PWA Advantages – Progressive Web Apps

PWA Advantages – Progressive Web Apps

by | Nov 18, 2019 | Commercial

Progressive Web Applications, or PWAs, are the exciting future of the mobile web, yet few people aside from developers have even heard of them. They have many advantages, and are fast becoming the new reality, so it’s worth learning what they are and what they can do for us. To do this, we must first ask the question:

What are progressive web apps?

Progressive web apps are not downloaded and installed like regular apps. Rather, progressive web apps use modern web technology to deliver app-like experiences to users, right in their browsers. They connect to a server like an mobile app, but also provide methods for offline use, and leverage native device capabilities like standard apps. It is easy to think they are what some call “hybrid apps,” but they are much more.

PWA

What defines a progressive web app?

The term “Progressive Web Apps” was coined by designer Frances Berriman and Google Chrome engineer Alex Russell in 2015. It defines web applications which take advantage of some of the new features in modern web browsers. The term takes it’s name from progressive enhancement, which is a web design principle emphasizing core content first. Presentation is then accomplished according to the capabilities of the visitor’s browser.

According to Alex Russel, progressive web apps are:

  • Responsive: to fit any form factor
  • Connectivity independent: Progressively-enhanced with Service Workers to let them work offline
  • App-like-interactions: Adopt a Shell + Content application model to create appy navigations & interactions
  • Fresh: Transparently always up-to-date thanks to the Service Worker update process
  • Safe: Served via TLS (a Service Worker requirement) to prevent snooping
  • Discoverable: Are identifiable as “applications” thanks to W3C Manifests and Service Worker registration scope allowing search engines to find them
  • Re-engageable: Can access the re-engagement UIs of the OS; e.g. Push Notifications
  • Installable: to the home screen through browser-provided prompts, allowing users to “keep” apps they find most useful without the hassle of an app store
  • Linkable: meaning they’re zero-friction, zero-install, and easy to share. The social power of URLs matters.

>> Read the full article by Alex Russel

What are the practical advantages of progressive web apps?

Technical definitions are great, but what does it mean to non-engineers? The practical advantages become clear as we assess the user’s experience.

Right from the start, engagement is easier because we don’t need to convince the user to install anything, and they will never have to worry about updates. Progressive web apps also load amazingly fast, due to content caching. This will catch most user’s attention quickly, and be a critical feature to those with poor connectivity or limited data plans. Aside from that, the user’s experience is very much the same as using an installed app. It can be used offline, it can have an icon on their home screen, it can be used in full-screen mode, we can send push notifications, and much more.

To better understand the practical advantages, let’s take Alex’s list from above, break it down and elaborate a bit.

Responsive

Progressive web apps utilize responsive design, which means they work equally well on all devices, screen sizes and browsers. What this means to the users is that these apps work smoothly on every device they use, with no difference in quality or functionality. This is precisely the sort of thing that makes users love an app.

Connectivity independent

This means the app can be used offline. This is one of the greatest advantages PWAs have over standard web applications, making them much more appealing to the user. They will be a great boon to users with internet connectivity issues, and those who use their data plan to access the internet. Offline usage is achieved by caching data on the device, utilizing service workers to efficiently store and present the content.

App-like interactions

Progressive web apps can look, feel and function like native apps, due to the use of service workers. They can save data locally, have native-feeling navigation and controls, and more. This aspect can get quite technical, but the bottom-line is that users are much more likely to keep and use it if it behaves like a native app.

Fresh

Updates are a thing of the past with PWAs. Whether it’s a security release or just your latest content, you can rest assured that all of your users have the very latest version.

Safe

All communications between the user’s device and the server use TLS (Transport Layer Security) encryption and authentication. More simply, they use the secure HTTPS protocol. This protects both the user’s security and privacy by preventing snooping and tampering with data as it is transmitted. While users are becoming increasingly aware of the benefit of encryption even for “unimportant” apps, this is especially important for e-commerce, banking and other financial institutions, and any apps that deal with sensitive information, such as health apps.

Discoverable

While traditional apps in an app store are discoverable only by humans, and then only through search, progressive web apps are discoverable by search engines. Need I say more?

Re-engageable

You’ve convinced the user to try your app, maybe even made a sale. Now what? Wait and hope the user remembers to use it again? No! Send them a friendly reminder via push notifications. With this, you can inform them of special promotions or new products, request feedback, whatever you like.

Installable

This is not installation in the usual sense, but in the sense that to the user it’s more than just a bookmark. An icon can be placed on their home screen, just like standard apps. This creates a sense of ownership, which increases the odds of continued use.

