Category: Webkeys / QR Codes

The Evolution of Your Website and Emerging Trends

Posted On: Category: Custom Design & Printing, Marketing Insights, Technology, Webkeys / QR CodesPosted By:

It makes me feel truly old to be able to say that I have lived through and experienced the entire evolution of the Internet; from the first room-sized computer to the proliferation of shopify stores. In truth, the foundation for the Internet began before my time when universities started to build information databases and networked them across phone lines. But I do remember the first time I was able to get an email account, chat online in the original AOL chat rooms and Instant Messenger, and of course, browse the Web.

In the early 2000’s, just after the dot-com boom and bust the term Web 2.0 came into fashion, all of a sudden websites were expected to interact with the browser in new ways. Visitors now wanted to interact with other users. Social networks became popular and then integrating social networking features into websites became a standard. Today, it’s nearly impossible to find any website that isn’t directly connected to Facebook or Twitter, allowing users to share content with their friends. It has changed the way people find and use websites, shop, find restaurants, lookup directions and basically everything else online. What could possibly be next?

The debate has already begun about what Web 3.0 will be. It will most likely involve new web technologies like HTML5 and CSS3. Regardless, there are some really neat emerging web trends that you should be aware of. I actually don’t consider them trends since they are quickly becoming standards. You be the judge. However, notice that all of the trends (or standards) listed below are supposed to add usability and value to your website. They are not meant to make your site “cooler” like with those nifty Flash intros that drive people crazy. Geez, those are so 2005. In all seriousness, these are elements that add value for the visitor and therefore, to your business.

Simple Color Schemes and Fonts

As in most of life, simple is better. A nice quiet background with simple fonts and colors can create a pleasing experience for the visitor. Using two or three colors at most and keep your fonts easy to read and consistent. Click here for a good example.

Mobile Friendly Design

mobileMobile web browsing has taken a huge leap forward in the past few years. With the introduction of the iPhone, Droid devices, netbooks and now iPads, people are able to connect from virtually everywhere. This means your website needs to look good at any resolution. This doesn’t mean you need to have a special “mobile-version” of your site.  In fact, that’s not such a good idea anyway. More and more devices are offering users a “view original site” button that allows them to view your website as if they were on a computer.  Your website just needs to be sure it is written and designed in a way that allows it to be viewable from small screen resolutions. Use icons and thumbnails to allow viewers to easily see what they are clicking on. Google has recently integrated thumbnail previews into their search results page. This makes it easier to find what you’re looking for and less likely you’ll land on a site you didn’t want.

Another issue to consider with mobile friendly design is the touch screen. Most sites are designed with the standard mouse in mind. Hover-over link effects and drop down menus just don’t translate to touch. Obviously, all of the devices mentioned above (except netbooks) use touch screens. By using icons and thumbnails as your main navigation, you’ll insure your website is usable for mice and fingers. Sandcastle Web Design came to market with a specific approach that provides the ultimate viewing experience and easy navigation with minimum panning, sizing and scrolling across broad range of devices.

Live Feeds

With the popularity of Facebook and Twitter it seems status updates are all the rage. I mean really, I do need to know what my friends and followees (doubt that’s a word) are thinking at any given time throughout the day?  Adding live streaming update feeds, fresh blog articles, YouTube videos and even user comments is a great way to engage people on your front page. It insures you’re always providing new content. It’s pretty easy to do now that most social networking sites have special API’s or code to add to your site. We use this technique at structuralgraphics.com to ensure we never forget to share a new blog article (ahem) or new project videos.

QR Codes

I discussed QR Codes in depth last week, but may not have mentioned use of them on websites. They are definitely an emerging trend. If you’re not sure what QR Codes are click here.

Adding a QR Code to your website allows someone who scans it to easily access your mobile site so they can take it on the go; or, perhaps directions to your locations. You can even use it to allow users to download contact information.

So what’s next?

There are lots of emerging trends in web design and functionality that look promising. Some may never take off, while others will add real value. The objective to most of these new trends is not just to have the hip website in your industry. The real key is to make your site functional, useful and engaging for your visitors.

