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In today’s world of shortening attention spans and omnipresent hustle, wasting even a second could mean losing the chance to earn more time from a person you want to impress. If your interests lie in creating good user experiences, there is a fair chance you have heard of five-second testing.

Five-second testing is an established technique of usability research used by UX researchers, designers, product managers, and in a variety of other professions, such as marketing or business analysis.

In short, you show a picture of whatever you are designing (site, app, pair of socks) to a member of your intended audience for exactly five seconds. Then, you hide the picture and ask the participant a couple of questions. The goal is to learn whether the reaction — the participants’s first impression — is what you wanted to see. Did you get the main message across? Do people remember the company’s name? Sounds like an efficient way to test your product without needing to turn to full-on usability testing, right?

Note: The word “participant” in this article is used to refer to users involved in five-second testing or related usability research methods. The word “user” is used in more general contexts since users form first impressions all the time, not just when you are testing it.

Why is it five seconds exactly, though? Are five seconds some magical moment when everything we see should become clear? And if it does not, does it automatically mean that a user experience is bad? Or are five seconds just the right amount of time for first impressions to brew in the user’s mind so that they’re neither undercooked nor overcooked?

These are some of the questions that we asked ourselves. Not satisfied with the answers written by others who covered the topic before us, we kept drilling and conducted an actual peer-reviewed scientific case study, exploring the hidden truths behind the testing of first impressions. The research paper examines the five-second test and discusses the results.

So strap in and read what science has to say about five-second testing. And then, what the implications are for you so that you can take practical advantage of this new knowledge to develop better first impressions of your services or products. But first, let us delve into what we know about five-second testing and its caveats so that you see the greater picture of the focal points of our investigation.

The Mythos Of Five Seconds And Its Gaps

You may be familiar with the well-known statistic that a website has about ten seconds to communicate its key message to the user. Knowing that waiting only five seconds to ask testing participants about their first impressions may suddenly seem like an odd choice. If indeed visitors of a website have about ten seconds to grasp a message, are five seconds really enough time for users? There is an alleged justification, as we explain below.

Cutting a bit forward, though, the factual basis for it is admittedly a bit of a Wild West if you look for hard data to support it. There is an almost uncanny resemblance to another not wholly scientific five-second rule that says it’s okay to eat food off the ground if it’s within five seconds from when it dropped there.

The five-second testing method has its origins as a simplification of usability testing. The first references to five-second testing point to Christine Perfetti, who coined the term for the method in the mid-2000s. The answer to “Why five seconds exactly?” comes largely from anecdotal evidence in the form of the experience of usability researchers.

The common story is that if something is shown to participants for more than five seconds, their first impressions will start to deviate from the actual user’s genuine initial impressions. The participant’s perspective becomes more analytical and less task-driven. The five-second test lets you avoid overtly speculative feedback that nobody would give you under normal circumstances.

Fair enough, that could potentially be true. But five seconds is still quite a short period of time. Consider how different people can be when it comes to their cognitive abilities (and there is nothing wrong with that). For example, one user’s sharp perception may let them realistically form first impressions in five seconds or faster, but another user may barely have the time to blink, much less absorb any meaningful information–they need a moment to take it in at their own tempo.

The reasoning starts to fall apart a bit more at its seams once you also consider the visual complexity of the stimulus (a.k.a., the picture you show to the participants). The nature of the things you may want to test can range from very simple to very complex. If the stimulus is simple, it is possible to take even less than five seconds for participants to form their initial impressions. Would this mean that there would be the risk of them using the remaining time to get over-exceedingly analytical?

Conversely, there is the question of whether five seconds is enough time to let participants realistically visually scan a more complex stimulus. I can already hear staunch proponents of five-second testing saying that this last discrepancy is actually rightfully intentional. It’s a feature, not a bug, if you will.

After all, if a stimulus is too complex, that is exactly why you conduct five-second testing. It allows us to find out about things like complexity. It can help you find out if participants cannot extract the key information you want to communicate so that you can fix it.

However, we need to consider that not all user interfaces are the landing pages of websites. They serve to support different user tasks, some of which cannot avoid having a certain degree of complexity.

Five-second testing guides typically avoid directly addressing testing of these types of user interfaces by saying that the method has the following limitation: it should not be used to test user interfaces with multiple purposes. If the same stimulus serves for more than one task, it is alleged that you should probably conduct full-fledged usability testing, which is technically correct (the best kind of correct).

Giving up on the five-second testing in the inherently more complex user interfaces, however, also gives up on its advantages for measuring and optimizing first impressions. For instance, the idea that a screenshot or a mockup is all you need to quickly find usability problems and iterate your designs. This is where five-second testing really shines.

Usability testing does not tell you accurately what the actual first impressions are without considerably interrupting the participant. And even then, you would encounter the same problem: At what moment from when the participant is exposed to a design should their first impressions be gauged so that they are genuine?

As we have discussed so far, there are certainly a fair number of question marks surrounding five-second testing. The method still undeniably has a number of merits, as proven by our experience at UXtweak, where we also provide our own Five Second Test tool. A lack of proper research on the topic is what drove us at UXtweak Research to conduct our very own case study.

The Science, Abridged

Essentially, what we sought to investigate in our case study are the relations of a number of key factors that are absolutely crucial for five-second testing:

• What are the cognitive abilities of the participant engaging in the five-second test?
• How visually complex is the stimulus shown to the participant?
• For how long is the stimulus shown to the participant?
• What kinds of questions do we ask the participants afterward?
• What is the feedback that participants give you?

As you may have noticed, time — that iconic yet controversial five-second threshold — is considered a variable factor. In our experiment, we investigate the differences in feedback between three separate groups of participants who are shown pictures for either five (5) or alternatively two (2) or (10) seconds (so a bit less and a bit more time, respectively). This means that it would not be correct to refer to it as just a five-second test anymore, but rather an N-second test (or a first impression test, if you do not wish to be too pedantic about the number of seconds).

Each participant first passes not just one but two cognitive ability tests. Human minds are multifaceted, and there is not just a single “cognitive ability” metric that would encompass everything that the mind can do. Among standard tests used by psychologists, we picked two that are linked to abilities that can be found as the most relevant to the formation and testing of first impressions:

• Perceptual speed: How quickly you pick up visual information.
• Working memory: How much information you can mentally process at the same time.

Working memory is the appropriate memory ability to focus on since it operates with information that receives the user’s attention. This distinguishes it from sensory memory (the memory processing information that our senses pick up) and long-term memory, where information is stored persistently for later use.

For the first impression test itself, six website screenshots were used as the stimuli. These screenshots were selected for possessing a broad range of visual complexity, from the simplest with just a few visual elements to the most complex with a number of distinct sections that serve different purposes.

Screenshots of real websites local to Czechia and Slovakia were translated into English, and their logos were replaced with fictional brand names so that, for all intents and purposes, the website screenshots would be authentic yet also unfamiliar to the participants who were recruited in the UK.

Finally, participants were asked to provide feedback by answering practically a complete portfolio of the various types of questions that can be typically asked during a first impression test. Each type of question tests a different aspect of the first impressions that the participants have formed inside their heads:

• Attitudinal questions: Rating a perceived quality of the website (e.g., ugly vs. attractive) on a scale from 1 to 7.
• Target identification questions: Questions directed at specific elements or aspects of the stimulus.
• Memory dump questions: Asking participants to describe everything that they remember about what they saw.

The resulting answers were analyzed both quantitatively (with statistics) and qualitatively (by inspecting the contents of the received answers on an individual level). With it, a number of conclusions can be reached, some expected and some rather surprising.

Now that you have a picture of what our case study was about let’s dive into the actual, interesting implications for developing the first impressions of your product.

Note: If you would like to immerse yourself in further details of how our case study was conducted, you can learn more in our scientific paper.

Takeaways

Statistically, all the variables we experimented with — the time duration of showing pictures to participants, the participants’ innate cognitive abilities, and the visual complexity of pictures — had a significant effect on the first impression answers.

For instance, between the groups that were shown screenshots of websites for two, five, and ten seconds, the number of answers that incorrectly identified what the websites were for dropped as time progressed. Notable is the difference between five and ten seconds. If the participants were really focusing on inconsequential details after five seconds, there should not be differences in recognition of such a key aspect as the website’s entire purpose.

Statistical differences lay the grounds for further observations on how changing the conditions of a test can (or cannot) affect its results:

• Attitudes crystallize faster than in five seconds.
  In attitudinal questions where participants are asked to rate how they view the picture’s various qualities (e.g., from clear to confusing, from captivating to dull), answers stay relatively consistent, regardless of how much time the participant has or how good their cognitive abilities are. If you are laser-focused on assessing participants’ attitudes about your product and nothing else, you could present pictures for two seconds, or possibly even less, as research done by others on a related topic also implies.
• Logos are recognized earlier than in five seconds (with one exception).
  The target identification questions where participants are asked to recall the company name from the logo are, on the whole, impacted by time very little. This is to be expected: when viewing a website, our eyes are usually drawn to the top left corner to find out where we have found ourselves. There is an exception to this rule, however.
  Among participants with slower perceptual speed, significantly fewer identified the company name correctly at two seconds when compared to five seconds. This establishes five seconds as a more inclusive choice for timing your first impression test if you expect your target audience to have, on average, lower perceptual speed than the general populace and if the primary aim is to test contents of the header, such as logo design or company name identification. Otherwise, two seconds is a safe bet.
• Irrelevant nitpicking? Yes, if visual complexity is low.
  In some cases, the popular narrative about five seconds being a good viewing time for testing first impressions is indeed true. Particularly for the simplest website screenshots, once five seconds have elapsed, participants start paying attention to minute details (e.g., the girl’s shirt color in the hero image).
  Curiously, though, having more time does not mean that participants would write longer or more complex answers. Instead, when participants have ten seconds to view the screenshots, the higher visual complexity of the screenshots is reflected in better-quality answers. Participants stay more on-topic–describing how the site is visually structured or justifying their criticisms of the page’s design. Different viewing times may be optimal in different situations. Especially since…
• Low working memory warrants longer viewing time.
  When asked to reiterate what they saw in their own words, participants with low and high working memory provided significantly different answers. With low working memory, answers become shorter, less complex, and recall fewer concepts overall. However, when the viewing time is extended to ten seconds, these differences disappear. This implies that the same information is being processed — memory capacity just dictates how fast it can happen.
  Without knowing where each participant’s memory ability stands, it is difficult to tell what they would actually recall if we left them to work at their own pace. Consequently, assessment of working memory before testing first impressions (and adjusting viewing time accordingly) should be considered a good practice.
• For cognitive powerhouses, five seconds are enough.
  A less practical point maybe, but if you are developing an app for people with reasonably high perceptual speed and working memory — be it the mentally gifted, hyperproductive hustle enthusiasts, or caffeine addicts — you could likely show them your screenshots for just two seconds and get similar results as in a five-second test.
• Give participants the proper amount of time to form a first impression.
  When the visual stimulus is more visually complex in a first impression test, the task of mentally processing it becomes more difficult and time-consuming (just like in any normal scenario). This manifests in test results. Fewer people correctly identify the purpose of a more visually complex website, and they recall fewer elements and aspects of the website.
  This could be seen as a bit of a paradox since more complex stimuli mean there is actually more content that participants could potentially remember and comment on, but only if they had the time to absorb the information properly. Data shows that when participants are given ten seconds, the answers do actually normalize, becoming more similar to stimuli of lower visual complexity.

