Ready to Graduate from Web Content to Web Experience?

Experience MeterThe growth of the Internet over the last decade alone has changed the world as we know it — and it shows no signs of stopping. In fact, one could argue that the Internet is really just now beginning to come into its prime.

With the enhanced capabilities of websites, the introduction of mobile and the apps that come along with it, the Web is no longer just a repository for content. Today’s businesses have the ability to create a brand experience via Web — and as more and more consumers engage with brands primarily online, the brands that offer a great Web experience are those they will purchase from, remain loyal to and follow closely.

Growing consumer expectations place a pressure on brands that has not been seen before. It’s no longer enough to sell a quality product or post an interesting blog on your website or app. Users expect their time with your brand to consist of more than just nice content — they are looking for an engaging experience from start to finish.

If you haven’t already, it’s time to put on your cap and gown and graduate from offering Web content to creating Web experiences. Here are four quick tips for how to best execute this change and excel in post-graduate life:

1. Move From Text to Rich Media

A picture is worth a thousand words. So why use a thousand words when you can use a high-quality image to convey the same message, instead? And, on that note, how many words is a video worth? (A minute of video is worth 1.8 million words, according to Forrester Research’s Dr. James McQuivey.)

Consumers are typically more drawn to visual appeal than textual description — which explains the rising popularity of social media channels that highlight images, videos and gifs like Instagram and Snapchat for brands (Snapchat is now being used by retail brands and video ads are taking over Instagram).

These types of rich media speak to almost any consumer and are also easily understood, regardless of factors like users’ backgrounds, locations and languages. Given that three-quarters of consumers are more likely to follow through on a purchase if it is presented in their first language, eliminating this barrier is critical for successful engagement.

Rich media, unlike text, is instantly all-inclusive, reaching every consumer effectively and boosting brand following and loyalty.

2. Look Up From Your Desktop

Laptop and desktop computers have been a way of life for what certainly feels like a long time, both in business and for consumers, but there’s been a significant shift in focus recently to mobile devices. Mobile now represents almost a third of US commerce and can no longer be ignored.

Brands can benefit from creating a mobile-friendly website and will thrive from investing in a mobile app. Given that as much as 90 percent of consumers’ mobile time is spent on apps, a brand’s web experience should not be limited to browsers — ignoring apps could be a crucial misstep.


Peggy Chen is vice president of marketing at SDL, a language translation and global content management firm.


Publish date: June 23, 2016 https://dev.adweek.com/performance-marketing/ready-to-graduate-from-web-content-to-web-experience/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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