AJAX incorporates several technologies to work. These are XHTML and CSS for a standards-based presentation; Document Object Model for dynamic display and interaction; XML and XSLT for data interchange and manipulation; XMLHttpRequest for asynchronous data retrieval; and JavaScript to bind everything together.

Since AJAX allows for asynchronous action, loading of new small amounts of data does not interfere with normal page loading. AJAX allows for a more responsive web experience as it allows your web page to exchange small amounts of data with the server as you view the page.

With AJAX, your actions send a JavaScript request which trigger an action – usually a data retrieval request – which is answered by the web page in the form of a XML response. The web page changes accordingly; without having to reload the entire page.

In a classic web application model, user actions trigger an HTTP request back to the web server. The server processes the request and answers the request by loading an appropriate HTML page back to the user.

With AJAX, you don’t have to wait for your server to reload the page according to your requests. AJAX allows the page to process your request and make small changes accordingly without having to reload an entire page. AJAX cuts down on waiting time and makes the web experience more dynamic.

When one loads a webpage that utilizes AJAX, the browser also loads an AJAX engine which renders the interface that the user sees and communicates with the server at the same time. The user can interact with the application asynchronously; every action you make generates a JavaScript request, which triggers a response from the AJAX engine.

Since AJAX is capable of asynchronous action, the user’s interaction with the web page does not stall. You are not left staring at a blank browser window while the server processes you request.

The asynchronous element of AJAX is provided by XMLHttpRequest. This technology allows browsers to make data requests without having to reload the page. This eliminates the need for page refreshing.

Web pages are usually loosely coupled. The data they display are not bound to data sources and must first be set out in proper order in a HTML format before they can be presented in a browser window. This means that, in the traditional format, a web page needs to be re-loaded every time you need to view different data sets. With XMLHttpRequest a programmer can by-pass this requirement.

AJAX web pages load quickly since the payload coming down is smaller in size and the rest of the layout does not have to be redrawn when you request a page update. As such the bandwidth usage and requirements for a page utilizing AJAX are minimized.

Another benefit of AJAX is that the use of this platform means that programmers have to clearly separate the methods and formats used for the aspects of information delivery.

Programmers using AJAX can adopt or adapt whatever techniques work for them but the must adopt separation of raw data or content to be delivered; format or structure of the webpage; style elements of the webpage; and functionality of the webpage.

As AJAX is a new application, it is still evolving and as such is vulnerable to some glitches, usually with reference to its interactions with some web applications.

An AJAX created page does not register in a web browser’s history. As such, triggering the back function might not bring back the desired result. Programmers have tried to use invisible IFRAMEs to invoke changes that populate the history used by a browser’s back button, but not every web page has these yet.

It is also difficult to bookmark a page using AJAX. However, a solution to this would be the use of a URL fragment identifier. Many browsers allow JavaScript to update the fragment identifier of a URL dynamically and as such the user changes made to a page using an AJAX application can be maintained.

If you want to use an AJAX application in your website, you have to take into consideration network latency. Network latency is the interval between the user’s request and the server’s response. Some factors can increase the network latency of a webpage and cause delays in the interface of the web application. If the user is unaware of AJAX properties it may result in them assuming that there is something wrong with the page.

Also, when a web page is rendered or changed by a request, there is a brief moment of re-adjustment when the content changes. This too can cause confusion for the viewer. The use of visual clues or warnings to make the user aware of the background activity inherent to an AJAX application is recommended.

While AJAX relies on JavaScript for it’s dynamic interactions; JavaScript can cause its share of problems. JavaScript can be implemented differently by different browsers and as such there may be compatibility issues. If the browser being used by the user is incompatible to JavaScript portions of the website can be distorted or just rendered unreadable.

Search engines as a rule do not execute the JavaScript code needed for AJAX functionality. Websites that use AJAX to load data must provide equivalent Sitemaps data at a public, linked URL that search engines can read.

AJAX can also pose a problem with web analytic systems. Analytics systems which allow for the tracking of events other than a simple page view, such as the click of a button or link, are the ones most likely to be able to accommodate a site which heavily utilizes Ajax.

By Les Kollegian, Creative Director

Tips Small Business Owners Can Use to Lower Costs and Maximize Visibility

If you are a small-to medium-sized business, you’re probably hoping to get your business on everyone’s radar with traditional marketing techniques. But what if you lack the funds of a Fortune 500 marketing budget? You’re already marketing your company on the Web and through print collateral like business cards and direct mail postcards. Now, how do you create a brochure with the “wow factor” of your larger competitors? A brochure that makes your customers sit up and take
notice? Here are seven secrets you can leverage to your company’s advantage:

1. People don’t read. Get your point across…FAST!
Okay. So I know you are reading this now, but that’s because I got your attention with a catchy headline. If I give too much information in the text, I will lose your interest. You will stop reading long before my “call to action,” requesting you learn more about me online. Now I’ve lost the opportunity to convert you to a new customer. People are low on time. Deliver your point with minimal text. And keeping it minimal also saves you the money of having to print more pages.

2. Effective design is important.
Remember that old saying, “Kids, don’t try this at home!”? Well, it also applies to you. If your business is not a graphic design firm, do NOT try to design your own brochure. Graphic design professionals are aware of how specific markets react to certain layouts, based on psychographic and demographic research. Effective design is what gets reader attention, keeps it, and most importantly keeps your brochure out of the trash.

