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
- Next Steps
A BRIEF HISTORY – WHERE HAVE WE COME FROM
Late 90’s, early 2000’s
- Not a decade and a half, two decades ago, this was the picture of the internet. It was still a fringe technology for most people and certainly not integrated into our everyday lives
- What did the web look like? Ugly, boring, full of cat memes and poor color theory. Neon text was everywhere and design was utterly absent.
The rise of mobile phones
- As the internet started becoming more prevalent, the rise of mobile phones grew. Eventually, we got 2G, Edge internet connections. But none of this really made sense from a practical standpoint, as websites weren’t typically outfitted for mobile usage. Connects were slow, website resources were heavy, and page load times were so unbearable – I could probably connect to an IRS operator faster than a page would load.
CURRENT STATE OF THE WEB
Cell phones and Computers are Common Place
- Fast forward to today, the web is seemingly everywhere, especially in the United States. Even bottom-shelf computers are quite fast, cheap, and easy to use. Macs will cost you a little more, but even then you can get a used one at a good price.
How Have We Changed?
How We Shop
- eCommerce sales 6.4% of retail sales
- Traditional retail is shrinking
- 300B vs 260B in 2013
- 2013 mobile sales were 42.28, 133.35B by 2018
How We Interact
- Social media
How We Eat Out
- Urban Spoon
How We Experience Travel
How We Shop for a House
Food Tech & Media Industry
- An example of how one niche is being impacted by a multitude of brands.
- Recapping each category
Current Behavior and Statistics
- 2.9 Billion in 2014 internet users, 3.6B by 2018
- Search Engine Domination
- Google has 65% on desktop, 95% on mobile
- Set standards for algorithm changes, which are proprietary
- Number of Teens Using Facebook is dropping, Twitter and Instagram increase, Snapchat, etc
- Side note: Snapchat went from 2B valuation to 10B recently with no clear revenue model. User data!
- Transactions on emails are 160% higher between dinner and bed time than during the work day
- 40% of US smartphone owners compare prices on mobile device while in store shopping for item
- 70% get inspiration from Pinterest, compared to 17% for Facebook
- 34,000 searches done every second, 15% never done before
- Targeting Long Tail KW
- 86% of consumers use the internet to find a local business
- Google+ is a larger social network than YT and twitter
- Adults spend more time on mobile media than they do on newspapers and magazines combined
- In US, mobile only page views increased from 3.7% to 12.7% between 2012, 2013. Worldwide, that margin is 12.7%
- 99% of smartphone users utilize their mobile browser at least once a day
WHERE ARE WE HEADED?
Trends Predictions for 2015 – Delineated Web Experience
Big Idea: Mobile will dominate
- Mobile-only or mobile-first will be the rule, not the exception
- 46% of counsumers will not return to a mobile site that is not working properly
- 74% of consumers will not wait 5 seconds for a page to load on their mobile device
- 39% of businesses are doing absolutely nothing to make their site mobile ready.
- According to one source, One BILLION people will use mobile as their only form of internet in 2015
- Consumers will move on to a brand that “gets mobile”
- Making sense of big data
- Unilever teamed with Google to analyze keyword searches, claiming they can predict with 90% accuracy the next big trend 3 months ahead of time. They did this to create a youtube channel called All Things Hair featuring popular video bloggers. The channel became the number one for hair and had over 17 mil views
Democratization of Content Creation
- Tools for effective storytelling are in the hands of the common person
- People can create, edit, and share content with families, friends, complete strangers and have an impact on YOUR brand.
- An opportunity to get involved
- Example: Pharrell’s happy video/site
Increased credibility from external sources
- Penguin and Panda updates increasingly taking into consideration
- Social signals
- Review websites
- Blog and Forum mentions
- Topical expert references
- Traditional story is pieced together on various mediums
- Story will be almost equally immersive across platforms
- The Internet Has Changed…A Lot
- Our habits have been permanently transformed by the internet
- Mobile usage will start to dominate in 2015
- Opportunity to involve your customers in shaping your brand
How can we take all of this knowledge and apply it towards your branding?
DEFINING THE DIGITAL BRAND
- This will apply to everyone, whether you’re the solopreneur, the attorney, the real estate agent, the local coffee shop, the professional, and bigger businesses.
- Traditional branding
- It was traditionally hard to get a brand out, that it was dominated by those companies with resources
- Accessibility is at an all time high
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.
ASSESSING YOUR DIGITAL BRAND
What are your core mission statement and values?
- Dictates how you operate as a business
- Pick 4 or 5 core words that describe your business
What does your logo say about your company?
- Coloring, typography (picture of color wheel)
- Serif vs. Sans Serif?
- Branding standards
What does your site reveal about your company?
- Don’t fall into the old school way of thinking
- Are you an expert?
- Are you providing value?
- Embracing modern media
Are you easily found?
- How have you optimized for discovery?
- SEO, Local optimization, paid search
Is it easy to “raise my hand”?
- How do people get in touch with you?
- How do you generate leads?
- Are you making it easy on them?
Are you involved?
- Local reviews
- Creating community online
- Being responsive on social, forums, etc.
Question: How many people are visual learners? We’re all visual people. Visuals are important!
COUPLE THINGS TO KEEP IN MIND
- Search engines take into account things like site usability, site engagement, quality content, original content, site security
PRACTICAL WAYS TO IMPROVE IT
- Uplevel your branding
- Did you make a logo on MS word? update this!
- Define your mission, your core values
- This is how you will run your company
- Develop a responsive website
- Will be mobile-friendly
- Find out what your prospects want
- Provide value ahead of time, be helpful
- Optimize Your Funnel
- Make it easy to raise your hand
- Have a contact system and follow up system in place
- Set goals for 2015 to level up your business
- Map out a strategy
- If you need help, contact Zellerhaus