Keep your eyes on the world of sport? Then you’ll have seen a lot of contrition in regards to ticket prices across Premier League clubs.
The issue came to a head a few weeks back when Liverpool FC supporters (such as myself!) stood up and walked out of a game en-masse. The club took notice and changes are said to have been made to pricing policies, with a lot of other clubs said to have stood up and taken notice.
Whether anything will come of it en-masse remains to be seen, but it highlights that in an age when corporates know a lot more about us than ever, collect and store data, and can advertise to us through our phones that the voice of the average consumer is still the most powerful thing there is.
And that rings true across the internet, too. It’s one of the reasons why historical internet properties such as Ask Jeeves and Myspace became lame ducks; because better services came along and users simply weren’t interested anymore.
It’s a huge part of the reason why Facebook and Google are constantly battling it out for supremacy, because they’re constantly innovating to provide users with something that makes them feel special and valued.
And Google’s made two recent changes that show users still hold all the power. Google Chrome has recently announced a new feature that protects searchers from dangerous download links. They’ve also announced that official brand owners can finally suggest changes and update their knowledge graph results.
Your Turn: What do you think? Do the user and online shopper hold more power than ever before, or are we all at the mercy of Facebook and Google? Let me know in the comments section below.
Facebook, not to be outdone, has also announced a few new updates. A ‘big’ update to Facebook Messenger is set to roll out soon, and is rumoured to combine SMS integration and introduce support for multiple Facebook accounts.
It’s also offered an update on its attempts to reduce the amount of clickbait users see in their newsfeeds. A new algorithm update allows people to see “the stories that matter most to you” whilst also introducing a rating system so users can tell the social networks which stories entertain them most.
Updates that sound incredibly small, but scratch the surface and the point of them is to provide more power to the user and keep them coming back to use their service. Chrome’s protecting people’s computers while Facebook wants to introduce you to more entertaining content.
Regular readers will also know that I’ve mentioned Trinity Mirror’s woes in quite a few examples in the past. But credit where it’s due, they may have stumbled on a fresh new idea that draws more people to its content and reinvigorates their brand of journalism.
Called Perspecs, it’s an in-house development that allows readers to get all sides of stories they publish. The app gives access to different points of view on each story (such as left-wing, right-wing, and neutral comments) and allows people to go between different sources.
“The aim with Perspecs is to offer readers the opportunity to make up their own mind about a story rather than relying on a single source of news. The app also helps users discover new publications they may not have previously considered reading or known about,” says Darren Sher, head of product for Trinity Mirror Regionals, Apps & Email.
It’s a fantastic idea and gives users the power to make up their own minds in an age when people are suffocating from poor-quality social content and stories that are plucked from sites like Reddit without being fact-checked.
Your Turn: What’s your favourite example of usability on the web, and which sites are designed in a way that keep you coming back for more? Let me know below!
2016: “The year of the customer”
That comes back to two of our recent posts; one about technology in marketing and creativity, and marketing to millennials. For us the examples in these posts show that technology and marketing used in the right way does indeed provide better user experiences, and done in the right way can totally enhance a brand’s strategy.
And there was a sentence that intrigued us when we were talking about marketing to millennials. “Don’t try too hard, just be honest and interesting,” said a person answering the Odyssey survey, which is true for every single market you’re looking to advertise to and attract.
An audience that is well researched, appreciated, and offered new things will always come back to you and tell their friends about your existence. That’s also underlined in a recent Marketing Land post about how 2016 is “the year of the consumer” thanks to the power of online connectivity.
They point out that, at a time when products are everywhere online and services are more streamlined than ever thanks to smartphones and responsive websites, shoppers online are able to buy what they want, when they want it, from whoever they want at any time.
It therefore makes more sense than ever before to have a creative, well-strategised inbound marketing campaign across a number of channels to reach out to your audience and provide them with a better user experience than the competition.
And that goes for a technical as well as a creative experience. If people visit your site from their smartphone or tablet are they able to find what they want quickly and effectively? What about the business side of things; are you collecting the right data and introducing them to an easy buying cycle?
Creative content and social outreach are also hugely valuable parts of the organic inbound process, but it’s also important not to overthink it. It’s best to think about treating others like you yourself would like to be treated; with a friendly, honest approach and a service that can’t be beat.
If you’d like to find out more about personalisation and providing the best user experience possible through your website speak to a Webpresence representative today.