The 2016 Fashion/Tech Hackathon: Inspiration, Collaboration, Innovation!
January 29th, 2016 marked the date for the third annual Fashion/Tech Hackathon at Kent State University. Students had 36 hours to compete in Northeast Ohio’s premier student technology innovation contest. This year, 216digital, Inc. sponsored the event and mentored students in design and programming.
Fashion/Tech Hacker rocks our 216digital t-shirt!
The 2016 Fashion/Tech Hackathon was held at Kent State University’s Rockwell Hall, the site of the university’s world-famous Fashion Museum. Students from a number of schools, including Kent State, competed in an immersive hands-on design and engineering experience. Attendees worked together using specialized skills, such as fashion design and software engineering, to create beautiful, functional wearable products and fashion-related technology—all within the space of a single weekend.
Every year, event curators as well as event sponsors donate their time and resources to make the Hackathon a success. Hackers are given free range of the Fashion School’s equipment, TechStyleLAB equipment, and a tremendous amount of free hardware and textiles. This freedom makes the Hackathon a hotbed of creative output and innovative design thinking.
An array of equipment and hardware was available to hackers in the TechStyleLAB.
Top prize categories:
This year, event curators Hacksu, TechStyleLAB, Launchnet, Major League Hacking, as well as a number of event sponsors, offered prizes to hackathon winners.
– Creation of a new technology
– Advancement of an existing technology
– Use of Technology in Creating New Fashion Products
– Tech Advancement of the Retail Experience.
Sponsor prize categories:
– Best Project with a Female Team Member
– Best Potential BGV Participant
– Most Commercial Potential
– Best Fashion Tech Forward Design
– Best Project on .tech Domains
– Best Use of Textiles
– Best Use of AWS
– Most Flashy
– Hack That Builds Most Relationships.
We talked to many students, teachers, and sponsors at the Hackathon. The consensus was clear: everyone was blown away by the innovative ideas which the 2016 Hackathon participants came up with. There was definitely something special in the air! The competition fostered a real “no loser” attitude. We saw total strangers collaborate like best friends on incredibly innovative projects. We went to mentor students, but we came back inspired.
Amazing Hackathon Projects: A Quick Tour
People Posing for a PictureStuart McKaige, Jasmine Kornel, and Anna Routson developed “Notification Scarf,” a scarf that lights up LEDs when you receive a phone notification. View their devpost submission here.Robert Goldshear, Ben Roytenberg, Reshef Elisha, and Elizabeth Tarleton created “BitBeats,” a glove that literally brings music to your fingertips. Alex Bisnett, one of our web developers, has a tendency to finger-drum on his desk. We’re getting him this for his birthday. Read more about their project on devpost.Here, I’m standing in front of “Mirror Catalog,” a project developed by Chris Paxton, Matt Gates, and Istvan Gates. Mirror Catalog projects virtual clothing on the user to emulate a dressing room experience. It contains an entire digital catalog of clothing to “try on.” Read more about there submission here.Elizabeth Tarleton models “Elizabeth,” a dress that responds to a user’s needs. Too cold outside? The dress detects that and lengthens itself for you. At 216digital, we could really use this around the office, where temperatures are known to fluctuate faster than Ohio weather. Want to know more? Read more in their devpost submission.Max Blachman, Derrik Best, Teresa Jones, and Charles Halbeck mimicked the self-lacing shoe from the popular movie Back to the Future. Their shoe, “Exos,” offers a new take on self-lacing – a design made to assist people with disabilities. The no-touch shoe is controlled entirely by your gestures. Read more about their shoe here.Olivia Burca in the midst of creating an “Al-Timer” wallet prototype.Al-Timer smart purse prototype compared to finished final product. L-R: Crissa Candler, Monica Magliari, Olivia Burca, and Alfred Shaker, team members of project “Al-Timer” (winner of the prize for Best Advancement of an Existing Technology) pose in front of the Fashion/Tech Hackathon logo. View there award-winning project submission here.
View all Fashion/Tech Hackathon project submissions here.
The Bottom Line
The 2016 Kent State University Fashion/Tech Hackathon was an incredible hotbed of innovation. We saw truly innovative projects that are forwarding the the marriage of digital technology and everyday physical equipment. While many of these ideas are probably years away from being marketed, we felt privileged to see them emerge from the minds of these talented students. At 216digital, we keep a pulse on the evolution of all things design- and tech-related, and we found this weekend truly inspiring.
Content marketing is a bit of a buzzword these days—and for good reason. With the changes which the internet has wrought to marketing, interruption-based advertising has lost its power in many kinds of markets. People living today have grown up in a world of ad saturation. That means that traditional methods of getting consumer attention aren’t as effective as they once were. Particularly with the advent of social media, the brand/consumer interaction is no longer a one-way street. People want to be delighted and entertained.
Here comes content marketing, ready to save the day.
What Is Content Marketing?
As the Content Marketing Institute explains, content marketing is a strategic approach to marketing that uses engaging, educational, and entertaining content to establish a relationship between a brand and a consumer. In a word, it’s relating to your target market without selling to them.
Sounds crazy, right?
Wrong.
Remember ad saturation? People are tuning out traditional advertising. Consider ad-block software and the ability to record TV programs and fast-forward through the commercials. Even on YouTube, a user can mute an ad and skip to another tab until the commercial ends and the video begins. All of this means interruption-based advertising is losing its power. While the degree to which interruption is still effective depends on your market, we do see an overall trend in this direction.
Let’s look at our YouTube example. What is the user looking for when they mute the sound on your ad? They’re waiting for the relevant, engaging, entertaining content of that video. They’re not looking for a sales pitch. They’re looking for a story, a how-to, something useful, maybe something unforgettable. When was the last time you paid attention to an ad on YouTube? Can you remember the content of a single ad? I can’t. I’d call that forgettable.