If the purpose of the particular first impression test is not to remove all visual complexity at any cost outright, we would suggest adjusting the viewing time to reflect the visual complexity of the stimulus.

Keep in mind there are still aspects of first impression testing that remain unknown. A reasonable question that you can ask now would be: “Okay, so how exactly do I time my first impression test?” While we can sum up our observations into a conceptual framework of how time can be treated in first-impression test planning, it is not an exact guideline; there may be other interpretations or exceptions.

Take this more as an eye-opener and a call to action. Indeed, in our study, ten seconds yielded more appropriate results for more complex websites than five seconds did. But there is nothing to say that for other websites, the best timing could not be fifteen or even twenty seconds. Even more so, once you also factor in the influence of the cognitive ability of each individual participant.

The key takeaway? When you gauge your audience’s first impressions about something, take a more holistic approach.

Consider your goals for your test. What kind of questions do you want to ask? Use some of the tools that are available to measure the visual complexity of the pictures that you want to present. Give your participants a short working memory test before you start bombarding them with pictures and questions.

Try to adjust the timing in your first impression test to match the situation. To give an analogy, by blindly following a different five-second rule and eating off the floor, you could end up getting sick. Be just as cautious about relying on myths in your usability research methods. This is not to discount five seconds. As we show, it is still good timing for first impression tests in plenty of cases, but it is not the be-all and end-all as far as first impression testing goes. By broadening your perspective, you can do even better.

Resources

• “Cognitive abilities and visual complexity impact first impressions in five-second testing”
  The paper by UXtweak Research investigates the impact of timing, cognitive abilities, and visual complexity on first impression testing. Read for further details about the experiment, its outcomes, and a discussion of findings.
• “How Long Do Users Stay on Web Pages?”
  Jakob Nielsen’s article on how long it takes people to leave a website (a fact to consider when testing first impressions).
• “Attention web designers: You have 50 milliseconds to make a good first impression!”
  The paper by Lindgaard et al. shows that when it comes to attitudes, some first impressions are genuinely formed in a flash.
• “The UX Five-Second Rules: Guidelines for User Experience Design’s Simplest Testing Technique”
  Paul Doncaster’s book on five-second testing provides a thorough summary of existing knowledge about the method and its applications.
• “How to Test a Design Concept for Effectiveness”
  Paul Boag’s walkthrough of key concept testing methods, including five-second testing.
• “5-Second Tests: Measuring Your Site’s Content Pages”
  This article by Christine Perfetti, dating back to 2007, can be seen as the first reference to modern five-second testing.
• Aalto Interface Metrics tool for measuring visual complexity of user interfaces
• Human Benchmark test of visual working memory
• UXtweak’s Five Second Test tool

Ever imagined learning could be so easy?

Like you’re learning from your own home. Maybe some of us thought about it. However, it was not that easy for everyone before. The Internet has become our blessing to shower us with this newfound opportunity. As people started building their online presence through websites. Then the rise of WordPress, a popular Content Management System (CMS), made it more popular. 

Everyone can easily create their websites and share their content with their audiences. 

In this blog, we’ll explore the concept of LMS and delve into the benefits of LMS website online courses.  Furthermore, we will discuss the key elements that can help you save valuable time and expenses. Not only this, how this can enhance your skill assessment, and promote ongoing learning and skill advancement.

What is a Learning Management System (LMS)

Before diving deep, let’s discuss the concept of LMS. As already mentioned, LMS refers to a Learning Management System. This is a software application or web-based platform designed to facilitate the administration, documentation, tracking, and delivery of educational courses or training programs. 

LMSs are used in various settings, including schools, universities, businesses, and other organizations to manage and organize learning content, track learner progress, and administer assessments.

Benefits of Online Courses and LMS Sites

When the questions come about creating any websites, we have to think about their benefits for both the audience and for owners.

Building an LMS site and online courses offers numerous benefits like making education more accessible and flexible for a diverse range of learners. If you’re a teacher then you can provide convenience by allowing your students to access materials and lectures from anywhere with an internet connection. This can help eliminate the need for physical attendance.

 This flexibility is particularly advantageous for individuals with busy schedules, working professionals, or those with geographical constraints.

Secondly, online courses often offer a self-paced learning environment, enabling students to progress at their own speed. This personalized approach can help students with various learning styles. It allows everyone to delve deeper into complex topics or review material as needed. 

Online courses frequently offer various subjects, allowing learners to explore diverse fields of interest beyond traditional academic boundaries.

Moreover, the interactive nature of online platforms fosters a collaborative learning experience. Students can engage in discussions, share perspectives, and collaborate on projects, enhancing their understanding through diverse viewpoints.

Furthermore, online courses often come with cost benefits, as they eliminate expenses related to commuting, textbooks, and sometimes even tuition fees. This affordability expands educational opportunities to a broader audience, promoting inclusivity and lifelong learning. 

Overall,  online courses empower individuals with the flexibility, accessibility, and affordability needed to pursue education in a dynamic and interconnected world.

Why WordPress is Important for LMS Sites

WordPress is now moving forward with its unique functionality day by day. Statistics show, There are approximately 810 Million websites built since the inception of WordPress.

The reasons behind this is the flexibility and time-saving. There are various reasons behind creating an LMS website in WordPress. If you’re a tutor then building an LMS website in WordPress can provide you with the following benefits-

Unified Learning Center

If you wish to create an LMS website then this can serve as a Unified Learning Center. You may wonder how.

It helps you bring diverse educational resources, materials, and activities into a cohesive digital space. This centralization brings up a seamless learning experience for both educators and learners. It helps promote collaboration and interaction.

Versatility and Expandability

The versatility of the LMS website,  allows you to integrate various multimedia elements, such as videos, quizzes, and discussion forums. 

With this LMS site, you can expand to accommodate a growing user base and evolving educational needs. You can also make them scalable and adaptable to changing requirements.

Improved Educational Engagement

One of the primary benefits of online courses is the enhanced engagement they offer. When you create an LMS website, it facilitates interactive learning through features like discussion boards, live chats, and collaborative projects. 

This engagement helps foster a sense of community. It also improves comprehension and retention of the course material.

Streamlined Administration and Monitoring

Efficient administration and monitoring are critical for the success of online courses. LMS automates administrative tasks, such as enrollment, grading, and progress tracking. 

Anyone can reduce the workload on educators and ensure a more organized and systematic approach to course management.

Saving Time and Expenses

LMS brings about significant time and cost savings. Traditional classroom setups often involve logistical challenges and overhead costs. 

With online courses powered by WordPress LMS, it can help you reach a global audience without the need for physical infrastructure, saving both time and expenses.

Skill Assessment and Performance Oversight

WordPress LMS provides tools for assessing learners’ skills and monitoring their performance. Through quizzes, assignments, and real-time progress tracking, educators can gain valuable insights into individual strengths and areas that need improvement. 

This data-driven approach allows users an independent and personalized learning experience.

Ongoing Learning and Skill Advancement

The learning journey doesn’t end with course completion. LMS facilitates ongoing learning and skill advancement through features like continuous assessment, certification programs, and access to supplementary resources. 

This ensures that learners stay relevant in their fields and continue to develop their skills. 

Build a Successful LMS Course Using WordPress Plugins

For those looking to create a dynamic and user-friendly LMS course, WordPress plugins can be a game-changer. 

These plugins can provide additional functionalities, customization options, and seamless integration with the WordPress platform. 

Before starting this, you need to focus on some important basics. This could help you create a successful LMS website to share knowledge.

Focus on your LMS 

There are different ways you can create an LMS website. Before creating, you have to decide if you will start a free LMS website or a Premium Course site. 

If you’re thinking of creating a premium plugin then you should go for some free topics. It will attract your audience in the long run. Then you can go for some free or premium plugins.

Build a Structure for your WordPress LMS Website

Building a well-structured WordPress LMS (Learning Management System) site is a critical step in creating an effective and user-friendly online learning experience. A thoughtfully organized structure not only enhances the overall navigation but also contributes to a positive learning environment. Here are key considerations when building the structure for your WordPress LMS website:

Clear Course Categories

   Organize your courses into clear and intuitive categories. Whether it’s by subject, difficulty level, or any other relevant criterion, clear categorization helps students quickly find the courses they’re interested in.

Logical Course Progression

   Consider the logical progression of your courses. Arrange them in a way that makes sense for learners to follow, ensuring a smooth flow from basic to advanced topics. This helps students build a strong foundation before moving on to more complex subjects.

 Intuitive Navigation Menu

Design an intuitive navigation menu that prominently features essential sections such as Home, Courses, About, and Contact. Make it easy for visitors to explore your LMS website and access the information they need without confusion.

Engaging Homepage

Your homepage is the first impression visitors get of your LMS website. Create an engaging homepage that highlights featured courses, upcoming events, or any special promotions. Always use compelling visuals and concise text to capture attention and encourage exploration.

Individual Course Pages

Provide detailed information for each course on the dedicated page. Don’t forget to include a course description, learning objectives, instructor details, and any prerequisites. 

Additionally, offer a clear enrollment or registration button for easy access.

User-Friendly Dashboard

For enrolled students, create a user-friendly dashboard where they can easily access their courses, track progress, view grades, and access any additional resources. 

A clean and organized dashboard enhances the overall user experience.

Search and Filter Options

  Focus on implementing robust search and filter options. Try to allow your users to quickly search for specific courses or filter courses based on criteria like duration, difficulty, or instructor. 

This feature enhances user convenience and helps them find relevant content efficiently.

 Responsive Design

  You have to ensure your LMS website has a responsive design. It has to be adapted to various screen sizes, including desktops, tablets, and smartphones. 

A mobile-friendly design is essential for accommodating learners accessing your site from different devices.

Consistent Branding

   Maintain consistent branding elements throughout your site. Try to include color schemes, fonts, and logo placement. 

Consistency creates a professional and cohesive look, reinforcing your brand identity.

Feedback and Support Channels

Include channels for feedback and support. Whether through a contact form, live chat, or a dedicated support page. You have to ensure that users can seek assistance or share their thoughts easily.

By focusing on these aspects, you can create a structured and user-friendly WordPress LMS website. With these steps, you can not only attract learners but also provide them with a seamless and enjoyable online learning experience.

Choose a Free WordPress LMS Plugin

Selecting the right LMS (Learning Management System) plugin for your WordPress site is crucial, especially if you’re opting for a free option. Here are some considerations to guide you in choosing a free WordPress LMS plugin.

Tutor LMS

Tutor LMS is a comprehensive Learning Management System (LMS) that stands at the forefront of empowering educators and inspiring learners in the digital education landscape. Built with a commitment to simplicity, versatility, and innovation, Tutor LMS transforms your WordPress LMS website into a dynamic online learning hub.

This LMS plugin can help you create-

• Intuitive course for your LMS website,
• Quizzes and Assignments,
• Personalized dashboard for managing roles (Admins, Instructors, Students),
• Lesson management, and
• Many more.

Tutor LMS has developed some cool premium features for its users. Some of the best are Tutor reports, Emails, Certificates, WooCommerce Subscriptions, and more amazing features.

