Marketing design is one of the most abused, misunderstood, and impressive elements of marketing and sales. The earliest examples of modern advertisements were first witnessed during the 19th century for Pears Soap. Ever since then, design has played a critical role in the development of marketing and advertising campaigns. The practice of marketing design is a tricky business, often beholden to society’s shifts in taste, culture and technology.
The constant presence of change in the marketing industry has been well documented. Even in 1907, it was understood that “tastes change, fashions change, and the advertiser has to change with them.” Naturally, marketing design adapts in accordance with the changing expectations and demands of consumers and commercial interests alike.
The Role of Marketing Design for the Web
If you haven’t heard of responsive design yet, I’d be shocked. It may not be new but it’s the most significant digital marketing design trend.
Responsive design plays one of the most important roles on the web. 40% of people will choose to leave a website if it’s not mobile-friendly. If you run a business, you can’t afford to lose 40% of the people that visit your site on mobile. In 2014, the total number of mobile web users eclipsed that of desktop users and the shift to mobile has only increased since then. To remain competitive, most businesses have taken efforts to ensure that their company websites are responsive.
As a side note, marketing design is likely to experience a significant increase in the use of artificial intelligence and pre-built themes for website design.
The Role of Marketing Design for Content
Content marketing has long been championed as a marketing tool. We’re now approaching a point some experts have called “content shock” – a juncture in which more content is created than the audience can possibly consume. Moreover, not all of the content we produce is necessarily relevant to each member of our audience. Thus, the next major trend in marketing design is the increased use of content personalization.
In 2017, content personalization is largely a web-based strategy. Many sites use content personalization to attract and retain more visitors, leads and customers. Content personalization focuses on serving site visitors with content related to their location, demographics, device, behavior and history. Some companies are even experimenting with personalizing content based on the weather their visitors are experiencing in their part of the world. After all, if it’s pouring rain, no one wants to click on an ad for swimsuits.
Content personalization offers many advantages to businesses seeking to capture and retain customers. It’s already been proven that personalized content improves how potential customers feel about your brand, in part because delivering valuable content to your customers gives the impression that your company has a “relevant” brand.
Other Areas of Change for Marketing Design
Social media is another major aspect of marketing design that will undergo major change. In a marketing industry that can seemingly shift overnight, social media may be the one area that changes the most dramatically on a day-to-day basis. Live video, virtual reality and new interactive features will continue to push the boundaries of marketing design as 2017 progresses.