Trends Archives | Page 13 of 29

So you’re a top technology company who wants to be seen as modern and ever-evolving — much like the rest of the industry! To stay ahead you’ll need a modern, eye-catching design. Perhaps you want to redesign your logo… Where do you start? A memorable logo can ensure your brand stays top of mind and up to par with big-league competitors. Updating any aspect of your corporate visual identity can be intimidating, especially when making changes to one of the most identifiable features. There are many considerations: How can you establish or maintain your brand identity and form a strong connection with your audience? Do you want to fit in or stand out? How can you modernize your existing design?

One way to begin the process of redesigning your logo is by identifying some “zigs” and “zags” in your industry. Digital branding agencies define “zigs” as companies that follow industry standards and recent trends when designing and marketing their brands and “zags” as designs that opt to stand out in the crowd by moving against the latest trends.

Tech Industry Zigs

Gradient

Using gradients in web design emerged as a hot trend as early as 2016 and has since grown in popularity with no signs of slowing down. There are several companies that have successfully incorporated this trend into their CVI, for example, Stripe, an economic infrastructure technology company. Stripe’s gradient style has become incorporated throughout the brand and website, creating an ethereal and futuristic feel to its services, Instagram can be seen as one of the OG trendsetters, debuting gradient design into their mobile app icon in 2016.

Minimalistic

Another recent trend has been the simplification of logos and website design. Many brands have adopted this trend to streamline their CVI. This branding trend aims to provide a clean and clear brand vision, which is ideal for smaller screens as users continue to shift to mobile browsing. As we shift away from decorative and intricate details that look great on a billboard but cluttered on a mobile device, simple logos stay relevant and readable for modern consumers.

Many major global tech brands have already opted to use multiple iterations of their logo design – DropBox, Atlassian, and Android all now include a single image or letter logo option within their design range.

Illustrative

One way to establish a connection with your audience is by designing a unique illustration to accompany your wordmark. A key advantage to this trend is that when done successfully, brands can use the illustration as an identifier without the wordmark. Take Mailchimp’s Freddie as an example. In 2018, Mailchimp simplified their mascot’s design and gave him an established spot next to the logo.

Tech Industry Zags

Fine Line Detail

While many tech companies are moving in the direction of simplification, some are going against the grain. One example is cloud migration software company Cloudreach, whose finger-print-like logo detail denotes security and reliability at first glance. Using fine detail has its advantages. Detailed designs can speak volumes about your brand value and tone. Especially in the technology industry rich with complex products you may want your logo to symbolize unique detail and features of your products. In contrast, simplified designs may be preferred to make complex technology more approachable to everyday consumers.

Anti-Marketing

Most technology-oriented marketing campaigns inspire the target audience to use the advertised product or service as much as possible. This statement holds true for most companies looking for customers to download and use their mobile apps. This is also where you can differentiate your campaign to stand out amongst the rest. For example, the newest campaign from the popular dating app, Hinge, inspires it’s the target audience to delete their app. Yes, you read that right. That may sound counterintuitive, however, it guarantees a different approach from their dating site counterparts, who focus on their service being the best at finding love for its users. Hinge’s campaign, instead, inspires its users to find love and delete the app.

Of the campaign, Hinge CMO, Nathan Roth, said “It’s quite common for apps to optimize for time in-app, whether it’s to maximize subscription or advertising revenue. We are purely focused on our users’ success and that’s helping them find someone worth deleting the app for. That’s our single focus,”

Interested in learning more about the zigs and zags of the technology industry? Contact us.

In recent years illustration has evolved far beyond traditional child’s play. The classic art form that many people associate with children’s books actually has serious B2B benefits.

More and more, illustration has become a focus of company web pages, getting more unique and colorful with each year. Illustrations can be a powerful tool in brand storytelling and avoiding the potential pitfall of cheesy stock alternatives. They can provide your customers with an approachable introduction to a brand, while also reinforcing design styles or colors key to your visual identity. For many B2B companies, illustrations have become an essential component of customer-facing imagery.

Here at Bluetext, we see a variety of purposeful illustration styles. Two of the main objectives for B2B companies seeking illustration is to visually describe abstract products, or depict meaningful customer experiences. For many industries, such as tech or cybersecurity, showing literal subjects or end-user experience is not possible through photography, therefore, illustration is an ideal solution.

Below are some of our favorite illustration themes used to take clients’ business goals to new heights.

Flat

There’s no reason to shy away from simplicity! Flat illustrations have been a huge trend in 2020, with many major companies including GoDaddy, Mailchimp, and Slack implementing them into their brand designs. This illustration style is most often used to depict people or experiences. Stock photography tends to favor extremely generic scenarios, or let’s face it, painfully boring subjects. When your business wants to highlight a specific experience or incorporate as much branded detail as possible, custom art may be the way to go. Illustrative styles offer far more flexibility and adaptation, without falling flat.

Bluetext produced flat illustration styles for Centauri’s employee engagement campaigns to depict unique company events and contests that stock photos could not.

3-Dimensional

Bluetext’s work for Cvent brought custom illustrations to life in a 3D animated video. Intended to immerse the viewer with a preview of the event experience, graphic designers and animators transformed human illustration into a realistic simulation. With this stunning visual design, Cvent was able to digitally communicate their in-person experience to remote viewers and translate their business value in the most powerful manner.

Sketch

Bluetext’s work for GMAC, Graduate Management Admissions Council, promotes graduate school admissions in an approachable and digestible manner. Stretch illustrations were used in the revamped CallingAllOptimists.com campaign to inspire people motivated to improve their future opportunities into action. Juxtaposing a serious life decision and often anxiety heavy admissions process with a uniquely, optimistic brand identity captures both the courage and the celebration of the end-user. Illustrative styles complemented real photography to provide a snapshot of the user, decision factors, and end result.

