Category: Marketing Automation

If you’ve ever wondered how designers at Apple defined every little element in iOS as they were building it, then you’re in the right place.
As technology is constantly evolving, web design continues to become more formalized. Web designers and developers need to create code that can translate seamlessly from PC to mobile devices, make easy to understand site navigation, and innovate other site capabilities — these are all elements that companies standardize in digital style guides.
Digital style guides have become more useful to a brand’s overall image and memorability on the web because they set the expectations and standards for company web display. They’re especially important for websites and products that need to produce top-notch user experiences.
In this post, we’ll dive into what digital style guides are in detail and show you some impressive examples from famous companies that have done them well.

This type of style guide is to be treated as a manual that sets design standards for a company’s digital presence. Its key purpose is to create a universal design style for the brand and ensure consistency across all channels and mediums, where you establish your logo, color palette, typography, imagery guidelines, and so on.
Unlike brand style guides that encapsulate a company’s logo, mission statement, buyer personas and tone of voice, web design style guides are centered on digital presentation like UX/UI.
But, as a UX designer myself, I’ve always been curious, what can you find in the digital style guides of influential companies like Apple, Google, and Starbucks?
Believe it or not, a lot of companies make this information publicly available — they just don’t make it very easy to find. So, every time that I stumble across one, I bookmark it. Here are some of the best ones that I’ve found so far.
Examples of Awesome Digital Style Guides
1. Apple iOS
Apple’s style guide is especially interesting because it details how to design an entire operating system. Monterey, one of the latest versions of Apple’s OS X, has a more simplified user interface than its predecessor, Yosemite. Apple demonstrates this subtle-yet-palpable distinction with really nice graphical comparisons and then goes on to talk about the rationale behind every single aspect of the operating system’s design. It gives you a window into the minds of the designers.

2. Google: Material Design
Google pioneered a design style called Material Design, which exists as a hybrid between Skeuomorphic Design (gradients, textures, light elements) and Flat Design (simple, colorful, geometrical.) In doing this, they combined the benefits associated with each design style, while avoiding the drawbacks.
Because Google has been practicing Material Design for a few years now, you’ve probably already interacted with it on a daily basis — Google Calendar app, anyone? This style guide details exactly what Material Design is and how Google uses it. And I have to say that it is, by far, one of the best style guides that I’ve ever come across.

3. Starbucks
This is one of the most minimalistic style guides that I’ve seen — and yet, it houses a ton of useful information. It places a heavy emphasis on code and you can tell that it was built by developers, for developers. It lacks brand-related elements, so it walks the line between a website style guide and code library.

4. Atlassian
The product suite that Atlassian designs for is gigantic — so, naturally, they have a gigantic style guide. From foundational elements (like color palette and typography) to components (like tables and tooltips) to a full-blown pattern library, this guide has just about everything that you would expect from a product of this size.
Perhaps best of all, the rationale behind the entire style guide is summed up in three deceptively simple terms on the home page.

5. Mozilla
This digital style guide is primarily concerned with branding and communications. But with Mozilla taking a “privacy and open web” approach lately, it’s cool to see how they reflect this in their design.
Mozilla’s homepage also does a great job of outlining how its UX/UI is supposed to be accessible to people with visual impairments or disabilities — something inclusive and necessary as technology becomes more innovative.

6. Buffer
Buffer’s style guide is small and concise, going from grid through modals all in one place. It’s a friendly reminder that your digital style guide doesn’t have to be flashy if it communicates all the right points. Companies looking for somewhere to begin can take notes from Buffer’s simplistic style guide components and build their own from there.

7. Yelp
If you’re looking for a solid example of a website style guide, Yelp’s got that covered. Not only is it thorough, but it explains its Atomic Design system as a cookbook, and divides site elements as ingredients contributing to a dish.
This thing has it all: typography, layout, forms, containers, navigation, and code snippets for each piece. They do a great job of explaining what each element is, where it should be used, and how it should be implemented.

8. GOV.UK
England’s government services website has been widely heralded as a prime example of high-quality UX. Why? Because it boasts a simple and easy-to-use design that accommodates excessive amounts of information.
If you’re interested in what makes up a truly clean and effective design (hint: it usually starts with strong color usage, typography, and spacing), then GOV.UK’s style guide is worth taking a close look at. Much like the site, it’s very simple but very informative.

9. DeviantArt
The new DeviantArt style guide is unique because it’s more than just a guide — it’s an experience. It tells a story and leverages bold, full-width visuals to immerse the user in the emotional experience of the DeviantArt brand. That being said, it’s strictly a branding style guide, so only items like color and typography are covered.

