2015 Web Trends and Improving Your Digital Brand

Web Trends for 2015 and Assessing Your Digital Brand

TOPICS TO BE COVERED

      1. Current State of the Web
      2. Where are We Headed?
      3. Defining a Digital Brand
      4. Assessing Your Digital Brand
      5. Practical Ways to Improve It
      6. Resources
      7. 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

Geocities…Yuck!

  • 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
  • Zagat
  • Yelp

How We Experience Travel

  • Kayak
  • AirBNB
  • Hotwire
  • Travelocity

How We Shop for a House

  • Zillow
  • Redfin
  • HotPads
  • Craigslist

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”

Pretargeting

  • 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

Transmedia Storytelling

  • Traditional story is pieced together on various mediums
  • Story will be almost equally immersive across platforms

SUMMARY

  • 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?

  1. Dictates how you operate as a business
  2. Pick 4 or 5 core words that describe your business

 

What does your logo say about your company?

  1. Coloring, typography (picture of color wheel)
  2. Serif vs. Sans Serif?
  3. Icon
  4. Branding standards

 

What does your site reveal about your company?

  1. Don’t fall into the old school way of thinking
  2. Are you an expert?
  3. Are you providing value?
  4. Embracing modern media

 

Are you easily found?

  1. How have you optimized for discovery?
  2. SEO, Local optimization, paid search

 

Is it easy to “raise my hand”?

  1. How do people get in touch with you?
  2. How do you generate leads?
  3. Are you making it easy on them?

 

Are you involved?

  1. Local reviews
  2. Creating community online
  3. 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

 

NEXT STEPS

      1. Set goals for 2015 to level up your business
      2. Map out a strategy
      3. If you need help, contact Zellerhaus

 

Sources:

 

Preston Zeller

I am an entrepreneur, digital marketer, and designer. Working in Digital Marketing for DiscoverOrg. I write about business, life hacks, and more.

 

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