Squiz - Trends in Web Experience Management

04/15/10
Location-based services are used to identify the location of a person or object and are an example of telecommunication convergence. They include search, personalised weather services, parcel tracking, vehicle tracking services, and even location-based games. LBS can include mobile commerce when taking the form of coupons or advertising directed at customers based on their current location. (6) Popular uses are: Requesting the nearest business or service Navigation to any address Locating friends, customers, employees or resources on a map displayed on the mobile phone Receiving alerts, such as notification of a sale on petrol or warning of a traffic jam Location-based mobile advertising Asset recovery such as locating stolen assets in containers where GPS wouldn't work by using active RF. Does your organisation provide updated information to customers away from their computer, such as students on campus or mobile workers who are constantly on the road (road warriors)? They may be waiting in line, riding on the train or bus, running to the departure gate or lost in an unfamiliar town late at night and trying to get somewhere. Government departments, emergency organisations and community services often have a requirement in their charter to provide consumers with access to good and timely information. Just about every type of website has a call-to-action built into it and is most likely the reason that you have a website in the first place. In a nutshell, a call-to-action is defined as something (a design element or some piece of content) that directs a visitor to take some specific measureable action. If done right a call-to-action will compel your visitors to do what you ultimately want them to do. Examples of calls-to-action include: Make an online donation Request an appointment Purchase a product Fill out a request form Register for an event or program
So how do we do this? If you repurpose existing content for the Mobile Web, you need to think carefully about how this audience wants to consume content which is content that shows more, tells less. You need to constantly consider the small mobile-viewing experience by making content optimised for handheld screens. However, there are some huge differences when using these new ways for your audience to consume content and in trying telling the same story. Customers are inundated with information, and providing them with more content isn't the answer. Give your audience a new way of understanding your message and ensure this content stands out by being valuable.
Contextual content delivery is all about delivering the most relevant content to your users It stems from the sheer information overload, the speed which people expect technology to provide answers / insight, and our ability to build pages dynamically on
500 million active Facebook users. 90 million LinkedIn members. Every day 95 million tweets are posted to Twitter and 2 billion videos are watched on YouTube. It should be painfully obvious that the amount of information we are bombarded with 24 x 7 is creating mass information overload. As a consequence the consumer has evolved to develop a coping mechanism to deal with this onslaught. It seems that customers are now basing more and more purchasing decisions on perceptions rather than on rational evaluation of solid information. Now the perception may not be right but it is what they will believe. As a result your customers are turning to social media for advice and guidance which presents an unparalleled ongoing opportunity to influence customers to a particular way of thinking about a product, service or idea. However be careful to ensure that customers experience the same message consistently and that any statements you make are clear and concise through all forms of communication otherwise the consumer may well ignore them. Doing social media poorly has the potential to do far more damage than not doing it at all. Before jumping in ask yourself some questions to clarify in your mind which social media platform(s) would be the most beneficial and productive for your organisation. Questions like: Are your customers visiting social media sites? Where do they post profiles? Which social media outlets are the most popular? What makes them the most popular? Who operates the most popular industry blogs in your sector? Which of your competitors have a social media presence online? What questions are consumers posting about the industry? Are social media users already discussing your company? In what manners? If you have a good product, a detailed business plan, and customer service policies in place and are willing to invest time, here are a few things that social media can do for your business.
Doing social media poorly has the potential to do far more damage than not doing it at all. Before jumping in ask yourself some questions to clarify in your mind which social media platform(s) would be the most beneficial and productive for your organisation. Questions like: Are your customers visiting social media sites? Where do they post profiles? Which social media outlets are the most popular? What makes them the most popular? Who operates the most popular industry blogs in your sector? Which of your competitors have a social media presence online? What questions are consumers posting about the industry? Are social media users already discussing your company? In what manners? If you have a good product, a detailed business plan, and customer service policies in place and are willing to invest time, here are a few things that social media can do for your business.
Rapid depolyment is key with all this talk of marketing and wem. In the old days it would take x amount of time to actually get your stuff set up. Now you can deploy, quickly and easily, straight to the cloud into a fully managed environment.

Squiz - Trends in Web Experience Management

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