Dec 23, 2014

2015 Digital Trend Predictions

Here are our 2015 Digital Trend Predictions for you in short:

1. Welcome to the hybrid managed cloud

There is much industry hype built around hybrid technologies. Essentially, hybrid cloud infrastructure strikes a balance between control, cost and agility. It allows companies to distribute their workloads between on and off premise environment. Running their applications and services with hybrid clouds will give business a competitive advantage in 2015.

2. Security & data protection comes to the fore

With security threats at an all-time high, 2015 will see it emerge as more of a service of products. Booming interest in private clouds during this year meant that sensitive information and applications are stored in the managed virtual environments. Of the top nine cloud security threats identified, data breaches, data loss and account hijacking are listed as the main concerns.

3. Analytics driven decision making

The buddying up of big data and analytics will permeate the way that companies do business in 2015. Forced to rely on insights on just about everything, companies will turn to data scientists to fuel their decision making. The embrace of analytics will also lead to a greater personalisation, as marketing now has the ability to understand the behaviour of individual users in greater detail. More and more sites will invest in personalisation of content for visitors, as customers will be treated like individuals, not entrapped within segments.

4. The Internet of Things and Augmented Reality

As far as 2015, there is a vast change on our horizon that will be led by augmented reality and an influx in the internet of things. The deluge of devices includes smart watches, with nearly 26 billion wireless devices to be connected by 2020. Closing the gap between the online and offline experience will be a big step not only for online marketing, but for the internet in general. Micro-location technologies such as Apple’s iBeacon have revolutionised the scene, slowly being introduced into commercial settings.

5. Mobile first

The way that consumers interact with technology is diversifying. Companies whose websites aren’t optimised for mobile devices are in danger of not only losing sales but agitating customers who are left with a poor online experience. Mobile optimised websites have boomed over the last few years, driven by the expansion of the smartphone market and the technical capabilities brought with it. Mobile and tablet usage (currently 35%) increased by 50% between 2013 and 2014, and should be prioritised accordingly. Figures are also suggesting that mobile purchases are drastically increasing, meaning that we can expect ecommerce system designers to amp up mobile optimised payment workflows.

6. Video

The blend of video and audio is a recipe for irresistible content, with full-width videos at the top of websites delivering a clear message. We also expect to see a greater use of custom videos to communicate directly with customers on topics ranging from value proposition to social cause marketing. Many of our clients are already investing in creating videos to help market the brand.

7. Facebook to punish product pushes

Facebook has had enough social media marketing tactics and 2015 will only take this further. The social media platform has recently started banning overly promotional posts in news feeds. Facebook is an entertainment platform and companies that continue to push or bribe users are diminishing that goal. Obviously if you are paying for advertisements, do not fear - you will be looked after. It might be time to really think about the messages you are sharing with your consumers and make sure it is valuable content, not just pushing your brand or product down their news feed.

8. Material Design

2015 will see a rise in Material Design which enhances flat design with a good use of shadows, layering and animation. The modern, clean look is incorporated by Google who champion it across all their platforms. The use of subtle gradients is key in describing an interface and we can expect to see a whole lot more of it in the coming year.

9. Digital integration in the retail space

The in-store experience is increasingly being transformed into a digitally-enhanced environment for retailers and their customers. Technology based retailers are opting to adopt devices such as iPads and video technology in their stores. This draws a larger focus on the company's website with more integrated digital connections than ever before. Studies show that 68% of users are inclined to use their mobile devices in-store. It’s time for companies to put digital first and maintain a seamless experience for their customers through both their in-store and online presences.

10. The maturing front end and rise of web components

Web components such as Polymer are giving way to a new era in development as applications become scalable and maintainable. Front end developers have the ability to craft and define their own HTML elements and compose them into complex web applications. Polymer rejects the labyrinth of custom JavaScript in place of leveraging the browser’s more native technologies. Components like this as well as modular structures make for rapid website development in weeks, not months - no matter how complex. It will create a mantra of design, build and enhance, rather than design, build and destroy.

Leave a comment