Content Marketing: Memorable, Useful, Wonderful
Content marketing isn’t advertising. It’s relating. Imagine connecting with your friends and family. You have certain things in common, and that’s what you talk about. These things-held-in-common establish your relationship and maintain it.
Now, there are times when you’ll sell something to friends and family. Maybe you run an Etsy store, selling handmade jewelry. Friends and family will love this. They’ll probably buy your jewelry. But what if you turned every family gathering into a monologue about the awesome jewelry you sell on Etsy? Everyone will get tired of that. It’s not an appropriate kind of content for the social space you’re in. Worse, it’s disrespectful.
A similar approach lies behind the idea of content marketing. Rather than bombard every user you encounter with a sales pitch, you should publish content that’s interesting and helpful to your target market. But that’s only the beginning. On top of relevance and utility, you should strive for that extra something special that’s hard to put into words. To put it plainly, your content should delight users.
What Exactly Is Content?
Great question. At this point, you might not have a clear definition of content. Content isn’t just blog articles or Facebook posts. These things are formats or containers of content. They’re not the content itself. Content is the emotional message that your customers experience when interacting with your brand, regardless of channel.
That means you can leverage every aspect of your business as content. But remember, it has to be relevant to your target market. And it has to be engaging!
Creative Examples Of Content Marketing
Local businesses have some exciting opportunities for content marketing. National brands can’t offer the same level of direct, in-person attention to customers as local businesses can. That means that creative content marketing options abound for local business owners.
Consider an offline/online connection. Why not offer customers a coupon for tweeting about their recent purchase? You get a tweet now and a repeat visit later. In this example, your customers actually publish your content marketing for you! (Of course, make sure they @-mention you in their tweet. To help them out, consider painting your Twitter handle on the wall in big, bold letters.)
Remember, everything is content. Get your business involved in the community. Maybe you sponsor a charitable event like a run or a bike-a-thon. Get your customers involved, and get interviewed in local media about your participation in the event. Attend the event and take lots of pictures. Post them to your social channels as appropriate. If you take pictures of your regular customers at the event, get their permission and tag them in the photos. (Note: on Facebook, you’ll have to be friends with these people from your personal profile to tag them.)
The Bottom Line
Interruption advertising is basically dead. Content marketing is the way of the present—and the future. Start practicing content marketing now in your local market. The more creativity you put into this, the more you’ll get out of it. The sky is literally the limit.
Are you looking to take your content marketing efforts to the next level? Get in touch, and let’s start talking about your next big thing.
In the early days, like everything else, design was a male-dominated profession. Today, women designers are changing the face of design with incredible innovation. At 216digital, we’re design connoisseurs. We thrive on innovative design thinking. We keep a pulse on the design industry, and we take note when someone creates something amazing. In this blog post, we wanted to talk about our favorite women designers and their work.
You’ll see an incredible amount of innovation in these designers’ portfolios. In the disciplines of graphic design, illustration, typography, and more, these 26 designers are pushing the boundaries of convention and creating new visual expressions.
We’ve organized our favorite designers into several specialty areas. But let’s be clear—these designers aren’t ranked in any kind of order. They’re all great, and no two are alike.
Jiani Lu practices groundbreaking graphic design in Taipei, Taiwan. Her work integrates all aspects of visual communication—imagery, graphic elements, and typography—with a new kind of flair that we haven’t seen before.
Shown: To My Future Self. Used by permission of Jiani Lu.
Jiani is a Canadian designer working in multiple disciplines. She has won awards from AIGA, Graphis, Adobe, and others.
Fanny Öhlund is forging a career in cutting-edge design. Her work features beautiful graphics and typography integrated into a unique whole. She has done work in print design, album cover design, branding, and more.
Fanny’s sense of pattern, contrast, and color is truly beautiful. For this writer, her work is often more than the sum of its parts. For more of Fanny’s work, see her website or Behance page.
Teresa Sdralevich has forged a remarkable career in illustration, poster design, and cover design. Her work utilizes large blocks of color and bold typography. She often engages social, political, and cultural issues, and her approach draws the most out of a simple collection of elements.
Book cover: Vota Larry, by Janet Tashjian. Used by permission of Teresa Sdralevich.
Teresa was born in Milan in 1969. She currently lives and works in Brussels, where she practices silkscreen printing in a collaborative space shared with other artists.
Fanette Mellier has built a remarkable career in graphic design, typography, and print design. Her work uses simple geometric shapes arranged in strategic placement. Her strong eye for color transforms her minimal geometry into vibrant, cohesive works.
Fanette completed her education at the Graduate School of Decorative Arts in Strasbourg. She learned from masters such as Pierre Di Sciullo and Pierre Bernard. With this background, she has contributed significantly to the world of typography and intellectual communication.
Anna Kuts is a graphic designer, photographer, and calligrapher from Kharkiv, Ukraine. Her work marries a strong emphasis on texture with a nuanced approach to color. She is passionate about logo design in particular. She often combines unique textures with clear vector elements, and the results are beautiful.
We see a little Soviet Constructivist influence in this poster, but the overall effect is unmistakably contemporary. The piece contains excellent contrast, and the overall look is quite balanced.
Mercedes Bazan specializes in UI, UX, and editorial design. She lives in Buenos Aires, Argentina. Her work features strong graphic elements, complex alignments, and refreshing color palettes. Her editorial designs in the magazine field are fresh, contemporary, and surprising.
Shown: Nikola Tesla Pressbook. Used by permission of Mercedes Bazan.
Cristina Pagnoncelli’s work utilizes great typography, balanced composition, and a clear sense of cohesiveness. Cristina shows an ability to weave seemingly unrelated elements into a total composition. Her use of type and lettering is particularly inspiring. Facebook asked her to create 10 letterings inspired by American cities. Now Facebook users can use these letterings on their photos.
Shown: Orlando lettering. Used by permission of Cristina Pagnoncelli.
With her sister, Raquel Pagnoncelli, she runs Des Figure, a communication studio. Cristina’s work shows an intuitive understanding of diverse graphic disciplines. She is one to watch.
