Internet leaders are getting bigger and staying aggressive.
” I can’t emphasize enough how much VP Administration Email Lists this point matters to the very survival of other businesses who rely on digital and mobile (increasingly, that’s everyone). The big players have the resources and the creativity – and the potential to eat your lunch whether you are a small web brand or a medium-sized mobile app. Engagement — done right — is a company’s best weapon in the face of this competition. With today’s leaders growing faster than the last generation of innovators, companies must act now.
: What Do Users Want?
As you rightfully pointed out, slower growth creates more risk but also provides many opportunities for companies to innovate and reimagine the way they do business. The second half of your presentation pointed out all the areas in which this reimagination is happening. It was inspiring to hear.
But the point you missed is not just what businesses can do but what consumers want them to do. More importantly, our industry needed to hear just how great the divide currently is between these two forces and how putting our customers and end-users front and center during the process of reimagining our businesses is critical to our future success.
Today, the engagement crisis is centered on mobile and businesses are still struggling to keep users engaged. New data my team and I just investigated shows that nearly one in four mobile users only use an app once. This tells me that something is already broken.
However, tomorrow and beyond, the battlefield for user engagement won’t just be smartphones or the Internet.
To me, the form that each endpoint takes doesn’t really matter. What is important is our understanding of how the ways that people are engaging with services/companies has fundamentally changed forever.
For brands looking to connect with users, the key is that these touch points need to be bidirectional, engaging and dynamic.
No matter how far our technology can take us,
it all comes back to the user. As I sat there listening to your presentation, that’s where I kept landing. Engagement is engagement – no matter the endpoint. And, as we look back on another year of your report, I can’t help but feel that brands are failing to bridge that gap. The bad news is that it’ll only get more difficult as the number of tools available to us continues to sprawl and the big guys continue to get bigger and more aggressive.