CoSchool

CoSchool LMS is a handy plugin that turns your WordPress website into a powerful online learning space. Whether you’re creating, managing, or selling courses, CoSchool LMS has got you covered. It’s super easy to use, making it a breeze to build and grow your online learning platform right on WordPress.

This WordPress LMS plugin can provide you with a seamless experience while creating an LMS website. Some of them are-

• Efficient course creation and management,
• Student-focused features (dashboard, enrollment, etc),
• Transaction and reporting tools, and
• More features.

This feature-rich plugin comes up with some more premium features like a certificate builder, payment add-ons, WooCommerce integration, multi-instructor, course bundle, and All-access pass.

LearnPress

LearnPress is a fantastic WordPress LMS Plugin that lets you easily create and sell courses online. With a simple interface, you can design course curriculums, and add lessons and quizzes without any coding. It’s perfect for making education and online course websites quickly and effortlessly. No coding skills are required!

Some of the best parts of this amazing plugin are-

• Supports WordPress Multisite
• Helps you manage courses easily
• Provides a bunch of add-ons, and
• Offline payment options

This LMS plugin is actively developed. It has some premium features as well. You can use WPML Add-on, Co-instructor, payments, and more enriching features.

Conclusion

Getting good at selling courses using WordPress LMS plugins is like unlocking a superpower for making a difference. Whether you go for TutorLMS, CoSchool, or LearnPress LMS, the key is to use their cool features to make learning awesome for your audience. 

Just remember, the real trick is connecting with your learners, making each course not just a lesson but a game-changer for them. Don’t always think about your benefit but think this way that it makes an impact. 

Start building your courses with an LMS plugin today, and let everyone discover the amazing stuff you know!

Featured image by creativeart on Freepik

The post How to Master the Art of Building An LMS Website appeared first on noupe.

If it’s unclear how critical mobile devices are in daily life, look around. With heads bent over phones and conversations streaming across imperceptible wireless earbuds, consumers rely on their smartphones and tablets for everything from finding a great restaurant to catching up with Grandma. If you’re a business owner debating whether or not to dive into mobile marketing, let these statistics help you take the leap: almost 97% of people between the ages of 16 and 64 own a smartphone, and they spend over 4.5 hours on it every day. Mobile marketing is on the rise — here are 14 strategies to help you meet your customers where they are.

1. Start with a mobile-friendly website

A mobile-friendly website means it’s optimized for devices. All text and graphics fit neatly on a smartphone or tablet screen without losing quality, and the design is responsive. Not only does this mean that consumers can interact with your business no matter where they are, but it also improves search engine rankings. It lays the foundation for successful mobile marketing efforts.

A mobile-friendly website is a great first step to take while you look into other strategies. Even if you take no additional steps, this one step alone will improve your customers’ user experience and help you get started with mobile marketing without breaking the bank.

2. Invest in text

Text messages sent to consumers have a higher open rate than marketing emails (98% compared to just under 20%). Short Message Service (SMS) and Multimedia Message Service (MMS) are great ways to send time-sensitive promotions and updates but can also be used to send personalized messages and offers to customers. 

3. Develop an app

This one gets a bit more technical and may require some digital help, but developing a mobile app can give a bump to sagging sales and weak conversions. It’s a convenient, branded environment that allows customers to interact with products and check out services. Typical features such as push notifications and in-app promotions are great ways to catch customers’ attention. If you lack the technical skills or are on a budget and cannot afford to hire a developer just yet, a no code app builder can help you with this step.

4. Utilize geofencing

Another useful app feature is geofencing. Geofencing casts a net in a specified area (for example, a five-block or five-mile radius) that alerts customers when they enter it. This location-based marketing sends a message when customers enter the fence, offering special deals or promotions. This solution is excellent for businesses that don’t have significant native foot traffic.

5. Enable mobile payment solutions

Mobile payment solutions are fast, easy, and secure. These convenient mobile wallets enable contactless payments that can increase a consumer’s impulse purchases and enhance their overall experience. 

6. Don’t ignore the socials

The statistics are astonishing. Almost 100% of smartphone users access social media on their devices.  In fact, social media platforms are accessed predominantly via mobile devices.  If you are on a limited budget, spending most of your dollars on campaigns tailored to mobile social media users can increase engagement and conversions. This means adding vertical videos, creating swipeable content, branching out into growing platforms (TikTok, anyone?),  and including clear call-to-action (CTA) messaging.

7. Keep campaigns zippy

As much time as people spend on their mobile devices, very few are inclined to linger on one particular site. With attention spans shrinking, mobile campaigns must quickly get to the point. This means short, zippy texts that get to the point and videos that utilize jump cuts to keep customer attention.

8. Add QR codes

Want to bring more customers from the physical world into the digital one? Just add QR codes. This type of “phygital” marketing strategy bridges the gap between consumers who are used to a more hands-on approach but may be open to completing a sale or learning more online. A scannable QR code takes customers to your website, app, or special offers.

9. Optimize for voice search

Smart devices easily translate a verbal question into results (think asking a smartphone to find a business or requesting a playlist from Alexa). Recommendations are based on optimized search results. This means that descriptions and text match queries or requests that mimic human speech. Include long-tail keywords into website descriptions and add an FAQ site for distinct categories and offerings.

10. Get (sort of) real

Augmented reality (AR) is one way to create an immersive customer experience. Consider home goods stores that allow customers to upload a picture of their space and place products into it. This is incredibly convenient on a mobile device, where a customer can snap a quick picture or take a short video to immediately understand how a product might work for them.

11. Cultivate influencer partnerships

Millennials, in particular, are inclined to believe in trusted personalities online (influencers). If you are marketing to millennials, cultivating influencer partnerships can drive trust in your business and customer action. Which influencers you approach depends on your business goals. Some influencer markets, such as beauty and fashion, are more saturated than others, so take time to identify your target audience before getting into influencer partnerships. 

12. Run the numbers

Regardless of the marketing strategy, it’s essential to use data analytics to see how your mobile marketing strategies perform. This helps you better understand consumer behavior and personalize your marketing messages. You can set specific measurements for clicks and conversions, but sending out surveys to get direct consumer feedback is possible.

13. Make targeted changes

So what do you do with the feedback you get? You personalize your offerings. Personalization of content makes it more engaging for your target customer. You might divide your marketing messages into different categories based on age, gender, or other factors that relate to your various products and services. This segmentation can improve and refine your message so that more clicks become conversions. 

14. Don’t stand still

The rise of mobile marketing represents a fundamental and permanent change in how your business interacts with customers. These mobile strategies tap into endless possibilities and can increase your customer base.  They outline a roadmap for you to stay ahead of the curve as mobile marketing continues to evolve. 

Regardless of which you choose to implement, you must keep moving forward. Your customers are mobile, and your mobile marketing should be just as agile.

Featured Image by Gilles Lambert on Unsplash

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A solid, data-driven media buying strategy is the driving force behind any successful marketing campaign. Effective media buying will enable you to reach high-value audiences, scale up conversions, and reduce acquisition costs. When you’re maximizing the effectiveness & efficiency of your campaigns, everything else will fall into place. 

But smart media buying isn’t just about purchasing ad inventory. 

It’s about leveraging the right data points, implementing a consistent strategy, and making crucial adjustments that deliver outstanding results. In this guide, we’ll be outlining 13 proven media buying tips that will help you achieve your marketing objectives and generate optimal returns from your budget.

1. Define clear & measurable campaign objectives 

Before you dive into any granular media buying tactics, you’ll need to establish clear and realistic objectives for your campaign. 

Without measurable objectives in place, you’ll struggle to implement the right optimizations and gauge the success of your ads. 

Clarity is key here, as vague objectives will be very difficult to track. For example, rather than aiming to just ‘increase clicks’ to your website, you might aim to exceed your benchmark CTR by 10% or increase average click volumes by 20%. Your objectives should also be easy to measure. Confirm the data sources you’ll be using to track performance (e.g. Google Analytics, Facebook Ads Manager) and make sure you’re confident accessing them and downloading reports. 

Finally, don’t be afraid to break down wider business objectives into more manageable campaign KPIs. By clearly defining individual goals (e.g. boosting reach, improving CTR, increasing conversions) and frequently reviewing progress, you can avoid feeling overwhelmed, celebrate smaller milestones, and make in-flight adjustments to strengthen performance. 

2. Cherry-pick platforms that align with your target audience 

One of the most important aspects of media buying is reaching your target audience in the right digital environments. It doesn’t matter if you’re launching next-level creatives or making diligent optimizations – if your audience isn’t available on a certain platform, you won’t be able to achieve the best results! 

Start by defining clear audience personas using insights from social media platforms, market research, and your own customer data. What does your target audience look like in terms of their demographics, interests, and behaviors?

Once you have a better idea of your target audience, you can begin to identify the right platforms to reach them on. 

For example, if you’re looking to target Gen Z shoppers, TikTok is likely to provide you with strong reach. However, if your target audience is business professionals and decision-makers, then LinkedIn is the place to be. You’ll also need to consider the targeting capabilities of your chosen platforms. 

Is broad demographic targeting right for your audience? Or will you require more granular, in-market targeting to reach your ideal customers? The more you know about your desired audience and targeting requirements, the easier it will be to identify the most effective platforms. 

3. Approach every campaign with a test & learn strategy 

Frequent, data-fuelled testing will be a game-changer for your ad campaigns. 

By regularly experimenting with different creatives, audiences, and tactics, you can gather invaluable insights that will allow you to fully optimize your media buying. 

For instance, by comparing the conversion rates of two different audience segments, you’ll be able to figure out where to invest your budget to achieve superior results. Not only will this help you to reduce inefficient impressions, but it will also enable you to increase revenue and optimize your strategy. 

To ensure that you’re launching effective tests and harvesting useful data, you should always: 

• Set clear and measurable KPIs to compare between test variables 
• Allocate sufficient test budgets for different creatives, audiences, etc 
• Avoid testing too many variables at once to prevent confusion
• Ensure that you have equally sized sample groups/audiences 
• Make optimizations based on what the data is telling you 

As you consistently test different tactics & audiences, you’ll be able to discover high-performing strategies and refine your media buying. 

4. Make consistent, data-driven optimizations 

While the word ‘optimize’ is thrown around a lot in the world of digital marketing, the importance of effective optimizations should never be underestimated. 

If your media buying strategy is fuelled by rigorous optimizations, you’ll be in a much better position to achieve your marketing objectives and improve performance. 

But how can you ensure that you’re implementing the right optimizations? Firstly, always focus on your primary objective/KPI when making campaign optimizations. If your main goal is to generate website traffic, for instance, then you’ll need to prioritize metrics like clicks and CTR rather than video views. 

Patience is also crucial whenever you’re making optimizations. 

Whether you’re advertising on the Google Display Network or Instagram, give the platform algorithm time to adjust to any changes. It can take a few days for new optimizations to make an impact, so don’t panic if you’re seeing fluctuating results or slow progress initially. (However, while patience is important, you’ll also need to make decisive optimizations when the data is clear. Don’t hesitate to cut underperforming ads and shift your budget towards better-performing tactics!) 

