4 Ways to Kickstart Your Ecommerce Sales

Establishing relationships with customers in ecommerce can pose several challenges, especially when your business is competing with larger retailers. Savvy shoppers are equipped with mobile devices that can compare products in a global market, and this has changed the way many businesses price inventory and offer discounts. However, there are ways to incentivize customers through rich online experience that differentiate your business from even the most powerful online retailers. Below are four customer incentives ideas that can help you establish trust and jumpstart ecommerce sales.

Price Comparisons

Woman performing price comparison in a store

Never underestimate the power of consumer price comparison tools. According to a recent ecommerce report, 52% of online shoppers check or compare prices on travel products and services, as well as consumer electronics. Price comparison tools such as search engines and mobile applications enable shoppers to seek the lowest prices across multiple ecommerce sites based on brands, product categories, and even location. These tools have made it difficult for some smaller ecommerce sites to compete with powerful online retailers. However, consider the following tips to stay competitive and increase ecommerce sales though price comparisons tools:

  • Analyze the Competition: Search for online competitors offering the same brands or similar product categories, and take note of strengths and weaknesses. Do they offer a better shopping experience? Do they offer better terms of service? Researching top competitors directly will help you tailor a competitive strategy for your ecommerce site, especially when the market is saturated and you’re not the only one offering a specific product or service.
  • Update Prices: While you may not be able to compete directly on price with larger online retailers, you must remain competitive across similar competitors. If your ecommerce site offers a wide range of price points, research popular products and trends to determine which items consumers are searching for online. Choosing a select few stock keeping units (SKUs) or services will allow you to focus on a particular brand or product category, instead of your entire inventory. By taking this approach to updating prices, you will be able to develop a competitive pricing strategy to promote and incentivize new and existing customers.
  • Bridge the Gap: If you can’t compete purely on price, offer an exceptional shopping experience and customer service. Online shoppers want to be able to access products and services without any hassle. For an ecommerce site, the checkout process is a vital component that can make the difference between a sale and an abandoned shopping cart. Streamline your checkout process by incorporating social media application program interfaces (APIs) to establish new accounts or to streamline payment processes. If your site experience is solid, focus on providing exceptional customer service by responding to customer questions and requests as soon as you receive them. Building trust and gaining positive reviews online through swift customer service actions will help differentiate your ecommerce site.

Free Shipping 


Customer incentives such as free or discounted shipping on items sold on your ecommerce site is a crucial step to increase ecommerce sales. A recent 2016 retail report highlighted that 9 out of 10 customers would shop more online if free shipping is offered by ecommerce sites. While most small businesses may find it difficult to absorb the cost of shipping, incorporating newsletter registrations, follow up customer reviews, or linking social media accounts to free shipping incentives ensures that your business receives something in return. There are also ways to reduce the cost of shipping by negotiating with multiple carriers on pricing schedules based on volume. In essence, the more packages that you ship, the more power you have to negotiate lower shipping rates for your valued customers.

Mobile Integration

Creating a seamless shopping experience between desktop and mobile is essential to increase e-commerce sales among new customers. Mobile retail ecommerce in the U.S. alone is predicted to increase to $130.92 billion in 2016, up $44.75 billion from 2015 according to a recent market report. Having a fluid and rich mobile shopping experience will ensure that your customers are able to browse products and services without annoying design issues. Incorporating a simple and uncluttered mobile user interface (UI) is a way to make it easier for customers to browse items on multiple screen sizes without lag. The checkout should also be easily accessible on the mobile UI while eliminating the use of multi-page processes that can result in abandoned carts.

Social Media 

Having your ecommerce business on social media is essential to building meaningful relationships with new and existing customers. According to a recent study, 40% of global consumers ages 16 to 24 reported using social media platforms such as Facebook to research products before making a purchase. 30% of the general population also reported similar social media product research behavior. What this means for ecommerce is that you must engage your audience with your unique brand story that ties into the products or services sold on your site.  Once you establish a relationship with your target customers, social platforms will allow you to offer ecommerce incentives such as discounts, promotions, and news about your products or services in a meaningful and engaging manner.

Offering online incentives to kickstart sales is only one step in building trust with your customers. Finding a unique brand identity and incorporating the story across desktop, mobile, and social is crucial to differentiating your ecommerce site from the competition. Ultimately, hiring a professional marketing agency to create a customized mobile responsive ecommerce site with integrated content strategies can help increase online visibility for your business.

