Website Design - Evolution of devices and content

In the past year, there has been an explosion of new digital devices available to consumers, and the unveiling of extraordinary technologies such as flexible phones gave us an insight of what 2013 could have in store for digital. (Lancaster 2013)

(Samsung Flexible Phones)

As a result, we’re all becoming increasingly digitally-engaged, using hand-held internet enabled devices to surf the web, re-defining the digital landscape. (Fiercewireless 2013; Lancaster 2013) One article states that research by Cisco shows, ‘ the rapid growth in internet-connected devices will see them outnumber humans later this year (7bn).’ (Arthur 2013)

The varying shapes and sizes of smartphones and tablets mean there is a proliferation of displays across them, ‘each introducing a new way of interacting with a device.’ (Lancaster 2013) Consequently, organisations need to offer suitable mobile and tablet friendly versions of their websites to maintain ‘tappiness’ - exhibited on a website when it’s easy and enjoyable to navigate on a mobile or tablet device, so consumers wont leave from frustration. (Meyer 2012)

(Website adapted for mobile device)

However, it’s not just the type of device that consumers interact with that is changing, the evolution of the digital landscape also affects the type of content consumers respond positively to. ‘Words may have won Web 2.0, but images and carefully-optimized beauty are capturing the mobile generation’. (Kakura 2013)

The ‘Visual Web’ is taking over.

Pinterest and Intstagram are intimate media for brands to engage with consumers. These social networks and newer websites exhibit design that proves ‘a picture speaks a thousand words’.

                        

 

(ASOS Webpage)                                     (Instagram Page)

References

Arthur, C., 2013. Mobile internet devices 'will outnumber humans this year'. The Guardian. 7 February 2013. Available from: http://www.guardian.co.uk/technology/2013/feb/07/mobile-internet-outnumber-people [Accessed 21 March 2013].

Harbour, S., 2012. Best practices for navigation on the mobile web. Webdesigner Depot. 2 November 2013. Available from: http://www.webdesignerdepot.com/2012/11/best-practices-for-navigation-on-the-mobile-web/ [Accessed 21 March 2013].

Kukura, J., 2013. Monetizing with Pinterest, 'The Google of the Visual Web'. Contributer Report. Available from: http://www.allvoices.com/contributed-news/14382941-monetizing-with-pinterest-the-google-of-the-visual-web

Lancaster, L., 2013. Point, Click, Tap, Swipe, Wave and Speak. 2013 Digital Trends. Available from: http://trends.clickhere.com/point-click-tap-swipe-wave-and-speak/ [Accessed 21 March 2013].

Leonard, K., 2012. The visual web's influence on online retail. lonelybrandblog. 7 November 2012. Available from: https://lonelybrand.com/blog/the-visual-webs-influence-on-online-retail/ [Accessed 21 March 2013].

MacManus, R., 2012. The Trends Of 2012: The Visual Web. readwrite. 27 June 2012. Available from: http://readwrite.com/2012/06/27/top-trends-of-2012-the-visual-web [Accessed 21 March 2013].

Meyer, John., 2013. The Pursuit of Tappiness. UX Magazine. 2 January 2013. Available from: http://uxmag.com/articles/the-pursuit-of-tappiness [Accessed 22 March 2013].

Impact of Borderless Digital Communication on Marketer/Stakeholder Relationship - In the Workplace

With review applications such as trip advisor – 34% social media time spent on mobile apps (Nielsen 2012) - and the constant flow of information, whether it be true or false, of companies available through social networks and blogs etc, the relationship between the marketer and stakeholder has become much less private. 

‘Social media enables consumers to generate and tap into the opinions of an exponentially larger universe… Social media has fundamentally changed the consumer decision journey.’ (Nielsen 2012) It is now less about what the marketer informs the stakeholder with and more about what information the stakeholder can get from outsider.

This increasingly borderless communication not only allows stakeholders access to more information about companies, but also the companies increased access to them. 'Already, HR departments are using social media to connect with job seekers and streamline the application process. Sales teams use social media to generate leads and track clients as they move through the sales funnel.' (Savitz 2012)

Social media is becoming generally considered a more serious business tool. – ‘More than just a means of solidifying your online presence and building a stronger brand, it is an open communication line.’ (Adams 2012) Online fashion retailer ASOS use social media heavily in all aspects of their marketing and have a twitter account especially for careers…

References

Adams, B., 2012. Social Media and the Speed of Communication. Tribute Media. 6 November 2012. Available from: http://www.tributemedia.com/blog/social-media-and-speed-communication [Acessed 14 March 2013].

Nielsen., 2012. The Social Media Report 2012. New York: Nielsen Group. Available from: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf [Accessed 14 March 2013].

Savitz, E., 2013. 5 Ways Social Media Will Change The Way You Work in 2013. Forbes. 11 December 2012. Available from: http://www.forbes.com/sites/ciocentral/2012/12/11/5-ways-social-media-will-change-the-way-you-work-in-2013/ [Accessed 14 March 2013].

Public Relations, Branding & Celebrity Endorsements

Public Relations deal with companies reputation ‘with the aim of earning understanding and support and influencing opinion and behaviour [of it’s consumers]’ (CIPR 2013) Successful PR should therefore build a positive reputation and create a desirable brand image.

Branding establishes a presence and image in the consumers mind to entice consumers and to encourage brand loyalty, differentiating them from competitors. A company's brand often becomes their most valuable asset, think Coca-Cola, Mc Donalds, Nike.

PR and branding both deal with reputation and image of the company. And what better way to increase reputation than have your consumers idols use and promote your brand. - Celebrity endorsements are used widely throughout communications of brands/products.

‘The choice of celebrity and products they endorse can sometimes be a match made in money making heaven.’ (Huffington Post 2012) Celebrities must be carefully selected, as they become part of the brand image, promise and reputation. Some companies are using corresponding social network followers as a guide for choosing celebrities for campaigns. ‘The right celebrity can bring instant credibility to a brand.’ (Forbes 2013) However any bad behaviour or wrong doing by the celebrity could tarnish the reputation of a brand eg Oscar Pistorius after his murder trial was understandably dropped from Nike and Oakley deals.

A recent celebrity endorsement is David Beckham for H&M, directed by Guy Ritchie, only shows the brand at the end and relies on Beckham's constant demand and positive image.

References

Adweek., 2013. David Beckham Sprints Around in His Undies for Guy Ritchie and H&M. USA: Adweek. Available from: http://www.adweek.com/adfreak/david-beckham-sprints-around-his-undies-guy-ritchie-and-hm-147102 [Accessed 7 March 2013].

Chahal, M., 2012. Does your celebrity have the $-factor?. Marketing Week Blog. 27 September 2012. London: Marketing Week. Available from: http://www.marketingweek.co.uk/trends/does-your-celebrity-have-the-factor/4003939.article [Accessed 7 March 2013].

CIPR., 2013. What is PR?. London: CIPR. Available from: http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr [Accessed 7 March 2013].

Forbes., 2013. 3 Ways Startups Can Turn Celebrity Endorsements Into Big Gains. Forbes Blog. 8 March 2013. USA: Forbes. Available from: http://www.forbes.com/sites/theyec/2013/03/08/3-ways-startups-can-turn-celebrity-endorsements-into-big-gains/ [Accessed 8 March 2013].

Warner, D., 2012. Are Celebrity Endorsements The Reason We Only Get What We Pay For?. Huffington Post: The Blog. 23 October 2013. London: Huffington Post. Available from: http://www.huffingtonpost.co.uk/daniel-warner/are-celebrity-endorsement_b_2005644.html [Accessed 7 March 2013].