Monochromatic Gradient

In another successful campaign for GMAC, Bluetext designed custom humanistic illustrations to represent user personas. In awareness of a wide breadth of audience targets, the campaign opted to show a variety of potential applicants in a range of career stages. To resonate with a potential applicant, it was key that they could imagine themselves pursuing a graduate degree. To avoid isolating any potential audience members, Bluetext’s custom illustrations avoided biases of race or ethnicity by showing monochromatic styling of men and women in post-grad, young professionals, and even in established careers.

Product Illustration

Another top use case for illustrations is product depictions. Especially in service-based or digital industries, it can be a challenge to accurately depict what you’re selling to customers. Bluetext client RevBits, a cybersecurity software and service provider, overcame this obstacle with branded product illustrations. With a complex product lifecycle, visuals helped conceptualize their cybersecurity offerings in a clean and user-friendly format. Especially on webpages, product illustrations were an ideal way to communicate offerings to users scanning a webpage and without the time or desire to read long paragraphs of text. The illustrations utilized key brand elements such as color palettes and iconography to maintain a consistent brand experience throughout the website.

Digital illustrations are catching a new wave of excitement from companies across all industries. With an ever-expanding range of use cases and applications, we predict this will quickly become one of the most effective ways for B2C or B2B companies to start a more emotional conversation with users. With the rise of personalization and hyper-targeting, establishing warmer and more “human” relationships with clients and customers is a proven way to strengthen loyalty and improve overall ROI.

Interested in exploring the potential of a rebrand (or illustrations!) for your business? Contact Bluetext today.

When building and launching digital campaigns, many of the key determinants of success are evaluated through digital engagement measurement and tracking. However, as websites and ad-tech have evolved in recent years, so have protections and privacy policies. It’s easy to write off the need for a comprehensive privacy policy, however, this is a recipe for disaster in the age of big data regulation and enforcement. To avoid the FTC and International regulators ire, digital agencies such as Bluetext recommend taking data privacy measures that cater to the most comprehensive regulations in effect.

For businesses with users outside of the United States, being aware of the General Data Protection Regulation (GDPR) and similar legislation is an essential consideration. The GDPR has created strict provisions for EU web users’ privacy and data rights, which extends to US browsers. As global privacy legislation evolves, North American businesses that handle global users’ data must comply with current regulations and build with an eye on future compliance. Top digital marketing agencies advise and design campaigns and websites with these policies in mind to provide frictionless engagements.

What is the GDPR?

The GDPR is an extraterritorial set of provisions that updated Europe’s data protection standards. The privacy policy strengthens the protections set in 1995, adding requirements for greater transparency and disclosure to users, in addition to modernizing the “cookie law” of 2002.

The GDPR goes beyond earlier regulation, focusing on personal data protection regardless of the type of data and how companies must document user consent in a transparent fashion. These protections apply to all persons browsing within or originating from the European Union.

The term “personal data” is not synonymous with “personally identifiable information”, or PII. PII has traditionally been a legal concern for American businesses, and it refers to a more defined set of information than the GDPR model. PII does not have to be context-specific to be regulated, in contrast, the GDPR emphasizes the consumer risks of data aggregation.

My business isn’t located in Europe, why should I care?

The GDPR’s reach is far greater than the medley of privacy protections in effect across the United States. Violators of the regulations risk penalties of €20 million ($22.6 million as of writing) or 4 percent of global annual revenues for the preceding fiscal year, whichever is greater. Comprehensive legislation at the state level in the U.S. has been varied, many forward-thinking businesses are beginning to take steps to adapt their practices to comply with the California Consumer Privacy Act (CCPA). Ultimately every website will have to comply with some set of standards, so it is wise to be proactive and implement privacy protection now. Top digital marketing agencies such as Bluetext are taking steps to protect against potential violations of the CCPA and GDPR by changing cookie collection practices, recommending new data collection practices, and designing clear consent forms.

Changing privacy policies impact sites from the bottom up, starting with development and design

In a digital-first world, data is a critical component of many businesses online and offline strategies. With the implementation of the GDPR, marketers and web developers must be more diligent about what data we collect, the means by which we collect it, and how we handle sensitive information. When building or updating websites, web developers, and digital project managers should take this as an opportunity to rethink how sites can be more transparent and adopt the Privacy by Design framework.

The Privacy by Design framework highlights design-thinking approaches to development prior to launch to eliminate the need for post-hoc privacy fixes once a project is live. Solutions such as making privacy the default setting for site visitors, making privacy standards visible and open, and giving users specific privacy information notices are easy considerations to add to the development plan.

If your site is already live, consider a development sprint focused on auditing areas of potential weakness. In assessing your data hygiene, your team can look for unsafe or unnecessary modules that can be disabled, particularly those found in APIs and third-party libraries. Adtech integrations may help source leads and retarget with better precision, but validating that their pixels and tracking are in alignment with GDPR best practices is essential.

The aesthetic design of websites is also impacted by changing privacy practices. GDPR consent requires clear and explicit opt-in notices to users. Designers, user experience experts, and marketers should work collaboratively to update existing landing page components to incorporate new disclosure features. One simple mantra to internalize in the design phase? Offer accessible, clean choices around cookies and pixels.

When building clear user permissions for data capture, the GDPR requires that websites define data retention and deletion plans for all the personal data collected. Adding GDPR conscious logic to scripts at the code level of your site can save time for site custodians and business analysts alike in the future.

