The Medium Matters
Last week we talked about the medium being the message and some of the UX challenges faced when building in messaging platforms. Specifically we identified 3 things that are really tricky when working in messaging:
- Understanding the proper use case
- Balancing signals vs. noise
- Leveraging transparency and collaboration
This week we are going to examine the first one.
The Use Case For Messaging
Moving to a new medium, whether it was moving from radio to TV or from the desktop to a mobile app, requires us to identify a new user experience that best suits that new medium.
I had a fascinating conversation with one of our mentors this week in Atlanta about what made Tinder the phenomenon it became. Prior to Tinder there had been hundreds, if not thousands, of dating websites, so what was it about Tinder that was so special? It was, of course, The Swipe. (note: I only knew the answer second hand as I was already happily married before Tinder. Though, I can’t help but thinking dating must be way more interesting these days!)
The ability to swipe is core to this new mobile-first medium that Tinder was designed for. Where other dating apps merely replicated what was being done in the previous medium (in this case, the browser) Tinder found a user experience that was unique to the new medium and delivered a 10x better dating app as a result.
UX Opportunities in Messaging
In hindsight, the best user experiences for mobile-first design seems obvious, but the reality is uncovering what works in each new medium is always a process. Messaging platforms and messaging-first experiences are no different. We thought long and hard about this until we came to the realization that messaging, specifically team-based messaging, is great for some things, but terrible at others.
There are many new UX opportunities available when building in messaging, but here are 3 that we have found to be particularly impactful:
- Urgency – When time is of the essence, messaging is a fantastic medium to consider.
- Collaboration – When breaking down silos are important, team-based messaging is the way to go.
- Artificial Intelligence – Bots need a place to deliver their intelligence. Sure, they can sit in your website, but why force them into an old medium when you can remove barriers by taking your bot directly to your users via a messaging platform.
How can we apply urgency, collaboration and AI to MarTech? Well, if there is any space that could benefit from a sense of team-based urgency, it’s definitely marketing, so what happens when these new opportunities come together in a product?
Marketing Monitoring with AI
MarTech has not only a fragmented tool set, but fragmented teams as well. Each team has their own stack of tools and they all manage to create their own individual reports and dashboards. This creates conflicting versions of the truth while also wasting time that can lead to missed opportunities. Making matters worse, these biased silos often hide cross-team issues and usually lack the ability to take advantage of shared opportunities.
This is why monitoring is ideal for messaging
First, a monitoring solution delivered via messaging can detect potential issues and opportunities that often get buried in reports. Messaging can be used to extract insight from the report and deliver it for action.
Second, individual teams often become numb to problems that are usually taken for granted or flat out ignored as being “just the way it is”. Messaging that cuts across teams allows us to cross-check and double verify that the status quo is in fact acceptable.
Third, a layer of AI is needed to not only to help detect issues, but to then curate and filter what is important for the teams. This why bots love messaging. Bots can be objective, they can learn and, most importantly, they can cut through barriers, dashboards, reports, and silos by going straight to teams with intelligent notifications that help turn insight into action.
This final point is crucial when we talk about balancing Signals vs Noise in messaging. This is the most difficult thing to get right when building in messaging platforms. We are going to pick up on this topic next week when we discuss how too much noise can ruin a messaging app. I really look forward to writing more on this topic. Tune in next week!
You may not have noticed, but messaging platforms are changing how we work and how we, as marketers, deliver value to our clients. And it’s happened very quickly while representing nothing less than a generational change in how we do business and how we build applications. Join Michael Sengbusch, CEO and co-founder of Eletype, and Christina Bourne, CallRail Senior Product Manager, to learn how marketers can use messaging platforms like Slack to improve transparency and accountability, detect problems early on, and improve your customer experience.
Date: Thursday, June 20, 2019 Webinar Details
Time: 2pm EST || 11am PST
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