Web Professionals trends – 2016 -Web Marketing

We just experienced a major marketing event in the U.S. Some call it the Super Bowl. We all have favorite commercials; these days, there were a number of ads with an associated web link or a social media hashtag. This is not news. What is news and important to know for Web professionals is:

  • the growing trend and the  increased reliance on social media; pre- and post- game
  • and the rise of metrics measuring many aspects of these interactions
  • and the added value of storytelling that sells

Why is this important for Web Professionals?

Perhaps the clearest indicator of anticipated trends was the commercial. In addition to spoofing a number of older Super Bowl commercials, there was a clear partnership with the forthcoming Kung Fu Panda movie. In addition to this partnership, there were clear identifiers (web site and a social media hashtag #StartStunning). There was also a clear storyline running throughout the commercial.

Key takeaways

  • One of the ways we can differentiate ourselves (as Web Professionals) with web marketing is to tell compelling stories.
  • These stories need to be visual, short, memorable, and have a call to action.
  • Equally important, most businesses expect a stronger return on investment (ROI).

What you need to know: Partnerships are important

Partnering is also a growing trend. For example, if we are not up to the task alone, collaborate with those who can tell a compelling story. Think in terms of the ad mentioned above. This may involve working with communication professionals (if you or your group lacks the requisite skills). That will likely be a key differentiator in how content is perceived. It should also help engage site visitors and encourage them to promote these stories via social media.

For example:

  • In many ways, it really is about alignment with the right individuals (and companies).
  • Whether we need help with analytics on the data being collected or creating more engaging mobile experiences (particularly location based mobile experiences), we need to identify and align with those who do this well.
  • In 2016, it is nearly impossible to be “all things to all people all the time.” Therefore, we need a network to collaborate with when needed. Consider this simple example – personally, I am “graphically challenged.” I know my limitations in that area and never attempt to provide graphic content (whether logo design or color schemes) to a client.  I do know a number of good graphic artists and I work with them to meet the client’s needs.
  • This year is shaping up to be a year of significant change as many technologies mature and gain much wider acceptance (for example wearable devices).
  • We need to position ourselves to take advantage of these opportunities. Knowing the trends is a start; identifying who to partner with is critical to your success as changes happen rapidly this year.

Additional Web marketing trends

I expect that the following trends will accelerate in 2016:

  • mobile (including wearable) devices will continue to be used more in marketing efforts. Many viewing the Super Bowl use their smartphones to communicate their thoughts to friends and family.
  • social marketing is expected to continue significant growth. Think of the number of tweets and Facebook posts about the Super Bowl.
  • we will continue to rely more on analytics (and associated “big data”) to drive many of our web marketing decisions. Many times we see a commercial which points to a specific page ( which is only shown during a given commercial. This is one of many approaches to identify which traffic to a web page is coming as a direct result of an advertising campaign.
  • we will rely more on automation of many marketing efforts (to reach the broadest audiences quickly and efficiently).
  • content marketing will also be a major effort.

Closing thoughts:

Speaking of partnerships, one of our goals moving forward is to align our goals with yours. In other words, as a professional association for aspiring and practicing Web professionals. we’re hopeful that you find our resources helpful. By aligning with a professional association we aim to support you in staying current with trends and to bring you the informational resources to succeed. Check out the other Web professional trends and if you’re not already a subscriber sign up here. Future post will include Web security trends, sustainability, what this means for the future of web centric education and more in depth tutorials on web design, web development and Web business trends.

Best always,
Mark DuBois, Community Evangelist and Director of Education

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Translating marketing texts for speaking – an experiment


As part of the workweek I am currently at I set a goal to give a brownbag on “writing for speaking”. The reasons is that some of the training materials for the Mobile World Congress I recorded were great marketing/press materials but quite a pain to speak into a camera reading them from a teleprompter.

For the record: the original text is a good press release or marketing article. It is succinct, it is full of great soundbites and it brings the message across. It is just not easy to deliver. To show the issues and explain what that kind of wording can come across as I took the script apart. I explained paragraph by paragraph what the problems are and proposed a replacement that is more developer communication friendly. You can see the result on GitHub:


The result is an easier to deliver text with less confusion. Here’s a recording of it to compare.

I will follow this up with some more materials on simpler communication for speaking soon.

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Web Professional Trends 2014 – Search Marketing

In this 5 minute interview with Lance Loveday, CEO @ClosedLoop we talk about Web Professional Trends in Search Marketing
for 2014 and:

* How Search continues to dominate the online advertising space
* How the Web profession is maturing and requiring specialization as well as a broad understanding of Web technologies
* How being well rounded and having good communication skills are in high demand
* How understanding your contribution and working well in teams is a must
* Think strategically
* Trends in Search Marketing including increased and opportunities beyond Search including targeting opportunities for advertisers
* Despite concerns by some “Retargeting” is growing in popularity, customer acceptance and monetization

How Retargeting Works

Retargeting technology is simple enough and is not really new. Experienced Web professionals know that by placing some JavaScript code on their customers website setting a cookie for the visitor’s browser. When the visitor surfs the web the cookie allows advertiser’s ads to be displayed only to those who have previously visited the website.

More on “Retargeting”

According to a recent article written by Lionel White, Retargeting is not a new concept to the digital industry — in fact, it has been around for some time — but its uses and forms have definitely evolved. Over the course of this evolution, “retargeting” has become somewhat of a loose term – we now see it used alongside “search” and “social” in addition to its original form, “site retargeting.”

By looking at data on consumers’ search habits, search retargeting allows an audience of interested consumers to be built and marketed to, whether they are current customers or not. As I explained in a previous article, an audience built by search retargeting is larger than an audience based purely on SEO keywords or an audience built on site retargeting data.

Retargeted ads can be accomplished through Google AdWords (bt the way Google calls it remarketing). LinkedIn and Facebook also offer retargeting as a part of their advertising programs. For example, Facebook accoring to Justin Freid options are coming to Facebook that won’t force you to go through FBX (Facebook Ad Exchange). Advertisers will no longer need to manage their Facebook retargeting campaigns through demand-side platforms (DSPs). Advertisers will now be able to manage retargeting programs directly through Facebook’s interface.’

More Social Retargeting

Lionel White, says that “Social retargeting is even more upper-funnel than search retargeting because it uses purely interest-based data points from consumers to identify and create audience groups, whether or not they have searched for, bought, or researched the brand’s product or a related product.

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Web Marketing Gratis

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