Updating best practices for common marketing tactics and tools

Updating the fine print on your Privacy Policy is just the first step of complying with new regulations; common marketing campaign tactics such as cookies should also be rethought through the lens of compliance. Cookies are the small data files that can be placed on users’ browsers and provide a trove of useful insight to website operators. Under the GDPR, businesses are legally liable for any activities on their sites, specifically protecting user data from third-party cookie tracking.

Many businesses use cookie tracking to better measure the impact of their marketing strategies, and they combine tracking with other user data to build user personas. While this has been an accepted practice in the past, the new regulation now requires clear permission from European users to collect this information, whether the site is for an American or French company. As noted in the impact of GDPR on design, cookie usage has to be explained on either the homepage or a second-level page on the navigation. This immediate opt-in should allow users to understand how their data is collected, the purpose of the data, and how long they are consenting to these cookies.

As a website operator, sites must withhold all cookies and trackers on your website until you have received clear and explicit user consent on each type of cookie and tracker. This consent has to be given freely, described in explicit plain language, and users must have the ability to withdraw consent. The rights of users under the GDPR are extensive — to comply, website custodians must update their privacy policies and opt-in tools.

This sounds like a lot of work, why should I care?

Ultimately, thoughtful privacy policies, development, and design provide a safeguard for both businesses and users. The GDPR gives consumers new rights to access and manage their data on digital platforms, and businesses that do not adapt to meet these regulatory requirements can face steep fines. While these changes can seem overwhelming, a top digital marketing agency such as Bluetext can guide your business through the murkiness of data privacy design and compliance.

The recent COVID-19 outbreak has had ripple effects across almost every industry. Around the world, the global pandemic has altered the way we live, socialize and even conduct business. In this unprecedented scenario clouded with uncertainty we all, especially digital marketers, are wondering: What needs to change? And how drastically?

When it comes to search engine optimization strategies, digital marketing and content agencies are continually researching the latest trends and evolving best practices. In the current environment, the role of a top digital marketing agency is to keep a pulse on the present, while also looking forward to strategies that will drive long-term success. Here at Bluetext, our digital marketing analysts are harnessing a variety of tactics to support overall business goals and serve users the best we can during these uncertain times. Check out the top ways we’ve been monitoring and optimizing around current events.

Strength in Numbers

When in doubt, trust the data! Using top marketing analytical tools, such as SEMRush and Moz, one can track the aggregate behavior of online users. Gathering the most up to date data can be tricky, so don’t do it alone. The more expertise and tools, the better. Trust a marketing analytics agency to help break down the numbers into a comprehensible story of website traffic. Use professional tools, such as Google Analytics and Google Search Console, to monitor the recent fluctuations in your page traffic. Do a keyword analysis of your current keyword list to see if search volume has shifted. Google Trends page is a great tool to identify emerging patterns. Are there new phrases your customers are searching for? If the language has evolved, so should your SEO strategy. If you have chatbots for customer service transcripts, these can provide valuable insight into current needs.

In short, the data doesn’t lie. Businesses need to understand search traffic shifts to get as clear as possible a picture into whether to pivot your SEO strategy or not.

Content is King — Still

Ultimately any changes to your SEO strategy should be driven by your unique business needs. For example, a brick and mortar store will need to cater to how they can serve customers at home. If your business was already available online, you may be experiencing altered user behavior as people spend more time at home and online. Every business should ask: “Is the content relevant to current needs?” Your messages may need to shift in sensitivity to the current environment. A complete overhaul is not necessary, nor appropriate. However, if there are opportunities to generate new content that supports your users in a unique time, do so. And if your business is considered essential or has been significantly impacted, you should create a dedicated page to capture all relevant coronavirus traffic. Keep the page simple, focused and sensitive. Don’t try to provide the latest breaking news, but exactly what and how your company is doing. If your business has been minimally affected, perhaps there is an opportunity to contribute to emerging conversations. Exploding Topics is a valuable tool for up-to-date trends across search engines and social media mentions. At the end of the day, users are seeking timely and accurate information now and long after the dust has settled on this pandemic.

Optimize Often

Search engine optimization is never a “one and done” task. Any digital marketing strategy requires upkeep as is the nature of the evolving industry. Now, more than ever, flexibility is paramount to staying afloat. Be proactive, be vigilant. SEO strategy will need re-evaluation in the upcoming weeks and months. No one can predict how long the pandemic will last so you must be ready to pivot to any new or resurging customer needs.

In an unpredictable environment, one thing is certain: this is our new (remote) reality. Don’t expect old strategies to work as they once did, and don’t expect this shift to “blow over soon”. Your business should be prepared to remain relevant now more than ever. There will likely be long term implications in behaviors and business operations. Get behind the shifts now and flex your agility. It will pay off in your long term business health.

If you’re looking to partner with an agency to pivot your SEO strategy, let us know.

As of late, communications have been drastically changing, and companies have had to adapt quickly and swiftly to accommodate the current COVID-19 environment. It is a new and unprecedented scenario, forcing flexibility and fast thinking to all aspects of the business. As work-from-home policies and entirely virtual communications surge, recruitment strategies have been greatly impacted. How a company reacts to this digital shift and adapts various business models is crucial to future success following the return to normalcy.

Improving Remote Recruiting & On-Boarding

Learning how to better recruit and virtually onboard, not only during COVID-19 but throughout a company’s entire lifespan, is essential. It demonstrates your company’s ability to stay flexible, proactive, and conform to different comfort levels.

