The diffusion of innovations is a complex process; design teams can use their knowledge of the theory to create a road map for how they will address critical factors in the design and marketing of their product. In this second part, Victor Yocco presents the five characteristics of an innovation that determine its use. According to the diffusion of innovations theory, how well an innovation addresses these characteristics will determine people’s long-term adoption of an innovation. Design teams can address many components of these characteristics.
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Users don’t automatically or simultaneously accept even the best ideas and most useful technologies. Acceptance and adoption happens in stages, and in order to stick, it has to happen the right way. In this two-part series of articles, Victor Yocco will explore the application of the diffusion of innovations to digital design and will provide examples of how design teams can account for these principles. In this part, he will give a basic overview of the theory and then discuss two main components of the theory: the different types of adopters, and the key steps in the process of adoption.
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Using the data from over 22 billion email subscribers, we determined what designers should prioritize when creating an email newsletter, both this year and beyond. Which email clients and platforms should we be supporting now? Should we learn all of the email workarounds or just use existing builders and frameworks? In this article, Ros Hodgekiss will interpret the numbers from her “Email Marketing Trends” report to help designers like you make informed decisions about what works and what doesn’t in email newsletters.
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Why should you care about who’s using a mobile device and who’s not? Because people often behave differently when browsing on a phone versus a desktop. Costs can vary widely by device and visits from mobile might provide more or less value to a particular advertiser. Also, you might want to drive mobile users to different pages than desktop users. So, how do you build a campaign that targets only mobile devices via AdWords? The short answer is you can’t. However, a number of workarounds are available. First, let’s look at a couple of AdWords features that focus spending on mobile: bid modifiers and mobile-preferred ads.
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Email is one of the most important tools for reaching your customer base. But with the ever-growing number of emails to send, getting them all out the door can seem a little overwhelming. By putting in place a solid email design workflow, you’ll be able to regularly ship engaging and mobile-friendly emails with ease. Incorporating a modular approach and a custom framework into your email workflow can lead to increased productivity and make it easier for you to iterate on your designs. You will have to make an initial investment of time to get everything up and running, but the result will improve your designs, the customer experience and your engagement rates, leading to happier customers and increased revenue.
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One of the most important things Trevan Hetzel has learned is how to sell the value of the web. Many of his clients needed to be convinced that a website would actually be good for their business. He started from a blank canvas after having moved to this town and building a clientele that now includes over 80 small businesses, mostly in southwest Iowa. He has gotten to the point that most new businesses around here are referred to his company, on the strength of my successful track record and portfolio. In this article, He’ll share with you, his experience with selling to small-town clients.
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What practical steps can you take to make your brand more approachable for mobile users? While general statistics are useful for demonstrating the value of designing with mobile in mind, they don’t provide the guidance necessary to understand precisely how users will interact with a particular brand on their phone. Google Analytics offers a number of free features for incredibly detailed analysis of mobile activity, with the ability to easily compare to desktop activity.
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As a designer, the value you bring to any project isn’t only your ability to execute tasks. Good clients will appreciate the guidance and opinions that come with your experience, and it’s up to you to base your recommendations on more than subjective opinion. In this article, Jonathan Kochis will refer to specific mobile research projects he has conducted and build a case for audience surveys and review of analytics data.
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Businesses are learning new ways to leverage data to improve themselves on a daily basis. They’re realizing that data collection and data analysis have a measurable return on investment, and decision-makers are asking to see them. Google Tag Manager is a relatively new system in which all of the different Google code snippets for a website or mobile application can be organized and controlled through a drag-and-drop interface in a Web browser. For this article, Drew Thomas will talk about adding Google Analytics to a mobile application, using the very future-proof Google Tag Manager to implement it.
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Simon Schmid has been fascinated by little things that make a big impact on the web, which is one of the reasons why he started blogging about these details. Some of the recurring topics early on were the strategies that creators use to expand the reach of their websites, the campaign page and launch and landing pages. In this post, you’ll learn what to look out for when creating your own small campaign.
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