1. Fonts for Websites: Probably the #1 complaint of web designers is being forced to use web-safe fonts in an HTML environment, selection of which is extremely limited (14 to be exact). Much to my joy Typekit and Fontdeck were introduced as solutions to this limited number of web-safe fonts problem. These handy websites make it possible to use non-web safe fonts with a simple line of code. They way they work is that sign up and basically subscribe to their font library which are pretty expansive.  I have had the opportunity to use Typekit and was extremely satisfied with the results. It is a great way to enhance websites and a fantastic step forward for the future of web design.

2. Letterpress: Letterpress is like the little engine that could. As much as people tout that print is dead, letterpress manages to keep paper looking elegant and worthy of simple and beautiful design. Letterpress is a type of printing that involves pressing an inked letter or pattern block into a piece of paper leaving behind an impression in the paper. The effect is subtle but this unique aesthetic continues to be showcased on business cards, packaging and invitations as the go-to method for making the “best impression.”

3. Apple continues to pave the way: The iPad is the biggest selling gadget of last year, selling over 8 million of them. These touch screen tablets have been an overwhelming success for Apple. The minimal and sleek design seems to really resonate with consumers and has raised the bar as far as product design goes (it doesn’t hurt that the technology encased inside is incredible too). Along with this surge of tablets, designers and developers are continually coming together to create smart and intuitive interfaces and apps. The increased use of mobile devices (cell phones and tablets) is a growing trend and products will only continue to get smaller and faster.

4. Great design in product packaging: Packaging continues to be in my opinion, some of the most innovative and best design out there. As competition on the shelf heats up and consumers gravitate more towards the picking products based on design and packaging. Studies have shown that if two items are similarly priced, the consumer will purchase the one that has a better design. Brands such as Mrs. Meyers, Bausch + Lomb, Archer Farms continue to breakaway from conventional types of packaging and design. Check out the Dieline for a fantastic showcase and resource for packaging design.

5. Typography for Lawyers: This is a great website that does an excellent job of explaining typography in a thoughtful and practical way. It also gives a great overview on how to make documentation look better. It’s refreshing to see recognition of typography by the professional set and not just designers.

6. 30 Conversations on Design: This website is a great resource that is both inspiring and intriguing to watch. It centers around what 30 of the top designers answer is to a themed question.

Customer Input Reinvented – Starbucks My Idea is a social community that lives on the Starbucks website. The concept is simple. Customers make suggestions on what they want to see in the stores. Sounds like any other forum right? Well the genius behind this is that Starbucks actually selects the ideas with the most buzz and makes them happen. It’s taking listening to its customers to a whole new level and paying off in a big way for the coffeehouse.

Adapting to Your Target – There is no doubt that social media had a huge part in the last presidential election. President Obama’s campaign truly embraced this new era of marketing. Not only did his campaign set up profiles on all the major social networking sites, they also used tools such as Ustream to broadcast speeches on the web and an IPhone app that encouraged people to spread the word and vote. Obama’s approach captivated younger voters and they came out in droves to the polls. His fresh approach to politics and marketing were a winning combination. Let’s see if he can use these techniques to bring up his approval ratings…

Interacting With Your Audience – When Old Spice wanted to sell more body wash they realized they had to take a new approach – they bypassed their customers and went straight to their girlfriends. Old Spice launched a comical commercial featuring a tall dark and handsome guy enticing women to buy Old Spice body wash for their boyfriends so that they could smell just like him. The commercial was a hit and Old Spice took it to the next level. Old Spice launched personalized YouTube video responses to people who tweeted the Old Spice guy. Fans of the commercial loved this unique interaction so much that the campaign gained nationwide recognition for its innovative use of social networking.

