This was a presentation done for the Vancouver, WA Chamber of Commerce in December of 2014. This presentation ties in two key elements: - Current web trends and what we're headed for in 2015 - Assessing your digital brand and practical steps to improve it There are some staggering figures in here, so worth the read! Sources: http://blogs.marketwatch.com/capitolreport/2014/08/15/e-commerce-speeds-up-hits-record-high-share-of-retail-sales/ http://www.statista.com/statistics/249855/mobile-retail-commerce-revenue-in-the-united-states/ http://www.webstrategiesinc.com/blog/12-incredible-statistics-about-online-behavior-and-activity http://www.saydaily.com/2014/11/trends-in-digital-media-2015 http://www.bryankramer.com/disruptive-marketing-trends-for-2015/

1. Digital branding &
current web trends
Presented by Zellerhaus Digital

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A brief introduction 01
Introduction
December 10, 2014 3
Inbound Marketing Agency

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Topics to Be covered
! Current State of the Web
! Where Are We Headed?
! Defining a Digital Brand
! Assessing Your Digital Brand
! Practical Ways to Improve It
! Resources

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Internet in the late 90 s and 2000 s
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GEOCITIES
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More geocities…
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Early cell phone internet
Small Screens, Slow Speed Poor Screen Resolution, Site Formatting
The rise of mobile phones
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Current state of the web 02
Wifi everywhere
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Constant connectivity
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How have we changed?
Habits, usage, behavior
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How we shop
! Traditional retail is shrinking
! eCommerce: 6.4% of retail sales overall
! 300B in 2014 vs 260B in 2013
! Mobile is 42B for 2014, or 14%
! Mobile at 133B by 2018
SOURCE: http://blogs.marketwatch.com/capitolreport/2014/08/15/e-commerce-speeds-up-hits-record-high-share-of-retail-sales/

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How we interact
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How we eat out
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How we travel
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Food & Tech industry
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The scope of one niche
It s massive !!
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Current behavior and statistics 03
What s going on today?
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Worldwide Internet Users
! 2.9 Billion in
2014
! 3.6 billion
by 2018
Internet is growing rapidly
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Search engine domination
! Google has 65% of search traffic
! 95% on mobile
! Continue to set standards for algorithm
changes in how search results work

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What s teen usage like?
Facebook is becoming passe for platforms
like instagram, twitter, snapchat, etc.
The future users
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Email and mobile
160% more activity between Dinner and Bed Time
Email behavior
40% of Smartphone users compare pricing while
shopping in store
Real time price comparison
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Social inspiration
70% Get
inspiration FROM
PINTEREST
COMPARED TO 17%
FOR FACEBOOK
COMPARING CHANNELS
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FINDING A VOICE
THE GOOGLEPLEX
! 34,000 Searches
done each second
! 15% Never done
before
! Long Tail Keywords
LONG TAIL
KEYWORDS
15% NEVER
DONE
BEFORE
34K
SEARCHES
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Summing it up
! 86% of consumers use the internet to find a local business
! Google+ is a larger social network than YouTube and
Twitter
! Adults spend more time on mobile media than they do on
newspapers and magazines combined
! US mobile only page views increased 3.7% to 12.7%
between 2012-13
! 99% of smartphone users use mobile browser at least once a
day

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Where are we headed? 04
Predictions for 2015
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1. Mobile will dominate
! Mobile-only or mobile-first is the rule
! 46% on mobile permanently ditch not working
properly
! 74% won’t wait 5 seconds for page load
! 39% doing nothing for mobile optimization
! One BILLION mobile only in 2015
! Consumers will want brands that “get mobile”

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2. pretargeting
! Making sense of big data
! Unilever case study with Google
! Predicting trends with 90% accuracy!

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3. Content Democratization
! Tools for storytelling are in hands of
common person
! People can create, edit, share content to
nearly anyone
! Example: GoPro Cameras

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4. External Credibility
! Social signals
! Review websites
! Blog and forum mentions
! Topical expert references

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5. Transmedia storytelling

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Summary
! Mobile is going to dominate in 2015
! Opportunity to involve customers in
brand
! Storytelling as a brand
! Mainly mobile…

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How can we take this knowledge
and apply it to branding?
Moving forward
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Defining the digital brand 05
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Who does this
apply to?
This will apply to everyone, whether you’re the
solopreneur, the attorney, the real estate
agent, professional, local coffee shop, bigger
businesses…ANYONE

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Traditional branding
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A digital brand is what people see, hear, feel
and think about in connection with your name
or business online. Digital branding is the
deliberate process of creating consistent &
appealing brand images and messaging.
Everyday Hero
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Assessing your brand
! What are your core mission statement and values?
! What does your logo/imagery say about the company?
! What does your site reveal about your company?
! Are you easily found?
! Is it easy to “raise my hand”?
! Are you involved?

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Site usability
GOOGLE TAKES NOTICE!
! Site Usability
! Site Engagement
! Quality Content
! Original Content
! Site Security
Importance of UX
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Ways to improve it
! Upleveling your branding
! Define your mission, your core values
! Develop a responsive website
! Find out what prospects want
! Optimize your funnel

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Thanks for
watching!
Business@Zellerhaus.com
Zellerhaus.com