5. Transform raw data into practical insights with analytics tools 

There’s a huge difference between just checking your performance data and truly analyzing your performance data. Interpreting raw data, and transforming it into actionable insights, is critical for successful media buying. Rather than just looking at numbers on a screen, you’ll need to figure out how you can use them to discover new tactics and optimize your campaigns. 

For example, let’s say your latest campaign delivered an average CPA of $10. 

Without context, it’s very difficult to know what this number means. But let’s say that your previous campaign delivered an average CPA of $20 – well, you’ve now successfully reduced your CPA by 50%, proving the success of your media buying strategy.

Contextualizing data is incredibly important, whether you’re comparing results year-on-year or looking at industry benchmarks. Always put your reporting data in context!  On top of this, try to figure out which elements are driving improvements or issues with your campaigns. A declining CTR is obviously bad news, but if you can attribute this to a new creative headline, you can make adjustments to try and reverse the trend. 

Calculating additional metrics can help you to extract highly valuable insights from your campaign reports. For example, comparing total conversions between different audiences can be useful, but calculating the ROAS of these audiences will give you a much better understanding of customer value and marketing efficiency. 

If you’re looking for a fast and easy way to drill down to these actionable insights, analytics tools are a fantastic option. These tools are designed to inject much-needed automation into your reporting process, so you can instantly access key metrics like CPA and ROAS. Once you’ve discovered an analytics tool that you’re comfortable using, you can set up custom reports, review cross-channel performance, and connect different data sources (e.g. Facebook Ads and Google Analytics) to build a clearer picture of performance. With all of your campaign data accessible through a single dashboard, it becomes much easier to optimize your media buying and increase ROI. 

6. Keep your ears to the ground on the latest platform evolutions 

The world of digital marketing is constantly shifting, and to maintain high-performing media buying, you’ll need to stay ahead of the curve. 

New audience trends, advertising tools, and platform features are always emerging across marketing networks. Advertisers who react quickly to these changes and capitalize on new opportunities can often find themselves gaining a competitive edge. These platform evolutions can also have a major impact on campaign management & marketing performance. For example, the iOS 14.5 update was hugely disruptive for Facebook advertisers – while some marketers worked swiftly to find effective workarounds, others were left in the dust. 

To stay up-to-date with the latest developments, be sure to keep an eye on industry news and actively look for product releases. 

Sign up for digital marketing newsletters, keep in touch with platform account managers, and set up news alerts wherever possible. Although keeping up with the ever-changing world of digital marketing is a daunting task, if you can keep your finger on the pulse, you’ll have a great chance of seizing new opportunities – and avoiding oncoming disasters. 

7. Experiment with multiple ad formats across platforms 

So, you’ve launched a successful media buying strategy. You’re seeing positive results with your current ad formats, and things are looking good. Time to sit back and put your feet up, right?

Well, not quite. 

While it can be tempting to stick with a proven media buying formula, if you want to consistently attract new customers and maintain efficiency in the long run, you’ll need to broaden your horizons. 

Experimenting with different ad formats is a fantastic way to elevate your creative messaging and discover profitable new tactics. 

For example, if you’re running an e-commerce store with multiple SKUs, then Facebook’s Advantage+ Catalog ads could help you to skyrocket product sales. If you’re retailing a product with clear and compelling user benefits, then short-form videos packed with UGC will help you to build credibility and generate clicks. 

Every marketing platform will offer a unique range of ad formats, designed to help brands achieve different objectives. Not only will experimenting with new formats prevent creative fatigue, but it will also allow you to develop a full-funnel strategy to maximize clicks and conversions across key platforms. 

8. Collaborate with external agencies 

Crafting, launching, and evolving your own media buying strategy can be very challenging at times. While many marketers like to be in total control of their advertising spend, setting up campaigns, analyzing reports, and implementing optimizations can all be extremely time-intensive tasks. 

This is where connecting with external agency partners can be a massive help. 

By partnering with expert marketers, you can simultaneously free up resources and dramatically increase ROI. Agency account teams will help you define your target audience, launch cross-platform strategies, and optimize ads to maximize conversions. 

Enlisting the help of an agency can also allow you to tap into long-standing platform relationships, meaning you can unlock preferential rates and customer support. On top of this, you’ll also be able to take advantage of in-depth media buying knowledge, as most agencies will employ specialists in everything from paid social to paid search. While there’s undoubtedly a lot you can do to improve the performance of your media buying, sometimes there’s nothing better than discovering the right agency partner. 

9. Use ad libraries to keep a close eye on your competitors 

The digital marketing landscape is intensely competitive, and you’re likely to be competing with a large number of rival advertisers looking to win over the same audiences. 

However, while your competitors can be a nuisance at times, they can also provide you with valuable insights to help you optimize your media buying. 

Tools like Facebook Ads Library and TikTok Top Ads are the places to stake them out. These give you an invaluable look at the types of ads other brands are running, and TikTok will even give you an indication of how they’re performing, too. 

Not only will this give you fresh ideas for creatives to test, it can also give you a heads-up on competitors who’ve launched new products that expose gaps in your offerings. So, build a list of rival brands and regularly check in on them via platform ad libraries to see if what they’re testing can help you refine your own tactics. You may see a competitor trialing a new ad format or content strategy that’s driving a high level of engagement. Take inspiration from these examples, adapting ideas and leveraging the best elements from competitor campaigns to your own advantage. 

10. Tailor your creative assets to different platforms 

Every platform is unique, and generic copy-and-paste ad creatives aren’t going to help you stand out in a cluttered market. If your creative assets feel bespoke to your chosen platform and target audience, they’re more likely to resonate with consumers. 

For example, short and punchy UGC videos can be very impactful on TikTok, particularly if they capitalize on trending audio snippets or social media challenges. LinkedIn, on the other hand, encourages more polished creative assets – formats like carousels can deliver high levels of engagement, particularly if they contain high-quality, informative visual content. 

Below are some of the key creative elements to consider when you’re repurposing assets for different platforms: 

• Aspect ratios: Make sure that you’re paying close attention to the technical ad specs for different platforms to avoid stressful (and costly) last-minute edits! 
• Video lengths: Ensure that the lengths of your video assets are aligned with platform best practices. For example, while longer-form videos can perform well through YouTube skippable campaigns, they’re unlikely to hold the attention of TikTok users. 
• Tone-of-voice: Different platforms attract diverse audiences, so consider who you’re reaching across ad networks and how you’ll address them. Tweak your ad copy and headlines to ensure you’re delivering relevant, appropriate messages. 

Whenever you’re launching creatives across multiple networks, think carefully about platform best practices and the preferences of your target audience. Media buying goes hand-in-hand with creative strategy, and if you can get the two working in perfect harmony, the results will speak for themselves. 

11. Ensure your ad delivery is aligned with your campaign goals & preferences 

Optimizing your ad delivery is one of the best ways to improve the efficiency of your media buying and maximize conversions. However, it can be difficult to know which delivery tactics are going to drive optimal results for your business. 

Taking Facebook Ads as an example, let’s look at the ad delivery options available on the platform and explain how each approach can impact your campaigns. 

Ad Set Budget Optimization (ABO)

With ABO ad delivery, you’ll set a specific budget against every individual ad set in your campaign. The Facebook algorithm will then optimize delivery within each of these ad sets based on your target audience and objectives. For example, let’s say you’re looking to manually test various audiences, placements, and creatives across multiple Facebook ad sets. 

With ABO, everything is controlled and managed at the ad set level. You can track the delivery of each ad set in detail, tweak budgets based on performance, and make ad optimizations in real time. 

If you want budget flexibility and the ability to make manual adjustments to your ad sets, ABO is the route for you. 

Campaign Budget Optimization (CBO)

Campaign Budget Optimization, on the other hand, is an ad delivery option that allocates and optimizes budgets across multiple ad sets. 

You’ll set a campaign-level budget for your activity, and the Facebook algorithm will automatically allocate budget to the ad sets with the best performance. This is a simpler form of ad delivery because you don’t need to make manual tweaks to individual ad sets – instead, you’ll rely on machine learning to manage ad spend across your campaign. 

CBO can be especially useful for advertisers managing large-scale campaigns with many different ad sets live at the same time. 

While ABO places the emphasis on granular control at the ad set level, CBO places the emphasis on campaign budget fluidity and convenience for advertisers. 

The right type of ad delivery depends on your campaign goals and preferences as an advertiser. 

Whether you’re keen to retain control of your ad sets or allow the Facebook algorithm to put in the hard yards, make sure you’re comfortable with your ad delivery and happy with the outcomes you’re seeing. 

12. Focus on high-performing campaign bidding strategies 

The more efficient your bidding tactics are across ad campaigns, the easier it will become to reduce your acquisition costs. The key here is to understand the different bidding options available to you and select the approach that aligns closely with your objectives. 

The first decision you’ll need to make is Auto Bid vs Manual Bid. 

On marketing platforms like Facebook, you’ll need to decide whether you want to automate your bidding or maintain manual control. With automated bidding, you can select a spend-based approach (maximizing conversions/conversion value) or a goal-based approach (achieving a set CPA/ROAS target.) 

You can also opt for a manual bidding approach, where you’ll set manual ad bids rather than allowing the Facebook algorithm to do so. This is often utilized by experienced advertisers with a solid understanding of their conversion values. If you’re unsure of which bidding strategy you should be using, you can always duplicate ad sets and see if automated or manual bids are delivering the most cost-efficient results. 

You’ll also need to consider Cost Cap vs Bid Cap within your bidding strategy. 

In simple terms, a bid-cap places a firm limit on your cost-per-bid while a cost-cap averages out all of your bids to achieve your desired overall CPA. 

If you’re more concerned with limiting the cost of specific actions (e.g. clicks, conversions) then a bid cap will keep your spending under tight control. However, if you’d rather maximize results and stay flexible with your total budget, then a cost cap will help you boost conversions while maintaining a set CPA. Every advertiser is different, and there’s nothing wrong with testing out different bidding tactics to find your best-performing options. Just make sure you’re actively trying to improve performance rather than assuming automated bidding is delivering optimal results! 

13. Experiment with Dynamic Creative Optimization 

Although it’s crucial to maximize the efficiency of your ad delivery, it’s also hugely important to ensure that your creatives are working as hard as possible for your brand. 

However, that doesn’t necessarily mean you need to spend hours tweaking every individual element of your creative assets. In fact, with Dynamic Creative Optimization (DCO) you can automate this entire process to optimize performance. DCO is available on several marketing platforms (e.g. Facebook, Amazon) and while the setup process may vary slightly, the concept is always the same. 

DCO enables you to rapidly launch a large number of ad variations, with assets personalized to different audiences and tested at scale to identify the strongest iterations. 

Dynamic advertising offers a number of unique benefits, including:

• Cost-effectiveness – since ads are dynamically generated and automatically optimized, you can quickly narrow down your assets based on their efficiency. 
• Personalization at scale – everything from your headlines to your CTAs can be adjusted in real-time based on customer responses, interests, and behaviors. 
• Effective retargeting – DCO allows you to understand the products/messages that resonate with your audience, so you can optimize retargeting ads to maximize sales. 

DCO essentially supercharges the ‘test & learn’ process, enabling you to scale up your campaigns while maintaining ad relevance and cost-efficiency. 