Have a Convincing & Personalized Careers Page

Virtual recruiting isn’t a novel idea. Companies have been trying to actively attract new talent online for years. However, in order to get a great pool of new hires, you need one thing: an outstanding career section on your website. Your career section is the portal for all potential new employees to investigate your company, culture, benefits, growth opportunities, and what you are all about. This is your first impression to prospective employees, who are most likely browsing opportunities at multiple companies! The main mission of a career section is to make the biggest impact in the shortest amount of time. How do you do this? With the proper targeting.

Proper targeting isn’t all about spending large sums of money on paid media. It’s important to utilize your current resources and current employees to create a lasting campaign. Centauri, a technology-driven company providing high-end, creative software and engineering solutions to critical national security missions, came to Bluetext wanting a recruitment-focused campaign. Looking at the diversity in the age, specialty, race, gender and backgrounds of current employees, Bluetext created a range of different personas. Backtracking to Marketing 101, persona creation is a critical step in marketing to the right audience. It’s crucial to know a user’s specific goals, interests, and motivations. For example, a young college graduate student will have different goals versus an experienced middle-aged military veteran. By creating personas, potential employees are able to connect more with someone that closely resembles them. For proper targeting, personalization is key. The career section should play into all personas, create hyper-specific content and show the user relevant jobs pertaining to them. Sound like a lot of legwork? Digital marketing agencies, such as Bluetext, are experienced and proficient in persona creation and targeting strategies.

Leverage Alumni Networks

Another great way to better recruit qualified candidates is to create an Alumni Network. This can take many forms, with the most popular being an informal social media group harnessing Facebook or Linkedin). This creates a space for alumni to connect with others, share thoughts, and best of all, provide valuable leads. Not only are you getting free referral lead generation, you nurture an excellent relationship with the company even after the employee has left. It creates brand ambassadors who are constantly promoting your company in a positive light, possible future business partners, and topnotch re-hires.

Institute a Welcoming Virtual Onboarding Process

While virtual recruiting was surging in popularity even before COVID-19, virtual onboarding is relatively new. Companies like Amazon have already begun to virtually onboard thousands of new hires to keep up with higher demands. The biggest concern for most employers is exactly how to bring a newly-hired employee into the company and properly integrate them.

Onboarding is the first time a new employee gets a true first impression of the company in action. Maybe new hires came into the office to interview, but this is the real introduction to the nit and grit of day to day tasks. The first day typically involves numerous face-to-face meetings and handshakes–both no longer possible amidst the COVID pandemic. When virtually onboarding, It’s important to utilize scheduling software, internal communication platforms, and video conferencing tools in order to keep the initial introductory phase as personal, engaged, and genuine as possible. This is especially important for one-on-one meetings with direct managers.

Being able to leverage current new-hire learning processes virtually is a huge focus as well in the current environment. Do your new hires get a “Welcome Binder?” Replace that with a consolidated folder filled with the online version. Do you typically run through various Powerpoints with your new hires? Think about translating those into short, educational shared videos. Are there various informational sessions for new hires? Leverage video conferencing and screen sharing tools. Translating your in-person process to online can be done by almost anyone. In fact, the more people involved the better! Have multiple employees help create onboarding videos so that new hires get introduced to a wider breadth of the company.

The main goal of your virtual onboarding should be to make the new hire feel comfortable. Make sure to over-communicate and offer assistance as much as needed. Be sure they are understanding expectations laid out and asking questions when they feel confused. Make sure they get proper introductions, are included in virtual activities, and let them truly shine.

Virtual recruiting and onboarding are of utmost importance right now, but companies will benefit by taking advantage of these now and implementing these processes for all future recruiting and onboarding processes and the industry shifts. At Bluetext, there is no limit to the amount of success we can help you achieve. To learn more about our processes and to see our work, check out our case studies.

Ready to partner with Bluetext to achieve your marketing goals? Schedule a call with us today.

PR and marketing have changed overnight. There is still a need to reach customers and prospects, but it goes without saying that priorities have shifted in the “new normal” brought on by COVID-19.

It is a challenging tightrope to walk; the news cycle is rightly dominated by the coronavirus pandemic, which means many narratives that resonated pre-coronavirus will struggle to reach your target audiences. For our technology clients selling to government and enterprise decision makers – as well as consumers – we’ve preached several key PR and marketing tenets.

Chief among them is “do no harm.” If we have a client that can offer valuable expertise and insights to advance the conversation and help individuals and organizations navigate the current climate while protecting consumers and businesses, we support those efforts. But you can’t force connections that aren’t there and detract from those better positioned to make a positive impact. In other words, don’t be an opportunist. Don’t be an ambulance chaser. Those efforts will backfire and damage your brand.

Bluetext Digital Briefing Centers

Second, clients and their PR/marketing agencies need to be measured, but also creative and nimble. A government contractor or enterprise software company that relied on physical conferences and in-person sales meetings to engage with customers and prospects must now turn more attention to digital strategies.

Check out how Bluetext has developed Digital Briefing Centers (DBCs) for clients needing a dynamic way to digitally showcase to customers and prospects their full range of solutions in action. Customized presentations, live demos and in-depth discussions can be arranged while offering a proven short-term alternative and long-term complement to physical, face-to-face environments.

PR In the Age of Telework

Businesses can’t just throw up their hands and wait it out; there is still a need for smart PR and marketing to grow or at least sustain sales for the near-term. Digital Briefing Centers address the fact that your website and digital presence is by far now the most important doorway to your brand and brand experience while traditional, physical doors remain closed.

