Marketing

Technology is advancing every day, leading to countless new discoveries like smart devices. It’s no secret that these devices are quickly taking over the technology industry, but these devices are also ultimately changing how users browse the internet and how technology affects customer value as a whole. For instance, according to CNBC, around 75% of people will only use their smartphone to access and browse the internet by 2025. With that many people ditching their computers and desktops for smartphones, we’re seeing a whole new type of browsing experience in the digital world. The remaining questions are: how is the technology industry reacting to this, and how does technology affect user behavior?

Technological Advancement, Smart Devices and the Digital World

Technology and smart devices play a huge factor when determining how users interact with the information on the web. With the intense rise of smartphone users, it is now vital to ensure that websites are created with the mobile user in mind. In fact, since 2001, there has been a 504% increase in media consumption on mobile devices.

This rise of mobile and smart devices has grown so much that people are now beginning to switch out technology behaviors like traditional texting and actually watching a television with services like Snapchat and Netflix. The switch in how users are consuming their media and information thanks to smart devices and the software associated with them is a huge topic of discussion. While the internet has changed the way consumers think and interact, it is the way users are now behaving that is changing the technology world forever.

User Behavior and Smart Devices

The way a user behaves on their smart device vs. a traditional desktop is a completely different experience. The use of AI tools and big data gives businesses an idea of how users are taking in and interacting with their content. With smart devices being so instant and, well, smart, user expectations for things are now ten times higher, and they are less likely to wait. For example, Google has told us multiple times that mobile visitors leave a page that takes longer than three seconds to load. With these high expectations, smart devices are the average user’s first stop when browsing the internet and finding information.

Not only that, but a huge way smart technology is also advancing is by eliminating any sort of waiting and clicking thanks to smart home devices like the Amazon Echo line and Google Home family, which bring you what you want directly as if you were communicating with a human. Many worry that this will eliminate the need for authentic human interaction, but others think it is an advancement needed to happen.

The Future of Web Browsing

With smart devices taking over the web browsing industry, creating a mobile site is critical for optimal page views and keeping up with changing trends. This also brings up the importance of creating quality content that is easy to find. For example, if you owned an Italian restaurant and someone were to ask their smart device what the best Italian restaurant in their town was, you would want yours to be optimized to be the first one that comes up.

The future of web browsing looks to be a lot of swiping and automated talking rather than traditional typing and clicking thanks to tools made available by AI. Exactly how is AI changing the digital and user experience, you may ask? Well, many websites have already taken a step into the soon-to-be future and are implementing AI technology trends like chatbots, personalized recommendations, and personal talking assistants. Implementing these tools into your website will not only keep you on par with the latest trends, but will also ensure that your website works the best on smart devices.

Social Media and Web Browsing

On top of all the new AI tool technologies, many social media platforms like Instagram have created updates to give users a shopping experience through the app. Allowing influencers and companies to sell, users are now able to shop products and looks from the pages they follow with a simple checkout process. While Instagram is a great example of this, they’re not the first and will definitely not be the last who will implement this.

How Smart Devices Are Shaping Consumer Lifestyles

Going back to smart devices, it seems as if users can’t even leave the house without their smartphone in tow or asking Alexa what the weather is like outside. It’s almost as if smart devices have morphed our brains into needing that automated reassurance from our smart device before doing our daily tasks.  It has even gotten to the point where most need Google Maps to tell them how to get to places they’ve been to countless times before, just because they trust their smart devices and AI tools more than they trust themselves.

While there are a lot of things that make us wish we weren’t so reliant on this technology, it does bring countless benefits to our lives, both personally and professionally.

What Are the Benefits of Smart Technology?

There are countless different types of smart technology devices that range from everyday devices like the iPhone, Echo and Google Home, to more specialized ones like the iRobot Roomba and the Nest thermostat. Each device has different qualities and levels of technology that makes it unique. For instance, let’s take a look at three such examples of smart technology devices and what they can do for us.

Smartphones

Smartphones are probably the most widely used smart device on the market. When you consider the incredible utility they provide, it’s easy to see why this is. After all, with a smartphone like an iPhone or Galaxy on-hand, you not only have access to digital assistants and all they can do, but also access to the internet and MANY tools and features like a camera, GPS, book libraries, games, scanners, and so much more.

