As the internet landscape changes, adapting to new trends is not only necessary, but crucial to effectively engaging with clients and prospects. More than ever, in this age of engagement, we are expected to communicate with friends, leads, customers, critics and fans on their terms – be it their schedule, language, location, or optimizing for their device. Consistently the line between on-line and off-line is blurring, and the experience immersive.
The most recent trends that are swiftly defining the need for Web experience management include social, personal and mobile growth. While each of the trends individually play a significant role in user experience, they also successfully work together, emphasizing one another in a way that is fast-tracking the trends entirely.
The following are the three most fundamental trends driving your company’s need for Web Experience Management and why adapting to them is vital to the life of your business.
Gone are the days of online anonymity. The Web is a place to be social, engaging, and community-driven. With over 900 million reported Facebook users and an estimated 150 million Twitter users, social media is ubiquitous and consumers are looking to the personal aspects of the internet to help them make their decisions. Studies show that although only 14% of consumers trust traditional advertisement, a whopping 78% trust peer recommendations such as those on Twitter and Facebook. The personal and relevant communication driven by peers leaves no question as to why social trends are so significant.
While the web is vast and continuously growing, it is also evolving users to become more local and personal with their experience. Today the internet delivers news, reviews, sales and services to users in real-time. Information can be personalized to each individual according to their personal choices and desires. The internet is consistently making the world smaller by personalizing user experience and increasing the information available to each of us.
Users go from their desktops and notebooks to tablets and phones without skipping a beat. The Web is constantly at users’ fingertips thanks to the growth of mobile access. Users are always on or can be within seconds. While there are 6.8 billion people in the world, an estimated 4.7 billion people have access to the internet via mobile device. Whether standing in line at a coffee shop or taking a selfie atop Mount Fuji, mobile devices are giving users access to the internet at any time in any place.
Because these trends are in the forefront of the current user experience, your audience has easily grown accustomed to them. Therefore, meeting the demands of a new era of engagement means personalizing a coherent and consistent customer experience. Regardless if your audience steps into your store, logs on to your Facebook page or peruses your website, they expect uniformity. Adopting the changes associated with these trends should be on your short-list of priorities, even if it means tackling the job with limited resources. An effective strategy along with the right tools, can help you get the Web experience that engages your audience and keeps them coming back.