TikTok Logo

The Power of AI and Why You Should Use It

   NEWS / 12 Mar 2018

In a society where appearance is highly important, it’s difficult to keep the focus away from just the look and feel of our website. The industry has a tendency to place all the focus on this aspect and shifts focus from the strategic thinking behind the idea. This is where information architecture or AI comes into place. Despite being a concept that has been talked about for over a decade, is one of the few concepts that continue to be relevant and crucial in modern marketing.

Customer behaviour is changing drastically year to year. With continuous advances in technology, customers are increasingly leaning on the practicalities of these technologies and substantially becoming lazier when interacting. Interactions start and end with just scrolling through a feed, selecting top results when searching for something on platforms such as Google, following one-click purchases etc. Due to this drastic change, it is important to design our website strategically as we can no longer rely on our customers to do what we want them to do. This is where IA comes in.

Firstly, businesses need to understand what their customers want to achieve from the visit and from there, their needs need to be levelled in a hierarchy of importance to the customer and the business. Content design is also a very important aspect when using AI. AI identifies the customer’s needs and wants, from here, businesses need to manage the content within the website with this information at its core. Content must not be overwhelming and must be designed in a way that each topic is easily navigated with the right links. Visitors to the website need to be alluded to go where we want them to go and once they are there, businesses need to make sure they add clear calls to action to achieve the end goal, whether that is them gathering the right information or purchasing a product or a service. This is when through AI we lead the visitor from reading the content to making an interaction.

Despite the outstanding benefits of AI, this can be strongly compromised by the content management system behind the website. CMSs, such as WordPress, only allow limited flexibility and content is most often created inappropriately due to use of a template. Our design manager Jade Cummings comments:


“At Why Media we use MODX as our predominant CMS system, this helps us create bespoke websites with customer journey at the core of our designs. It’s all about clever design and not just about a beautiful design”


If you wish to discuss this with us, please email Claire White at claire@whymedia.com. Let’s Collaborate!





ACAI Group

Branding, Website & Photography

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.


Woking Shopping Centre WokingTV

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.


The Heart Shopping Centre

Event Management

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.

Following the successful for marketing of over 270 apartments at The Heart Walton-On-Thames for which the asset manager highlighted our part in the sales process as “You achieved a number of additional sales through your ability to market through Google” Why Media have been supporting the Digital Marketing at The Heart since 2006 and have helped the centre take the initiative long before its peers on a number of social media and digital marketing platforms.


Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.


County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.


Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.


The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.


Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 


Goldschmidt & Howland

Bespoke Website, Photography & Video Production

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.


Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.


Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.