Who would have thought smartphone mania may be overhyped and the wearable computing buzz offers a red herring? Ladies and gentlemen, introducing the tablet, the portable Internet access device of choice. Well, maybe not choice, at least yet. Smartphone sales still outpace tablets, but in a surprising recent study from Adobe, tablets now generate more web traffic than their pocket sized brethren. Even more powerful, people browse the Internet for longer periods of time than laptop and desktop users, and significant commerce is evolving. From an impact standpoint, marketers need to consider tablets as a crucial form factor in generating content for customer experiences.
Image by Eyesplash Greg Verdino turned me on to a fantastic article about the rise of the Customer Experience Officer. The article rightly discusses the real trend of branding today — the comprehensive user experience. By focusing on the comprehensive user experience, research shows brands strengthen return on investment (ROI).
Image by Wild Olive In today’s networked media environment, marketing strategists find weaknesses in linear approaches to selecting campaign tactics. Break that strategy planning process by integrating best practices from web site user experience (UX) design with storyboards and cognitive maps. Today, most marketers end strategies with media choices and tactics (and hopefully associated measurement choices). This linear process represents a common inside-out perspective, and fails to embrace the customer/stakeholder experience. UX design seeks to keep people engaged in a great online experience. Similarly, instead of treating customers and stakeholders like cattle, we should build marketing campaigns that inform and entertain in a comprehensive experience.