On the PR side, the best way to illustrate how Bluetext thinks when it comes to remaining proactive and creative with clients is through a real-life case study. Transaction Network Services (TNS) is a leading global data services provider with a telecom unit that provides robocall detection technology to U.S. telecom providers. Recognizing that scammers seize on the fear, chaos and confusion caused by health crises, we knew this was an opportunity for TNS to share its important data to help protect consumers from risks to their savings and personal information. Coronavirus scams cost people $7 million in the first 9 days of April alone — so the stakes are high.

Bluetext worked with TNS to rapidly build a strategy to communicate the financial risk to citizens and analyzing data to determine which robocall scams were most prevalent in which parts of the country. Some of the media coverage generated in a two-week period is included below.

In addition to developing a rapid response strategy, we started to think longer-term about robocall risks in the coming weeks and months. First, we worked with the client to gather data on political robocallers who were capitalizing on confusion regarding postponed Democratic Primary dates in a way that could influence election outcomes – and ensuring the data could be easily visualized.

The bottom line is this: we are in an uncharted phase as a society, and it is a phase that may last for months and even years. The organizations able to adapt to the “new normal” will be those best positioned to support their customers, partners and employees.

If you are looking for a partner to better position yourself to support your customers, reach out to Bluetext.

As the world has changed in the blink of an eye, so has the way we market to consumers. Now, more than ever, your website exists as BY FAR THE MOST IMPORTANT doorway to your brand and your brand experience. While stores stay shut, and face-to-face interaction is vastly limited, brands will rely on reaching their target audiences via their websites. Therefore, your website is mission-critical to your success.

Bluetext has published a 5 part blog series to help you think about and pressure test if your website is the best it can be.

Virtual Executive Briefing Centers are a valuable resource for companies wishing to show customers and prospects their full range of solutions in action, especially new solutions that the partner may not have implemented yet in its own organization. Customized presentations, live demos and in-depth discussions can be arranged. VEBCs offer a lot of great benefits for organizations including:

Present your brand in a very innovative way with the latest HTML5 and video technologies
Reach a wider audience, save money and drive efficiencies by reducing travel costs to visit a physical center
Get your thought leaders delivering their message to a wider audience than their physical weekly calendar allows
Deliver vertical specific messaging and solutions in a customized fashion
Personalize the experience based on the understanding of the audiences job title, history with the enterprise, and other components the digital environment can capture and feed into the site
Juice up your SEO with a smart build and customer journey that enhances your SEO footprint

Bluetext has had a lot of experience designing and developing Virtual Briefing Centers. Here are just a few examples of the innovation we have helped drive for our clients:

McAfee and Intel Security’s Future Agency

McAfee and Intel turned to Bluetext to design a campaign to demonstrate the advancements in cyber security that the companies are driving across the Federal Government. Named The Agency of the Future and found on the web at futureagency.com, the solution integrates an interactive, 3D experience and a series of videos with lead generation integrated throughout. The experience was enhanced with a continuous monitoring webcast that targeted federal IT security experts and drew more than 3000 leads. The campaign won major kudos at McAfee corporate.

CSC’s Digital Briefing Center

CSC’s Digital Briefing Center is where customers, partners and prospects from across the globe can come to learn more about the key technology conversations and market shifts CSC is driving into the market.

The center is driven with immersive 3D video technology that is completely interactive through Html 5 overlays throughout the user journey.

Following launch, Bluetext’s collaborative creation with CSC’s Digital Marketing team became the top performing component of the csc.com global web presence, a huge feat for a Fortune 500 corporation.

Version 2.0 features new capabilities spanning:

Multi-floor scalability
Triple screen experience
Dynamic social media integration
Triggered infographic visualizations synched with briefing videos
Chaptered video interactivity

The following video of CSC’s head of global brand and digital marketing talks about this project:

TalkShop by Cooper Thomas

From corporate meetings to conferences and workshops, connecting with your workforce and customers is an essential element of business. Bluetext was hired by Cooper Thomas to help enhance their virtual training and meeting services and next-generation virtual platform that can help their customers get the most out of their customers’ virtual events.

With their virtual event platform, you can now connect with employees, customers, and clients conveniently and cost-effectively. The unique speaker-training program guides your presenters to deliver more effective and engaging virtual presentations. The speaker coaches provide focused support to help busy subject matter experts become polished presenters. They also provide project management and program support for events ranging from single training sessions to multi-day conferences, as well as on-site support for virtual and face-to-face events.

Bluetext has published a 5 part blog series to help you think about and pressure test if your website is the best it can be.

With 57% of the world’s population now on the internet, promoting your business through a website has become even more critical. Additionally, over 50% of website traffic comes from mobile, and over 66 million American adults now own a smart speaker with digital assistant capabilities. Your website is where a potential customer will get their first impression of your business, and navigating the way website browsing behavior continuously evolves can be tricky. Because having a poorly designed website can be worse for your business than having no website at all, turning toward an expert website design agency can help you find the best website solution for your company. An agency can help you stay on top of the latest web design trends, and bring both your website and your business to the next level.

User experience (UX) is one of the most important things to consider when redesigning your new website. According to Jakob’s law, users spend most of their time on websites other than yours. This means that users prefer for your site to function in a similar manner to other sites they frequently interact with. Staying up-to-date with current web design trends is imperative to keep your users engaged.

Bluetext suggests considering the following seven trends when building your website to ensure that your site combines SEO functionality with the best UX, boosting your brand’s presence online.

1. Make Mobile a Priority

Over 50% of all website traffic comes from mobile. With a user-base continuously becoming more dependent on mobile, it is even more important for website designers to prioritize and optimize web experience for mobile devices. Designers must create a thumb-friendly design to not only make mobile navigation easier for the user but also create a seamless, visually-appealing design.