10. Disqus
Color, icons, typography, and logo … Disqus keeps it short and sweet with this guide. But it’s all presented in a very nice, organized manner. This guide could be used as a great example for “where to start” when creating a style guide of your own, as it hits all of the fundamentals.

Feeling Inspired to Make Your Own Guide?
Now it’s your turn. By leveraging a digital style guide in your company, you can communicate your brand’s design language to internal designers, agencies, advertising partners, and even customers.
Start with the basic foundational elements (color, typography, logo, imagery), add some usage guidelines (“do and don’t”), and even incorporate some web components if you need to (modules, templates, code snippets. Use examples from other companies to learn from the best. Your team will be cranking out consistent designs in no time.

How consumers make purchasing decisions has changed greatly in just a few months. For instance, the pandemic has shifted some buyers more online.

In recent years, there has also been a push for more transparent and sustainable practices in brands. But what else is there? Well, that’s what we’re covering here.
In this article, you’ll learn some interesting statistics regarding consumer behavior that you should know in 2022 and what that means for your marketing strategy.
1. Consumers buy more online.
According to a 2022 GWI Commerce Report, there has been a 36% increase in the number of Americans doing most of their household or grocery shopping online.
During the 2021 holiday season, 46% of consumers shopped exclusively online according to a Jungle Scout report.
Why? The top reasons are lower prices, low-cost shipping, and convenience.
Back in 2020, NRF’s Winter 2020 Consumer View reported that 83% of shoppers say convenience while shopping is more important compared to five years ago. That was before the pandemic, so that percentage has likely increased.

Image Source
This shift has forced some brick-and-mortar stores to consider how to implement an ecommerce strategy, whether it’s launching their own online stores or partnering with third-party platforms.
There’s also a bigger need for a robust online presence. While this was always recommended for brands, nowadays, it’s vital for their long-term growth.
2. Reviews and user-generated content are more influential than ever.
Today, it seems like everyone is talking about influencer marketing.
When we surveyed over 1,000 global marketers in 2021, 61% of B2C marketers said they planned to increase their investment in influencer marketing, compared to only 44% in UGC.
However, some studies suggest that the opposite strategy may be more effective.

According to a 2021 Stackla report, UGC is 8.7 times more impactful than influencer content and 6.6 times more than branded content.
In fact, when it comes to sourcing gift ideas on social media, the Jungle Scout revealed that 56% of consumers are influenced by posts shared by friends and family – more than branded content and ads.
From a marketing perspective, this is a signal to brands that consumers want to hear more from other buyers. Consider implementing this into your social strategy by sharing customer reviews and promoting UGC through giveaways and other promotional tactics.
While it’s a great brand discovery tool, it also works well to reel in consumers at the consideration stage of the buyer’s journey.
3. Consumers seek personalization.
According to the Stackla report, 70 percent of consumers say it’s important for brands to offer a personalized experience – up from 67 percent in 2019.
HubSpot Blog Research from 2021 revealed that 53% of marketers leverage message personalization in their email marketing strategy. Of that percentage, 72% say it’s been one of the most effective tactics, more than subscriber segmentation, email automation, and dynamic content.
However, there are many more ways to personalize a user’s experience beyond personalization tokens – from product recommendations and usage recaps (think Spotify’s annual “UnWrapped” campaign) to smart content and 360 customer views.
With so many channels to reach audiences, marketers have a wealth of options when it comes to personalization. It’s just a matter of narrowing down the ones that offer the best ROI.

4. Gen Z leads the charge in social buying.
In May 2021, eMarketer found that Gen Zers are more likely to engage in social commerce than older generations.
Their report revealed that roughly 56% of consumers between 18 and 24 years old and 47.5% of 14- to 17-year olds have made at least one purchase on a social platform.
These figures are considerably higher than other generations, with only a third of consumers between 45 to 65 years of age making at least one purchase on social media in the year.
Which platforms is Gen Z mostly on? TikTok and Instagram.
A 2022 GWI Gen Z report found that 46% of Gen Zers use TikTok to find information about products and brands while 69% use Instagram.
This is likely because Instagram has slowly transitioned to an ecommerce platform with advanced shopping tools while TikTok has kept its focus as a short-form video platform.
So, what are Gen Z buyers looking for? On social media, the GWI report found that most are looking for content that’s:

