web trends for 2015 and assessing your digital brand

Digital branding & current web trends

Presented by Zellerhaus Digital

w w w.zellerhaus.com

A brief introduction 01

Introduction December 10, 201 4 3

Inbound Marketing Agency


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

!  Resources


Internet in the late 90’s and 2000’s 5


GEOCITIES 6


More geocities… 7


Early cell phone internet

Small Screens, Slow Speed Poor Screen Resolution, Site Formatting

The rise of mobile phones 8


Current state of the web 02

Wifi everywhere 9


Constant connectivity 10


How have we changed?

Habits, usage, behavior 1 1


How we shop

! Traditional retail is shrinking! eCommerce: 6.4% of retail sales overall! 300B in 2014 vs 260B in 2013! Mobile is 42B for 2014, or 14%! Mobile at 133B by 2018

SOURCE: http://blogs.marketwatch.com/capitolreport/2014/08/15/e-commerce-speeds-up-hits-record-high-share-of-retail-sales/


How we interact 13


How we eat out 1 4


How we travel 1 5


Food & Tech industry 16


The scope of one niche

It’s massive !! 17


Current behavior and statistics 03

What’s going on today? 18


Worldwide Internet Users

!  2.9 Billion in 2014

!  3.6 billion by 2018

Internet is growing rapidly 19


Search engine domination

! Google has 65% of search traffic! 95% on mobile! Continue to set standards for algorithm

changes in how search results work


What’s teen usage like?

Facebook is becoming passe for platforms like instagram, twitter, snapchat, etc.

The future users 2 1


Email and mobile

160% more activity between Dinner and Bed TimeEmail behavior

40% of Smartphone users compare pricing while shopping in store

Real time price comparison

22


Social inspiration

70% Get inspiration FROM PINTEREST COMPARED TO 17% FOR FACEBOOK

COMPARING CHANNELS 23


FINDING A VOICE THE GOOGLEPLEX

! 34,000 Searches done each second

! 15% Never done before

! Long Tail Keywords

LONG TAIL KEYWORDS

15% NEVER DONE

BEFORE

34K SEARCHES

24


Summing it up !  86% of consumers use the internet to find a local business!  Google+ is a larger social network than YouTube and

Twitter!  Adults spend more time on mobile media than they do on

newspapers and magazines combined!  US mobile only page views increased 3.7% to 12.7%

between 2012-13!  99% of smartphone users use mobile browser at least once a

day


Where are we headed? 04

Predictions for 2015 26


1. Mobile will dominate

! Mobile-only or mobile-first is the rule!  46% on mobile permanently ditch not working

properly! 74% won’t wait 5 seconds for page load! 39% doing nothing for mobile optimization! One BILLION mobile only in 2015! Consumers will want brands that “get mobile”


2. pretargeting

! Making sense of big data

! Unilever case study with Google

! Predicting trends with 90% accuracy!


3. Content Democratization

! Tools for storytelling are in hands of common person

! People can create, edit, share content to nearly anyone

! Example: GoPro Cameras


4. External Credibility

! Social signals

! Review websites

! Blog and forum mentions

! Topical expert references


5. Transmedia storytelling


Summary

! Mobile is going to dominate in 2015

! Opportunity to involve customers in brand

! Storytelling as a brand

! Mainly mobile…


How can we take this knowledge and apply it to branding?

Moving forward 33


Defining the digital brand 05

34


Who does this apply to?

This will apply to everyone, whether you’re the solopreneur, the attorney, the real estate

agent, professional, local coffee shop, bigger businesses…ANYONE


Traditional branding 36


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.

Everyday Hero 37


Assessing your brand !  What are your core mission statement and values?!  What does your logo/imagery say about the company?!  What does your site reveal about your company?!  Are you easily found?!  Is it easy to “raise my hand”?!  Are you involved?


Site usability GOOGLE TAKES NOTICE!

! Site Usability

! Site Engagement

! Quality Content

! Original Content

! Site Security

Importance of UX 39


Ways to improve it !  Upleveling your branding

!  Define your mission, your core values

!  Develop a responsive website

!  Find out what prospects want

!  Optimize your funnel


Thanks for watching!

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