TRENDS 2007

Turning Customers into Participants

Be relevant. Online audiences continually evolve, expecting higher levels of excellence and effortless interactions with Web sites. Building a relevant presence requires identifying your audience's expectations and delivering impeccably tailored content-features that anticipate and match their demands. Yet this is only one essential facet. Your audience also expects to become active participants in the online conversation. Because of this, Web presences that offer ways for audiences to contribute their perspectives and content are creating a deeper relationship with their brand. The challenge lies in crafting an online experience that both communicates your message and gives your audience the means to contribute. Recognizing and fomenting such freedom is one of the best ways to remain relevant.
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—Eric Parkinson, Information Architect