More than 60% of companies reported an increase in sales after designing mobile responsive platforms; however, approximately 40% of people will leave your website if it isn’t mobile-friendly. While simply having a mobile presence may seem good enough, optimizing this experience through design to cater to mobile users is the most important factor.

If these statistics aren’t convincing enough, it’s also important to keep in mind that Google gives priority to mobile-friendly sites by ranking them higher in search results, positively impacting your SEO. Lacking a mobile-friendly experience can negatively impact your website’s ranking, whereas sites that are mobile responsive will often receive a ranking boost, even for searches on a desktop.

Check out some of Bluetext’s work on mobile with Paya and Mindtree.

2. Increase Page Speed

It takes users only three seconds to decide whether or not they want to stay on your website. These three seconds are crucial to your website’s dwell time (aka the time a user spends on your website before returning to the search results). Web design agencies can provide creative solutions to help engage your users within these three seconds. Additionally, web agencies know the best tactics for improving page speed, such as image compression. Image formats like JPEG 2000, JPEG XR, and WebP often provide better compression than PNG or JPEG, which means faster downloads and less data consumption.

The less time it takes your website to load, the better your SEO. Because of the Google Speed Update, Google won’t prioritize your website to users if it will take too long to load. Taking your site to a web design agency will ensure that your website is optimized for the user, while also ensuring that you have the best possible SEO ranking.

3. Optimize for Voice Search

Page speed is also becoming more important as the number of smart speakers and digital assistants continues to grow. Over 66 million American adults now have a smart speaker, and designing a website that capitalizes on Voice Search Optimization is the only way to ensure that those using smart devices for their searches will have access to your site. Voice search is meant to be a faster, more convenient way to get information, and if your website takes too long to load, it is less likely to be returned for a voice search result.

According to a PWC study, 71% of respondents would rather use their voice assistant to search for something than manually typing their query into a search engine. The differences between these spoken and typed searches may lead to different SERP results, and if your website is not properly optimized for vocal search, you may lose ground to your competitors. Because vocal searches only result in one top result, everyone is vying for this “ground zero” position. You can obtain this coveted position by gaining Google’s featured snippet spot, which aims to directly answer users’ questions. Voice searchers are also more likely to search in long-form questions as opposed to using shorter keywords, so it’s important to consider the types of questions your target audience may ask, and to position your website well to answer these searches.

4. SEO vs. SEM: Choose Wisely

How can you tell whether to focus your marketing efforts on SEO or SEM? Let’s return to square one: what’s the difference? Search Engine Optimization (SEO) was traditionally thought of as a component of Search Engine Marketing (SEM), which comprised of both paid and organic tactics. However, this language is shifting, with SEM now referring exclusively to paid search. SEO is a method to optimize your website to receive organic traffic, while SEM is a way to funnel in relevant traffic from search engines by buying paid or sponsored ad listings.

So which is better to focus on for your website? SEO allows your business to get more visibility, building brand awareness at a low cost. Choosing keywords that are relevant to your website can earn you a spot on the first page of the SERPs, automatically earning you credibility and trust from search users. In order to increase your website’s chances of making this first page, follow these simple steps:

Use relevant keywords in the URL to describe the content of the page
Use your main keywords in the beginning of the title tag of your page
Use the right keywords in the meta description of your page and make sure it is enticing enough for users to click-through to your site
Use your primary keyword(s) in the H1 tag of your page
Use your main keywords along with related long-tail keywords in the first few paragraphs of the page

SEO will bring your website brand visibility at a lower cost, but it’s important to invest in researching which keywords will best optimize your website.

While SEO is typically more sustainable, turning to SEM can also do wonders for your website. SEM allows you to capture the attention of your target audience by claiming a spot above-the-fold of the SERPs. Sponsored listings also give you more control over the results you achieve; every element of the ad can be customized and tweaked to target your audience. SEM charges on a per-click basis, and while this may be more expensive, it allows you to achieve quick, measurable results without going through the trial-and-error process that SEO typically involves.

Both SEO and SEM have their pros and cons, and both may be right for your business at different times. Turning to an agency that specializes in SEO and SEM will help you choose the right tactic at every turn.

5. Hello, Homogenous Hero

The fast pace of modern life means that people have less time to spend on your website. When they enter your site, simple and intuitive web design will allow them to quickly find what they’re looking for. The use of minimal design allows for the rapid digestion of information and ultimately leads to more satisfied users.

The inability to spend endless time searching for information on a website also means that many web design agencies are moving away from the once-popular ubiquitous site, and shifting instead toward the homogenous hero. Instead of boldly featuring the headline in the center of the landing page, designers are opting instead to move the header and CTA to one side, with the image on the opposing side. This split-screen aesthetic also allows for easy conversion to mobile, providing a clear dividing line between the two content blocks.

Check out some of Bluetext’s latest homogenous hero designs through their work with Centauri and Perspecta.

6. Animate Your Site

The use of animation is an easy way to make your website appear polished and dynamic. Animation also helps bring your brand’s story to life, quickly engaging users and drawing more visitors to your homepage. When used as a tool to communicate complex messages easily, animation can reduce the time that a user must spend in order to understand your message, which enables them to spend more time exploring your website.

When adding animation and motion into your website design, it is important to consider web image optimization, which is the process of providing the smallest-sized images optimized in terms of quality, resolution, and format. With the rise of internet browsing on mobile, images and animations must be optimized to perform well on mobile. While animations are a fantastic way to engage your site visitors, they can also slow down your website load times and negatively impact your SEO. Let a professional website design agency like Bluetext help ensure that your website can support lively animation without dragging down your website load time.