Lighthearted and funny
Inspirational
Informational and helpful

As for their purchasing journey, the number one way Gen Z discovers and researches products is through vlogs (video blogs), according to the GWI report. Once they’ve made a purchase, they become most loyal to brands that offer access to exclusive content or services.
So, if your target audience includes Gen Z, your social media presence will be more important than ever.
5. Brands can benefit from an omnichannel approach.
In a March 2020 eMarketer study of how U.S. adults preferred that brands communicate with them, email came out on top alongside TV advertising. Social media posts came in third and text messages next.​​
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What this data suggests is that a single-channel strategy is not enough to attract and retain consumers.
Their attention is being pulled in many different directions and if your brand isn’t present, you may quickly be forgotten.
Now, this isn’t to say that every brand should be utilizing every single channel out there. Because after all, not every channel will offer a positive return on investment. What we are suggesting is consistently leveraging a mix of one to three channels while staying updated on how your audience is responding.
Some channels may work well during specific stages in the buyer’s journey and some may work only for a time. Listening to your data is the best way to know which channels are worth your time and effort.
6. Shoppers expect BNPL options.
Buy-now-pay-later is a payment service that allows customers to spread out their purchase payments into interest-free installments.
The topic started rising in popularity around mid-year in 2020 but peaked in September 2021, according to Google Trends.
In 2020, Paypal launched its own payment installment plan and during the 2021 Black Friday, they had a nearly 400% increase in BNPL transactions year-over-year.
Although one CNBC report found that only 7% of shoppers planned to use BNPL this past holiday season, experts expect that figure to double or triple in 2022.
It’s particularly popular with Gen Z – a population that is only now starting to join the workforce. The 2022 GWI report found that one in five Gen Z shoppers in the Asia-Pacific region used a BNPL service in the last month.
Payment is often not something marketers think about when advertising a brand’s products and/or services. However, this data suggests it may be helpful to highlight this as it’s becoming a stronger purchasing consideration for consumers.
7. There’s more demand for sustainable brands.
In 2019, the Harvard Business Review reported that sustainable products are five times more successful in average sales growth compared to brands that aren’t marketed as such. Today, that trend continues to grow.

A Global Sustainability Study 2021 report found that one third of consumers are willing to pay a premium for sustainable products.
In fact, 61% of Gen Z say they pay more for eco-friendly products than those that aren’t, according to the GWI report. Specifically, online shoppers are looking for:

The use of natural, organic materials
Recycled or recyclable items
Brands in which part of the proceeds go to eco-friendly causes
No harmful chemicals
Durability

Many brands may offer one or more of these but fail to advertise them. However, this is what can help set you apart from the competition, as sustainability becomes a growing purchasing factor for consumers.
Now that you know what’s influencing consumer behavior, you can begin to craft a marketing strategy that appeals to your audience’s most pressing needs.

TikTok has shaken up the digital landscape — and its explosive growth over the past year suggests that it’s here to stay.
Although it’s an entertainment-first platform, TikTok is more than just Gen Z dance challenges.
We’re seeing more and more social impact and non-profit clients use TikTok to inform, educate, engage, advertise, and raise funds and awareness.
Here, let’s explore tips and best practices for nonprofits looking to leverage TikTok for growth.

Is TikTok right for your nonprofit?
Building a presence on a new social media platform can be a big undertaking. As with any platform, it’s essential to assess whether it’s a good fit for your organization, and whether it will help you meet your goals.
Before diving in, it’s important to ensure that your efforts go into spaces and platforms that your audience already uses.
First, make sure TikTok helps reach your organization’s target audience. Remember: over 50% of the apps’ users are under 32 years old, and over 41% of TikTok users are between the ages of 16 and 24, according to Qgiv.
You’ll also want to assess whether your organization can manage a TikTok channel. If you’re considering whether your organization has the capacity to build a TikTok presence, the first step is to ask — and trust — the person or team who manages your social media.
Another thing to consider is the way TikTok prioritizes raw, real, unedited, and people-first videos. On this platform, link posts or polished graphics and copy won’t cut it. Think about whether you have employees willing to make videos for the account, or if you have the budget to hire creators and influencers to build your presence.
Having an employee kick off your TikTok account is a great starting point, but it’s not the only way. TikTok’s creator marketplace is the platform’s official collaboration center that connects brands and creators to execute paid and reward-based campaigns. This is a great starting point for nonprofit’s that are new to TikTok.
8 Tips + Best Practices for Nonprofits on TikTok [+ Examples]
Once you’ve determined TikTok will help you reach your goals and target audience, and you’ve ensured you have the resources to manage the platform, it’s time to get into some tips that can help nonprofits move missions forward with quality TikTok content.
1. Creative is the primary factor for success.
Your content is everything on this platform. As noted above, polished photos and videos won’t cut it. You need a real person (whether that be an employee or creator from TikTok’s Creator Marketplace) to commit to making videos that have high-performing elements.
2. Use the principle of “entertainment-first”.
Remember that TikTok is an entertainment platform first and foremost.
The American Kennel Club (AKC) uses Facebook to share tips and articles about dog care — like this post featuring the best dog raincoats — to establish its place as an expert in dog welfare.
AKC’s TikTok, however, has a different goal: to engage audiences with cute dog videos. This TikTok post succeeded not by educating about dog care, but by showing off the incredibly cute Pekingese breed at a dog show.

