To increase customer engagement in today’s fast-paced digital ecosystem, tech giants are gradually shifting their tactics.
Technology has changed the way we live, work, and shop. Since today’s digital ecosystem is so different from yesterday’s, the tech giants have changed the way they operate and engage with users.
By studying how tech giants increase user engagement today, marketers can improve their monetization strategies and their bottom lines.
In this article, we’ll go over some of the characteristics, features, and tactics that the big companies use to increase user engagement.
How Tech Giants Increase User Engagement
Customers are always on, so services are always on.
It’s easy to create a digital product or service that stays on 24 hours a day.
But to meet these customers’ needs, brands must build products that are mobile-friendly, multi-channel, and cross-platform. If a customer wants to make a purchase on a bus or standing at a crosswalk, then they will choose a shopping outlet that meets their needs immediately.
Facebook and Google, in particular, are focusing on delivering always-on experiences via mobile channels. Facebook’s mobile app and its new Messenger app are designed to become inseparable parts of the user’s home screen. Google’s recent Mobilegeddon algorithm shift, which prioritized mobile-friendly sites in mobile search results, aims to improve the always-on user experience.
Advertising and marketing must be contextualized.
Relevance depends on context.
Search ads deliver contextualized relevance because these ads’ content is pulled directly from search terms. Geo targeting, behavioral targeting, recommendation engines, and other, more sophisticated targeting mechanisms can improve this relevance.
Time and place are more important than ever when it comes to delivering the right message at the right time.
This is why companies such as Facebook and Google are using search data, behavioral data, and social data to increase customer engagement across their service offerings. While tracking and analytics have come under fire from ad blockers and privacy advocates, the fact remains that customers prefer personalized products, marketing, and services.
To dominate the customer engagement battlefield, the tech giants are developing one-stop shop service models.
Facebook, Microsoft, Amazon, and Google are all attempting to create a unified digital interface for their customers.
The personal assistant is a perfect example of a one-stop shop service model.
Facebook, for example, is attempting to create more than just a social network:
- They acquired The Find, which will help them penetrate the local shopping environment.
- Facebook introduced native video, attempting to steal attention spans away from YouTube.
- Facebook’s Instant Articles could become a highly personalized news feed.
- Oculus, which is owned by Facebook, is poised to become the world’s dominant virtual reality platform.
If successful, Facebook could become a one-stop shop for all its customers’ digital needs. People would never need to leave the site.
Tech giants are attempting to compete by offering the most personalized, valuable user experience possible.
Ultimately, customer engagement depends on the user experience.
A poor user experience – with low value, poor usability, and so on – will decrease customer engagement rates. The best way to increase those engagement rates is to craft the best user experience possible.
These are some of the most important characteristics that define the optimal user experience in today’s world:
- Immediacy – Today’s digital environment puts everything at our fingertips. Customers demand immediate gratification, which is why Amazon has pushed so hard for quick delivery. The aforementioned personal assistants and one-stop shop model also aim to deliver value immediately.
- Relevance – Yesterday’s technology was limiting: print publications were linear, direct mail wasn’t personalized, and ads couldn’t be targeted. Today, content, services, and products can all be tailored to meet the needs of the individual – so customers demand relevant experiences and information.
- Value – People only engage with products and services that deliver value. Generally, this means two things: entertainment and information. The ideal user experience will deliver both.
- Usability – Usability refers to ease of use. User interfaces that are complex or difficult to navigate will decrease engagement and customer satisfaction rates. Companies like Google and Facebook have prioritized usability by engineering interfaces and experiences that are extremely simple and easy to understand.
- Immersion – Immersive is a characteristic that is beginning to emerge in today’s omnichannel world. When apps and services can stay present across devices, customers are effectively immersed in a digital environment. Facebook and Google both recognize this, which is why we see the focus on mobile and next-generation immersive technologies.
Together, these characteristics help to define a user experience that will engage and add value to the customer.
We’re seeing a rapid change in the way customers engage with brands and with technology. Customer engagement has become the primary focus for the world’s most profitable businesses. In the coming months and years, technology will only continue to evolve.
To stay competitive and to increase user engagement, companies will need to evolve alongside that technology.