Usability isn't always the point

"Usability" - we hear that word all the time, but what does that mean exactly and is it relevant to building brand and marketing sites?

A pure user-centered "usability" approach might mean, say, emailing a coupon directly to customers without requiring that they visit the Web site at all, or even more usable would be just mailing out cash. But that's hardly marketing, is it?

The goal is to balance the marketing needs of the client with the wants of the customer. It's not exactly "usability," necessarily, it's more about facilitating and directing the experience.