@americankennelclub issa peke parade!
#thisisakc
#dogs
#pekingese
#dogshow
#showdog
#mop
#peke
#pekingeseoftiktok
#dogsoftiktok
#strut
♬ Baby Elephant Walk – Henry Mancini

3. Leverage talent to bring your videos to life.
More than one in three viral videos featured a person speaking within the first three seconds, according to a recent analysis of over 600 viral TikTok videos by SemRush. Featuring actual people in your video content is essential, and it gives your organization the chance to spotlight and uplift a diverse group of voices.
There are a few key places you can source talent from — for instance, consider inviting folks from different departments of your organization to create or star in content, or tap into the platform’s vast supply of creators.
The It Gets Better Project taps into a network of creators that they have established relationships with — like this video featuring Zoe Stoller — to create fun, informative content for their page.

@itgetsbetter It’s important when they’re NOT in the room, too! 🚪 @zoestoller
#itgetsbetter
#lgbtq
#lgbtqally
#ally
#pronounsmatter
♬ I Just Wanna Know – Luke Reeves

 
4. Stay ahead of trends and find inspiring creations from the Discover page.
Trends are constantly circulating on TikTok, and the best way to know which content, audio, hashtags, or concepts are going viral on the platform is to engage with the Discover page. Think of this page as the hub for the most popular content on the app. This space also includes featured placement for paid media.
On the Discover page, you’ll see a series of trending hashtags that you can click through. The set of videos that appear under each hashtag are videos that either started the trend or popular videos that are relevant to the trending hashtag.

It’s a good idea to use these examples as inspiration when developing new videos, but a TikTok strategy should not focus solely on reacting to viral trends.

5. Approach TikTok like a regular human — not a brand.
Establishing your organization’s identity or persona is critical when building a content strategy because this is the first step in attracting an engaged audience.
As noted earlier, Gen Z — a primary audience on this app — favors authenticity more than their millennial counterparts. Instead of trying to appeal to a massive audience, lean into your organization’s unique knowledge base and informative storytelling.
If you aren’t sure how to build a TikTok persona for your organization, start with your mission statement! From there, you can narrow down which content buckets you would like to focus on, and ultimately the type of videos you want to make.
AKC posted this video of a dog competing in an agility contest — and despite being filmed on a smartphone, the TikTok earned over 2 million views. Expensive equipment is not necessary to produce highly engaging content.
6. Use a story arc.
Videos should have a concise beginning, middle, and end. Consider mapping out key story fundamentals such as a hook, introduction, interesting turn, and final pay-off before executing a TikTok. Storyboarding can help to streamline the filming process, and it provides guidelines for those who are new at creating this sort of content.
In preparation for It Gets Better Project’s organic TikTok campaign promoting the “50 States. 50 Grants. 5000 Voices.” grant program, the Media Cause team developed a narrative structure and sample script to correspond with the campaign’s branded hashtag.
Mapping out a sample narrative arc and example script was important to illustrate how the overarching campaign would function on the platform. It also served as a useful tool to share with talent who would eventually participate in the creating content for the TikTok campaign.
Media Cause partnered with the TikTok team to gain feedback on the narrative arc and branded hashtag — and, as a result, It Gets Better Project’s campaign was featured on the TikTok Explore page.
7. Keep it concise (15-30 seconds), and get to the point.
Be sure to show your followers the lesson or purpose of the video within the first three seconds … That’s all the time you get before the average user swipes.
You can easily achieve a captivating introduction by using text on the screen, narration, or front-loading the video with the most salient information.
Consider, for instance, this Natural Resource Defense Council (NRDC) TikTok video, which educates viewers on the infrastructure package in a mere 30 seconds: 

@nrdc.org
#stitch with @washingtonpost Andrew and his paper money can’t take historic climate action, but Congress can!
#roborockrun
#bonesday
#climateaction
#fyp
♬ original sound – NRDC

8. Inspire co-creation.
When crafting a content strategy, you don’t need to start from scratch. Leverage in-app tools to promote conversation and engagement with existing audiences that overlap with your own — this can be through TikTok’s duet, react, reply with video, and stitch features.
Inspire your audience to have a dialogue with your organization through the use of polls or Q&As. Also, community management is key on TikTok, so be sure to answer any questions you receive in your comments (or in the comment section of other viral TikToks).
Ultimately, TikTok is here to stay, and it provides the opportunity to connect with an audience you may not otherwise reach. As with any platform, it’s essential to assess whether it’s a good fit for your organization and goals.
Once you’ve determined whether a TikTok strategy will help your organization reach its desired audience and goals, embrace these tips to ensure success. Remember: Experimentation and creativity are key! The time and energy you invest in this platform to gain brand awareness could lead to audience loyalty and high-quality conversions.
Media Cause’s Patricia Camerota (Social Media Strategist) and Janine Guarino (Associate Social Director) contributed to this post. 

