Does your web marketing strategy take account that 90% of the UK online population now have broadband?

According to market research agency BMRB, 90% of the UK online population now have broadband. Over half (54%) of broadband users have connection speeds greater than 2MB compared with 28% just 18 months ago in November 2006. Download speed is clearly much less of an issue today than it used to be when modem speeds were just 28KB. 

So what use are you making of the faster download speeds available? Does your website incorporate images, audio or video? If not, download speed should no longer be a barrier to considering their use.

However, just because you can incorporate images, audio & video doesn't mean you should. The key driver for all your website and web marketing content has to be whether it effectively communicates your brand thought to your target audience. 

The inclusion of images, audio & video is no longer primarily a technical or speed related issue. Inclusion should be based on whether you can develop creative ways of effectively communicating your brand thought to your target audience as part of your web marketing strategy to attract and keep valuable customers.

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.