As you may already know, at the outset of each year we put our heads together at Spyder Trap and come up with a list of top digital trends for the year. With the Consumer Electronics Show behind us, the first month of 2015 has already delivered on some fascinating technology and marketing trends. So, what’s next? Read on to discover Spyder Trap’s predictions for the remainder of 2015.
1) MOBILE PAYMENT SYSTEM GROWTH
When Apple unveiled Apple Pay in October 2014 many retailers, including CVS and Rite Aid, blocked customer usage of the mobile payment system. But the tides are slowly turning. According to McDonald’s, Apply Pay accounted for 50 percent of its mobile payments in November. And in early December, dozens of banks and other retailers signed on to work with Apple Pay. With competitors like Google Wallet and Softcard also gaining speed, 2015 will see large growth in the mobile payment space. Among all of the 2015 digital trends to watch for, this one will be paramount.
2) EMOTIONALLY DRIVEN CONTENT
Forget the catchphrase, “supersize me.” Simply providing more content is not the answer to a company’s marketing problems anymore – it’s personalized content that will take center stage in 2015. Think about it. Consumers are already inundated with obscene amounts of content on a daily basis. But massive amounts of content won’t captivate a consumer unless you make it emotional and tell stories that are authentic and reflect brand values. It’s time to get real, people.
3) CONTEXTUAL RESPONSIVENESS
It’s not enough to reorganize content based off of the size of a device anymore. Responsive sites are no longer cutting-edge; they are quickly becoming industry standard. A newer digital web design trend revolves around contextual responsiveness. Imagine a restaurant site that knows whether you’re looking for the happy hour menu vs. the breakfast menu based off of the time of day you’re online. Or sites that change colors because they know it’s after sunset, and they can improve readability knowing that you’re viewing your screen in artificially lighted environment. Sites could also change content based off of your location. Take for example, Wonderful Colorado‘s site (below), which changes content based on the season and time of day. Fun stuff indeed.
4) USABILITY INFLUENCES SEARCH
Among this year’s digital trends to watch for, the confluence between usability and search engine marketing will prove one of the most talked about. Why? Last year, Google began testing its use of “not mobile-friendly” icons next to poorly optimized sites. In the past, Google has penalized sites that produce errors for mobile users, therefore de-prioritizing them in mobile search. Not convinced that your site should be optimized for mobile? According to Ovum, one billion people will use mobile as their only form of Internet access in 2015. That means a lazy or difficult online experience could dissuade a consumer from engaging with your brand and keep your website from being seen in search engines.
5) CONTENT QUALITY TRUMPS KEYWORD SATURATION
In the wake of the Panda 4.1 Google Algorithm update, topic targeting has become more important than page-by-page keyword focus targeting for SEO. The quality of content is now more important than keyword saturation. But, how will Google gauge quality? They will look at the amount of sources cited within the content, authorship and in some cases, they will have real people review a site’s material. Panda 4.1 also penalizes sites that lack content, display duplicate content or produce machine-generated content. Domain authority, which is partially based on backlinks, will also be important and sources should be linked to establish quality. Among 2015’s many digital trends, this one may impact businesses that rely on the web more than any other trend.
6) WEARABLES EVERYWHERE
Despite the lack of widespread adoption, the wearables fitness trend isn’t going anywhere. Technology is continually being improved to support it. We saw the success of wearables with the FitBit in 2014, and we’ll see more fitness devices become available this year. Keep an eye out for the Microsoft Band, Apple Watch, Salesforce Wear Developer Pack, and Samsung Gear and Jawbone devices.
7) RESPONSIVE & INTERACTIVE WEB EXPERIENCES
The need for responsive websites that tell interactive stories is nothing new – we get that. Even more so this year, brands are going to have to understand this necessity, or pay the cost. If you want to be seen as unique and offer a friendly user experience, responsiveness and interactivity are core website requirements.
8) BEACONS GALORE
Beacons made a splash as one of the most talked about digital trends in 2014. This year, we will continue to see a rise in applications that rely on beacons (low-cost transmitters that operate via Bluetooth technology). Look for innovations in retail, healthcare and home appliances. Keep an eye on Apple’s iBeacon, Estimote, Gimbal beacon, Swirl networks and PayPal’s beacon.
9) R.I.P. GOOGLE+
We believe Larry Kim says it best when it comes to this one: “In 2015 Google+ will die a slow death. Integrations with existing Google products will be removed or made optional. The most popular components of Google+ like photo sharing and hangouts will be de-bundled and made available separately. G+ engagement will fade over time.”
10) BIG BRANDS BECOME BEHEMOTHS
Four companies have dominated – and will continue to dominate digital trends in the technology sector: Apple, Google, Amazon and Facebook. We predict these brands, which make up what some are calling the new tech bubble, will become more rounded all encompassing platforms and behemoth companies that make significant investments in 2015. Each is continuing to diversify and play in each other’s space as they buy up competition, drive innovation and grab land. They want to be everything to everyone, and this year the race will really heat up.