Smart Speakers

Having a quick and easy way to simply speak to a device and order whatever you need is not only convenient, but genius as well. Smart speakers like the Amazon Echo and Google Home bring incredible features that include personal assistants, a twist on traditional online shopping whereby a command is all that is needed, and a whole new and advanced way to browse.

Smart Appliances

Most people hate cleaning and doing chores around the house. If that’s you, smart appliances are just for you. For instance, devices like the Roomba vacuum cleaner that does all the cleaning for you, and the Nest Thermostat that smartly manages the temperature around your home so you stay comfortable and keep your energy bills low, both work to automate your life and making living easier than ever.

In Review

So, has the internet changed the way consumers think and behave thanks to smart devices? In short, yes. It’s clear that smart devices and technology play a huge part in the way we browse, how technology influences consumer behavior, and even how we live our lives. Be sure to keep an eye out for just how much these devices have altered your own browsing behavior, and keep the trends they produce in mind when marketing and optimizing your content for your customers.

If you are in need of a solid logo and a strong branding effort, you need to understand the relationship between logos and branding and design. The reality is that logo creation, branding, and design are inseparable.

This linkage exists from the moment brand development and initial logo design commence. The connection never ends as long as a brand and associated logo remain in existence.

Understanding a Brand and a Logo

Experts in the realm of design maintain that a logo is not a business’ brand. A logo contributes to conveying the brand. In the final analysis, a brand is something of a gut feeling that people have in response to a business and its products or services.

In some ways, everything a business does contributes to its brand. This includes a business’ logo.

A Logo Design Needs to be Strategic from the Outset

When it comes to designing a logo, the process must be strategic from the start. In other words, when it comes to a logo design, a comprehensive consideration must be undertaken as to how the logo will be part of the overall development of a business’ brand.

A business develops a business plan and a marketing plan. Time and again, businesses overlook the idea of having a branding plan. This type of strategic plan is vital. It works to ensure that a brand properly launches and that the associated logo is properly reflective of the brand.

Do Not Over-design

In addition to taking the long view, a strategic view, when it comes to creating a logo, a business must never over-design. One of the biggest mistakes a business makes when it comes to branding and logo issues is that they over-design when it comes to a logo. In other words, they keep working and reworking a logo design and fail to stop at an appropriate juncture.

When it comes to branding and logo design, a business or designer must know when to stop. Knowing when to stop the design process is something that can be made easier when that milestone is made a part of the overall strategic plan at the commencement of the logo and brand development process.

Redesigning a Brand

If a brand needs to be re-positioned or redesigned, a logo can serve a significant purpose in the process. Rarely should a logo be changed. This is even the case when a brand needs to be re-positioned.

When a brand is being re-positioned, maintaining a logo in its current configuration sends a message to clients and customers. It sends a message that even though the brand is being re-positioned, its still the same quality product or service.

Professional Assistance for Branding and Logo Design

A business typically is best served by seeking professional assistance when it comes to branding and logo design. There are specialists that focus their energies on branding and logo design.

This includes professional assistance when a brand is being launched and a logo is being developed initially. Professional assistance is also a preferential course when the time arrives to reposition a brand and determine what design changes, if any, need to happen with a logo at that juncture. Again, oftentimes no alteration in a logo design is warranted even when a brand is being re-positioned.

A final note on a professional brand and logo designer. A business should consider hiring a professional as an investment in the future of the enterprise. Yes, a business pays money for this type of assistance. However, the expenditure pays off with a solid brand and dynamic logo into the future.

Marketing is one of the most important tools to give a boost to your sales and help your business grow. It is a tried and tested way to reach out to a wide target audience. These days, when it comes to working out marketing strategies, it is found that companies concentrate not just on the traditional modes of marketing but they give equal importance to digital marketing. Several bigwigs make huge investments in digital media. Here are some of the important insights about digital marketing that you should take into account while planning your marketing budget.

14 Insights to Consider When Planning Your Digital Marketing Budget

1. Digital ads gain more importance

According to reports, it is found that companies are spending more on digital ads rather than television ads. This is a clear indication that the target audience of different industries is today more focused on the internet than on television.