However, DCO isn’t necessarily for everyone. The process needs a healthy budget to achieve the scale required for effective testing, and you’ll also need enough products/assets/messages to produce a large number of ad variations. If you’re looking for innovative ways to improve the ROI of your media buying, and you have enough budget available to scale up your ad campaigns, then DCO can deliver exceptional results for your business. 

By fuelling your media buying with these proven tactics, you’ll be able to achieve consistently strong results – whatever your objective might be. 

Whether you’re looking to grow brand awareness or generate cost-efficient product sales, it all starts with a solid media buying strategy. Focus on clear objectives, tap into as much data as possible, and be ready to make speedy adjustments when needed. Good luck! 

Featured image by Bri Tucker on Unsplash

The post 13 Media Buying Tips For More Effective & Efficient Ad Campaigns  appeared first on noupe.

Even though JavaScript’s name was coined from the Java language, the two languages are worlds apart. JavaScript has more in common with Lisp>) and Scheme>), sharing features such as first-class functions and lexical scoping.

JavaScript also borrows its prototypal inheritance from the Self>) language. This inheritance mechanism is perhaps what many — if not most — developers do not spend enough time to understand, mainly because it isn’t a requirement to start working with JavaScript. That characteristic can be seen as either a design flaw or a stroke of genius. That said, JavaScript’s prototypal nature was marketed and hidden behind a “Java for the web” mask. We’ll elaborate more on that as we go on.

JavaScript isn’t confident in its own prototypal nature, so it gives developers the tools to approach the language without ever having to touch a prototype. This was an attempt to be easily understood by every developer, especially those coming from class-based languages, such as Java, and would later become one of JavaScript’s biggest enemies for years to come: You don’t have to understand how JavaScript works to code in JavaScript.

What Is Classical Object-Oriented Programming?

Classical object-oriented programming (OOP) revolves around the concept of classes and instances and is widely used in languages like Java, C++, C#, and many others. A class is a blueprint or template for creating objects. It defines the structure and behavior of objects that belong to that class and encapsulates properties and methods. On the other hand, objects are instances of classes. When you create an object from a class, you’re essentially creating a specific instance that inherits the structure and behavior defined in the class while also giving each object an individual state.

OOP has many fundamental concepts, but we will focus on inheritance, a mechanism that allows one class to take on the properties and methods of another class. This facilitates code reuse and the creation of a hierarchy of classes.

What’s Prototypal OOP In JavaScript?

I will explain the concepts behind prototypal OOP in Javascript, but for an in-depth explanation of how prototypes work, MDN has an excellent overview on the topic.

Prototypal OOP differs from classical OOP, which is based on classes and instances. In prototypal OOP, there are no classes, only objects, and they are created directly from other objects.

If we create an object, it will have a built-in property called prototype that holds a reference to its “parent” object prototype so we can access its prototype’s methods and properties. This is what allows us to access methods like .sort() or .forEach() from any array since each array inherits methods from the Array.prototype object.

The prototype itself is an object, so the prototype will have its own prototype. This creates a chain of objects known as the prototype chain. When you access a property or method on an object, JavaScript will first look for it on the object itself. If it’s not found, it will traverse up the prototype chain until it finds the property or reaches the top-level object. It will often end in Object.prototype, which has a null prototype, denoting the end of the chain.

A crucial difference between classical and prototypal OOP is that we can’t dynamically manipulate a class definition once an object is created. But with JavaScript prototypes, we can add, delete, or change methods and properties from the prototype, affecting the objects down the chain.

“Objects inherit from objects. What could be more object-oriented than that?”

— Douglas Crockford

What’s The Difference In JavaScript? Spoiler: None

So, on paper, the difference is simple. In classical OOP, we instantiate objects from a class, and a class can inherit methods and properties from another class. In prototypal OOP, objects can inherit properties and methods from other objects through their prototype.

However, in JavaScript, there is not a single difference beyond syntax. Can you spot the difference between the following two code excerpts?

// With Classes

class Dog {
  constructor(name, color) {
    this.name = name;

    this.color = color;
  }

  bark() {
    return I am a ${this.color} dog and my name is ${this.name}.;
  }
}

const myDog = new Dog("Charlie", "brown");

console.log(myDog.name); // Charlie

console.log(myDog.bark()); // I am a brown dog and my name is Charlie.

// With Prototypes

function Dog(name, color) {
  this.name = name;

  this.color = color;
}

Dog.prototype.bark = function () {
  return I am a ${this.color} dog and my name is ${this.name}.;
};

const myDog = new Dog("Charlie", "brown");

console.log(myDog.name); // Charlie

console.log(myDog.bark()); // I am a brown dog and my name is Charlie.

There is no difference, and JavaScript will execute the same code, but the latter example is honest about what JavaScript is doing under the hood, while the former hides it behind syntactic sugar.

Do I have a problem with the classical approach? Yes and no. An argument can be made that the classical syntax improves readability by having all the code related to the class inside a block scope. On the other hand, it’s misleading and has led thousands of developers to believe that JavaScript has true classes when a class in JavaScript is no different from any other function object.

My biggest issue isn’t pretending that true classes exist but rather that prototypes don’t.

Consider the following code:

class Dog {
  constructor(name, color) {
    this.name = name;

    this.color = color;
  }

  bark() {
    return I am a ${this.color} dog and my name is ${this.name}.;
  }
}

const myDog = new Dog("Charlie", "brown");

Dog.prototype.bark = function () {
  return "I am really just another object with a prototype!";
};

console.log(myDog.bark()); // I am really just another object with a prototype!"

Wait, did we just access the class prototype? Yes, because classes don’t exist! They are merely functions returning an object (called constructor functions), and, inevitably, they have a prototype which means we can access its .prototype property.

It almost looks like JavaScript tries to hide its prototypes. But why?

There Are Clues In JavaScript’s History

In May 1995, Netscape involved JavaScript creator Brendan Eich in a project to implement a scripting language into the Netscape browser. The main idea was to implement the Scheme language into the browser due to its minimal approach. The plan changed when Netscape closed a deal with Sun Microsystems, creators of Java, to implement Java on the web. Soon enough, Brendan Eich and Sun Microsystems founder Bill Joy saw the need for a new language. A language that was approachable for people whose main focus wasn’t only programming. A language both for a designer trying to make a website and for an experienced developer coming from Java.

With this goal in mind, JavaScript was created in 10 days of intense work under the early name of Mocha. It would be changed to LiveScript to market it as a script executing “live” in the browser but in December 1995, it would ultimately be named JavaScript to be marketed along with Java. This deal with Sun Microsystems forced Brendan to accommodate his prototype-based language to Java. According to Brendan Eich, JavaScript was treated as the “sidekick language to Java” and was greatly underfunded in comparison with the Java team:

“I was thinking the whole time, what should the language be like? Should it be easy to use? Might the syntax even be more like natural language? […] Well, I’d like to do that, but my management said, “Make it look like Java.”

Eich’s idea for JavaScript was to implement Scheme first-class functions — a feature that would allow callbacks for user events — and OOP based on prototypes from Self. He’s expressed this before on his blog:

“I’m not proud, but I’m happy that I chose Scheme-ish first-class functions and Self-ish prototypes as the main ingredients.”

JavaScript’s prototypal nature stayed but would specifically be obscured behind a Java facade. Prototypes likely remained in place because Eich implemented Self prototypes from the beginning and they later couldn’t be changed, only hidden. We can find a mixed explanation in an old comment on his blog:

“It is ironic that JS could not have class in 1995 because it would have rivaled Java. It was constrained by both time and a sidekick role.”

Either way, JavaScript became a prototype-based language and the most popular one by far.

If Only JavaScript Embraced Its Prototypes

In the rush between the creation of JavaScript and its mass adoption, there were several other questionable design decisions surrounding prototypes. In his book, JavaScript: The Good Parts, Crockford explains the bad parts surrounding JavaScript, such as global variables and the misunderstanding around prototypes.

As you may have noticed, this article is inspired by Crockford’s book. Although I disagree with many of his opinions about JavaScript’s bad parts, it’s important to note the book was published in 2008 when ECMAScript 4 (ES4) was the stable version of JavaScript. Many years have passed since its publication, and JavaScript has significantly changed in that time. The following are features that I think could have been saved from the language if only JavaScript had embraced its prototypes.

The this Value In Different Contexts

The this keyword is another one of the things JavaScript added to look like Java. In Java, and classical OOP in general, this refers to the current instance on which the method or constructor is being invoked, just that. However, in JavaScript, we didn’t have class syntax until ES6 but still inherited the this keyword. My problem with this is it can be four different things depending on where is invoked!

1. this In The Function Invocation Pattern

When this is invoked inside a function call, it will be bound to the global object. It will also be bound to the global object if it’s invoked from the global scope.

console.log(this); // window

function myFunction() {
  console.log(this);
}

myFunction(); // window

In strict mode and through the function invocation pattern, this will be undefined.

function getThis() {
  "use strict";

  return this;
}

getThis(); // undefined

2. this In The Method Invocation Pattern

If we reference a function as an object’s property, this will be bound to its parent object.

const dog = {
  name: "Sparky",

  bark: function () {
    console.log(`Woof, my name is ${this.name}.`);
  },
};

dog.bark(); // Woof, my name is Sparky.

Arrow functions do not have their own this, but instead, they inherit this from their parent scope at creation.

const dog = {
  name: "Sparky",

  bark: () => {
    console.log(`Woof, my name is ${this.name}.`);
  },
};

dog.bark(); // Woof, my name is undefined.

In this case, this was bound to the global object instead of dog, hence this.name is undefined.

3. The Constructor Invocation Pattern

If we invoke a function with the new prefix, a new empty object will be created, and this will be bound to that object.

function Dog(name) {
  this.name = name;

  this.bark = function () {
    console.log(`Woof, my name is ${this.name}.`);
  };
}

const myDog = new Dog("Coco");

myDog.bark(); // Woof, my name is Coco.

We could also employ this from the function’s prototype to access the object’s properties, which could give us a more valid reason to use it.

function Dog(name) {
  this.name = name;
}

Dog.prototype.bark = function () {
  console.log(`Woof, my name is ${this.name}.`);
};

const myDog = new Dog("Coco");

myDog.bark(); // Woof, my name is Coco.

4. The apply Invocation Pattern

Lastly, each function inherits an apply method from the function prototype that takes two parameters. The first parameter is the value that will be bound to this inside the function, and the second is an array that will be used as the function parameters.

// Bounding `this` to another object

function bark() {
  console.log(`Woof, my name is ${this.name}.`);
}

const myDog = {
  name: "Milo",
};

bark.apply(myDog); // Woof, my name is Milo.

// Using the array parameter

const numbers = [3, 10, 4, 6, 9];

const max = Math.max.apply(null, numbers);

console.log(max); // 10

As you can see, this can be almost anything and shouldn’t be in JavaScript in the first place. Approaches like using bind() are solutions to a problem that shouldn’t even exist. Fortunately, this is completely avoidable in modern JavaScript, and you can save yourself several headaches if you learn how to dodge it; an advantage that ES6 class users can’t enjoy.

Crockford has a nice anecdote on the topic from his book:

“This is a demonstrative pronoun. Just having this in the language makes the language harder to talk about. It is like pair programming with Abbott and Costello.”

