We hope you all had a wonderful holiday surrounded by warmth, family, and festive spirit. With just a few days left in 2017, we thought it would be fitting to take a look back on the year in Digital Marketing. Things are changing fast in the online world. Design trends come and go; mobile traffic is on the rise; and ecommerce is flipping the retail landscape upside-down. Understanding how advertising and marketing evolve is the key to staying ahead of the curve looking forward.
Big, Bold Web Design
In 2017, website designers started thinking out of the box (literally). Logos, graphics, and layouts broke free of the symmetrical grid, embraced white space, and created complex visual experiences in protest of the safe, static compositions of primitive responsive design.
We learned a page is truly a canvas from edge to edge and a bit of controlled chaos can go a long way in leading visitors on an immersive, branded journey. Websites are getting braver and more adventurous with their design. Expect to see this trend push the boundaries even further in 2018.
Advertising for All
When ACS began over 30 years ago, radio commercials were a big portion of our creative work and an effective means of generating new business. It’s no secret the writing is on the wall for television, radio, and print advertising. The meteoric rise of subscription streaming and online content will make sure of that.
As major corporations shift their marketing dollars from fading channels to online platforms, the playing field is leveling. Self-serve advertising makes it possible for small businesses to reach their target audience in the same way as the giants in their industry. No longer is there a massive budget barrier creating opportunity for elite corporations while burying fledgling competitors. Every business, big and small, is now on the same page.
Smarter Social Media
The year in social media can be summed up in one word: interaction. A vast majority of businesses are now on Facebook, Twitter, Pinterest, LinkedIn, and Instagram, which are primarily “broadcast” platforms by nature. However, a rising importance is being placed on individual conversations.
Many companies are using social media to field customer service requests, educate buyers, and up-sell products. You’ll be hearing a lot about chatbots in 2018, which yield the same benefits of human interaction with far more efficiency. Social networks will always be a place to get your message out to a mass audience, but this new emphasis on making actual connections will surely set businesses apart in the new year.
It’s been quite a ride this past year—for the industry as a whole, and us as well. ACS exceeded the expectations of hundreds of clients on projects ranging from letterhead design to website development. We’re excited to see what’s in store for digital marketing in 2018, and even more thrilled to lead the way.
From our team to yours, we wish you a very happy and prosperous new year!