Sue Doeksen is a graphic designer based in Amsterdam. She often focuses on bold color, eye-popping texture, and a fun approach to high-concept design. Her work is thoroughly contemporary, yet it knows its roots in great European design.
Shown: Landmark Pins. Used by permission of Sue Doeksen.
Sue describes herself as a “visual adventurer.” This approach shows in all her work. Sue’s designs are not static works; they seem to transform themselves as you look at them—even those that aren’t animated. Sue has collaborated multiple times with fellow Dutch designer Marta Veludo (see below).
9. Marta Veludo
Marta Veludo is an Amsterdam-based graphic designer, artist, and visual thinker. She works in a wide variety of design fields, including art direction, graphic design, brand communication, and set design. Her work regularly features playful colors and visual relationships.
Shown: D & R Wedding Invitation. Used by permission of Marta Veludo.
Marta’s work is truly unmistakable. She marries a quirky eye to a strong sense of formalism. The result is a dynamic visual language that is contemporary, yet knows its history. She has collaborated multiple times with fellow Dutch designer Sue Doeksen (see above).
Along with Enikő Deri (see below), Nora Demeczky runs De-Form, a design agency based in Budapest. Her work features a strong graphic impact and carefully-constructed balance across a cohesive whole. She achieves a great balance between form and content.
Enikő Deri runs De Form, a Hungarian design agency, along with Nora Demeczky (see above). Her work often features dramatic use of geometry in strict black-and-white. Her shapes and organization are incredibly fresh, and the overall effect she creates is mesmerizing.
Shown: Albert. Used by permission of De Form.
II. Branding Design
12. Kelsy Stromski
Photograph by Kyle Caldwell.
Kelsy Stromski founded Refinery 43 to design cohesive visual identities for her clients. She has designed unique branding for interior design studios, personal brands, nonprofits, food products, and more. Her design expertise is highly fluid and adaptable.
Shown: Bouchard Family Farms Ployes pancake mix packaging. Used by permission of Kelsy Stromski.
Kelsy’s work is firmly grounded in a thorough knowledge of her clients. She combines this knowledge with a deep understanding of the intended audience for the brand. The result is highly-targeted branding.
Ipek Eris is a freelance designer working in the fields of branding, logo design, and corporate identity. She has lived in Kenya, France, Germany, and England. This experience has given her an eclectic visual sense, and it shows in her work.
Shown: Rumeli70 Pharmacy branding package. Used by permission of Ipek Eris.
Ipek’s work shows a keen awareness of her client’s needs, married to a great visual sense. She establishes unity between separate elements by repeating motifs with variation.
We didn’t have to look far to find this designer. Sarah Yeager works for us! And while you may chuckle at the fact that we included our own designer in this list, wait till you see her work. It’s why we hired her.
Shown: MatVacay app design.Shown: Textbookly.com website.Shown: Sarah’s award-winning design of EmpoweRING, a piece of jewelry that lets the wearer send a distress signal to emergency contacts if he or she is in danger.Shown: #BrainCandies branding for WedoWE.
Sarah received a Bachelor of Fine Arts in Visual Communication Design from Kent State University. Aside from her design education, Sarah’s wide range of interests also informs her design process. She has worked in entrepreneurship, videography, photography, and painting. She finds these experiences invaluable as she designs websites, logos, and creatives for our clients.
Shown: John French with Hasselblad, paper collage on panel, 18×12.5 inches. Used by permission of Lola Dupré.
Lola Dupré has created an incredible illustration style. Working exclusively with paper and scissors, she makes surreal, distorted images, often using the human body as her subject. In enlarging some parts of her source image, she criticizes cultural assumptions about gender and beauty. Her work is beautiful, disturbing, and unmistakable.
Nina Geometrieva is a rising star in photography, graphic design, and branding. She brings a strong sense of geometry to her design as well as her photojournalism. For this writer, her most incredible work is the stunning photoshoot of Tokyo which she produced with Damjan Cvetkov-Dimitrov—including the capsule hotel photos which you’ve probably seen somewhere on the internet already.
Shown: Tōkyō desu. Used by permission of Nina Geometrieva.
Nina and Damjan documented their Tokyo trip in this Medium post. Check it out for more incredible animated GIFs.
Nadzeya Makeyeva is an illustrator and designer based in Minsk, Belarus. Her work features ingenious use of texture and line, and each piece seems to create and inhabit its own world. Check out her Psilocybin Rabbit:
Shown: Psilocybin Rabbit. Used by permission of Nadzeya Makeyeva.
Nadzeya attended College of Arts #26 in Minsk. She has worked as a concept artist, illustrator, designer, and UI/UX designer, at multiple firms and as a freelancer. Her work shows a remarkable fluidity and ability to adapt to different purposes, styles, and materials.
Vicki Turner is a British designer and illustrator with a strong eye for color, shape, and line. Her work features incredible geometric representations of common shapes. Vicki has developed her own consistent style, almost an iconographic language which is easily understood by anyone.
Shown: Misty Morning Commute, shortlisted for the AOI & TFL Prize for Illustration. Used by permission of Vicki Turner.
Vicki has worked with non-profits, startups, and everything in between. She brings a problem-solving mindset to the client relationship, and she offers insight on product and branding. She is also the founder of Feist Forest, a boutique builder of fine wooden tables for creatives.
Erin Zingré started her illustration career in style, at age 4, with a preschool drawing of the Headless Horseman, a Guillotine, and Death Himself. As she puts it, this drawing still captures the essence of her work: “kinda cute, kinda creepy, and altogether not-quite-right.” It’s a beautiful kind of not-quite-right.
Shown: Coloring Book for Grownups. Used by permission of Erin Zingré.
Erin is a multidisciplinary designer now working out of Seattle. She is not taking freelance work at this time, due to her work designing at Amazon. With this talent, it’s no surprise she’s been snatched up.