What is Attribution Modeling in Google Analytics?

Attribution Modeling in Google Analytics assigns values of credit to defined channels within a buyer’s journey to conversion. That’s a lot to take in – so think of it this way: Digital marketing experts and data analysts attribute credit to the parts of the journey they believe won the conversion into a business lead or customer using attribution in Google Analytics.

Can I Use It If I’m Not a Data Analyst?

Absolutely – Google Analytics does most of the hard work for us. It collects massive amounts of data and filters it into handy reports through which we gain insight into the behavior of visitors to our site. If we want to set up attributions to discover more about what our customers are up to on our site and at what point they decide to become our customer, we need only to dive into the Conversions menu and explore Multi-Channel Funnel Reports and Attributions.

Among the wealth of features available in the Conversions menu are reports that show us the buyer’s journey in different ways. Google Analytics has a predefined set of attribution models available through which we can filter the data in those reports even further. There is no set up required to use the default attribution models provided by Google Analytics – but for those who want the deepest knowledge of their most powerful marketing channels, some assembly is required.

Concepts You Must Know to Understand Attributions

Though you may already be familiar with some of the key concepts behind defining attributions, fully understanding the complex nature of such a customizable tool requires confidence in the key concepts of Google Analytics data analysis. Be familiar and comfortable with the following terms before moving forward.


Conversions are the actions in a marketing funnel that convert a prospective customer into a real customer. There is no one specific action that is rigidly defined as a conversion, but some of the most common actions include filling out a contact form or sending an email to the sales team.

contact form for copywriting showing conversion

Once the customer hits Send, he or she has converted.

Digital marketers often set up goals in their data analysis tools around conversions. While conversion rate is only one among many essential factors of marketing success, turning an interested party into a potential customer or client is incredibly valuable and easily measurable. But since there’s also no way of defining what makes a potential client a potential client, we have to set some kind of bounds in which we can identify site visitors as potential clients. We do so with goals.

In the world of marketing, goals are user-defined target actions for the potential buyer to undergo. Goals are infinitely customizable – they can be something as simple as a social share to something as complex as a page visit from a search using a specific keyword following a link.

The main functions of Google Analytics outside of the Conversions menu define conversions as goal completions. Inside the Conversions menu, Google Analytics automatically adds e-commerce transactions AND goal completions as conversions. Knowing this distinction will help you create more concrete conclusions from the data you collect on conversions.

Multi-Channel Funnel Reports

Multi-channel funnel reports show you through which channels your customers move into conversion. The reports define the path, from beginning to end, that individual converted site visitors have taken up to the point of conversion – and show you every step along the way.

When you click on Top Conversion Paths in the Multi-Channel Funnel Reports menu, you’ll see several rows like this:

conversion path in a multi channel funnel report

This is a long conversion path, but it shows us exactly what the customer did to reach conversion. The [x #] means that particular action happened twice or more in a row. We can assume this customer found the site via a paid search ad, came back directly later, looked again and found the site twice more via paid search, came back twice to learn more directly, reached the paid ad again, found the site through a link, then came back directly a final time to convert.

The report shows us quite a bit about the customer’s path, but the information is superficial. We don’t know what the customer was thinking through each one of these channels, nor do we know what exactly spurred a conversion. That’s where attributions begin to come in handy.


Attributions are the credits we give to different actions taken by visitors to our site. Remember, attributions are different from conversions and multi-channel funnel reports. We assign attribution to find out which specific pieces of the buyer’s journey are the most effective and how we can maximize that effectiveness.

examples of channels through which attributions are made

The channels through which attributions are made.

When we assign attribution, statistics are shifted to reflect the credit we’ve given to certain channels and interactions so we can get a clearer picture of the impact of spending money on digital marketing. You may discover through attribution that your CPA (cost per acquisition) is less than you may have previously thought. This occurs because other interactions that may cost you money are actually happening after the action to which you’ve attributed credit for a conversion. That’s how attributions help us look deeper into our marketing.

Understanding the Significance of the Default Attribution Models

An attribution model is different from an attribution. The attribution is the credit we give to actions that lead to conversion. Attribution modeling is how those attributions are distributed according to the rules we create.