3. Odd-sized pieces grab attention.
The 8.5″x11″ tri-fold is essentially worthless. Yes, it’s inexpensive to make and print. But is it an effective way to get your prospective clients attention? No. We all get way too many brochures in the mail and they get lost in the shuffle. An odd-sized brochure differentiates your business from the rest at first glance. If you are not going to mail them, I have had much success with square brochures, usually 6″x 6″. If considering a direct mail campaign with a brochure, make sure you keep postal regulations in mind. It should be wider than it is tall. 4.5″x11.5″ is a great size to stand out from the pack.

4. Sometimes, 4-color is actually cheaper.
Before digital printing was available and offset was a must, we used to design with minimum ink colors to save money running through the press. The more ink, the more the cost. Today there are plenty of printing companies that do 4-color work by “gang” running them with other projects. This means that your brochure is being run on the same large sheet as other brochures, folders, etc. Bottom line…who cares? At the end of the day, you save money by sharing the paper. A company I have successfully used to print inexpensive brochures and other collateral is http://www.zooprinting.com.

5. Thicker IS better.
Ever get a flimsy business card and just think how cheap it feels? How does it make you feel about the company distributing it? The same goes for your brochure. When you receive something with
substance, it feels more important. You’re more likely to keep it or take it more seriously.

6. Don’t waste paper…Low runs can still be cost effective.
Many of my customers want to print large runs because they save money on a per-piece price. While this is true, it doesn’t matter if you end up throwing away unused brochures. Usually it is best to create a low run and get feedback from your prospective clients. Once you feel the brochure is effective and will stand the test of time, now it’s time to do a larger run.

7. Use stock photography…There’s no need for that expensive photo shoot.

Okay…some people may say that stock photos are over-used and that they are not as effective as a photo shoot. This may be true. However, photo shoots can be extremely expensive and unnecessary unless you need to show a specific product. There are now stock photo sites where new images are being uploaded by semi-professional and professional photographers daily. High-res images can be purchased for under $10 on sites like http://www.istockphoto.com and
http://www.dreamstime.com.

The current proliferation of social media sites is the most pervasive phenomenon on the Internet today. Not since the dot.com explosion has the there been an Internet trend that is so widespread in its popularity. The comparison with the dot.com growth is in fact one that is made by many industry observers, and while there are a number of clear similarities, there are also some important differences.

It is expected that by early 2008, all the various social media sites will have more than 230 million members. That number is predicted to grow until 2009, with a leveling off on the number of new members expected by 2012.

The combined revenue from these sites, which in 2007 reached almost $970 million, is estimated to balloon to a whopping $2.4 billion by 2012.

Membership growth in social media sites varies greatly from region to region. The Asia Pacific region accounts for the lion’s share of users, with 35% of the total users expected by the end of 2007. EMEA accounts for about 28% of all users, North America follows closely with 25% percent, and the Caribbean and Latin America trails behind with 12% of all users.

With the inevitable crowding of the social media site industry, many observers feel that consolidation of the market is a sure thing. This has given rise to some predications that the smaller individual social media sites will be swallowed up by the bigger players in the field. Some experts feel however that this is not necessarily the case. In particular, social media sites with a focus on special interests are expected to survive the trend towards consolidation.

The extensive hype and excitement currently surrounding social media sites is perhaps what inspires the comparison to the dot com boom, but in the midst of all the buzz, there is a certain degree of trepidation felt by many as well. While many investors are naturally excited about the potential of social media sites, the fact that these types of web sites have not been proven for the long term is causing some hesitation.

The promise of riding on the wave of the next big Internet phenomenon is a tempting prospect, but it is tempered by the uncertainty of social media sites as a long term sustainable industry. The most cautious industry observers have even gone so far as to suggest that most social media sites would do well to hold off on an IPO for the time being.

The founder and chief executive of Facebook, Mark Zuckerberg, has officially stated that his despite his company’s spectacular growth, Facebook is still many years away from flotation.

While there is no doubt that social media sites are a genuinely groundbreaking innovation that is changing the way we communicate in many significant ways, past experience with similar Internet phenomena shows that the hyper charged atmosphere of excitement cannot last indefinitely. The industry is currently characterized by easy capital, plenty of media attention and widespread user curiosity-all of which directly boosts creativity-but all that will come to an end eventually.

This does not mean that there is no future for social media sites. On the contrary, the future is just as bright as ever and at this relatively early stage of the game, it is hard to predict just how huge the whole industry can get. What companies and investors should do however is to adapt their approach to be prepared for the changes that will inevitably come in the future.

In a report published in 2007, Ri Pierce of Grove Technology and an analyst at U.K.-based Datamonitor has detailed a few suggestions that will help companies deal with the changes. Many of these suggestions revolve around understanding market strategies and various technological developments.

One of the most important things that companies can do to roll with the punches is formulate a two pronged approach to deal with the hothouse atmosphere that the industry is currently experiencing as well as the eventual cooling off that is sure to follow. This strategy will involve companies becoming more heavily involved in establishing and maintaining the infrastructure that is needed to run these types of web sites. They would also do well to find effective means by which to support social-networking services, especially in the aspects of scalability and availability.

As for the social media sites themselves, the most effective means of ensuring continued popularity is through social media optimization. There are a number of ways commonly used to do this but five rules have been particularly effective in attaining this goal. Formulated by Rohit Bhargava, these rules are: Increasing the linkability of your social media site, making the tagging and bookmarking process easy for your audience, rewarding inbound links, helping your content travel, and finally encouraging mashups, which are web applications that combine data from more than one source into a single integrated tool.