Anna Grosh is a Siberian designer working in San Francisco, CA. She specializes in illustration, typography and lettering, and design. Her illustration shows a nuanced touch and a powerful expression of emotion.
Shown Circus D’Hiver Bouglion poster. Used by permission of Anna Grosh.
Anna also excels at highly ornamented work and calligraphy. In the digital age, it’s refreshing to see a human touch and detailed hand work. Anna is one to watch.
V. Typography, Calligraphy, and Typeface Design
21. Marian Bantjes
Marian Bantjes has forged a remarkable career. Her work spans graphic design, typography, calligraphy, and lettering, and it has won her international acclaim. In the following piece, which she created for AGI’s annual special project, she used dirt and sand from around the world to create a Coexistence poster. Note the obsessive attention to detail—and the transience: she didn’t glue the sand down, and she wiped the poster away after photographing it.
Marian worked as a book typesetter from 1984-1994. From 1994-2003, she ran Digitopolis, a graphic design studio which she cofounded. From 2003 to the present, she has pursued freelance work in design, art, and lettering.
Laura Pol is a designer, photographer, and videographer based in Venice, CA. As a designer, she has created a wide variety of logos, both type-based and graphic, in which she integrates clean typography with an overall aesthetic. She has also created several fonts, which are available for free (donation suggested) on her website.
Shown: Tyde Font sample. Used by permission of Laura Pol.
Typography and typeface design aren’t Laura’s only pursuits. She has also collaborated on editorial designs, art direction, branding, and more.
Lisa Pan (Pan, Yi) is a graphic designer based in Taipei, Taiwan. She has developed an incredible illustration style, and she also excels at creating beautiful typography. She often combines lettering with illustrative work. Her pieces are truly jaw-dropping.
Shown: Typoholic Zoology Collection. Used by permission of Lisa Pan.
Lisa shows an incredible ability to adapt her illustration style and her typographic sense to any project. Her work also shows a great balance between complex and simple textures.
Louise Mertens received bachelor’s and master’s degrees in graphic design at Sint-Lucas Antwerpen. While in school, she interned at Mirror Mirror. After an internship at Sagmeister and Walsh, she launched Louise Mertens Studio in 2014. She now specializes in art and art direction, with a strong emphasis on collage. In the work below, she achieves a dynamic unity from several competing elements.
Shown: Jiyu 4. Used by permission of Louise Mertens.
Louise’s use of color and her carefully-combined textures are unmistakable. As she says on her website, she is “inspired by the female body, the mysterious, and the incomprehensible.” She has developed a truly unique style.
Marta Gawin practices design in Katowice, Poland. She specializes in editorial, poster, exhibition, and visual identity design. Her work features strong contrast between graphic elements, plus incredible typography.
Shown: JazzArt Festival 2015. Used by permission of Marta Gawin.
Marta earned her MA in Graphic Design from the Academy of Fine Arts, Katowice, in 2011. She works as a freelancer now, and she is regularly hired by both commercial organizations and cultural institutions. Her work is high-concept, with a heavy emphasis on unique content.
Candy Chang takes her background in urban planning, her expressive sense, and her training in design and combines them to create beautiful public art installations. Among many incredible works, she created the Before I Die phenomenon—a black wall stenciled with the phrase, “Before I die _____”.
Shown: Before I Die. Used by permission of Candy Chang.
This is a participatory public artwork which invites passersby to share their deepest longings in public. The original Before I Die wall in New Orleans gained international attention, and now there are over 1,000 Before I Die walls in 70 countries around the globe.
Design is changing faster than ever. New trends are always emerging, and in our opinion, things just keep getting better and better. These 26 women are pushing design to new places we’ve never seen before. This is truly a golden age of design, whether in web, branding, typography, illustration, or photography.
From 216digital, a hearty THANK YOU to these designers for their willingness to share their work. Keep at it!
WordPress has only gotten more powerful in the last few years. The range of functionality and design that’s available in WordPress themes has increased dramatically. Gone are the days of WordPress blogs that are obviously “just another WordPress blog.” Today, WordPress can support any kind of website. The sky really is the limit—and for ecommerce stores, an integrated WordPress blog is a more powerful content marketing tool than ever.
Of course, it all depends on your chosen theme. The internet abounds with free WordPress themes. While these themes work for many webmasters, they often don’t provide the level of control which owners of serious ecommerce stores require. Even among the paid themes, you can wade through hundreds of options without finding what you’re looking for.
At 216digital, we insist on creating WordPress blogs that fit the aesthetics of our clients’ main sites. That could mean a WordPress blog with styling that’s identical to the client’s ecommerce store—or it could mean a blog that has its own look, but is still part of a cohesive brand. For clients who don’t require identical styling, we’ve had great success adapting the Avada WordPress theme (from Envato Market) to each client’s requirements. In this post, we’ll show off a few of our blogs.
1. D’Andre New York: High-Fashion Content Marketing
D’Andre New York sells gorgeous shearling coats. Their products are stylish, innovative, and incredibly elegant, and they cater to the high-fashion market. We wanted to take D’Andre’s content marketing efforts to the next level. We knew we needed a WordPress blog to match—something that would nail it in D’Andre’s market.
When we installed the Avada theme on D’Andre’s blog, we selected a preloaded Fashion-oriented installation. This provided gorgeous typography and overall design. We replaced the stock imagery with our own images, created the appropriate pages, and voila, we had a beautiful blog about shearling coats and fashion.
We chose Avada for its incredible versatility. With the Fusion Page Builder, Avada allowed us to build custom pages without getting too deep into code. This freed up our developers’ time to do what they do best—built great ecommerce stores.
Here’s an example of a custom page built in the Fusion Builder. We’re pretty proud of it—check out the Ultimate Guide to Shearling Style.
2. Quick220 Systems: A Blog That Fits The Market
Quick220 Systems sells voltage converters that create 220v from two out-of-phase 110v outlets. The Quick220 Voltage Converter can power 220v appliances. It can also charge electric vehicles in half the time required to charge them at 110v. It’s a great product, and we thought Quick220’s content marketing efforts deserved a blog that matched the excellence of their products.
