Following on from highlighting certain products, it is useful to know the wishes of your customer. This way, one customer can see products that the other customer does not see and vice versa. This is achieved by, for example, creating an account to which one must log in or by means of cookies with which certain data of the customer can be stored. This makes it easier to show customers products that they are likely to be most interested in.
Free
People like free. Or at least a discount! Try to give something away or offer a discount (E-book, 10% discount). As a result, the perception of visitors of your product or company changes in a positive sense. In the end, free always yields profit.
Guarantee
Geef duidelijk aan dat wanneer klanten niet tevreden zijn met jouw product, om welke reden dan ook, ze het kosteloos kunnen terugsturen binnen een bepaalde termijn. Hierdoor zal men sneller tot een aankoop over gaan.
Payment options
Offer a large number of payment options. This exudes professionalism and ensures that as many people as possible can buy a product from your webshop.
Brand experience
In addition to the fact that a company offers good products, the image plays a role that is at least as important or perhaps more important than the actual product.
A nice company page
It is always a bonus when customers are impressed by what your company stands for. That can make a difference with other companies that sell similar products. Therefore, make sure that your webshop has an inspiring company page.
Contact
Nothing is more annoying than when you have questions or experience difficulties with a product, that there is no way to easily contact the company where the product was purchased. Mention several options for contact on your webshop and put them easily found in the web design.
Blog
Besides the fact that it is nice for customers to see what your company is doing and to draw their attention to new products, a blog is also an excellent way to make your website easier to find for search engines. Since the search engine algorithm values sites where new and interesting content is regularly posted. Read more about that here.
Marketing
Do not forget to bind visitors to your webshop. Loyal and returning customers are the most valuable customers!
Ask for a registration for the newsletter
Try to identify customers, for example by asking for an email address. This can be in the form of a possibility to sign up for a newsletter or a registration in exchange for a discount or free shipping. Do this subtly. Pop-ups that fill the entire screen are less appreciated and can cause visitors to leave.
Remarketing with email
After a customer has placed an order with your webshop, it does not hurt to use remarketing to alert the customer to new similar products or any deals that may be of interest to them. This by means of email.
Analytics for analyzing website behavior
It certainly pays to have an idea of how visitors behave in your webshop. Which products get the most clicks, which pages are frequently visited, how many people drop out from the checkout process? These are all questions that can be answered by using a website analysis tool. Such as Google Analytics.
Conclusion
Nowadays every self-respecting company should have a webshop. Since many companies are aware of this and already have a webshop, it is all the more important that your webshop distinguishes itself from that of the competition. The opportunities mainly lie in optimizing the four most important pillars of a solid webshop, namely: good web design, putting the customer first, promoting the brand and utilizing marketing opportunities.
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