When Bluetext redesigned the Clarabridge website, we made sure to incorporate motion in a sophisticated way, making the UX come alive. We used motion throughout the homepage to engage the user and pull them further down the landing page. This design also quickly explains how Clarabridge works and allows a site visitor to visualize how they might best use Clarabridge’s services.

7. Incorporate More Video Content

Video content diversifies your web page, and also appeals to those fast-moving users who do not have the time to search through a lot of text. Videos are also a great way to make an emotional connection to your users and lead to a better overall website experience. By 2020, experts predict that 80% of online traffic will be video. Additionally, 72% of businesses say that video has improved their conversion rate, and 45% of people watch an hour or more of video per day.

While video content is clearly an important marketing tactic, 64% of marketers see video as the most difficult content to create. Not only do videos take time to plan, shoot, and edit, but it is also tough to decide exactly what type of content should be presented in your video. Because viewers’ attention starts to drop off after roughly two minutes, finding an expert who specializes in video content may be the best route for creating the perfect video for your website.

Not only will video content boost your website’s success, but it is also rewarded by Google. If your site includes video, it is 53X more likely to get a first-page spot in search results. Video improves SEO, which boosts your ranking. But if a short video is one of the first impressions a user will have of your business, how do you go about creating successful video content, and keep the user coming back for more? Many website design agencies have video specialists who can tell your story in a clear and powerful way. Check out Bluetext’s latest video work with Invictus.

Invictus Brand Essence Video, July 2019 from Bluetext on Vimeo.

“Should we be marketing right now?”

That’s the question a client asked for the first time the day before the COVID-19 pandemic was declared a national emergency by the federal government.

Since then, we’ve gotten the same question in some form by most clients and by every new business engagement at our agency.

In less than a week, we have reimagined a work environment that’s evolved over nearly two centuries, coffee spoon by coffee spoon, cubicle by cubicle, combo meal by combo meal.

Yet while it’s not business as usual, it’s still business and your customers still need your help.

Should we be marketing right now?

The answer is yes, and, if you think not, you may still be thinking about marketing all wrong.

Is Your Approach to Marketing Right?

In some instances, at the core of the question is an assumption that marketing is, by itself, invasive. And sometimes that’s true. Poorly planned buys that target the wrong audience, campaigns that haven’t been well-conceived that add noise to noise, awareness campaigns that do nothing but thump your customer against their forehead.

Remember first and foremost that marketing isn’t really about you. It’s about your customers.

It’s about what you can enable them to do. Your marketing should never be an unwelcome intrusion to talk about your company. It should always focus on customer enablement. If it’s an awareness campaign it should be authentic and meaningful, not merely an expensive version of a pop-up ad.

Of course, we may not recommend launching a new campaign in the teeth of a news cycle dominated by a global crisis. You can check Ad Age’s list of brands’ marketing response to see a few of the major brands who have delayed new campaigns. But even among the largest brands, the trend hasn’t been silence, but adaptation.

Why Continue Marketing?

Your Customers Need your Help. As much as we may like to think the reason to run a business is to create great marketing campaigns with an agency like Bluetext, ultimately businesses exist because you have a service you think can help other companies or individuals. And you’re right. Marketing may interest or make potential customers aware of a product, but the reason they buy isn’t the company, but the solution it offers. While customer needs may have changed, the fact that needs exist hasn’t changed.

It’s Now your Primary Contact Vehicle. Business-to-business and business-to-government sales are a high-touch sales market now in a no-touch world. Your digital marketing is now even important to maintain relationships. Webinars, email campaigns, video, and virtual events are now a critical way to maintain relationships when the days of hosted lunches and in-person meetings are temporarily in the past.

Even consumer brands like restaurants or sports lose their primary touch-point in the in-person experience. But that doesn’t mean they should surrender their place in the consumer’s mind.

Your Brand Journalists Know the Answers. The specialization of products and services has expanded massively at the same time traditional media has declined. Brand journalists have filled the gaps to be experts on their company’s offerings and their industries. Questions about VPN services or season ticket plans aren’t going to be answered by the media. Understanding how you can modify SD-WAN to best handle the surge in traffic for the shift to BOPIS at a retail level and telework on a corporate level won’t have its own segment on CNN. The answers aren’t coming from traditional media gatekeepers. They will come from your marketing teams. Brand journalists can provide expertise about the market.

Because Information Is Always Better Than Silence. Reacting to a story puts a brand in a weaker position than telling its own story and moving the narrative forward. Saying nothing puts a brand in a worse position. Customers and prospects want to see that you have an understanding of the situation and that you’ll be able to continue to provide service. Companies will be able to build goodwill for their brands by instilling confidence in their customers.

What Should You Do Differently?

While you should continue marketing during the COVID-19 crisis, that doesn’t mean you should act as though nothing has changed.

Think about your tone. Realize that no matter how big or small a company may be, they’re all made up of people, people who deal with the same challenges and same stresses the rest of us are dealing with. Kids have to be monitored, communication tasks are more complex than ever (be prepared to hear “I’m sorry, I didn’t realize I was on mute,” between six and six thousand times a day).

Change the way you speak just as you would in real life. Make sure your messaging guides include standards on tone and conversation and aren’t just the partial script of tag lines and message maps. We were already beyond a world of one-way communication in marketing and now it’s even more so.

Be sure your brand is empathetic and helpful above all else.

Rethink Customer Needs and Challenges. Pull your campaign strategy and brand guides off the shelf. Review the customer wants, needs and challenges. How have they changed? How has your ability to deliver them changed? How does it impact your overall approach? The key to great marketing is understanding your capabilities and your customer wants and finding the point of intersection.