Check out the Quick220 blog. You wouldn’t even know it was built on the same theme as the D’Andre blog we shared above—but it is! The Avada theme is incredibly flexible. In the case of Quick220, we configured the typography, color scheme, and layout to convey the Quick220 brand as cleanly as possible. We especially appreciated the animations that are available in the Avada theme. Again, this pre-built functionality allowed our content marketing team to build the blog themselves, leaving our developers to tackle the big work on our clients’ custom ecommerce stores.
3. Berg Engineering: A Blog To Catch 2 Segments of Readers
Berg Engineering sells NDT (nondestructive testing) equipment to the engineering sector. NDT technicians find invisible faults in materials, potentially averting disaster before it strikes. In aerospace, oil & gas, construction, and other sectors, NDT plays a critical role in public safety—yet almost no one outside of these industries knows about NDT. As we embarked on Berg’s content marketing campaign, we realized the Berg blog could play a critical role in public thought: it could bring NDT into the public eye.
The Berg blog was a tough one. It had to look like something in the engineering space, but ideally, it would also look accessible to the general internet reader. After all, we were trying to make NDT accessible to a wider audience—and educate the public in the process.
The Avada theme delivered on all our demands. The clean layout and clear typography were perfect for the engineering space, and the custom page builder allowed us to include beautiful imagery and headlines on the homepage. With these tools, we created an impressive and inviting look for the average reader.
The Avada theme also played well with an infographic which we published on the Berg blog—Everyday NDT Infographic: How Nondestructive Testing Creates a Safer World. Publishing and promoting the infographic was a snap, and thanks to the Social Warfare plugin, we could easily display share counts for this groundbreaking infographic.
4. Wunderlich America: A Niche Blog with Perfect Styling
Wunderlich America sells European-built accessories for BMW motorcycles. As well as offering parts from the original equipment manufacturers, Wunderlich develops their own accessories for BMW motorcycles. These accessories are innovative and incredibly well-engineered.
Wunderlich is iconic in the BMW community, and we realized immediately that their content marketing campaign would require a blog that was just as iconic. In the motorcycle community, content trumps design. We wanted a clean, simple blog design that wouldn’t distract readers from the goods—namely, awesome photos and writing about BMW motorcycles.
Again, the Avada theme delivered. With the theme’s built-in styling options, we were able to choose colors that fit Wunderlich’s overall brand. The available iconography gave us great options for the four content boxes at the top of the blog homepage (see the Wunderlich America blog). The theme also played well with our custom development. On this page, The Top 93 BMW Motorcycles Sites for Amazing Rides, our design team produced a custom mockup, and our developers built it in WordPress. Avada gave us no hassle when we built custom styling.
The Bottom Line
Content marketing success depends on many factors. At the highest level, you need to understand your audience and their content expectations. At the writing level, you need to develop a killer voice. At the packaging level, you need a publishing tool that looks great, functions great, and doesn’t require a lot of help from developers. WordPress delivers, and for these four clients, the Avada theme was a great choice.
If you’re looking to launch a content marketing campaign or improve your existing efforts, get in touch today. Our team specializes in analyzing new content markets and building successful voices. Drop us a line, and let’s start talking about your next big thing.
These days, it’s hard to tell if infographics are still hot in marketing, or if they’ve started to cool off. Based on our research and extensive market testing for every client, we’ve formed an opinion: infographics are still hot—but only when the infographic is truly innovative, or when you’re launching it in a space that hasn’t seen many infographics yet.
If your next content marketing project is an infographic in a content space that’s already saturated in infographics, forget it. Unless your project is truly original (and it probably isn’t), you’ll get lost in the noise. Unfortunately, given the level of competition, even great work in a saturated niche will likely get lost in the noise, too, unless it’s promoted properly.
So how do you crack this?
Start with a great hook, and create an infographic that’s GROUNDBREAKING in its niche.
That’s exactly what we did for our client, Berg Engineering. Berg sells NDT (nondestructive testing) equipment, such as the GE DM5E Basic Ultrasonic Thickness Gauge, in the engineering sector. NDT equipment like this makes gas pipelines, bridges, and airplanes safer for all of us—but almost no one outside of NDT has heard of NDT. We decided to change that. Take a look!
At 216digital, we carefully vet every content marketing concept that we come up with. (Believe me, we generate a lot of them—we keep a sort of running notebook on Google Docs.) If a topic or pitch doesn’t meet the following criteria, we drop it. It’s that simple. Here’s the rubric we use to build great content strategies for our clients:
In a good piece of content, several factors converge:
Obviousness—when a reader sees it, they should say, “why didn’t I think of that?” Surprise—it should be so obvious, it’s a surprise the content hasn’t been done before. Novelty—it should take a familiar concept and extend it into new territory. Value—it should provide genuine, useful information, or it should provide genuine entertainment. Appropriateness—it should align with the link creators’ editorial focus, while expanding that focus as explained above.
Content Marketing: An Evolving Field Requiring Constant Innovation
At 216digital, we constantly reevaluate our clients’ standing relative to every other content brand in their niche. That means we take a relative approach to content marketing. For each client, we ask, how does this content strategy fit into the niche as a whole, and how will it give our client a leg up? Without asking these questions, content marketers risk rehashing content that’s already been done. In today’s fast-paced web world, that simply isn’t good enough.
The Bottom Line
Content marketing has hit the “full bloom” stage. It isn’t enough any more to do content marketing; rather, it’s time to surpass content marketing with truly innovative content. Are you looking for help with your content marketing? Our team specializes in creating content that drives engagement and brand awareness. Get in touch today, and let’s launch your content marketing machine.