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The post Monitor Platform Event Publishing and Delivery Usage appeared first on Automation Champion.

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It’s been about six months since Apple released MPP to the public — going live in September of last year. And while we’ve learned a lot about this feature and how it works, email marketers have been left with a lot of questions as well.
What’s been happening during that time? How many people have opted into MPP? How is it affecting my metrics? How have email service providers (ESPs) responded?
Marketers are still concerned with privacy changes, and understandably so. With more inbox providers releasing their own privacy-related features, it feels like we’re at the beginning of a trend that will continue to impact marketers for the foreseeable future.
Let’s take a quick look at where things are at with MPP, and how we’ve been responding to those changes here at Campaign Monitor.
So, what’s the state of MPP?
A lot has happened since Apple released iOS 15 and Mail Privacy Protection back in September of 2021.
For those who don’t remember, Mail Privacy Protection is a new feature in iOS15 that essentially does two things:

Effectively disables open tracking, removing an email marketer’s ability to reliably track whether or not 
Obscures the user’s IP address, removing an email marketer’s ability to know their location

MPP disables open tracking by pre-fetching (or downloading), emails and email images to each device, regardless of whether or not the user opens and reads the message. Email image pixels, which are used to track opens, are included in this download, meaning that the email will count as “opened”, even though the user didn’t open it.
The big questions for marketers once this feature was announced were: How many people are going to opt into this new feature? and How drastically will this affect open rates?
Six months in, we’re finally starting to get clarity to those questions.
How many people have opted into MPP?
It’s difficult to get a raw number, but we do know that over 75% of all Apple iPhone users are currently using iOS 15, and among them, about 97% have adopted MPP.
As you can imagine, that already makes up a large percentage of people. While we don’t know the exact number, SparkPost estimates that 40-50% of all email opens now come from MPP.
Has MPP started affecting open rates?
Definitely. If nearly half of all email opens are coming from MPP, we can be sure that not all of those people are actually opening those emails. In our 2022 Email Marketing Benchmarks report, you can see that open rates have risen steadily since MPP’s release.

Looking at the data, there was a small uptick when Apple released the iOS 15 developer beta. Then again with the public beta. And then, open rates rise drastically and continually when MPP is released to the public.
These metrics confirm what a lot of email marketers (including us) speculated — that open rates have become far less reliable. 
How we’ve responded at Campaign Monitor
As an email service provider, we know that people like you rely on Campaign Monitor not only to send great email, but to analyze your campaigns and understand what’s working. With that in mind, we’ve made some changes to our platform to help you navigate this new, privacy-centered world.
Updated Clicked metrics
Given MPP impact on open rates, the click-to-open rate (CTOR) will become less reliable. Therefore, we’ve updated the “Clicked” metric on our summary pages to show the click rate rather than the CTOR. 

You can still view the CTOR by selecting the info icon. The CTOR can also be found in our detailed reports including Insights and compare campaigns. 
Minimizing the impact of unreliable location data
We no longer record the location of a subscriber when we suspect it has been impacted by Apple MPP. This means that you’ll likely see more subscribers where the last known location is “unknown”, however, this will ensure that inaccurate location data does not impact features such as Worldview, time zone sending, or campaign reports.
Apple Privacy category in the Email Client Usage report
The email client usage report (campaigns and journey emails) gives you a breakdown of the different clients and devices that recipients are using to view your emails. We’ve added a new category, Apple Mail (Privacy Protected), to the report to give you visibility of the portion of Apple Mail Privacy recipients opening your emails. This new category is available for emails sent after February 2022. 

Look out — there’s more to come
As we said, user privacy is a trend that’s here to stay. With Gmail and DuckDuckGo launching their own privacy features, we can expect more inbox providers to release privacy-focused features in the near future.
But don’t worry. Campaign Monitor is keeping a close eye on all of it. We’ll keep you in the loop on what we learn, and the changes we make to our platform to help you navigate this ever-evolving privacy environment.
The post The Current State of MPP: Where Are We Now? appeared first on Campaign Monitor.

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