8 Internet Trends To Watch

There must be something about back-to-school season that has people thinking about starting fresh and looking into the future.

So why not take a look at some of the trends that you’ll have to consider as you start your market planning for 2012.1. Integration of mobile with web. With over 82 million people using smartphones and the rise of tablets, your web site will have to be fluid enough to be viewed by smart phones, tablets and computers. If you’re using WordPress as a blog platform, try the Wetomo plugin, which will adjust your web site based on how the user is accessing your site. Also keep your pages short and compact and your copy tight and easy to read.

2. Keep features and functions simple and intuitive. Think Google and Twitter. These sites are successful because they keep their features and interfaces extremely simple. Some current examples you’ll want to consider are Klout and Mint. Within seconds on landing on either site, it’s very clear where you are and what the site is about. I know it’s hard to limit all the great things you have, but at the very least create a landing page and dashboard page that make it easy on the user.

3. Integrate mobile, web and real life. Drive virtual connections into real life and vice versa. You’ll start seeing more and more products, services and relationships easily moving from web to real life and from TV to web and everywhere in between. This isn’t just reserved for big consumer brands, you can do the same thing. Continue using direct mail with targeted customers, reference your web presence and drive people to Facebook or landing pages where they can take advantage of offers. Likewise do the same on the web; drive people to areas where they will have opportunities to connect with you or other members of your community.

4. Infographics instead of PowerPoint. The use of infographics as communication tools has exploded over the last year. They used to be unique and now they are ubiquitous. The most common use is to communicate research information or data that has been thrown up on a PowerPoint Chart. The most important part of creating the infographic is strategizing and planning how you’d like the information laid out. Brainstorm on basic visual themes and collect all your data. You might get professional design help or think about using Prezi as a way to turn your infographic into a presentation.

5. Social Metrics. As social media goes mainstream we want to measure it. You’ll see references to the term “Influence” used more and more often with numbers attached to it. If part of your marketing strategy is to be seen as an Influencer or industry expert, you will want to pay careful attention to these metrics. Social media metrics don’t just measure how active you are, but to what degree others do what you say. It’s no longer a game of quantity, it’s a game of influence and persuasion. You don’t need to have a large community following, but you do need to have your loyal community value what you put out on the web. For now, be sure that you are registered for Klout. Klout measures your influence on Twitter and Facebook. The more people you engage, that follow what you say and do, the higher your number. You don’t have to have a high number overall, but it should be higher than others in your industry.

6. Video. Video continues to rise in importance as an online marketing tool. People will take time to watch videos. This increases their time on your site and brings them closer to becoming a customer. One of my clients recently created a five minute video (WAY too long). But his small audience watched it and more people converted. I’m actually recommending using short videos less than three minutes, ideally about one minute to introduce yourself and your offer and don’t forget to tell your audience what to do – set a call to action with a form nearby.

7. QR Codes. You’ve seen these black and white squares everywhere and if you’re like me, you’re probably wondering what you’re supposed to do with them. Well, they want you to scan the code with your mobile device. You’ll need a smart phone with a QR reader. Just check your marketplace and pick one. When you scan the code, it will take you to a place on the web where you can get more information. This trend is still catching on and people haven’t quite figured out how to use this to their advantage. But QR codes are easy to create and link to any web site. My recommendations are to create targeted landing pages for each code with a simple and clear call to action.

8. Gamification. The fast food companies have been using “gamification” for decades. Basically gamification means creating a game that engages your customer in play around your brand. You can use this playing opportunity to have them take surveys or just have fun with your brand. According to a Gartner study 70% of corporations will be adopting gamification around their brands. Creating a mobile app is not as difficult as you might think. You can use 99Designs to get started. In the meantime, start thinking about your brand as play and how you might create a game around it.

These trends aren’t items you’ve never seen before, they are things you may have seen but not noticed. Now that I’ve brought them up as trends, you’ll start seeing them more and more.

Look for ways to start incorporating at least one of this in the next year, and you’ll see the results and benefits of being first.