On 11/19/15, Google posted an update to their search quality rating guidelines. In the post, you’ll find a link to a PDF which provides instructions to Google’s search results raters. These are human users who rate the quality of results that Google returns for search queries. Google’s PDF does not provide direct advice on best practices for SEO—that’s simply not its intent. However, by reading Google’s instructions to its human raters, we can understand SEO best practices in a new way. In this post, we’ll comb the Google document for new information that’s relevant to ecommerce store owners.
A large portion of the document deals with mobile search results. While much of this information is not new, it’s great to have it all in one place, straight from the source. However, there are a few points to be made.
User Intent Behind Queries
Google classifies search types based on user intent. This is a great way to approach the keywords you’re trying to rank for. What is the user intent behind the keyword? It should always match what users will find on the page which you’ve optimized for that keyword. It’s a fairly obvious point, but it’s worth making. For example, if you’re a paid stock photo site trying to rank for the keyword “free stock photos” so you can persuade users to buy stock photos when they searched for free photos, the intent of your landing page does not respect the user intent behind the keyword. This practice is fundamentally deceptive. Just don’t do it. As Google’s instructions to raters show, Google continues to refine its ability to match user intent to honest search results.
If you’re a brick-and-mortar business, you should pay special attention to “Visit-in-Person” search intent—that is, local searches on mobile in which the user is looking for a nearby brick-and-mortar location. For example, a music store with both a physical retail location and an ecommerce store should prepare its online presence for Visit-in-Person search intent. As well as a fully functional, mobile-responsive online store, this business should have a fully populated Google Business page with accurate location, contact information, and hours. Incomplete or inaccurate information could stop mobile users from finding the brick-and-mortar location they’re looking for. You’ll find this information in section 12.7.4 of the PDF.
Google Is Getting Better at Understanding User Intent
Image Link
In that same section, you’ll find a discussion of ambiguous queries that could be the name of a restaurant (Visit-in-Person intent) or the name of a spice (purely informational query). In writing web copy for your site, you should be precise, leaving no room for semantic ambiguity, while also writing naturally. Be informative, clear, and natural. This will allow Google’s powerful Semantic Search to match precise contextual results to keywords that display ambiguous intent when examined out of context.
Take note here: fundamentally, Google is getting better at divining user intent behind queries. That means that SEO efforts will gradually move away from technical precision (e.g., including exact-match keywords in copy at a recommended density) and towards excellent, well-written copy that matches user intent. Good content marketing is fast becoming the most effective road to good SEO. We expect that trend to continue.
Special Content Result Boxes
Special Content Result Boxes Image
In Google’s PDF, you’ll also find a discussion of “Special Content Result Blocks” (section 12.8.2). If you haven’t noticed, this feature has started appearing at the top of SERPs when the query has a definite answer for which no entity can claim copyright. As the document makes clear, SCRBs only appear when the user has asked Google a specific question—for example, “how much does a gallon of water weigh?” In our screengrab, the SCRB appeared with a URL to a landing page—but not all SCRBs have landing pages associated with them.
Content Strategy
For ecommerce stores, that means checking content strategy very carefully. If some of your content strategy involves trying to rank for questions with definite, non-negotiable answers related to your niche, you should trim those topics from your content strategy. Google is so sophisticated at this point, it’s starting to give us answers directly, without sending us to 3rd party sites for the answers. That means content strategists must narrow the focus to topics on which they can provide fresh, useful information which Google can’t get elsewhere or prepare from aggregate data.
Give Users Fresh Content When That’s What They Want
For ecommerce stores associated with a niche that evolves regularly, that means publishing fresh, accurate content on news within your niche. If users google “boston marathon” and your business is associated with the marathon, you should publish timely content about the next marathon. That’s what users are likely searching for.
The Bottom Line
Google is always tweaking things. This causes some stress in the SEO community—but it shouldn’t. Google is trying to create a better experience for users. Keeping up with Google’s constant algorithm refinement helps us all to create better experiences for our users. For ecommerce store owners, happy users mean satisfied customers. There’s really nothing to lose.
We’ll continue to cover digital marketing and ecommerce with actionable, applied content. But we’re going to expand our coverage beyond this. We’ll be launching a regular feature on our blog–Digital Movers. In this space, we’ll highlight individuals and teams who are doing great things in digital marketing.
Where other sections of our blog focus on websites, design, and content marketing, this section will focus on the people who get things done–what makes them successful, what they struggle with, and their advice for success.
Stay tuned. This feature will launch in early 2016.
We’re launching something special on the 216digital blog.
At 216digital, we’re passionate about great design. We’re always building something new for our clients, and visually, we can’t get enough of current design trends.
We’re launching a new feature on our blog soon–Design Trendsetters. We’ll feature our favorite examples of cutting-edge design from around the web. This is a labor of love for us–we just love great design!
Stay tuned. Design Trendsetters will launch in early 2016.
When the mobile revolution hit, everyone had to get a mobile-responsive website. That’s still critical, by the way. If you don’t have a responsive site, you’re losing mobile customers. But now mobile ecommerce is changing again. Buy buttons are coming to the major social media platforms—and to Google.
What does this mean for brands and digital marketers? There isn’t one single answer. Brands that use Pinterest will need a different strategy than brands that primarily use Twitter, for example. In this post, we’ll take a quick overview of each platform’s buy button functionality. And we’ll tell you what it means for brands that thrive on that platform.
Pinterest is unique among social platforms. Its underlying philosophy is brilliant: to capitalize on our voracious appetite for visual beauty—and to enable our love of stashing things for later use. But as users have long complained, Pinterest didn’t offer an easy tie-in to purchase the items you had pinned.
That has changed.
As Pinterest announced on their blog, buyable pins are coming to Pinterest. Initially, only big brands—Macy’s, Neiman Marcus, and Nordstrom—will have access to buyable pin integration. However, Pinterest plans to roll out the function to many more brands, particularly those using Shopify, Demandware, Bigcommerce, or Magento as their ecommerce platform.
Initially, the Pinterest buy button will be available only on iOs mobile devices. However, it is coming to Android and desktop soon.