2. Increase in investment in social media marketing

Social media like Facebook and Instagram is where you will find the youth and even people of the older generation. So, it makes sense to invest more in social media marketing. This is a much easier way to not just reach people, but you can actually interact with them, know their opinion, and get their feedback. Social media marketing is not only confined to the big names in the industry. It was found that organizations of all sizes are increasing investments in social media marketing.

3. It is FB all the way for small and medium sized companies

Facebook has come up with a number of new features like Creative Hub, updated metrics and reporting, dynamic ads for mobile app installs, and Facebook Live 360 Degree videos, which are very useful in digital marketing. It has been found that small and medium sized businesses are reaping maximum advantage of Facebook advertising because it is an easy and effective way to reach out to large number of target audiences.

4. More concentration on content marketing

Earlier, investors did not spend much on content marketing. But slowly they have realized the importance and effectiveness of content marketing. This is the reason many B2C marketers are now allotting more budget to content marketing and paid promotion methods.

5. Greater effectiveness of social media posts

Everyone knows how tweets and posts on social media can easily go viral and this factor can be very useful if one wants to reach to more number of people. No wonder today these tweets and social media posts are one of the most effective marketing tools which help in reaching out to audiences directly.

6. B2C marketers must focus on content strategies

The content strategies on social media have proved to give a major boost to business promotion and hence it is only right that B2C marketers focus on building effective strategies. Like in case of Facebook platform, it has been found that the focus in on posting about the product, promoting the business page, posting videos and trying to create a brand image of the product, and directly interacting with the audiences. Instagram is one more channel the marketers must use more effectively. Instagram has already opened the stories platform for advertisers and they are also coming up with more marketing tools. Marketers should note that Instagram already has more than 600 million monthly users. So, you can imagine the target audience base that you can get with Instagram. It is estimated that this year B2B advertisers will invest more in content marketing and social media marketing.

7. Email marketing is a powerful channel

Marketers need to understand one thing that just like social media marketing, email marketing is also one of the best channels to market your products and reach out to more number of people. What is needed is an effective email marketing strategy whereby you can promote your products to target audiences via emails.

8. For B2B content distribution, email is the best

For informative content distribution like ebooks, guides, white papers, research reports and more, emails are the best thing. However, there’s a lot of hard work that needs to be put in and the marketing strategist needs to ensure that the informative material is ready on time and reaches the audiences on time, in order to create maximum impact.

9. Personalization of email messages helps B2B marketers and B2C marketers

It is possible to give a personal touch to email messages and this is turning out to be quite effective for B2B marketers. The marketers must make sure that all the data in the email, including the contact information, is correct and complete. The automation of the email marketing process is also important. B2C marketers are also comfortable in using emails for promoting content.

10. The growing popularity of digital videos

Most companies these days like to concentrate more on digital videos than on television advertising. The reason for this shift is simple. It is much easier to reach more target audiences through digital videos than with television advertising. The most important thing about digital video advertising is the timing of the digital ads. These ads need to be available at a time when the target audience is more approachable.

11. Measuring the performance of digital videos

The site traffic is definitely one of the best ways to measure the performance of a digital video. But marketers also need to make use of cost per acquisition for measuring the performance of digital videos.

12. Length and audibility of the video is crucial

The increase in the rate of purchase will also depend on the length and the audibility of the video. According to certain surveys and reports, it has been found that a video that is watched for 7 to 16 seconds will normally help in generating more sales.

13. Mobile marketing

With people mostly using their mobile phones for accessing the web and social media platforms, marketers just cannot miss out on mobile marketing. Websites that are mobile friendly are a must. The budget for mobile advertising will surely keep on increasing in the future.

14. Focus on SEO marketing

Most of the companies are already spending more money on search engine optimization and this will only increase in the next few years. This is because if you want your products and services to reacha broader target audience, then it is important that your website gets the best possible ranking in the major search engines. The marketing strategists should focus on generic searches as well as PPC marketing.

Final Takeaway

Digital marketing holds the key for successful marketing strategy. An effective digital marketing strategy has to be the perfect combination of SEO marketing, mobile marketing and mobile optimization, video and social media marketing, and more. Along with new trends in digital marketing, it is also important to focus on older methods like email marketing. The content, the timing of promotion, and many other factors are crucial for an effective strategy. The bottom line is if you want to establish the brand image of your products and services, then irrespective of the size of your company, digital marketing strategy is a must.