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WEBSITES MADE EASY?

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Let me start by making clear that I understand what Yell is trying to do with this series of ads [which I have seen off- and online] for their website development business. I also understand [I think] why they have taken this course of action.

Which makes my critique of Yell's ad campaign something of a paradox in that I think it is a good campaign - but at the same time I think they have got it wrong.

My main problem is that it is simply perpetuates the common misconception about the skill sets required for developing effective sites. OK, so I accept that 'experts' in online marketing are not usually my age - but I do bring to the table a wealth of marketing knowledge and experience which - with all due respect - young folk do not have. That the youngsters in these ads all seem to be IT 'geeks' and not professional marketers does not help. 'Geeks'? - I think that Yell deliberately make them look that way to folk my age - because Yell perceive that business owners who are the target of this marketing are my age who think that websites are an IT thing and not a marketing thing. If I'm wrong on this, why are the pictures not a mix of 'geeks' [for the IT stuff] and - how shall I put it - 'smart' youngsters [no, I don't mean suits, just 'business-like']. And what about the occasional older person? After all, the ad text does talk about a team of developers [which is exactly as it should be] - so where is the person who brings a bit of marketing experience to the table? Oh, and by the way ... over the years the students who acheive some of the best marks in both my marketing and e-marketing modules are female - so why do 'boys' out-number the 'girls' in this series of pictures? Could it be that Yell think us older folk perceive all the best IT 'geeks' to be boys?

yell website building advert

yell website building advert

yell website building advert

yell website building advert

yell website building advert

signature - Alan Charlesworth

signature - Alan Charlesworth

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