For small-to-midsize ecommerce retailers whose primary social market is on Pinterest, this means two things. One, waiting (unfortunately) until the buyable pin integration is available more widely; and two, preparing a good marketing strategy now. Once buyable pins are dropped in your lap, you should be ready to go.
Pinterest Buy Button Strategy
Think about what the Pinterest buy button will do: it will enable instant purchasing of a product—when the user is still feeling love at first sight. In a sense, the Pinterest buy button will accelerate the Pinterest shopping experience, cutting out the delay that can change intent-to-buy into a lost sale.
That means putting your best foot forward on buyable pins—your best foot in every area: most attractive products, best photography, products priced best for your market, and highest margins for you. These are the products you should prepare first for buyable pins.
The Twitter buy button will appear directly in a tweet—that’s right, a regular tweet that can be favorited and retweeted. That means unprecedented viral potential for actual product listings. Of course, this functionality only enables virality at the platform level. Most likely, only truly innovative and astounding products will see significant viral lift from the Twitter buy button.
Still, the Twitter buy button is attractive for many reasons. For one thing, Twitter isn’t starting with a few major brands. The buy button is now available to all ecommerce store owners in the US who use Bigcommerce, Demandware, or Shopify as their ecommerce platform. By our count, that’s over 173,000 online stores. In this blog post, Twitter advises ecommerce store owners to contact their ecommerce platform representatives to discuss implementing the buy button functionality.
Twitter Buy Button Strategy
If you’ve used Twitter’s advertising function, you know that the targeting options are highly granular. As well as choosing from hundreds of interests, you can target users who follow certain Twitter accounts, users who watch certain TV shows, and much, much more.
Couple all of this with the coming of Twitter buy buttons, and you have a whole new level of ecommerce targeting precision. That means when you go to promote a buy button tweet through a Twitter ad, you should come to the table with complete, detailed, and accurate information for the market demographic that wants your product. If you match product to demographic well, you should see a high conversion rate.
Instagram Buy Buttons For Visual Shopping
Instagram previously displayed concern over advertising on its platform: would ads disrupt the seamless visual flow of the Instagram experience? Instagram decided the answer was no—as long as the advertising format was considered within the context of the Instagram experience as a whole. Now Instagram is rolling out its own version of the social buy button. According to the platform’s official blog, Instagram’s buy button functionality will provide “an advertising experience that feels native to the platform.”
If you’re concerned about targeting options for the Instagram buy button, you shouldn’t be. According to that same blog post from Instagram, the platform will work with Facebook, enabling advertisers “to reach people on Instagram based on demographics and interests… We want to leverage the best of Facebook’s infrastructure for buying, managing and measuring the success of ads on Instagram.” This sounds like a great partnership, and advertisers who are familiar with Facebook’s high-powered targeting options should find it easy to add Instagram advertising to their repertoire.
Google Buy Buttons: BIG Changes Are Coming To Online Shopping
As Google announced on the Adwords blog, the search giant will start adding buy buttons to “I-want-to-buy” paid search results on mobile. For ecommerce retailers, that means mobile consumers can purchase from your store without ever visiting it. Google will transmit all the purchase data to participating retailers.
For consumers, this sounds like a great way to streamline the mobile purchasing experience. But what will it mean for ecommerce retailers? That’s a bit unclear. In the same blog post, Google says, “While Google hosts the product page and provides purchase protection for customers, retailers own the customer communication and can offer customers the option to receive marketing and promotional messages.”
How will this work? That remains unclear. Allowing customers to opt in to your newsletter is one of the greatest assets to your checkout process as an ecommerce retailer. Will Google collect this data, giving consumers that option? Will Google funnel this data to you in a useable format? It’s too soon to say. As usual, Google’s blog post on the subject is incredibly vague.
Facebook Buy Buttons: Not Quite Yet!
If you were ramping up for the launch of the Facebook buy button, you may have to wait a little longer. As the New York Times reports, Sheryl Sandberg, Facebook’s COO, said, “We are working on this, but it’s not the most important thing we’re working on.”
How will the Facebook buy button affect ecommerce when it does arrive? Clearly, it will work hand-in-hand with Facebook’s sophisticated ad targeting capabilities. That should give merchants the ability to promote a product post directly to the audience that’s most likely to buy the product. For niches whose primary social platform is Facebook, this will be a godsend.
However, not all products may see success with this form of promotion. For example, products with many options, like clothing and tech, might appear too streamlined in an in-line product listing in Newsfeed. Without all the options readily available, consumers might think, “that looks nice, but is it exactly right for me?” Doubtless, Facebook will address this problem; but for now, it remains a valid question.
The Bottom Line
What’s your ecommerce market? At 216digital, we’ve specialized in ecommerce consulting for over 15 years. We know the digital marketing landscape backwards and forwards, and we make informed recommendations to our clients every day. If you have questions about social media buy buttons in your market niche, get in touch. We’re happy to advise you.
Welcome to Part 5 in our in-depth analysis of major ecommerce platforms. In the previous four posts, we discussed WooCommerce, Shopify, Magento, and Bigcommerce. We examined the inherent pros and cons of each platform. In Part 5, we’ll talk about the ecommerce dark horse: Miva Merchant—or simply Miva, as it’s now called. Let’s get started.
How Does Miva Stack Up?
First, let’s talk about what Miva isn’t. Because Miva is so functional and expandable, it’s not for the entrepreneur on a shoestring budget. The old saying, “you get what you pay for,” holds true in ecommerce platforms as in everything else. While Miva isn’t free by any means, it provides great value and—if managed intelligently—great ROI. With a small but devoted development community and none of the inherent limitations we examined in Shopify and Bigcommerce, Miva customization is limited only by store owners’ imaginations.
[clickToTweet tweet=”Because @miva is a subscription service, PCI compliance comes built in. @216_Digital #ecommerce #saas” quote=”Because Miva is a subscription service, PCI compliance comes built in.”]