“But if we want to create a function constructor, we will need to use this.” Not necessarily! In the following example, we can make a function constructor that doesn’t use this or new to work.

function counterConstructor() {
  let counter = 0;

  function getCounter() {
    return counter;
  }

  function up() {
    counter += 1;

    return counter;
  }

  function down() {
    counter -= 1;

    return counter;
  }

  return {
    getCounter,

    up,

    down,
  };
}

const myCounter = counterConstructor();

myCounter.up(); // 1

myCounter.down(); // 0

We just created a function constructor without using this or new! And it comes with a straightforward syntax. A downside you could see is that objects created from counterConstructor won’t have access to its prototype, so we can’t add methods or properties from counterConstructor.prototype.

But do we need this? Of course, we will need to reuse our code, but there are better approaches that we will see later.

The new Prefix

In JavaScript: The Good Parts, Crockford argues that we shouldn’t use the new prefix simply because there is no guarantee that we will remember to use it in the intended functions. I think that it’s an easy-to-spot mistake and also avoidable by capitalizing the constructor functions you intend to use with new. And nowadays, linters will warn us when we call a capitalized function without new, or vice-versa.

A better argument is simply that using new forces us to use this inside our constructor functions or “classes,” and as we saw earlier, we are better off avoiding this in the first place.

The Multiple Ways To Access Prototypes

For the historical reasons we already reviewed, we can understand why JavaScript doesn’t embrace its prototypes. By extension, we don’t have tools to mingle with prototypes as straightforward as we would want, but rather devious attempts to manipulate the prototype chain. Things get worse when across documentation, we can read different jargon around prototypes.

The Difference Between [[Prototype]], __proto__, And .prototype

To make the reading experience more pleasant, let’s go over the differences between these terms.

• [[Prototype]] is an internal property that holds a reference to the object’s prototype. It’s enclosed in double square brackets, which means it typically cannot be accessed using normal notation.
• __proto__ can refer to two possible properties:
  • It can refer to a property from any Object.prototype object that exposes the hidden [[Prototype]] property. It’s deprecated and ill-performing.
  • It can refer to an optional property we can add when creating an object literal. The object’s prototype will point to the value we give it.
• .prototype is a property exclusive to functions or classes (excluding arrow functions). When invoked using the new prefix, the instantiated object’s prototype will point to the function’s .prototype.

We can now see all the ways we can modify prototypes in JavaScript. After reviewing, we will notice they all fall short in at least some aspect.

Using The __proto__ Literal Property At Initialization

When creating a JavaScript object using object literals, we can add a __proto__ property. The created object will point its [[Prototoype]] to the value given in __proto__. In a prior example, objects created from our function constructor didn’t have access to the constructor prototype. We can use the __proto__ property at initialization to change this without using this or new.

function counterConstructor() {
  let counter = 0;

  function getCounter() {
    return counter;
  }

  function up() {
    counter += 1;

    return counter;
  }

  function down() {
    counter -= 1;

    return counter;
  }

  return {
    getCounter,

    up,

    down,

    __proto__: counterConstructor.prototype,
  };
}

The advantage of linking the new object’s prototype to the function constructor would be that we can extend its methods from the constructor prototype. But what good would it be if we needed to use this again?

const myCounter = counterConstructor();

counterConstructor.prototype.printDouble = function () {
  return this.getCounter() * 2;
};

myCounter.up(); // 1

myCounter.up(); // 2

myCounter.printDouble(); // 4

We didn’t even modify the count internal value but instead printed it double. So, a setter method would be necessary to manipulate its state from outside the initial function constructor declaration. However, we are over-complicating our code since we could have simply added a double method inside our function.

function counterConstructor() {
  let counter = 0;

  function getCounter() {
    return counter;
  }

  function up() {
    counter += 1;

    return counter;
  }

  function down() {
    counter -= 1;

    return counter;
  }

  function double() {
    counter = counter * 2;

    return counter;
  }

  return {
    getCounter,

    up,

    down,

    double,
  };
}

const myCounter = counterConstructor();

myCounter.up(); // 1

myCounter.up(); // 2

myCounter.double(); // 4

Using __proto__ is overkill in practice.

It’s vital to note that __proto__ must only be used when initializing a new object through an object literal. Using the __proto__ accessor in Object.prototype.__proto__ will change the object’s [[Prototoype]] after initialization, disrupting lots of optimizations done under the hood by JavaScript engines. That’s why Object.prototype.__proto__ is ill-performant and deprecated.

Object.create()

Object.create() returns a new object whose [[Prototype]] will be the first argument of the function. It also has a second argument that lets you define additional properties to the new objects. However, it’s more flexible and readable to create an object using an object literal. Hence, its only practical use would be to create an object without a prototype using Object.create(null) since all objects created using object literals are automatically linked to Object.prototype.

Object.setPrototypeOf()

Object.setPrototypeOf() takes two objects as arguments and will mutate the prototype chain from the former argument to the latter. As we saw earlier, switching an object’s prototype after initialization is ill-performing, so avoid it at all costs.

Encapsulation And Private Classes

My last argument against classes is the lack of privacy and encapsulation. Take, for example, the following class syntax:

class Cat {
  constructor(name) {
    this.name = name;
  }

  meow() {
    console.log(`Meow! My name is ${this.name}.`);
  }
}

const myCat = new Cat("Gala");

myCat.meow(); // Meow! My name is Gala.

myCat.name = "Pumpkin";

myCat.meow(); // Meow! My name is Pumpkin.

We don’t have any privacy! All properties are public. We can try to mitigate this with closures:

class Cat {
  constructor(name) {
    this.getName = function () {
      return name;
    };
  }

  meow() {
    console.log(`Meow! My name is ${this.name}.`);
  }
}

const myCat = new Cat("Gala");

myCat.meow(); // Meow! My name is undefined.

Oops, now this.name is undefined outside the constructor’s scope. We have to change this.name to this.getName() so it can work properly.

class Cat {
  constructor(name) {
    this.getName = function () {
      return name;
    };
  }

  meow() {
    console.log(`Meow! My name is ${this.getName()}.`);
  }
}

const myCat = new Cat("Gala");

myCat.meow(); // Meow! My name is Gala.

This is with only one argument, so you can imagine how unnecessarily repetitive our code would be the more arguments we add. Besides, we can still modify our object methods:

myCat.meow = function () {
  console.log(`Meow! ${this.getName()} is a bad kitten.`);
};

myCat.meow(); // Meow! Gala is a bad kitten.

We can save and implement better privacy if we use our own function constructors and even make our methods immutable using Object.freeze()!

function catConstructor(name) {
  function getName() {
    return name;
  }

  function meow() {
    console.log(`Meow! My name is ${name}.`);
  }

  return Object.freeze({
    getName,

    meow,
  });
}

const myCat = catConstructor("Loaf");

myCat.meow(); // Meow! My name is Loaf.

And trying to modify the object’s methods will fail silently.

myCat.meow = function () {
  console.log(`Meow! ${this.getName()} is a bad Kitten.`);
};

myCat.meow(); // Meow! My name is Loaf.

And yes, I am aware of the recent proposal for private class fields. But do we really need even more new syntax when we could accomplish the same using custom constructor functions and closures?

So, Classes Or Prototypes In JavaScript?

In Crockford’s more recent book, How JavaScript Works (PDF), we can see a better option than using Prototypes or Classes for code reuse: Composition!

Using prototypes feels like using a half-finished feature, while classes can lead to overcomplicated and unnecessary hierarchies (and also to this ). Fortunately, JavaScript is a multi-paradigm language, and forcing ourselves to only use classes or prototypes for code reusability is constraining ourselves with imaginary ropes.

As Crockford says in his more recent book:

“[I]nstead of same as except we can get a little bit of this and a little bit of that.”

— Douglas Crockford, How JavaScript Works

Instead of a function constructor or class inheriting from another, we can have a set of constructors and combine them when needed to create a specialized object.

function speakerConstructor(name, message) {
  function talk() {
    return Hi, mi name is ${name} and I want to tell something: ${message}.;
  }

  return Object.freeze({
    talk,
  });
}

function loudSpeakerConstructor(name, message) {
  const {talk} = speakerConstructor(name, message);

  function yell() {
    return talk().toUpperCase();
  }

  return Object.freeze({
    talk,

    yell,
  });
}

const mySpeaker = loudSpeakerConstructor("Juan", "You look nice!");

mySpeaker.talk(); // Hi, my name is Juan and I want to tell something: You look nice!

mySpeaker.yell(); // HI, MY NAME IS JUAN AND I WANT TO TELL SOMETHING: YOU LOOK NICE!

Without the need for this and new and classes or prototypes, we achieve a reusable function constructor with full privacy and encapsulation.

Conclusion

Yes, JavaScript was made in 10 days in a rush; yes, it was tainted by marketing; and yes, it has a long set of useless and dangerous parts. Yet is a beautiful language and fuels a lot of the innovation happening in web development today, so it clearly has done something good!

I don’t think we will see a day when prototypes receive the features they deserve, nor one in which we stop using classical syntactic sugar, but we can decide to avoid them when possible.

Unfortunately, this conscious decision to stick to the good parts isn’t exclusive to JavaScript OOP since, between the rush into existence, the language brought a lot of other dubious features that we are better off not using. Maybe we can tackle them in a future article, but in the meantime, we will have to acknowledge their presence and make the conscious decision to keep learning and understanding the language to know which parts to use and which parts to ignore.

References

• Brendan Eich Personal Website (N.D.)
• JavaScript: The Good Parts, Douglas Crockford (O’Reilly, 2008)
• How JavaScript Works, Douglas Crockford (Virgule-Solidus, 2018)
• Douglas Crockford Personal Website (N.D.)
• Brendan Eich’s Interview Conducted by Eric Knorr
• Brendan Eich’s Interview Conducted by Lex Fridman
• Mozilla Foundation Documentation (N.D.)

As we near the end of 2023, we wanted to take a look back over all the tools we collected over the past year, to pick out our favorites.

Unlike the software development life cycle, the product death cycle is an important constraint that shouldn’t be overlooked by startups. 

Many startups avoid it and fail to grasp good market opportunities along with untapped profits they could make.

Frequent analysis of product cycles is essential for startups to sustain good value in the market with loyal customers so they can serve better and better every day. 

But what if you encounter a product death cycle in between? How can startups avoid the product death cycle? Let’s find out in this article. 

Understanding Product Death Cycle 

But first, what is the product death cycle all about? 

In the age of competitiveness, startups often encounter a crucial phase known as the “Product Death Cycle.” 

This cycle refers to a stage where a product continuously loses its market relevance and faces the risk of losing potential buyers along with trust and values. 

Significantly for startups this stage is crucial and cannot be avoided as a risk of business failure. Hence, understanding and effectively navigating this cycle is vital for their survival and success.

Causes For Product Death Cycle 

Certain causes can cause your product to experience a death cycle and those are discussed below. 

Lack of Market Research

Poor market research is one of the significant causes of the product death cycle.

Startups sometimes fail to understand the evolving needs and preferences of their target audience. Might leave them in the creation of products that may not align with market demands.

Aggressive Competition

Startups are well familiar with the ratio of competitiveness in the modern days. If not studied properly could impact them brutally. 

Constantly explore your competitors and similar selling brands’ strategies they incorporate in time. Many companies fail here and as a result, are replaced by competitors’ more innovative solutions. 

