For the past few months I was busy traveling and not focused on blogging; however, I’ve now returned to reality and am actively searching for work, again. Working in interactive media is a challenging area in which to suss out potential work. Usability is still new, I suppose, because it’s rarely listed as a title or responsibility, and yet, if you were to infer a meaning from most digital media roles that aren’t specific to design or dev it’s essentially usability in a nut shell, or some form of it in any event.
The other observation I’ve discovered is not new, but it continually baffles me that many employers put an awfully high premium on SEO knowledge. Although I’d never claim that popping up in search results isn’t an important element of being a notable online player; I will assert that it’s by far not the most crucial in developing relationships with online customers/users. I believe that it is a tool to play the keyword game, but the real talent is to blend experience with products and services.
Keyword searching is a flat and empty experience; however, contextual advertising builds online relationships and provide a service that users are craving. A great example is SEGA’s use of ‘Toggle Skin’ a new rich media format created by CNET Networks. If social media have taught us one thing it is that users crave personal customization. Once SEGA successfully integrated it’s brand into the GameSpot UK PS3 pages users were provided with a third layer. Suddenly there is context through a richer experience.
Think of it in terms of the High Street. How often do you follow the advise of a person handing out flyers dressed in a sandwich poster? Personally, I’ve never been enticed by someone getting in my face and trying to persuade me, especially when it comes to parting with my hard earned money. However, when I walk by a department store with a gorgeous window display illustrating the wares on sale I’m far more motivated to wander in for a closer look.
There is a fantastic book called Changing the Game: How Video Games Are Transforming the Future of Business, and I think anyone with any type of online business should pick it up.
My advise would be to understand your core users- not who you wish were your users, but the actual demographic of the users who visit your site. Once you know your audience do your homework and become an expert on their online behaviour, or hire someone who is the embodiment of the users visiting your site. Do regular usability testing with your core demographic and find out what they think about your site, products and services.
SMO, to me, is the ability to engage an audience in order to persuade and entertain. Having a discussion isn’t literal. No one expects Nike to speak to anyone personally - Nike isn’t a human it’s a brand, and everyone knows it. Nike knows it too and that’s why they’ve come up with fun ways to stay in touch with their online users. Interactive shopping is definitely the future of online advertising.
Become apart of the experience instead of shouting at users from the sidelines.
