From broadcasting to social
Posted: Mon Jan 06, 2025 7:08 am
Jeffrey McGuire
The most important developments (which he calls 'disruptions') that he sees in the way people communicate with each other are:
People have access to 'cheap and accessible' communication options: people don't have to buy advertising space, they just start a blog or send a tweet, and the whole world can read it.
People have access to devices that allow them to communicate (tablets, smartphones and laptops).
The internet.
A development that follows from the above is the rise of social media and personalization. We are currently in the transition from the 'sending' model (the broadcast model) to communication of and between everyone. So far nothing new under the sun.
Context for an optimal user experience
But how can you apply this new way of communicating within your own organization? According to Jeffrey, you do this by taking into account the context in which people find themselves. And that's poland phone data where it gets interesting.
Context is about adapting content to the person in front of you for an optimal user experience. Think about geographic location, previous behavior, intent, device the visitor is using, time of day or even temperature!
Jeffrey shows a good example from Adwords, where someone from his location (Boston) is looking for a flight to London. Two ads appear on the screen, one from Continental and one from Icelandair. If you click on the Continental ad, you will end up on the Continental homepage. However, if you click on the Icelandair ad, Boston and London are pre-filled and you will see relevant information for the phase you are in. It makes you want to go on a trip and all you have to do is click on 'book' to book your trip. Now that is an optimal user experience.
The most important developments (which he calls 'disruptions') that he sees in the way people communicate with each other are:
People have access to 'cheap and accessible' communication options: people don't have to buy advertising space, they just start a blog or send a tweet, and the whole world can read it.
People have access to devices that allow them to communicate (tablets, smartphones and laptops).
The internet.
A development that follows from the above is the rise of social media and personalization. We are currently in the transition from the 'sending' model (the broadcast model) to communication of and between everyone. So far nothing new under the sun.
Context for an optimal user experience
But how can you apply this new way of communicating within your own organization? According to Jeffrey, you do this by taking into account the context in which people find themselves. And that's poland phone data where it gets interesting.
Context is about adapting content to the person in front of you for an optimal user experience. Think about geographic location, previous behavior, intent, device the visitor is using, time of day or even temperature!
Jeffrey shows a good example from Adwords, where someone from his location (Boston) is looking for a flight to London. Two ads appear on the screen, one from Continental and one from Icelandair. If you click on the Continental ad, you will end up on the Continental homepage. However, if you click on the Icelandair ad, Boston and London are pre-filled and you will see relevant information for the phase you are in. It makes you want to go on a trip and all you have to do is click on 'book' to book your trip. Now that is an optimal user experience.