Trends in Web Strategy – For the Marketer with NeoCloud Marketing
Agenda: Introduction Web Trends #1 - The web is now the social web. #2 - Build your site with search in mind. #3 - Content is becoming more visual. #4 - Design Matters. #5 – Mobile is on the rise. Takeaways
Introduction“All companies have customers, luckycompanies have fans, but the mostfortunate companies have audiences.When you build an audience you don’thave to buy people’s attention, they give itto you.” Jason Fried, from the book Rework
#1 - The Web is now the Social Web. This shift is based on the fact that people want to be creators. Instagram makes everyone a photographer, YouTube makes everyone a filmmaker, Twitter makes everyone a broadcaster and Content Management Systems allow the end user to be a web editor.
“People share, read and generally engagemore with any type of content when it’ssurfaced through friends and people theyknow and trust.” Malorie Lucich, Facebook Spokesperson
FACT:Businesses are embracing social technologies likeFacebook, Twitter, LinkedIn as well as internalnetworks, wikis and real time chat.
Consider this…In the last year, the world’s largest enterprise softwarecompanies like Google, Microsoft, Salesforce, Adobe and Oraclehave spent billions of dollars snatching up social media tools toadd to their enterprise suites. Like the recent purchase ofYammer by Microsoft for $1.2 billion.
Social Technology = ProductivityA new report from McKinsey Global Institute analyzed thefeedback from 4,200 companies and discovered that socialtechnologies stand to unlock $900 billion to $1.3 trillion in value.Savings come from unexpected places with 2/3 coming fromimproved communications and collaboration within and acrossenterprises.
Marketing Tip:The web is aligning itself more closely with how things workoffline in that relevance becomes the primary factor determiningif something is shared. Marketing is no longer the blasting of aone way message; the message is a two-way conversation.Engagement Marketing is here and the social web is powering it.Do not over promote or you will under engage.
#2 – Build your site with search in mind.Search Engines like Google, Bing and Yahoo are the new yellowpages. If they cannot find you, it is highly unlikely anyone elsewill be able to either.
Content is King!With Google’s recent updates (Panda and Penguin), SEO hasdramatically changed. Old SEO methods allowed some to foolcrawlers by using words and links effectively. New SEO strategieswill put content creators on an equal footing favoring those thatare producing quality content that is highly engaging.
Get Discovered Online…There are two ways a user arrives at a piece of content. The firstis to actively search for it on a search engine like Google or Bing.The second is to discover or stumble onto it via a link on anotherwebsite, an email, from a friend, social media, etc. Discoverycovers all the ways we find information online outside of asearch engine.
The Big Guys are catching on…According to data released in August from theUniversity Massachusetts at Dartmouth, 28% ofFortune 500 companies (139) have public-facingcorporate blogs this year. This represents a 5%point increase from 23% in 2011 and 2010, and isup 75% from 2008, when just 16% of the Fortune500 had public-facing blogs.
SEO gets a makeover…New SEO will need to focus on the discovery elementas much as the search element. Analysts will be lookingat data on how they can get more engaged usersdiscovering their content.
Marketing Tip:People are searching for information online. The key is being thesource of the information your target audience is looking for.Your organization should have a content strategy and yourwebsite should have a blog where you can deploy yourmessage.
#3 – Content is becoming more visual.Thanks to sites like Pinterest, Facebook and others. The rules forpresenting content online have changed. You have to producevisual content that helps you stand out.
This shift toward a more visual experience online is evidenced byFacebook’s $1 billion acquisition of photo sharing app Instagram.
More than 300 million images (charts, graphics, and illustrations)are uploaded to Facebook each day. That means roughly 12.5million images will be added while we are sitting here today.
Consider this…Online publisher Mashable and EyeTrackShop recently foundparticipants in a webcam eye-tracking study spent less timelooking at Facebook wall posts and advertisements and moretime looking at cover photos and images in the brands timeline.
Marketing Tip:Photographs and other graphics can no longer be an after-thought. We must start seeing ‘content moments’ everywhere.Show people doing real things. Show how your product lives inthe world. Use visual content you already have to get started likeimages of events, screen shots of eBooks, photographs ofcustomers using your products or service.
#4 – Design Matters.More and more people, businesses and organizations are comingonline every day. More of what we used to do offline, we nowdo online. Because of this shift, it is highly likely that the firstimpression of your brand will be in the virtual world and notthe physical one.
Responsive DesignBy using media queries, the user’s experience will be determinedbased on what browser they are using. A few years ago,developers made separate sites for each type of device howeverthis new technology will allow you to create one site withmultiple style sheets.
Faster Load TimesPeople are processing information at a much faster rate and yoursite needs to keep up. To help minimize load times, webdevelopers are using Content Delivery Networks (CDN) to servecontent (text, graphics, URLs), downloadable objects (mediafiles, software, documents) and more to end users with highavailability and high performance.
Efficiency should be one of the goals of your site’s design.For example, web forms that require a minimum amount ofinformation are preferable. Often name and email addresses areall you need to get a conversation started.
Top Line Navigation is preferable.In the initial days of the consumer Internet, it was common tosee webpages with menus located in just about everyconceivable position between one page and the next. Today,users want the navigation menu on the top of the screen as justabout every user will intuitively looked towards the top of thescreen to find the navigation menus. Placing them there helpsto eliminate confusion when navigating your site.
Marketing Tip:“You never get a second chance to make a first impression”.There is a difference between being present and having apresence. Invest in the online presence of your brand.
#5 – Mobile is on the rise.Mobile Internet usage has doubled in the last year and right nowrepresents about 20% of all web traffic in the US.
Consider this…Nearly half of all U.S. adults use a smartphone, according torecent findings by the Pew Internet and American Life Project.Ninety percent of those smartphone owners say they use thedevice to check email and surf the web. Thats not countingpeople who use other mobile devices, such as tablets, to accessthe web.
We love our mobility!Smartphone users engage in many shopping activities including makingpurchases, sharing product photos, searching for store locations,recommending items, research and checking review listings.1 in 3 mobile device users share their location. This is important tonote if you are interested in location based marketing.US consumers spend an average of 1 in every 10 e-Commerce dollarsvia a mobile device.
Marketing Tip:With more people using their mobile devices to accessinformation about companies, business owners need to thinkabout how their website displays on smartphones and tablets. Ifcontent isnt easy to read and access on a smaller screen,customers might go somewhere else.
Takeaways: The speed of innovation is mind boggling. Almost every month there is something new and exciting coming out on the web. Companies are not empowering the right people for these jobs. To be a good social media person at a brand, you have to have a background not just in digital or marketing but also in your product or service. There are few people with that blend of experience. Pick your talent wisely. Find strategic partners. The world is becoming more and more transparent whether companies like it or not. Get involved or get left behind. We do not live in a vacuum, purchase decisions are complex and influenced by more noise from more sources today than ever before. You have to make traditional media and new media work together.
“Many Americans begin their purchasingexperience by doing online research tocompare prices, quality, and the reviews ofother shoppers. Even if they end up makingtheir purchase in a store, they start theirfact-finding and decision-making on theweb.” Jim Jansen – Senior Fellow PEW Research Center’s Internet & American Life Project
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