You’ll find the Attribution Model Comparison Tool under the Conversions menu after clicking Attribution. In the Model Comparison Tool, we can begin to make attributions to the different parts of the buyer’s journey. We can also compare one attribution model to another to draw more profound conclusions.

The free version of Google Analytics has a limited set of default attribution models that will help you begin building a picture of your most powerful converting tools. They include the following model types.

Last Interaction

last interaction attribution model icon

Assigns credit for a conversion to the very last action taken by a converted site visitor. Use this model if the data you’ve collected from customers signals that their decisions were made based on the last piece of content with which they interacted. You can then set the cost of your conversions to reflect the entire course to conversion.

Last Non-Direct Click

last non direct click attribution model icon

Hands credit for a conversion to the action BEFORE the actual customer conversion. Take advantage of this model if your data shows that customers made the decision to get more information or purchase based on content just before their final decision. This assumes that your customer already decided to make a purchase before directly going to the site to convert.

Last AdWords Click

last adwords click attribution model icon

Assigns credit for a conversion to the last paid search before the customer converted. Employ this model to focus on the efficacy of paid search and compare which of your paid search campaigns have the best cost to return on investment ratio.

First Interaction

first interaction attribution model icon

Gives conversion credit to the very first interaction of a converted customer with your website. Switch to this model to see how much it costs to grab customers that will eventually convert. You can also monitor which channels do so and if you can take advantage of untapped channels to save money on initial interactions.


linear attribution model icon

Distributes credit for conversions across each channel that assisted in a conversion. This model will help you determine which channels fall into the funnel in similar places and which ones get the most attention. It will also give you the most unbiased picture of your CPA.

Time Decay

time decay attribution model icon

The time decay model is special – it operates under the assumption that each day that passes after a customer’s initial visit to a site, the chance of a return visit splits in half. Attribution credit shrinks to lower percentages based on the time decay, which gives less credit to early interactions and more credit to later interactions the longer the customer’s path becomes.

Position Based

position based attribution model icon

Offers 40% credit to both the first and last interactions, then pushes the remaining 20% credit evenly across the remaining channels in the conversion path. Use this model if you want to take a closer look at how the majority of users are introduced to your site and what pushes them toward their final decision. Your CPA will reflect a more complete picture, but will do so with more bias than the linear model.

These models are useful for very basic analysis of cost for parts of the conversion path that have a value that’s tough to track.

Creating Your Own Attribution Models

All businesses are unique, and so is the odyssey that the buyer takes toward making a decision about the business’s product or service. Business goals may not align with competitors, and marketing approaches may differ drastically. In all of these cases, custom attribution models are useful for honing in on how customers react to important parts of your website.

Understanding the Power of the Attribution Model Creation Tool

The attribution model creation tool is massive. You can select from lots of different criteria to define on a very detailed level how your customers interact with your site and where they become inspired to convert.

custom attribution model creation tool

A custom model set to record 1.5 times the credit for initial visits to the site from Social channels

Access this tool by clicking the gray, italic Select Model option after opening the Attribution menu and clicking Model Comparison Tool. At the bottom of the Select Model menu, start creating by clicking Create new custom model.

You can assign an outrageous number of rules to your desired specificity by using the AND and OR statements that make up the bulk of your customization. Because so many metrics are available to feed and filter your data, it’s easy to see how quickly the scope of this tool becomes astronomical. You’ll have to stay grounded in the big picture while examining the finer details of attribution.

Example Scenarios

To keep from getting too lost in the minutia, try to return as often as possible to broad goals for your business when making new attribution models. Take some of these situations for example:

  • Business with heavy organic search traffic may like to attribute credit to specific keywords by:
    • Using the First Interaction Model as a base
    • Including Source specified as Organic Search as a rule
    • Specifying the targeted keyword(s) that originated that search

custom attribution model rules for heavy organic traffic


  • Business focusing on social traffic that leads to conversions may attribute credit to social channels heavily by:
    • Starting with the Position-Based model
    • Adding Social as a condition
    • Defining where in the path the credit should go

custom attribution model for first social interaction


While these scenarios may be unreasonable for some businesses, they provide a loose concept of what is possible with Google Analytics attribution models.

Creating Attributions That Matter

To really dig deep into where you should apply your credit, you’ll have to get on a personal level with your audience. There’s a large time and effort investment in finding out how people interact with your site below the surface, but once you’ve collected the information you need and your custom attributions are set, you’ll have the most complete Google Analytics report among your competitors.

