Trends in Web Strategy – For the Marketer
with NeoCloud Marketing
#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.
“All companies have customers, lucky
companies have fans, but the most
fortunate companies have audiences.
When you build an audience you don’t
have to buy people’s attention, they give it
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
“People share, read and generally engage
more with any type of content when it’s
surfaced through friends and people they
know and trust.”
Malorie Lucich, Facebook Spokesperson
Businesses are embracing social technologies like
Facebook, Twitter, LinkedIn as well as internal
networks, wikis and real time chat.
In the last year, the world’s largest enterprise software
companies like Google, Microsoft, Salesforce, Adobe and Oracle
have spent billions of dollars snatching up social media tools to
add to their enterprise suites. Like the recent purchase of
Yammer by Microsoft for $1.2 billion.
Social Technology = Productivity
A new report from McKinsey Global Institute analyzed the
feedback from 4,200 companies and discovered that social
technologies stand to unlock $900 billion to $1.3 trillion in value.
Savings come from unexpected places with 2/3 coming from
improved communications and collaboration within and across
The web is aligning itself more closely with how things work
offline in that relevance becomes the primary factor determining
if something is shared. Marketing is no longer the blasting of a
one 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 yellow
pages. If they cannot find you, it is highly unlikely anyone else
will be able to either.
Content is King!
With Google’s recent updates (Panda and Penguin), SEO has
dramatically changed. Old SEO methods allowed some to fool
crawlers by using words and links effectively. New SEO strategies
will put content creators on an equal footing favoring those that
are producing quality content that is highly engaging.
Get Discovered Online…
There are two ways a user arrives at a piece of content. The first
is 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 another
website, an email, from a friend, social media, etc. Discovery
covers all the ways we find information online outside of a
The Big Guys are catching on…
According to data released in August from the
University Massachusetts at Dartmouth, 28% of
Fortune 500 companies (139) have public-facing
corporate blogs this year. This represents a 5%
point increase from 23% in 2011 and 2010, and is
up 75% from 2008, when just 16% of the Fortune
500 had public-facing blogs.
SEO gets a makeover…
New SEO will need to focus on the discovery element
as much as the search element. Analysts will be looking
at data on how they can get more engaged users
discovering their content.
People are searching for information online. The key is being the
source of the information your target audience is looking for.
Your organization should have a content strategy and your
website should have a blog where you can deploy your
#3 – Content is becoming more visual.
Thanks to sites like Pinterest, Facebook and others. The rules for
presenting content online have changed. You have to produce
visual content that helps you stand out.
This shift toward a more visual experience online is evidenced by
Facebook’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 12.5
million images will be added while we are sitting here today.
Online publisher Mashable and EyeTrackShop recently found
participants in a webcam eye-tracking study spent less time
looking at Facebook wall posts and advertisements and more
time looking at cover photos and images in the brands timeline.
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 in
the world. Use visual content you already have to get started like
images of events, screen shots of eBooks, photographs of
customers using your products or service.
#4 – Design Matters.
More and more people, businesses and organizations are coming
online every day. More of what we used to do offline, we now
do online. Because of this shift, it is highly likely that the first
impression of your brand will be in the virtual world and not
the physical one.
By using media queries, the user’s experience will be determined
based on what browser they are using. A few years ago,
developers made separate sites for each type of device however
this new technology will allow you to create one site with
multiple style sheets.
Faster Load Times
People are processing information at a much faster rate and your
site needs to keep up. To help minimize load times, web
developers are using Content Delivery Networks (CDN) to serve
content (text, graphics, URLs), downloadable objects (media
files, software, documents) and more to end users with high
availability and high performance.
Efficiency should be one of the goals of your site’s design.
For example, web forms that require a minimum amount of
information are preferable. Often name and email addresses are
all you need to get a conversation started.
Top Line Navigation is preferable.
In the initial days of the consumer Internet, it was common to
see webpages with menus located in just about every
conceivable position between one page and the next. Today,
users want the navigation menu on the top of the screen as just
about every user will intuitively looked towards the top of the
screen to find the navigation menus. Placing them there helps
to eliminate confusion when navigating your site.
“You never get a second chance to make a first impression”.
There is a difference between being present and having a
presence. 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 now
represents about 20% of all web traffic in the US.
Nearly half of all U.S. adults use a smartphone, according to
recent findings by the Pew Internet and American Life Project.
Ninety percent of those smartphone owners say they use the
device to check email and surf the web. That's not counting
people who use other mobile devices, such as tablets, to access
We love our mobility!
Smartphone users engage in many shopping activities including making
purchases, 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 to
note if you are interested in location based marketing.
US consumers spend an average of 1 in every 10 e-Commerce dollars
via a mobile device.
With more people using their mobile devices to access
information about companies, business owners need to think
about how their website displays on smartphones and tablets. If
content isn't easy to read and access on a smaller screen,
customers might go somewhere else.
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
“Many Americans begin their purchasing
experience by doing online research to
compare prices, quality, and the reviews of
other shoppers. Even if they end up making
their purchase in a store, they start their
fact-finding and decision-making on the
Jim Jansen – Senior Fellow
PEW Research Center’s Internet & American Life Project
Connect with NeoCloud
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LinkedIn (Jason B. Schultz & Udo F. Misch)
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