Polish Your Digital Presence. Your website, your apps, your social, your display ads. Your digital marketing is now your front door. (Of course, we would argue this was true long ago.)

Be sure your website is prominently conveying information most useful to your customers in light of the COVID-19 crisis.
Be sure your website is communicating everything your customer needs to find, interact and communicate with you.
Spend time thinking about SEO. Examine your meta summaries and the language that appears on results pages. Think about how search behaviors are changing.
Take a closer look at your social properties. Are they relevant to your customers and employees? As the remote workforce finds new ways to foster two-way conversations, your social sites represent an increasingly important space to communicate internally and externally.

Be Smart About Tactics. If you have the budget to do it, display ads may never be more useful. With the world behind computer screens, there has never been a better chance to reach a larger audience, segmented by any number of demographic factors to reach the people you can help. Even social media sites like Twitter and Facebook, long a small impact for business-to-business at best, are a potential opportunity. In 2019, Pew Research estimates 62% of people got their news from social media. The drive for more news, faster, is likely growing the presence of your customers on those platforms.

If marketing budgets are already a challenge, get creative. Focus on earned media. Spend time working on your SEO. Think about the best ways you can demonstrate a commitment to your current customers in ways that are not just noise, but meaningful to them.

Take a Deep Breath. The situation we find ourselves in likely isn’t going to resolve anytime soon. And as the adage goes, while few people remember if you do it fast, everyone remembers if you do it right. Having the first word is never as important as having the right word.

Keep Connection Going. The COVID-19 crisis will shuffle the deck for businesses. It’s time to rethink customer needs and usage patterns across all industries. It’s time to think about the acceleration of business trends like the remote workforce of curbside pick-up for brick and mortar stores.

But it’s not time to stop helping customers. It’s not time to stop telling your story. It’s not time to stop marketing.

Additional Resources:

This Sunday, the Kansas City Chiefs will square off against the San Francisco 49ers in Super Bowl LIV; anticipated to be one of the most entertaining sporting events of the year brought to you by gunslinging quarterbacks Patrick Mahomes and Jimmy Garoppolo.

Thanks to two electrifying football teams and the unofficial holiday that comes with Super Bowl Sunday, a projected 100+ million viewers in the U.S. will tune into FOX at the same time, creating an unparalleled opportunity for marketing pros to cultivate a memorable brand association with more than a quarter of the U.S. population.

But these opportunities do not come cheap

Outside of the cost of producing the commercials, (which anyone in marketing can tell you isn’t cheap) you have to pay egregious dollar figures just to place it on the primetime Super Bowl stage. FOX sold out of its Super Bowl ad slots in late November, which reportedly sold for between $5 million and $5.6 million.

$5.6 million!

Let that number sink in. $5.6 million could buy you a five-bedroom house with a view of the Golden Gate Bridge in downtown San Francisco. Or 10 five-bedroom houses in the Kansas City-area. Suffice to say, there’s a lot you could do with that money.

From a marketing standpoint, if your brand is considering purchasing a primetime 30-second Super Bowl ad, or you’re simply wondering how you could make a splash during the event without blowing your entire annual budget, consider these marketing alternatives that you could buy for the same price:

1. 20 years of a PR retainer at 20K per month

While it probably does not make sense to stretch one year’s marketing budget over the next two decades, this illustrates how far your marketing dollar could go over time with a PR budget as opposed to a single, 30-second Super Bowl ad. A monthly PR retainer could produce the ability for your brand to demonstrate expertise to more targeted audiences than the general public watching the Super Bowl at a fraction of the cost. This is typically executed with media relations and strategic placements of messaging within publications of interest to the brand’s most important audiences. Spending your marketing dollars in this way would create a steady burn of messaging over a long period of time as opposed to one, 30-second firework explosion of your brand that a large portion of the Super Bowl audience could miss.

2. Multiple omnichannel digital campaigns

In order for any Super Bowl campaign to be successful, it must eventually migrate to the digital realm in one way or another. Outside of the $5.6 million it will cost to run the ad in the spotlight, brands also have to shell out at least another $1 million to market the ad via social media. So why not go straight to digital with your campaign?

Newcastle Brown Ale was among the first to attempt this digital-first Super Bowl strategy in 2014 with a satirical YouTube commercial featuring Anna Kendrick about the Super Bowl commercial they almost made but didn’t have the money. By posting the video directly to YouTube and spending all of their resources marketing the commercial online, they found a witty way to poke fun at the nature of Super Bowl commercials by making one while also saving A LOT of money in the process. Digital campaigns can be an extremely effective (not to mention more targeted) way of maximizing your exposure to your key audiences. Ultimately the third-party validation that will come from individuals sharing your content will be the mark of a successful campaign, so digital-first strategies could be the next iteration of Super Bowl commercials.

3. Yearly platinum sponsorships in ten of your audience’s favorite publications

If your brand is targeting audiences that congregate around specific media outlets, paid partnerships with those media outlets can be a great way to enhance your exposure to the people who matter most. Sponsorship packages at media publications vary based on their target audience, the type of content they typically publish, and what you’ll get for your spend. But with big dollar figures in the hundreds of thousands, you could expect millions of unique viewers, digital ad space, thought leadership content, lead-gen, sponsored webinars, and more!

As Americans and football fans around the world tune in to the game on February 2, household brands will be vying for your loyalty and lesser-known companies will be introducing themselves to the world on the hottest advertising real estate money can buy. However, you can also expect to see many organizations turning to alternative marketing to make their splash during the game.

The real winners of this international media event will not be limited to just the Chiefs or the 49ers, but also to the organizations who strategically employ ALL of the marketing tactics available to them.