Here we go! I am sure I am going to make some enemies for myself in this sunny Saturday. Unfortunately I have no filters and I always say what I think. Flash presentations are the worst enemy for a website. Now I explain why.
Flash is a neat and cutting edge technology, developed by Macromedia and actually distributed by Adobe. It’s perfect for animations, even little movies (sort of digital cartoons) and it’s programmable using its own scripting language which is called Action Script. I like to compare Flash to Alcohol. A little glass of alcohol now and then is an acceptable practice (I just made more enemies among some religious groups); too much alcohol is devastating and can destroy lives. Flash has basically the same potential (without the physical harm). If you need to create a cute animated banner, flash is perfectly acceptable. I can say the same for an instructional or promotional video. The problem begins when some “marketing gurus” believe that they should use Flash everywhere and then finally they produce Flash Only websites.
The devastating effects of this practice are known only to Techies not to Marketers. Don’t ask me why, because I have not an answer. Maybe because Marketers found a way to charge twice a customer. The first time, making an expensive and useless flash only website; the second time, trying to fix that disaster doing, without being skilled, Search Engine Optimization.
Why flash only websites should be avoided like the plague? For two main reasons:
Internet marketing should be done by Internet Marketers. Traditional marketing is very different from Web marketing, because the media is different; people surfing the Web are more likely to think with their own brains, not being easy targets of traditional marketers. The most important lesson of marketing I learned after 14 years of working in the Web, is: give people what they want, do not make them want, what you want.