1) More emphasis on mobile. Maybe your business doesn’t have the resources of Facebook. That doesn’t mean you can’t learn from them. Their focus today is almost entirely on Mobile. $19 billion for Whatsapp. Then there’s Paper – the gloriously reviewed app that comes without Facebook branding. And the new dedication to creating a broad range of mobile apps with ‘single purpose, first class experiences’ according to Zuckerberg. If your brand isn’t thinking about how to improve mobile interaction with customers, it should be.
2) Evolve with your customers. Rapid change is the only constant now. Which means that continual evolution of your products and services is a necessity. Find out which features your customers like best, and concentrate on enhancing those. Ask them what they’d like to see most, and implement those ideas. You simply can’t assume that because something was popular last year it will stay in favor in the months to come. Time is compressed now. People expect their favorite brands to stay ahead of the curve, and they seek out those that do.
3) Simpler apps that do one thing really well. Even the biggest phones available today have screens best-suited to doing just one thing at a time. People stay with the apps that reward them with the best experiences. They want smart, simple design. Easy functionality. Quick responsiveness. And of course, creativity. Apps with complex clutter fail quickly. Those that provide a simple benefit in a nice package succeed.
4) Fewer sliders on homepages of sites. This may seem like a small thing, but it’s worth noting. Research has shown that interaction with slider images is below 1%. And they don’t work very well on mobile devices either. The scroll-down page is quickly becoming the new standard. It looks good on every screen, and that’s what matters most.
5) Resurgence of paid advertising – even for smaller brands. As we’ve noted here before, the free ride on social media is over. A very small percentage of your Facebook fans now see anything you post in their newsfeeds – unless you pay for them to see it. Even YouTube went to a broadcast television campaign to promote their own brand. Advertising never went away – it just allowed the brands that stayed with it to get stronger.
6) Shorter copy everywhere. Who has time? Which means this post has to wrap up here.