It’s that time of year where many are re-evaluating their marketing efforts – and the time of year when we at Scheffey get to flex our strategic muscles developing plans that focus on measurable results delivered in awareness, leads and sales.

2015 will be the year of tech with the Internet, mobile devices and social media continuing to shape audience behavior and how your brand is interpreted. To ensure your brand remains on the forefront, check out what our team is focused on and contact us to develop your 2015 marketing plan.

 

Engagement Marketing

Today’s buyers demand hyper-relevant communications that speak directly to them based on their unique needs. Regardless of industry, marketing will become even more about understanding the mindset of the individual and the behaviors that fuel their interest.

Rich content will continue to be at the heart of Engagement Marketing with a stronger emphasis on an integrated plan that delivers a consistent experience and an ongoing conversation across all relevant platforms.

Hope Graby, Public Relations Director & Client Manager 

 

Responsive Design

As more Internet-enabled devices are created it is projected that mobile users will surpass desktop users in less than one year. Rather than compartmentalizing content into device-specific experiences, it’s smarter to design content that is optimized for display anywhere. Responsive Web Design enhances the user experience, lowers bounce rate, improves search results and can even increase profits for online sales.

Additionally, Google has now placed extra emphasis on responsive websites, indicating users’ mobile status and favoring mobile-optimized sites when presenting results for searches made on a mobile device.

John Hedrick, Internet Specialist

 

Simple User Experience

A simple, streamlined design is definitely a trend that won’t be dying anytime soon. Flat design with prominent typography will continue to lead in web and print creative showing you can still be sophisticated without being complicated.

Doug DeMarra, Graphic Designer

 

Real-Time Marketing

With nearly everyone connected to a mobile device, engaging users as events or breaking news happens and staying responsive to consumers’ needs are necessary. This up-to-the-minute delivery means brands can no longer rely solely on automation for social media management. Users – and evolving social media algorithms – expect engaging content that is relevant to a specific moment and enables a two-way conversation. Not just an auto-post.

Victoria Miville, Social Media & Public Relations Specialist

 

Search Intent

With all the changes we’ve seen over the past few years it may be tempting to say, “SEO is dead.” It seems we hear it every year, but every year SEO continues to be relevant. The key is to be adaptable.

One of the most significant updates, and maybe the best change in terms of user experience, is the way the Hummingbird update changed how Google parses queries. Rather than simply matching keywords to pages, Google now understands search intent.

This doesn’t mean keywords are no longer important, it means you have to widen your scope of niche-specific phrases. Plus, these phrases should come from normal conversational language. If you are selling chocolates, you might try phrases such as  “gourmet chocolate gifts,” “holiday gift baskets,” “milk chocolate shops,” “the best white chocolate truffles” or “where to buy artisan chocolate.”