How User Expectations are Changing Experiences

• Understanding how consumers are shifting the expectations
• How you can keep up with the ever-changing needs
• Consumers are setting high expectations for marketers

User experience (UX) and user expectations have evolved significantly in the digital marketing landscape over the years. With more social media networks than we can count, cell phones becoming more and more advanced, and information being available everywhere you look, users are expecting the experiences to shift as well. What does this mean for Publishers and Advertisers? How can they find their target audiences and also meet their ever-changing expectations?

Personalized Messaging

We’ve discussed before the importance of personalization in your advertising but it has become a requirement to meet the needs of the consumer.

Consumers expect more personalized experiences than ever before. They want to see content and offers that are relevant to their needs and interests, based on their browsing and purchasing history, demographics, and behavior.

Personalized experiences ensure that the content and offers presented to customers are highly relevant to their interests and needs, making it more likely for them to engage with the content and take action. By tailoring marketing messages and offers to each consumer’s specific needs and interests, brands can create more compelling calls-to-action, resulting in higher conversion rates.

Always Mobile-First

Remember how we mentioned cell phones are becoming more advanced? Well, so should your content. Designing a website without thinking about how it functions on mobile devices is a missed opportunity. With the increasing use of smartphones and tablets, consumers expect seamless experiences across all devices.

The latest research from Statista shows that more than half of all web traffic is mobile.

Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2022 – Statista

Need for Speed

Consumers want fast-loading pages and apps, and they won’t hesitate to abandon them if they don’t.

Mobile users tend to have lower tolerance for slow-loading pages or apps than desktop users, and are more likely to abandon sites or apps that don’t load quickly. Therefore, optimizing for speed is crucial to ensure that users have a seamless and enjoyable experience that keeps them engaged with your brand.

Brands that can deliver fast and responsive experiences are more likely to succeed in today’s fast-paced digital landscape, where user attention spans are short and competition is fierce.

See Related:

• Interest Media: Finding the Right Balance: Performance vs Brand Marketing
• NielsenIQ: A Natural Rise in Sustainability Around the World
• Forbes: Do Consumers Really Care About Your Environmental Impact
• Sprout Social: How the Best Omnichannel Strategies Combine Sales, Service, and Marketing

Seamless Experiences

Today’s consumers expect seamless experiences across all channels, including social media, email, messaging, and advertising. They want to be able to engage with brands in the way that suits them best.

Brands that can deliver a seamless and consistent experience across all channels, are more likely to meet customer expectations and build strong relationships with their audience. Omnichannel experience allows customers to switch between channels without having to start the conversation all over again, resulting in a more convenient and efficient experience. A consistent brand experience across all touchpoints can improve customer loyalty, retention, and advocacy, ultimately driving business growth and success.

Be Kind to the Environment

Most consumers are increasingly concerned about the impact of their choices on the environment and society. They expect brands to take responsibility for their environmental impact and support ethical and social causes.

88% of consumers shared their intentional support for a company that would support social or environmental issues. – Forbes

Brands that prioritize sustainability and communicate their efforts to customers can build trust, loyalty, and advocacy. Users are more likely to engage with brands that align with their values and support ethical and social causes which allows brands to differentiate themselves from competitors, attract new customers, and create positive social and environmental impact. Sustainability is no longer just a corporate responsibility but has become an essential aspect of user experience.

High Expectations

Today’s consumers have high expectations for the user experience (enter the combination of Brand and Performance Marketing). They want to be able to interact with brands in a seamless, personalized, and entertaining way. They also want to feel safe and secure when sharing their personal information. Marketers who can meet these expectations will be well-positioned to succeed in today’s competitive marketplace.