Inflexibility in Adaptation

The inability to bring change or too rigid policies can trap in the product death cycle. A good product always nurtures market demand and the constant preference of customers to serve better, every day. 

The inability to adapt to market shifts or technological advancements can lead to irrelevance.

Strategies To Escape Product Death Cycle

Indeed, a good strategy is needed to solve or escape the product death cycle. Here’s a comprehensive explanation of these strategies:

Agile Business Model

Using an agile business model is essential. 

It allows companies to be perfect, responsive, and flexible in adapting to changing market dynamics. 

It brings new development, regular feedback loops, and quick adjustments based on customer feedback. 

By following business models as planned startups can remain relevant in the ever-evolving market.

Customer-Centric Approach

Prioritizing the customer is fundamental. 

By deeply understanding their needs, preferences, and pain points. Startups can better serve them to match their expectations in time.

Regular interaction, feedback collection, and a focus on user experience contribute to a more successful product in the market. 

Innovation and Adaptation

Innovation is the essence of a savior. Therefore, if startups fail to imply innovation they might not be able to escape the product death cycle. 

Startups need to continually innovate and adapt to emerging trends, technologies, and market shifts. 

Also, this helps them stay forefront and step forward from their competitors. As much as possible, invest in research and development to innovate new features. 

Working on the aforementioned strategies would help your business escape from product death cycle. 

I have drawn an example assuming myself as a product manager of a reputed U.S. based firm. Let’s draw a strategy to tackle the product death cycle scenario. 

How Product Manager Escape The Product Death Trap?

Being a product manager is a responsible job and a situation like a product death trap makes you more liable to escape to ensure better continuity and demand for your product in the market. 

In order to tackle product death cycle, you must navigate challenges, and stay adaptable, and very important thing is that the product remains relevant and successful. 

Here are some key strategies to anticipate to trump over the product death cycle. 

Customer-Centric Approach

• Stay connected with your customers. Regularly gather feedback through surveys, interviews, and analytics.

• Understand their pain points and needs. Prioritize features and improvements based on customer value.

Agile Methodology

• Use an agile approach to development. Break down projects into smaller, manageable tasks.

• Adapt quickly to changes in market conditions, technology, or user requirements.

Continuous Improvement

• Create a culture of continuous improvement. Encourage your team to learn from both successes and failures.

• Periodically to identify areas for improvement in processes and products.

Market Research and Trend Analysis

• Stay informed about industry trends, emerging technologies, and competitors.

• Conduct regular market research to identify new opportunities and potential threats.

Data-Driven Decision Making

• Take decisions considering data rather than assumptions. Use analytics tools to gather insights into user behavior and product performance.

• Set up key performance indicators (KPIs) to measure the success of your product.

Cross-Functional Collaboration

• Foster collaboration between different departments, including development, marketing, sales, and customer support.

• Break down silos to ensure everyone is aligned with the product vision and goals.

Risk Management

• Identify potential risks early on and develop mitigation strategies.

• Regularly reassess risks and adjust strategies based on changing circumstances.

Product Lifecycle Management

• Understand the various stages of the product lifecycle. If required re-plan for updates, and new features.

• Allocate resources accordingly to each stage of the product’s life.

User Experience (UX) Design

• Prioritize a seamless and intuitive user experience. A well-designed product can contribute significantly to its success.

• Gather user feedback on the usability of the product and make improvements accordingly.

Communication Skills

• Clearly communicate the product vision, goals, and progress to all stakeholders.

• Be transparent about challenges and solicit input from team members to find effective solutions.

Flexibility and Adaptability

• Be open to change and ready to pivot if market conditions or user needs shift.

• Avoid becoming overly attached to a specific solution and be willing to explore alternatives.

By incorporating these strategies, a product manager can increase the chances of their product thriving in the dynamic and competitive business environment, avoiding the pitfalls that can lead to the product death trap.

Conclusion 

Product death cycle is an important factor to examine. To keep running the product life cycle flexible and smooth. It is important to rectify a product’s loophole before it threatens business failure. 

Consider the signs leading to the product death cycle and implement proactive strategies to escape this phase. 
Think of the best innovation labs in the world and rehearse the competitive landscape to avoid product death cycle.

Featured image by Israel Andrade on Unsplash

The post How Should Startups Escape From Product Death Cycle? appeared first on noupe.

Generation Z is a unique generation. They are identified as the first true digital generation to witness a digital world. The internet and social media rule their world, and instant communication is the norm. The ever-growing world of technology has increased the challenges for marketers. Generation Z includes those who were born from 1997 to 2012.

Over time, they have become the most influential consumer block. This article reviews the five best strategies to reach them effectively. It will cover the importance of having clear values and a vital mission. Furthermore, it will highlight the importance of being transparent and accountable. It is equally important to know about the power of a distinct brand personality and the importance of being entertaining and building a community. All these can create lasting connections with Gen Z consumers. It’s about handling future marketing matters related to Generation Z.

Establish Clear Values & Mission

Gen Z cares about what a brand stands for. Their support goes to brands reflecting their values. A clear mission tells them what a brand is about. It’s not just about selling. It’s about making a statement. They back brands that stand on issues like LGBTQ+ rights, diversity, and social responsibility. These are more than just nice-to-have. They are must-haves for Gen Z loyalty.

This generation looks for more than products. They seek out brands that fight for change. For them, buying is voting. Each purchase is a vote for the world they want to see. Brands that should pay attention to this will stay caught up. Those that get it, like Parade, thrive. Parade isn’t just selling underwear. They’re promoting body positivity, inclusivity, and rights for all. It makes them more than a brand to Gen Z. They’re a movement. This alignment of values and actions wins Gen Z’s hearts and wallets. It’s a powerful connection. A bond not easily broken. That’s why values and mission are everything in marketing to Gen Z.

Be Transparent & Accountable

Gen Z values honesty. They’ll dig deep into a brand’s history, values, and even slip-ups. They respect a brand that owns its mistakes and speaks openly. Trust is big for them, sometimes even more than price. They stick with brands they believe in. Cocokind, a skincare company, showed how it’s done. They promised to share their team’s diversity stats. This was to let their customers check if they walked their talk. It was a bold move that showed they weren’t just about words but also actions.

Gen Z noticed and respected that. They want to see real, ethical action behind the scenes, not just in the ads. This clear, open way wins over Gen Z. They don’t just buy a product. They buy what the brand stands for. When a brand is upfront, it stands strong with Gen Z.

Establish Your Brand’s Personality

To grab Gen Z’s attention, brands must stand out. A strong personality is key. This means being bold and daring. Gen Z wants brands that speak their language and share their vibe. The old ways do not support it.  It is no longer a matter of polished, perfect looks that drew millennials. For Gen Z, being real, raw, and relatable is better. 

Take Starface for example, they sell pimple patches, but their fun, bright yellow star-shaped branding shines. When considering how to appeal to this generation, exploring branding statistics can offer valuable insights into effective strategies.

It’s not just a product; it’s a statement. Their vibe is playful and unapologetic. This fresh approach draws in Gen Z, who see their quirks reflected in the brand. Then, there’s the Crocs and KFC collaboration. It’s so out there it’s genius. These brands mixed comfort with fast food in a shoe.

Also, when it comes to reaching out to potential customers, adopting a similarly genuine and personalized approach, like crafting a well-thought-out cold email, can make a lasting impression.

Sounds crazy, right? But it worked. It caught the eye. Gen Z loves that—it’s weird and different and breaks the mold. That’s the shift. It’s not about looking perfect. It’s about being unique and echoing what Gen Z values—authenticity, creativity, and fun. Brands that get this will win their hearts.

Be Entertaining

To seize the fleeting focus of Generation Z, content must radiate with energy and immediacy. This demographic moves with swift clicks and swift judgment across digital landscapes, only pausing for content that strikes a chord of genuine interest. To halt their rapid-fire tab-switching, marketers must craft engaging but also punchy and memorable videos. Consider the approach of viral challenges and concise tutorials, which are not just watched but experienced and shared.

Fenty Beauty exemplifies this brilliantly with their tutorials that are more than quick—they are a burst of vibrancy, a feast of motion and hue, arresting the Gen Z scroll and sparking a moment of active engagement.

Build a Community

Generation Z’s concept of community is intrinsic to their interaction with brands. They seek connections that resonate personally, not just transactions that end at the checkout. Brands, therefore, must evolve into communities, places where dialogue and personal stories are as integral as business goals and the products offered. This generation values the authenticity found in real stories and relatable faces over the distant allure of influencer endorsements.

It’s about creating a space that feels less like a marketplace and more like a meeting ground—a haven where voices are heard, and individual narratives intertwine with the brand’s ethos. This is where liking a brand evolves into living with it, in a space where Gen Z finds products and a sense of place and community.

Conclusion

To wrap up, marketing to Gen Z means being upfront about your brand’s values and mission. Be clear and own up to mistakes. Show off your brand’s true personality. It should be lively and genuine. Keep them entertained with content that pops up and makes them pause. Don’t forget to build a community. It’s about connection.

These five strategies are key to winning over Gen Z. They value honesty, boldness, fun, and a sense of belonging. Get these right, and you’ll not just reach Gen Z.

Featured Image by Thought Catalog on Unsplash

The post Marketing to Gen Z: Strategies for Reaching the Next Generation of Consumer appeared first on noupe.

Few modern companies could operate without some element of remote working. Remote employees enable a company to get the best people, without the barriers of location or the cost of transport and office space. There are undoubted benefits to remote staffing. Managed well, remote employees can augment your business’s available skills and productivity. 

But how do you ensure that remote employees are well-trained enough to play their part in your company’s success?

Source: Pixabay

As with in-person tuition, training remote employees requires a good teacher, great materials, and reliable technology. But remote training has some unique considerations and best practices that are worth considering. 

We’re going to look at five best practices for training remote employees that a business must get right.

What are the advantages of remote training?

Because remote working is embedded in the way most businesses operate, firms have adapted processes and procedures to serve remote employees, even offering remote work stipends to help new hires optimize their home work environment. As well as ways to onboard remote staff, video meetings, and flexible hours, companies have changed the way training is conducted. 

These changes have been necessary, but remote training also has clear advantages for the business as a whole.

Available anywhere

Training delivered remotely doesn’t need a classroom. It’s available to any employee no matter where they are located. This is as much an advantage for remote workers as for in-house staff based in different locations.

Saves time

Recorded sessions, available when it suits the individual remote worker, meaning they can easily accommodate training into their day. Multiple staff members can also study the material at any time, removing the necessity of booking a room at a certain hour. Even for live sessions that do have a set time, employees can watch a recording, and send in any questions before or afterwards.

Personalized and flexible

With the online training software now available, running remote training sessions can be both personalized and flexible. Topics can be divided into digestible segments that remote workers can access when convenient. Employees can also receive sessions tailored to their particular roles and needs. 

Provides data 

A huge advantage of online training sessions is that data gathered from interactive activities and tests, can easily be logged. This data provides a clear picture of where employees are doing well or struggling, and where they might need extra training. Data also shows how well the learning materials are doing their job, and where improvements are needed.

Free to use image sourced from Unsplash

What are the challenges of remote training?