Ways to Collect Information

Get to that hard to reach information about your audience by:

  • Including a simple survey question or two in your contact form
  • Ask visitors some follow-up questions on your Thank You page
  • Politely request answers to a survey in a follow-up email

Find some way to ask your customers how they heard about the site or what caused them to want to become a customer. Ask them if they would recommend to a friend and why. From this data, you can start to assign more credit where the power of your investments is actually going and watch how those specific channels contribute to the overall buyer journey.

Also, watch how others are using Attributions and use or tweak their methods. Follow creative ideas like this mathematical approach to determining the strength of visits. There’s no end to the possibilities of the Google Analytics Attribution Modeling comparison tool and custom model creation tool – you need only to learn how to harness the incredible amount of data that waits locked away in the chambers of Google’s servers.

Know who’s skilled at using Attributions in Google Analytics? The digital marketing team at Leverage Marketing. Talk to us if you need real marketing results with the data and expertise to back it up – or empower yourself with the solid inbound marketing knowledge we share by signing up for our newsletter below!

How to Run Successful Social Media Ads on a Budget

One of the biggest mistakes a company can make when launching a social media marketing campaign is not investing in social media ads. You may have heard success stories from companies that jumped on social media early and used creative campaigns to reach a fairly large audience for free, but unfortunately, organic reach for business pages has declined significantly in the last couple of years.

In 2014, Facebook organic reach was estimated to be as low as 2% for business pages, and social@Ogilvy has estimated that organic reach will eventually hit zero.

Click to Tweet: In 2014, Facebook organic reach was estimated to be as low as 2%.

Organic reach on other social media sites isn’t looking too great, either. In a 2015 analysis, Forrester found that large brands got interactions from 2.26% of their followers on Instagram, 0.055% on LinkedIn, and just 0.027% on Twitter.

It’s pretty clear that organic success on social media is a long shot, but what can you do when your social media budget is limited? Fortunately, even a low budget for a social media campaign can pay off, leading to high enough click-through and conversion rates to warrant a larger social media marketing budget in the future.

I talked to Leverage Marketing’s Director of Social Media, Thy Ta Hooks, to learn more about some of the ways a business can make the most of a low social media budget. Below are some tips she provided to make the most of the social media advertising budget you’ve been given—use these tips to maximize your reach and engagement so that you’ll get upper management buy-in for your next campaign.

Assess Your Social Media Options

Social Media Signs

Before you start allocating your social media advertising budget, you need to figure out who your target buyers are and what social media sites/apps they’re most likely to use.


If you have an ecommerce business, Facebook is a good place to start building an audience and driving traffic to your site. Facebook offers advertisers a number of features to help online stores reach the right audience, including:

  • Remarketing: Businesses install a snippet of code on their website so that visitors will be targeted with ads on Facebook
  • Custom Audiences: Facebook users are targeted based off 3rd party data, such as email lists
  • Lookalike Audiences: Businesses can target a new Facebook audience similar to their website audience or can target based off of who has converted from their Facebook ads

Facebook can also be a powerful tool for brick-and-mortar businesses because these companies can run specific ads targeted to a narrow geographic area. For example, a seafood restaurant in Seattle could run a lunch special ad that only gets shown to people within a 10 mile radius of their restaurant during their lunch hours. That way, if someone in the area is scrolling through Facebook around noon and thinking about where they want to eat, they’ll see an ad with the nearby restaurant’s lunch specials.


While Facebook works well for B2C, it’s not necessarily the best starting place for B2B companies with a low budget for their social media campaigns. As a professional network, LinkedIn is a logical place to test out business-based advertising, especially because advertisers can target users based on a wide range of demographic details, including industry, company, company name, company size, and job title.


Twitter may also be worth testing for B2B advertising because its structure rewards topics that are trending in different verticals. For example, if a tea leaf wholesaler saw that the New York Times just published an articles on the health benefits of tea, they could benefit by running related Twitter ads and piggybacking off the trending article.