Also, note that like Magento, Miva isn’t for DIYers who don’t know code and can’t hire a developer. An entrepreneur considering WooCommerce likely isn’t in the market for Miva. Miva runs on a proprietary script, and major modifications are best left to professional web developers. However, just about every modification you can imagine is possible; and because Miva is a subscription service (unlike Magento), key functionality like PCI compliance comes built in, giving you one less thing to check off your list after signing up.
For code-savvy entrepreneurs (or those with plenty of development budget), Miva and Magento might look like neck-and-neck contenders at first. However, as G2Crowd reports, Magento doesn’t stack up too well against Miva. While Magento offers a free platform with added robust functionality at a development price, Miva offers a subscription platform plus added functionality at a lower total cost. Since Miva comes with more functionality out of the box, Miva development is simply not as expensive as Magento development. And while you’ll have to outsource Magento support to your 3rd party developer, Miva support is included in every subscription—even at the boutique pricing tier. That means you don’t have to pay $20,000/year to get someone on the phone. As Miva puts it on their website, they offer an enterprise-quality ecommerce solution without the enterprise-level price tag.
Miva: The Ecommerce World’s Best-Kept Secret
Don’t tell, but Miva is awesome! – Photo courtesy of Steven Depolo. Licensed under CC 2.0.
Now, Miva isn’t as well-known as some of the big ecommerce players. But why should it be? Where Miva’s competitors win new customers with a glitzy marketing machine, Miva is arguably the ecommerce world’s best-kept secret. Remember, marketing is expensive, and businesses pass expenses to their customers. If you sign up with a marketing-heavy service, you’re paying for the marketing that convinced you as well as future marketing to net new customers. Ecommerce owners who choose Miva do so for quality and reliability, not for the feel-good experience of working with a great salesman.
Miva has always maintained a transparent relationship with its users. Miva executives can be found posting in Miva forums and responding to reviews on 3rd party blogs. While Miva script is proprietary and customizations require involvement from the development community, the culture of Miva has an open-source feel. Among Miva users and developers alike, the saying is, “if the solution doesn’t exist yet, it can be created.”
Let’s put it this way: if you google “best ecommerce platforms,” you may not see many mentions of Miva. But that’s a testament to the other companies’ focus—marketing. Miva has a dedicated community of longtime clients and experienced developers. If you search for Miva reviews, you’ll find many testimonials from store owners who’ve been using Miva for a decade or more. Most say they would never switch.
Miva isn’t super aggressive in pursuing the low-budget startup—and for good reason. The shoestring budget can’t afford the quality that Miva provides, and the uneducated entrepreneur will take the sales pitches of the big companies anyway. Miva’s strategy focuses more on providing the very best ecommerce platform possible to those who can pay for it. Where Shopify’s average customer does $10k/year in sales, Miva’s average customer does $500k/year. These average customers are both small businesses, but as Miva president Rick Wilson explains in this post, “it’s a different kind of small.”
Further, the average lifespan of a Miva store is 8 years. For Miva’s competition, that average store lifespan is 2.5 years. We think that says it all.
The Bottom Line
As in all things ecommerce, there’s no right answer to the platform question. That answer depends on your market’s growth potential, the functionality you need, your budget, your projected yearly sales, and more. For larger small businesses that need limitless functionality without the handicap of transaction fees and limited access to development tools, Miva and Magento remain excellent choices.
Fashion/Tech Hacker rocks our 216digital t-shirt!
The 2016 Fashion/Tech Hackathon was held at Kent State University’s Rockwell Hall, the site of the university’s world-famous Fashion Museum. Students from a number of schools, including Kent State, competed in an immersive hands-on design and engineering experience. Attendees worked together using specialized skills, such as fashion design and software engineering, to create beautiful, functional wearable products and fashion-related technology—all within the space of a single weekend.
Every year, event curators as well as event sponsors donate their time and resources to make the Hackathon a success. Hackers are given free range of the Fashion School’s equipment, TechStyleLAB equipment, and a tremendous amount of free hardware and textiles. This freedom makes the Hackathon a hotbed of creative output and innovative design thinking.
An array of equipment and hardware was available to hackers in the TechStyleLAB.
Stuart McKaige, Jasmine Kornel, and Anna Routson developed “Notification Scarf,” a scarf that lights up LEDs when you receive a phone notification. View their devpost submission here.
Robert Goldshear, Ben Roytenberg, Reshef Elisha, and Elizabeth Tarleton created “BitBeats,” a glove that literally brings music to your fingertips. Alex Bisnett, one of our web developers, has a tendency to finger-drum on his desk. We’re getting him this for his birthday. Read more about their project on devpost.
Here, I’m standing in front of “Mirror Catalog,” a project developed by Chris Paxton, Matt Gates, and Istvan Gates. Mirror Catalog projects virtual clothing on the user to emulate a dressing room experience. It contains an entire digital catalog of clothing to “try on.” Read more about there submission here.
Elizabeth Tarleton models “Elizabeth,” a dress that responds to a user’s needs. Too cold outside? The dress detects that and lengthens itself for you. At 216digital, we could really use this around the office, where temperatures are known to fluctuate faster than Ohio weather. Want to know more? Read more in their devpost submission.
Max Blachman, Derrik Best, Teresa Jones, and Charles Halbeck mimicked the self-lacing shoe from the popular movie Back to the Future. Their shoe, “Exos,” offers a new take on self-lacing – a design made to assist people with disabilities. The no-touch shoe is controlled entirely by your gestures. Read more about their shoe here.
Olivia Burca in the midst of creating an “Al-Timer” wallet prototype.
Al-Timer smart purse prototype compared to finished final product.
L-R: Crissa Candler, Monica Magliari, Olivia Burca, and Alfred Shaker, team members of project “Al-Timer” (winner of the prize for Best Advancement of an Existing Technology) pose in front of the Fashion/Tech Hackathon logo. View there award-winning project submission here.
View all Fashion/Tech Hackathon project submissions here.