It’s unrealistic to paint a picture of training remote employees as always seamless. There are practical challenges to not having everyone in a room together. A trainer can’t spot those who are falling behind so easily. 

Employees can’t work together on activities as comfortably in separate locations. Different time zones and shifts mean employees are often studying alone, without input from fellow learners, and having to compete with the distractions of their home environment.

Technical issues

The biggest challenge of training remote employees is getting the technical support right. Learners can unwittingly be on mute, content can’t be viewed properly on-screen, or audio isn’t clear. Sometimes recordings of sessions aren’t enabled or subtitles are missing or incorrect.

Content lacking

The quality of learning materials is an issue for both in-person training and remote sessions. But quality is particularly vital for online learning. Without the presence of a trainer and their ability to interpret and enliven the content for learners, the materials will have to work much harder. 

Information inaccessible

With remote employees, each learner will be accessing the training materials separately from their home; this can add an extra challenge. If learning content isn’t logically and centrally stored, where each learner can easily locate it, it can lead to training being missed or incomplete. It can also make the learning experience frustrating and demotivating, and can waste employees’ valuable time.

Hard to Monitor Learning

When learners are not in the same physical space as their trainer, it can be much harder to monitor exactly how they are progressing. Tests and activities can help, but that simple human ability to look at a person and see that they are confused or struggling is absent. It’s also much harder to gauge which learners are falling behind and which are leaping ahead.

A trainer simply can’t supervise the learners in the same way as with an in-person class, and this has to be carefully factored in when designing remote training sessions.

How do you train remote employees? 5 best practices

We’ve looked at the advantages and the challenges of training remote employees; now let’s focus on five ways you can ensure your remote staff get the training they, and your business need and deserve.

1. Plan and set clear goals

Whatever the nature of the content you want to share with your remote team, whether it’s hardcore technical training or softer skills such as time management for remote workers; planning and setting goals is a must. 

Even a social or introductory section of the course should have a purpose, i.e, to introduce the topic and help learners familiarize themselves with the course structure.

Every aspect of the training you design should have clear objectives which are measurable. Short tests or quick, fun activities can follow each segment to make sure objectives are being met.

Be realistic about what a learner can digest and accomplish in a particular time-frame. Make a schedule that will impart all of the content at a pace that a person can comfortably fit into their busy working day.

Free to use image sourced from Unsplash

2. Include orientation

Nobody likes starting a task without having some idea of how long it will take and what will be involved. Make sure your learners have a clear plan of the time commitment and style of the activities before they start. 

Establish where to get technical help, supply secure remote support, and let learners know how to ask a question or raise a concern. Show them some examples of the type of activities you are expecting them to do, how to complete them, and what to do if they have any difficulties.

Above all, try the whole course out for yourself, put yourself in a learner’s shoes. Make a note of anything you would like to know or need to have explained. Include all of this in an orientation package.

3. Make content engaging

Great content should be tailored to the learner’s needs and style of learning. The materials should be engaging and user-friendly, and specific to the job requirements. Info dumping, in other words giving employees pages of text to read is not advisable.

Interactive content helps learners take in information and apply what they have learned.

Variety of content keeps learners engaged. For example, videos, games, stories, and audio content, as well as short texts. Longer texts can be broken up or downloaded to read later.

Include a social element, even for employees who are not studying at the same time. A chat facility can be accessed at any time, and can give learners the chance to talk to each other and exchange questions and observations.

4. Ensure access

Making sure employees have access to technical support with a remote desktop connection manager is key. Check that each employee’s home tech setup is suitable and that sessions function on multiple devices in case one fails to work. 

Ensure all relevant links and passwords are sent to learners ahead of time. Give them ample opportunity to iron out any access hitches before training begins. Everything they will need in terms of content should be stored in a logical, intuitive manner, with clear instructions about how to access it sent in advance.

Consider creating a cheat sheet with all the most important elements learners will need to access the virtual classroom. Include passwords and the locations of the most relevant materials.

Above all, accommodate every learner, and find out about disabilities and special requirements well ahead of time. Send a questionnaire to assess your needs before designing your training sessions.

Additionally, make sure to pay special attention to the onboarding experience for new remote employees. A well-structured onboarding process is crucial to ensure they start their remote work journey on the right foot and feel integrated into the company culture.

To ensure a seamless implementation of these best practices, collaborate closely with your coworking space manager or shared office management, if applicable, to accommodate the unique needs of remote employees in these environments.

5. Track results and collect feedback

Another advantage of the virtual classroom is that it provides data. This is valuable not only in tracking your learners’ progress but also in improving future training. Post-training surveys provide insights into where learners got the most out of the training and where they needed better content. 

If data shows learners all struggled in one particular area, this guides you to run more training for all employees on that topic. However, if only a few had challenges, it’s an opportunity to reach out to those individuals, providing additional help.

Ask what learners enjoyed the most about the training, and find out if there were any other areas not covered in the sessions that they would like help with. This information can steer you to design more useful and fulfilling future training.

Effectively train your remote employees 

There are undoubted challenges in training a remote workforce. It can be hard to create the buzz and connectedness of having everyone together in a physical space. But as we have seen there are also many advantages.

Your remote employees are as integral to your business as those you see at the coffee machine every day or share an office with. Remote training, effectively designed, planned, and executed, can help the business and its employees wherever they are based, have the skills and know-how to work towards a common goal.

Featured image by LinkedIn Sales Solutions on Unsplash

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In today’s fast-paced business world, adapting to modern practices is essential for achieving excellence in performance reviews. The onboarding process and performance reviews are two critical components in nurturing a high-performing workforce. This comprehensive guide, “The Onboarding Revolution: Achieving Excellence in Performance Reviews,” delves into embracing modern onboarding trends, fostering feedback and communication in performance reviews, leveraging technology for both onboarding and reviews and building a culture of continuous improvement. By the end of this article, you’ll be well-equipped to revolutionize your organization’s approach to onboarding and performance reviews.

Embracing Modern Onboarding Trends

To excel in performance reviews, it’s imperative to embrace contemporary onboarding trends that adapt to our ever-evolving work landscape. Modern onboarding is characterized by the following key components:

Firstly, Personalization and Tailoring take center stage, where the onboarding process is customized to cater to individual employee needs, aligning with their role, skills, and preferences. The shift towards Virtual and Remote Onboarding becomes vital as remote work continues to rise. Embracing technologies like video conferencing, digital training materials, and virtual office tours ensures a seamless virtual onboarding experience. Inclusivity and Diversity are fundamental, emphasizing the importance of accommodating the diverse backgrounds and needs of new hires. Gamification and Interactive Learning make learning enjoyable and memorable, fostering engagement and participation in the onboarding journey. Additionally, Employee Well-being is at the forefront, acknowledging the significance of work-life balance and mental health support for new hires. Modern onboarding extends beyond the initial days and weeks, evolving into a Continuous Onboarding process that spans the first few months to facilitate a seamless transition and long-term success. These trends collectively form the cornerstone of contemporary onboarding, essential for achieving excellence in performance reviews.

Feedback and Communication in Performance Reviews

Effective feedback and communication are pivotal in the success of performance reviews. To make them central to your review process, consider these strategies:

Promote Frequent Check-Ins between managers and employees. These 1 on 1 meetings serve as a platform for continuous communication and feedback, enabling timely adjustments and ongoing dialogue. Fostering a culture of Open and Honest Dialogue is essential during performance reviews. Creating an environment where employees feel comfortable sharing their thoughts and concerns ensures that feedback is genuine and constructive.

When providing feedback, focus on its Constructive nature, emphasizing improvement. Specific, balanced, and future-oriented feedback guides employees toward growth. Incorporate Peer Feedback into the review process to gain a well-rounded view of an employee’s performance and promote a sense of teamwork. Including Self-Assessment as part of the review allows employees to reflect on their progress and achievements. Last but not least, remember to express Recognition and Appreciation for employees’ accomplishments. Positive feedback serves as a powerful motivator, reinforcing good performance and encouraging continued excellence. By integrating these elements into your performance review process, you’ll foster a culture of productive feedback and open communication, even when addressing areas that require improvement.

Leveraging Technology for Onboarding and Reviews

Harnessing the transformative potential of technology has the capacity to revolutionize not only modern onboarding practices but also the landscape of performance reviews. Elevating these essential processes involves the strategic integration of innovative technological tools. A paramount step is the adoption of Digital Onboarding Platforms as a foundational investment. These platforms empower new hires to seamlessly navigate paperwork and training online, offering a centralized repository for onboarding resources while meticulously tracking their progress. Simultaneously, the implementation of Performance Management Software is indispensable for simplifying the review process. This software efficiently schedules evaluations, gathers comprehensive feedback and closely monitors ongoing employee development.

Adapting to the prevailing trend of remote work necessitates the utilization of Video Conferencing tools. These tools facilitate virtual onboarding experiences and remote performance reviews, mitigating geographical constraints and ensuring the benefits of face-to-face interactions are preserved. Furthermore, the strategic integration of eLearning Solutions for training and skill development ensures that employees have convenient access to materials, promoting a self-paced learning environment.

For gaining valuable insights into employee performance and areas for improvement, the incorporation of Data Analytics tools is imperative. These tools provide a data-driven approach to monitor progress towards established goals. Lastly, online Feedback Surveys offer a dynamic avenue for collecting employee input on both onboarding experiences and performance reviews. Analyzing the feedback data gleaned from these surveys becomes instrumental in driving necessary enhancements. By wholeheartedly embracing these advanced technological solutions, organizations can optimize efficiency, foster engagement, and ensure resounding success in both onboarding and performance review endeavors.

Building a Culture of Continuous Improvement

Fostering a culture of continuous improvement in onboarding and performance reviews is essential for organizational excellence, with a key focus on enhancing employee engagement. Here’s how to make this journey a part of your company’s DNA:

Start by establishing Feedback Loops, enabling the continuous collection of insights from employees and managers. Use this feedback to make iterative improvements to both onboarding and performance review processes, ensuring they align with evolving needs and goals. Schedule Regular Reviews of your onboarding program to keep it current and effective. This may involve updating training materials, reevaluating orientation procedures, and enhancing the overall onboarding experience.

Benchmark your processes against industry best practices, identifying areas for improvement to stay competitive and on the cutting edge. Invest in Training and Development to equip both employees and managers with the skills needed to succeed and adapt to new trends effectively.

Lastly, don’t forget to Celebrate Success by acknowledging and celebrating achievements and improvements in onboarding and performance reviews. Recognizing progress motivates your team and reinforces a culture of excellence, making continuous improvement a shared and valued endeavor that contributes to enhanced employee engagement.

Conclusion

The evolution of onboarding and the pursuit of excellence in performance reviews are indispensable for any forward-thinking organization. Embracing contemporary onboarding trends, fostering robust feedback mechanisms, utilizing cutting-edge technology, and nurturing a culture of continuous improvement are all pivotal in propelling your organization to new heights of success. As you embark on this transformative journey, it is crucial to recognize that this is a continuous process, demanding an unwavering commitment to excellence. Welcome to the onboarding revolution, where performance reviews become the linchpin for achieving and sustaining excellence in your organizational landscape. This commitment ensures that your organization not only keeps pace with industry advancements but becomes a trailblazer in setting new standards for success.

Featured image by Duncan Meyer on Unsplash

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