Document Your Social Media Strategy

Social Media Marketing Concept

Before you start using your budget for a social media campaign, you should document the following:

  • Your target audience and audience segments (for example, if college applicants are your target audience, your audience segment might be students ages 18-21)
  • Messaging based on your target audience(s)  (with 1:1 messaging being the goal)
  • Estimated existing audience size per network (this will help you determine the best platform to go after)
  • Current organic post frequency, engagement rate, and growth rate (if you already have a social media presence)
  • Biggest opportunities based off your goals
  • Content topics (for original and curated content) by type

Get Creative with a Limited Budget

Once you’ve outlined your strategy, you can start putting your social media budget to work. You may not have the money or resources to produce eye-catching infographics or videos, but you can still create visually attractive posts using free and low-cost graphic design tools like Piktochart and Canva. When planning the specific content you want to share, think about what’s going to engage and resonate with your audience. If you sell kitchen appliances, for example, a user scrolling through their Facebook News Feed might not pause to read a bulleted list of your newest blender’s features, but they may click if you offer them an exclusive discount or share a recipe for healthy smoothies that taste like dessert.

Track and Report Results

cost benefit concept

If you want your low budget for social media campaigns to increase in the future, it’s essential to track and report relevant metrics so that you can see what strategies have been most successful—and show upper-management concrete evidence that social media marketing works.

It’s worth looking at metrics related to engagement and brand awareness, but keep in mind that the main goal is to increase conversions and revenue. Metrics you need to pay attention to include:

  • Click-through rate: the percentage of clicks a link to your site has gotten based on total number of post views
  • Conversion rate: the percentage of social media viewers who have completed a defined goal, such as filling out a form or making a purchase
  • Conversions by campaign: the conversion rate for specific campaigns/ads (this will help you determine what ad types are most effective)
  • Return on investment: you can learn how to calculate your ROI with this straightforward Buffer guide
  • Referral Traffic – The amount of traffic to your website from your social networks

Final Takeaways

To be truly successful with a limited social media marketing budget, you’ll need to be persistent. Running and tracking social ads is an ongoing process, and you’ll need to keep focusing on the ad types that your audience best responds to so that you can adjust your overall strategy as you go. As you collect more and more data, you’ll be able to better hone your social media ads to maximize your success.

Have questions for us that we didn’t address here? Comment below or Tweet us at @leveragemktg. You can also get more social media tips and exclusive digital marketing content by signing up for our newsletter.

Building a Strong Brand Online

Does your company have a strong brand presence online? If not, it’s time to start thinking about what you can do to change that.

Building a strong brand online can have far-reaching positive effects on your business. With consumers and businesses alike increasingly seeking products and services online, your brand experience should encompass several key elements that help your company achieve the ultimate goal: profit.

For many small and large businesses, unfortunately, online branding falls short, as it is sometimes difficult to justify and prove to upper management that allocating funds towards a holistic online brand experience matters to the bottom line.

A good way to change perception is by reinforcing the idea that website branding is an asset that adds value and differentiates the company from its competitors. To help you get started, we’ll look at the definition of brand equity and how to add value to a new or relatively unknown brand.

What is Brand Equity?

Brand equity is an intangible business asset that adds value to a product or service in the mind of the consumer in the competitive marketplace. In other words, the owner of a well-known brand name has the potential to make more money with that recognized and established brand than with a lesser-known brand or a generic equivalent.

The role of brand equity encompasses all aspects of a business. For example, having strong brand equity can make it easier for your company to launch new product lines or services, since the consumer or target already has an established perception about the added value your brand has over the competition. Building brand equity for a product, service, or company can be achieved by making online brand experiences memorable, distinctive, and with strong positive attributes and associations that reinforce perceived quality, and brand preference in the mind of the consumer or target.

Online Brand Building from the Bottom Up

A great starting point to building brand equity for your company, product, or service online is by starting from the bottom of the pyramid. The Consumer Based Brand Equity (CBBE) model encompasses the key components needed to build strong brands. If your brand is relatively new, it is important that you begin by assessing your brand’s salience.


In the CBBE model, brand salience refers to the likelihood that your brand is considered or noticed in the mind of the consumer when they are making purchase decisions. Building brand salience online can be achieved by developing a memorable brand identity that gives consumers or targets a strong point of reference that can be easily remembered.

You can start brainstorming and developing a brand identity by assessing the following:

  • What is your business or organization about?
  • What problem do you solve for the desired customer?
  • What is it about your company or organization that sets you apart from competitors?
  • Is there a unique story behind your business?
  • What are the top three adjectives that best describe your company?
  • What is your company vision?

Answering these questions will help establish the foundation to build your brand online. Doing internal company research such as interviews and surveys is one way to find the answer to these questions. Additionally, hiring a professional marketing company can help speed up website development and content strategies that build strong brand equity for your company.

