Date post: | 19-Oct-2014 |
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Technology |
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Leveraging Emerging Web Technologies
John Saal, Moderator Principal and Founder, UnTuck
LLC
Christine Fajardo Co-Founder, Principal Designer, Bliss & White LLC
Ruben Reyes President, Lyquix, Inc.
Christian Shea Principal, p4mv
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Leveraging Emerging Web Technologies To Accelerate
Business Momentum
presented by
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Who Are We?
Christine Fajardo
Co-founder & Principal Designer
Bliss & White, LLC
blissandwhite.com
Ruben Reyes
President
Lyquix, Inc
lyquix.com
Christian Shea
Principal
P4MV
p4mv.com
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Part I: Evolution
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Technology
The explosive growth of the Web has been enabled by impressive technological
advances in hardware and software
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Internet Connection Speed
0.128 Mbps
622 Mbps
326 Mbps
█
Wired
█
Mobile
Mbps = 1,000,000 bits per second
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Cost of Data Storage
$244,140 per TB
$99 per TB
TB = 1,000,000,000,000 bytes
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Processor Speed
76,383 MIPS
300 MIPS
MIPS = 1,000,000 instructions per second
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Software
• Faster development, increased quality, reduced costDevelopment Tools
• Better cross-browser, -O/S and -device operabilityStandardization
• Improved design, better detection and correction mechanismsSecurity
• Reduced deployment costs, faster trouble detection and correctionOpen Source
• Increased hardware cost-efficiency, reduced operation costsVirtualization
Leveraging Emerging Web Technologies to Accelerate Business Momentum
What Can We Expect In The Future?
• Higher processing speed, storage capacity and connection speed
• Increased energy and space efficiency• Very high-resolution and flexible screens
Hardware
• More organized and efficient open source communities
• More accurate and faster search engines with characterization of images, audio and video
• Increased security
Software
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Mature Market
74% of Americans are online
1.6 billion Internet
users worldwide
55 to 65 years old
females are the fastest
growing segment on
Leveraging Emerging Web Technologies to Accelerate Business Momentum
The Web has Evolved
Communication System
Information Source
Collaborative Medium
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Shifting Behaviors
25%of Americans
watched a short video on their
phone last month
300 millionregistered users
120 millionuse it every day
7 millionreviews
74 millionmobile Internet users in the US
Leveraging Emerging Web Technologies to Accelerate Business Momentum
New Business Models
Product Portfolio
█
Traditional Business
█
Long Tail
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Q4 2008 All 2008Total -9.2% -4.1%Television -5.1% 0.1%
Magazines -13.9% -7.5%
Newspapers -16.5% -11.8%
Radio -14.8% -10.3%
Outdoor -11.2% -1.7%
Free Standing Insert 5.0% 1.8%
Online 7.0% 4.6%
US Advertising Spending per Media
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Trust in Different Forms of Advertising
April 2009
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Part II: Taking Advantage
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Key Success Factors
Image
Contents
Usability
Compatibility
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Web Development Process
Discovery Site Structure
Graphic Design
Build & Integrate
Launch & Beyond
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Team and Skills
Project Manager
Technology Consultant
Marketing StrategistDeveloper
Art Director
Graphic Designer
Information Designer
Copywriter
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Hosting
•
Easy setup
•
Administrator or root access
•
Dedicated CPU/RAM
Virtual Private Server
~Cloud
Computing
•
Economical
•
Easy setup, no operation
•
Limited control
•
No dedicated CPU/RAM
SharedWeb
Hosting
•
Expensive
•
Complete control
Dedicated~
In-House
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Content Management Systems
• Out of the box• Add-ons or plug-ins• Customization• New development
Functionality
• Developers• Designers• Administrators• Low-skill users
Ease of Use
• Integration to existing systems• Change management• Relationship with provider
Other
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Custom Software Development
•
Integration to existing systems
•
Widely used vs. Niche
Technology
•
Custom vs. Pre- packaged
•
Open source vs. Proprietary
•
Local vs. Offshore
Cost
•
Extensibility and Scalability
•
Operation and Maintenance
•
Security
•
Documentation
Design
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Graphic Design
It can be your best friend…
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Graphic Design
Or your worse enemy…
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Going From Print to Web
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Key Considerations
• Screen variations• Fonts availabilityLess Control
• Color• Image Usage• Resolution
Technical Aspects
• User behavior• Heat mapsPrioritization
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Heat Maps: The Science Behind the Art
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Form Follows Function
Which is the main priority?
The challenge is to balance aesthetics and functionality
An aesthetically pleasing and artistic page
A viewer-friendly page that effectively
prioritizes and highlights key
messages
or
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Form Follows Function: Do’s and Don’ts
• DO: Refrain from overloading the page with copy
• DO: Use bullets and lists to create small, more efficiently processed blocks of copy
• DO: Use color, headings, and spacing to visually break up and organize information
Do’s
• DON’T: Bury important information on the interior pages
• DON’T: Overload the page with excessive or irrelevant imagery
• DON’T: Mix and match multiple font types and styles
Don’ts
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Avoid an Identity Crisis
•
Visual consistency
•
Translate “print tools” to web
Keep Consistency
•
Key messages
•
Core brand values
•
Visuals
The Same Brand Rules Apply
•
Avoid visual or mental “roadblocks”
•
Keep it simple
Keep it Visitor-Friendly
Leveraging Emerging Web Technologies to Accelerate Business Momentum
“So Much Time and So Little to Do!”
“…strike that, reverse it. Thank you.”
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Start with Goals, not Tactics
•
Multiple content / delivery options
•
Potential audience and conversion for each channel
•
Cost: Outcome
What is the best method?
•
Visit?•
Join?
•
Lead?•
Sale?
•
Educate / Inform?
What is the expected result?
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Set Metrics
•
Set target numbers prior to launching
•
Evaluate results against targets
What do you consider successful?
•
Buy•
View or read
•
Interact•
Provide information
•
External action
What action is expected?
Leveraging Emerging Web Technologies to Accelerate Business Momentum
ProductPromotion
PricePlace
The 4 P’s Still Apply
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Design Content Functionality
It’s all Brand!
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Information Design
Leveraging Emerging Web Technologies to Accelerate Business Momentum
Brand Consistency
Leveraging Emerging Web Technologies to Accelerate Business Momentum
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Leveraging Emerging Web Technologies to Accelerate Business Momentum
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Leveraging Emerging Web Technologies to Accelerate Business Momentum
Q&A
Christine FajardoCo-founder & Principal DesignerBliss & White, [email protected]
Ruben ReyesPresidentLyquix, [email protected]
Christian [email protected]
•
You need a formal and disciplined web development process
•
No single person has all the necessary skills
•
There is no technology silver bullet – analyze your options and choose the best fit
•
Graphic design must consider the characteristics of the Web and user behavior
•
Ensure brand consistency on- and off-line
•
Set goals and targets before defining your marketing tactics
Some Key Take Away’s
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