What’s New In 2013
Posted by Jack | January 31, 2013
1. The Second Screen
Raise your hand if you own a smart device! Now think of what life was like before them. Pretty barbaric if you ask me. They’re here and they make an impact in our lives everyday. So that means for a lot of companies, they should consider whether the “Second Screen” can be leveraged more to help their business. Every company has unique needs but here are a few concepts we’ve seen last year — updating website to appear better on smaller screens, social media presence geared towards mobile, mobile related promotional giveaways, and mobile marketing campaigns.
2. Making Websites Work Harder
We all know how important the homepage of your website is but sometimes we forget about the other pages. Now that I’ve brought it to your attention, notice the drop off websites sometimes have after leaving the homepage…It turns into a parade of header, headline, text, text image. If you think about how important these secondary pages are to your product/service — you might reconsider how that information is displayed. Impactful additions can include embedded videos, interactive diagrams, content written to engage rather than to explain, calculators, and other mechanisms designed to make visitors willingly learn about you.
3. Back To Roots Social Media
Let’s reminisce when Social Media was fun and exciting and you participated just to be a part of the fun. Those days are back! For some companies, social media can make a tangible impact on ROI but getting data to prove that is near impossible… the approach some companies are taking is to forget about numbers and just use it as a casual branding device to let people see the best parts of your company. It turns something tedious and unwelcome to something genuine and engaging… again.
4. From Real Life To Digital Life
One of the most frustrating problems marketing teams have is translating physical interactions from events like trade shows into online experiences so they can take the next step. So what to do? Typical solutions we’ve seen through the years have been CD-Roms, usb thumb drives, flyers, mailing lists signs ups and many more. Some concepts we’ve seen lately that we think deserve more attention are QR codes (those little black and white barcode squares you decode with your phone that take you to a website), social media (continue the conversation online with Likes, Follows, and +1s), and treasure boxing (allow visitors to reclaim something online like a photo).
5. Having Fun With Branding
Time changes everything and branding is no different. There was a time when consistency with branding was the holy grail but now we see companies have become much more adventurous. For internal programs, clients are embracing playfulness and personality to motivate their employees. For example, we had a client produce small run gimmick t-shirts for different departments to build camaraderie. For external campaigns, clients are using cleverness and unique ideas to get their message seen. For example, a contest where booth visitors retweet a photo of the company CEO wearing a silly hat. Considering the changing attitude of the general audience, having a sense of humor is not the worst thing in the world.
6. Next Level Tracking
The vast majority of Google Analytics users are satisfied with the general metrics it provides and are either not aware of or have not kept up with new features. Well now that we are almost a decade in, some users are demanding more. Google has advanced features that shed a lot more light on company initiatives than what you can get out of the box. The only catch is that companies often need to work with specialized consultants (aka Westminster) to develop the right strategy and implement it. Once in place, they can shed a lot of light on decision-making.
7. Community Evolved
Different versions of leveraging the community to help you market have existed and now is no different. In the past, building a community around your product/service was a very difficult task as often tools and options were limited. Now, the web has offered many ways for companies to easily communicate with the public. A typical community for a company now is a combination of using their website, facebook, and twitter to get the word out on important issues and to leave messages on the subject. The community evolved may still have the website and social media involved but also feature special tools like customer support portals, group sharing tools like GitHub or Dropbox, video channels, and host educational events.