QR Codes go Marketing Mainstream

Posted On: Category: Custom Design & Printing, Webkeys / QR CodesPosted By:

QR Codes (Quick Response Codes) have been around for over a decade but are just now coming into favor with marketers. If you don’t know what a QR code is, rest assured, you have seen them before but have perhaps never noticed them. The first time I saw a QR code was on a magazine, and I just assumed it was there as some sort of distribution code used by the publisher. I remember thinking how odd it looked on the front cover of a national magazine. Then I saw one on a billboard, then someone’s business card at a tradeshow. Soon I realized that it was a direct response tool that was quickly being adapted by some of the largest marketers in the country.

QR Codes were originally created by a subsidiary of Toyota in Japan back in 1994. They were used to track automotive parts. When mobile phones became more sophisticated and started including web browsers and cameras QR Codes became more popular. The patent is actually held by the inventor, Denso-Wave (Toyota subsidiary), but they have chosen not to execute it and thus QR Codes are free for anyone to use.

sg qrcodeWhen a QR Code is scanned by your mobile device (using your device’s camera and a third party application) it gives your phone a command to take some action. For example, a QR code can have your device automatically launch an internet browser and go to a specific URL. QR Codes can be used to automatically send an email or text message, download contact information, or show a location on a map.

During this past holiday season, Sears made major changes to their normal print catalog. The catalog was distributed to millions of homes just like in previous years, but they also added QR Codes next to their products. Users were able to browse the catalog and scan items of interest. When they scanned a QR Code they were shown additional product information as well as reviews and videos. This was a great example of using a traditional medium like print and enhancing it with digital technology.

One of the core aspects of Structural Graphics’ business is direct mail print solutions. However, we have many clients that are seeing the benefits of integrated marketing programs that include one of our high-impact print pieces, as well as a landing page, email, or pURL. There is clearly a space for QR Codes in this mix. It’s not just a new “flashy” marketing technology, but rather, it can play an important role in your campaign.

QR Codes provide an additional method of response for the receiver. They may receive your printed piece but not want to visit a landing page or send in a BRC. If your offer is included in the QR Code, they can scan it in a few seconds and store it for later reference. Here are some of the other benefits of using QR Codes in your direct mail:

–    Provide a quick response mechanism for recipient
–    Accurate response reporting capabilities
–    Attention grabbing, as well as interactive
–    Ability to deliver information or an action right on to someone’s device

If you would like to learn more about QR Codes and how we use them in our high-impact printed pieces, be sure to give us a call. In the meantime, you can begin scanning codes to satisfy your curiosity. Blackberry, Android and Apple all have apps for their devices that are QR Code readers. Generally, they are free and very easy to use.

Integrated campaigns are growing in popularity

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing Insights, Technology, Webkeys / QR CodesPosted By:

More and more businesses are utilizing new online marketing opportunities, social networks and even mobile phone apps. However, Twitter, Facebook and iPhone apps aren’t silver bullets and they are more often being combined with traditional offline forms of marketing. Integrated campaigns represent a growing trend amongst marketers to take advantage of the best aspects that each channel has to offer.

The US Census Bureau is running a $133 million dollar campaign created by Draftfcb that includes a microsite, search ads and social networking. These all drive people to the direct mail component of the campaign, the actual census survey. This is the first year the Census Bureau has used an integrated campaign, however during the last census in 2000, they did try search ads which helped reverse the 30 year trend of declining response.

In January FedEx launched their first truly integrated campaign, “We Understand”. The entire campaign is centered around a microsite. All online and offline channels drive people to that site. The campaign which will last the entire year includes email, television, search marketing and direct mail.

According to a recent DMA study, more than 42% of interested direct mail recipients prefer to respond online to a direct mail campaign. Offering these multiple channels of response will simply help increase response. It’s a great example of the symbiotic relationship between online and offline channels.

An increasingly popular component to integrated campaigns is the use of a PURL (personalized URL). A PURL is a database-driven microsite that allows you to personalize the experience for the user. For example, you can setup a custom URL for each one of the prospects on your list: www.example.com/john-doe.  It’s an extremely effective way to learn more about your customers and helps you as a marketer tailor your message to exactly what they are interested in.

So what’s the point of all this? Yes, that was rhetorical as the answer is obvious; starting a conversation with your customers. Through the use of an integrated campaign you can find your customers wherever they are hiding, whether it’s in the mailbox, on twitter or facebook, or directly on their mobile phone. Just don’t forget to make it impactful, relevant and engaging.