Building a Brand – Chicago-based T-shirt company Threadless lives, breathes, and eats social media. For those who aren’t familiar, Threadless is a company that allows people to submit t-shirt designs to their site. Threadless customers then vote on which shirt designs will be sold for that week and the winning designers not only get their shirts sold but also some cash. Basically the company’s website in itself is an online community. Threadless is known for using social networking to build their brand and secure brand buy in. Their customers love how accessible and interactive they are and they have the following to prove it.

As you see with the examples i mentioned social media marketing is not to different from traditional marketing efforts you are use to yet when done correctly the results speak for themselves. With a little research, time, and effort your brand could also see big results by implementing social media into your marketing plan.

Social networking sites have become the new soapbox for people’s rants and raves about a company, service, or product.  They say 1 lost customer will tell at least 3 of their friends about their experience. With social networking in the mix that number could be anywhere from ten to thousands of people hearing about how good or bad your company is doing.  This may seem frightening but it isn’t just negative experiences that make it to status updates.   For example just the other day our President Facebook’ed about an excellent customer service experience she had during a stop at a local Staples store.

Websites like Facebook and Twitter allow you to get feedback directly from your customers almost instantly.  It is important to monitor both the negative and positive buzz associated with your company online.  If you can help a customer with a problem via social media not only will they sing your praises again, but their whole network will witness how committed you are to customer service.  This morning I was surfing the Comcast website ready to switch and now I am holding off hopeful that AT&T will fix my connection problems.  Be sure to also interact and thank those loyal customers who are raving about you. This is a great opportunity to get free market research and better understand your organization’s strengths and weaknesses. Don’t fail to take advantage of this opportunity to stay connected.

The egg delivery man accommodated himself at my kitchen table and unveiled my first delivery of fresh home grown eggs.  I was pleasantly surprised by a custom-designed box, individually branded eggs, and a miniature advocacy brochure that told me about the project and provided a recipe and cooking instructions.   Then the egg delivery man politely thanked me for my time, shared his project and asked for my feedback and questions.  All in less than 30 minutes.  I thanked him for his time and for the commitment to being the egg delivery man.

The egg delivery man reminded me of the importance of making the connection between the individual consumer and a product and how that relationship relates to a greater goal or good.   Broken down quite simply:

delivery -> he was present, responsive

+

presentation and branding of the product  -> won my attention and commitment to the project

=

an inspired consumer à an immediate impact on my health and day ( and looking

forward to the next delivery.).

“Delivery” is powerful to the success of message or product you and your organization want to share.   Some real food for thought – how are you going to leave your client or consumer inspired by your next delivery of goods and services? 

I’ve always said that the web has never and will never usurp a comprehensive marketing strategy… The web does not replace a phone call, a smile, trust, loyalty…(don’t get me wrong… there are plenty of lucky overnight millionaires that can be a challenge to this). The web is simply one of many tools which people use to communicate. So NEWSFLASH: Setting up a blog is not going to increase your sales overnight, having a cooler website isn’t going to better a broken organization, and using Facebook to bog down friends, semi-friends, and straight-up strangers with an irrelavant message isn’t going to make you more popular with current and potential clients.

That said however, its presence is not to be ignored. People are online. Not only are they online (as they have been since the 90s) but they are actually LIVING, SHARING, WORKING, LOVING, BUYING, WATCHING, READING, and LEARNING online! Web 2.0 (the foundation for social networking sites, collaborating tools and interactive websites), is defined as the 2nd generation of web development. Really its just more code; more indecipherable phrases that keep developers buying 5-hour Energy. What it really is is the evolution of human beings on the web and their demand for not just photos and text, but things that integrate into LIFE!

THAT’s why being online matters. Because as a businessperson who needs to market, you have to be where your customers are. (Yes! Even YOUR customers, Mssrs Conservative Construction Managers, Manufacturers, and Government Agency Directors). You have to be where they live, where they work, where they play, etc. And although being on the Internet is not a panacea for a broken organization it is a mandatory component to any marketing and business strategy… that’s the point. (If I’m wrong I’ll take you to dinner).