Web Design Is NOT Dead

Sergio Nouvel, a designer in the Latin American sphere of technology, recently published an article for UX Magazine outlining why he thinks web design is dead. Among his reasons were the templatization of web design for inexperienced hopefuls and trends of branding toward social media and mobile app use.

However, it’s important for companies, marketers, designers, and users to understand that many of these new ways of consuming content are simply additions, and not replacements, to the proven power of a website and its design. Web designers have nothing to fear; user experience and web design can work hand in hand to create complete content experiences for users all over the world.

Let’s take a closer look at Sergio’s reasoning for the death of web design one by one:

Modular Website Building

Just like getting a mobile home and laying on a foundation at a wonderful discount, new business owners and amateur web designers can create entire websites from beautiful, responsive templates that have been laid out for them already. The cost is usually marginal and the time it takes to create a working website is nearly nonexistent compared to the work put into professional web design.

But creating a design in minutes based on a professional look is a sure way to make sure your brand blends in with the rest – extremely quickly. Templates are cheap for a reason: They save time and effort, but ask you to sacrifice usability and character in exchange. Templates restrict the designer’s ability to create a seamless user experience and optimize the page for use by real people as well as search engines. You’ll need a professional site designed by a professional web designer to make any impact on customers and rank in any search engine.

No More Web Design Innovations

Responsive design and parallax are poor examples of the lack of web design innovations. Responsive design was born out of necessity, and parallax is more of an experiment in possibility than a viable way to catch the user’s attention.

We’ve barely touched on the possibilities of the web. The masters of science still have to craft devices capable of harnessing blazing fast data transfer rates before we can realize the true potential of websites. Even if the code of mobile apps is more flexible than the age-old combo of HTML and CSS, we won’t be able to truly grasp the potential of that code until every website is an app and every app is a website. And even then, won’t web design and UX design really be the same thing?

Automation and AI Are Ahead of Web Design

Even if artificial intelligence like that of The Grid is able to create a semantic understanding of what you want out of your website, we still don’t have the technology to truly mimic the human brain.

Just look at the issues facing Google’s semantic search. Semantics is a concept far too advanced for us to simulate it properly any time soon. Who’s to say that an AI designed website is really perfected for use by actual customers? Web design requires more than just the skill to make a web page look pretty – you need to create a page that speaks to a real person, and real people are still the best at doing that.

Facebook Pages Will Replace Business Pages

It may be true that more users are relying on Facebook pages to connect with businesses – but more doesn’t mean a lot. The pages that Facebook has templated for businesses also aren’t as user-friendly as web pages – nor as easily navigable.

It would take a major shift in the structure of Facebook’s business pages to make them viable as a replacement for business websites. Businesses would need more options for customization to be able to brand correctly, and they will eventually want to be able to curate content in their own way. In the end, even Facebook pages would be just a locked down version of web pages, and web design would still need to step in to create memorable brands and products.

Mobile Makes Web Browsing Difficult

Actually, mobile really does make browsing pages difficult. But people use their smartphones and tablets for a lot of different things, and it’s not always to look at web pages.

Certainly, it may be less than ideal to use a mobile device to access a web page with the data you’re seeking, but there are few apps that are any better at delivering that information. The nature of touch screen navigation for modern mobile devices simply means that unless there’s some clever innovation that makes typing obsolete, mobile devices are in no position to replace computers, where websites (and web design) still rule.

Web Services and Push Content Are Rising

There really is a saturation of content on the Internet. The amount of data available to users is ludicrous, and the percentage of that data that is completely useless is even more unbelievable. But the good, useful information that makes web services and content consumption possible is still placed on web pages – and people prefer that those pages encourage them to read. That’s where web design steps in – no matter how well-integrated services become with other services, there will still need to be a home for all of the accessible information to belong, and that information needs to be beautiful and readable.

UX Design Will Take Over

Web design is alive, and so is UX design, and there’s no reason for them to be mutually exclusive. It’s rash to jump to conclusions that certain technologies are obsolete if they are still growing and show no signs of stopping.

No matter how savvy of a marketer or designer you may be, none of us are fortune tellers, and it’s unwise to discourage journeymen of a medium in its prime from mastering and evolving their craft. As for brands considering setting web design aside – do so at your own peril.