Earlier this year, we made some marketing predictions. On the list? One page websites, SVG graphics, social advertising and more. How are we doing so far? Let’s take a look:
Then: We will continue to see websites trend toward one-page sites, with less clicking and more scrolling. This is mostly because of the ease of use on mobile devices.
Now: Thanks to Mobilegeddon, we’ve been seeing tons more one page and mobile friendly sites. Including all of the sites we’ve done this year!
Visual Graphics Online
Then: SVG (scalable vector graphics) will become the norm for web graphics because of the better visual quality at any size in a responsive design!
Now: Because of the abundance of retina screens, SVG graphics have indeed become a go-to for sharp images at any size.
Then: Small to medium sized businesses will be looking for more ways to incorporate ad spend on Facebook but won’t advertise on Twitter as much as they should – and Pinterest & Instagram will make their advertising options more easily accessible.
Now: If our clients are any indication, ad spend via social is definitely going up. While Instagram still hasn’t opened up advertising to all, Pinterest debuted “buyable” pins in June.
Then: There is a big trend toward tactile quality, and the unique treatment options available with print media have the ability to differentiate print marketing from online marketing, making the message memorable.
Now: We’ve seen a definite increase in response rates of those campaigns that include a physical, printed component, vs. those that are strictly online. While online marketing can’t be ignored, we have been seeing a huge benefit to multi-touch campaigns that include complimentary printed pieces.
Social Customer Service
Then: While social customer service may seem to be the province of the big guys, small and medium sized organizations, non-profits, and B2B organizations will all have to address customer service issues via social channels. Those that don’t want to will discover that their customers expect it – and will have to adjust accordingly.
Now: This one is a long-haul trend. While we’re seeing more customer service issues being handled via social media – we’re not entirely there yet. Of particular need? Small businesses learning how to handle issues professionally not “personally.”
Bringing it All Together
Then: There will be more of an effort to connect print to the online world with things like hashtags and QR codes, as well as some other newer technologies like augmented reality that some of the bigger companies are already experimenting with. Younger demographics, especially, are reporting a perception of printed marketing as more legitimate and influential than online marketing, partly due to growing up in a web-saturated, online world. They will never give up that online connection though, so it will be more important than ever to really tie the two together, with more than just a “visit our website” line on a mailer.
Now: This is another long-haul trend, particularly with issues like augmented reality and the cross between print and online. We’ll hold off to see what the next 6 months looks like!
It’s been an exciting 7 months – now we’re excited for the rest of the year!