The Power of Conversational User Experiences

Over the years I have built and defined go-to-market strategies for a number of native applications. I enjoy a clean user experience and I am always on the look out for new and compelling ways to connect with consumers.

With that said I am incredibly impressed by the launch of Quartz’s Native IOS app. Instead of an endless stream of news headlines their approach is to simplify the news experience into an emoji driven, text/messaging like conversation that gives the user the illusion that they are in control of the content experience.

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There are three aspects of the experience that I find unique. Below are points to consider that could have application for brand marketers who create heavily content centric experiences.

Conversational Flow – The simplicity and familiarity of the experience makes it very appealing. The user experience (UX) is framed just like a traditional text/messaging conversation.

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This immediately provides a feeling of intimacy vs. being presented with a sea of information to wade through. The use of emoji and animated gifs also gives it more of a conversational messenger feel vs. a traditional news/content experience.

User-Controlled Experience – The other aspect of the UX that I really like is the ability to self select the direction of the experience. I have the option to click the emoji driven option that opens the article within the native app or continue down the path of the next article.

This semblance of control is important as psychologically being in an environment that feels safe and gives me the illusion of control is key to gaining attention and deliberate focus to the topics at hand.

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The integration into notifications as a driver for ongoing engagement is key as well. Knowing the experience is more conversational vs. disruptive can potentially lead to longer term engagement.

Conversational Advertising – From a marketing and advertising perspective the format is very interesting. Each story is tied to a user action and a preference signal is given. Over time it could be possible to build a robust progressive profile based on interactions that can lead to a truly personalized experience.

Out of the gate I do not see the Quartz app taking this approach, but that would be a natural next step to continue to refine the offering and potentially have it powered by an AI based system that can quickly parse the data into personalized streams and map “conversational advertising” into the experience.

What I did like about the ad serving within the experience is that it was not disruptive. Once I had completed reviewing the curated selection of content I was then rewarded with an animated gif that again reinforces the conversational aspect and then given a simple advertising message about the app being brought to me by the new MINI Clubman.

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Even though this is a form of native advertising, I am going to call it conversational advertising as we are in the midst of a massive shift from social media to social messaging where consumers are looking for intimate, conversational experiences that are focused on empowering, enabling and enhancing their mobile/digial/social experiences.

Kudos to the Quartz team for delivering a highly conversational approach to information overload and understanding the importance of empowering the consumer.

Follow Tom Edwards @BlackFin360

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What Works in Digital Marketing

I was recently interviewed by Terry Brock of The Business Journals. We discussed multiple topics from CES, digital tools, partnerships and my approach to digital transformation.

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Here is an excerpt:

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Here is a link to the full video interview:

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Approach To Autoplay

I was recently asked to provide my thoughts on the topic of autoplay video ads.

1) What are your thoughts on publishers using autoplay video on their websites (home pages as well as individual article pages)?

Autoplay can be beneficial in some use cases and problematic in others. It is highly dependent on the situation and the contextual relevance to the topic.

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When done well, autoplay ads can enhance the content experience. In general, I like to give the consumer the opportunity to opt-in to video ads through highly relevant content that they will want to engage with.

2) Does your opinion change if it’s a big-name publisher such as an ESPN or CNN versus a more mid-tier publication?

A number of the big-name publishers have trained their user base to expect autoplay content experiences. If the brand marketer looking to advertise with ESPN has a close association with a league, athlete or simply wants to target the publishers viewers with relevant content then it might make sense depending on the core objective.

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Mid-tier publications can be highly relevant and perform well but again it comes back to the audience and their behaviors. The more that you can align behavioral and attitudinal data to support the contextual targeting process the easier it is to align with a publisher be it a big-name or mid-tier.

3) Does your opinion change if the autoplay video in the article is relevant to the article itself?

Yes, the more contextually relevant the autoplay video is to the article itself, the more comfortable I am in making an autoplay recommendation for my brand partners.

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4)  Are you wary of making buys with publishers that utilize autoplay?

I am not wary of making buys with publishers that utilize autoplay in the right situation. Take a lesson from the platforms as an example. Facebook employs autoplay and what we have done is understand how consumers engage with the ads, in this case the autoplay starts without sound.

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How we engage consumers across publishers and platforms can differ so it’s about understanding how to leverage autoplay ads to best align and connect with the consumer, whether that’s adding text calls to action via subtitles to drive a subsequent action, or simply having highly compelling creative to create a thumbstopping experience on an ad.

5) Are there concerns when it comes true measurement of viewership when it’s autoplaying both ads and content?

The key here is understanding that viewership is not apples to apples across publishers and platforms. With Facebook we expect 3 seconds to be a view, with YouTube it’s 30 seconds and Snapchat it’s 1 second, but the latter two are based on user opt-in. As long as we set expectations about what a view is on a given platform, we can better manage client expectations and map campaign goals with the best practices of the publishers.

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Follow Tom Edwards @BlackFin360

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