Linkable

Apps are far more likely to get shared if it can be done by sending or posting a simple link. With no installation required, the level of commitment on the part of the user is much lower, which greatly increases the chance that they will try the app.

If it seems too good to be true…

While progressive web apps offer some great benefits, nothing is without it’s limitations and drawbacks. For most purposes, these are not a major factor. However, they do represent an area which must be considered before investing precious resources. To this end, we are writing a follow-up article, Progressive Web App Challenges.  Please check back for that soon!

The bottom line

It’s easy to see why progressive web apps are rapidly gaining popularity. Progressive web apps are lightweight, fast, secure, device- and system-agnostic, and easily updated without even touching the user’s device. They require a very low level of commitment from the user, are easily shared, and can be discovered by search engines. They can have the look and feel of native apps, but are less invasive to the user. Whatever else can be said about them, progressive web apps are very appealing to companies, developers and end users, and that means they’re here to stay.

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Changing How Business Is Built Using Conscious Capitalism

Changing How Business Is Built Using Conscious Capitalism

by | Sep 30, 2019 | Commercial, Digital Marketing, Non profit

Recently Jeff Cherry wrote a great article in the magazine Conscious Company about how the Shark Tank investors are missing the big point of “WHY” people are creating a business or providing a service.  He says “We’re leaving the world where you can generate ‘greedy’ proftis first, give back later, and still expect customers, employees, communities, and suppliers to be genuinely engaged in your success.”   We are entering the world of being conscious in your business goals.

This is a new ecomony, it is a “Purpose Economy”, where you ability to create financial value will be directly correlated to the manner and magnitude with which you first create societal value.  Instead of building a business ‘then’ giving back, we start our business with ‘giving back’ as the primary motivator for getting started in the first place.  This is conscious capitalism, first coined by Muhammad Ynaus, the Nobel Prize-wnning founder of Grameen Bank, and digs deep at why we want to do what we do.  It makes us ask the harder questions…especially to ourselves.

A while ago I posted the video by Simon Sinek that states “People don’t buy what you do, they buy why you do it.  And what you do simply proves what you believe.”  Today, people are running their businesses and presenting their ideas on something so much deeper than making money.  It is a movement that allows a person and their employees to feel and grow as they also work.  To me it alleviates the stress of work, or the “making of money” and turns it into a joy that provides nourishment.

I’m not only talking about “new” business here, but I know I’m also talking to seasoned professionals already in business, with successful operations.  Many of you can already answer the “why” question and do every day as you work towards your goals.  Transitioning your thought process and messaging runs along the same principles and evaluation that comes with opening a conscious oriented company. You are all truly engaged, I know this, and maybe it is time to tell your customers “why” you and your employees are so engaged.  Show them the “why you do it” side.

Read Jeff Cherry’s article at Conscious Company.
Jeff Cherry is the CEO and Managing Partner of the Porter Group LLC.

View Simon Sinek’s video on YouTube. 

One BIG Graphic – 7 Steps to Success with Content Marketing

One BIG Graphic – 7 Steps to Success with Content Marketing

by | Aug 20, 2019 | Commercial, Content, Digital Marketing

Thanks to our friends at Smart Insights and their massive graphic design department, we have a HUGE graphic about how to use content better.  Enjoy the great tips…and the scrolling.  ; )

The research shows the challenge of content marketing with:

  • Over two-thirds (67%) of businesses creating more content in 2016 compared to 2015
  • Only 11% feeling they have an optimised content marketing strategy.
  • Quality is still a challenge, with 58% still rating their content marketing as basic or inconsistent. This is a healthy improvement on last year though, as in 2015 68% rated their content marketing as basic or inconsistent. But there is clearly plenty of room for further improvement.

To tackle these challenges we believe you need a solid content marketing plan. Here are the 7 steps we recommend – a summary of our content marketing strategy guide.

 

content marketing

 

Amazon claims nearly half of US e-commerce sales in 2017

Amazon claims nearly half of US e-commerce sales in 2017

by | Jan 31, 2018 | Commercial

Amazon (AMZN) has tightened its stranglehold on the e-commerce business.

New research shows that Amazon will control 44% of all online sales in the U.S. this year (2017), according to eMarketer data cited by Recode. That’s an increase from Amazon’s market share of 38% in 2016. Amazon’s online sales are on pace to grow 32% to $196.8 billion in 2017, including third-party listings.

Amazon is far and away the leader in e-commerce sales. The closest competitor is eBay (EBAY), which is projected to hold a 6.8% share of the market this year. Apple (AAPL) and Walmart (WMT) are bound for third place at 3.6%. Home Depot (HD), Best Buy (BBY) and Macy’s (M) round out the top seven retailers online.

Online shopping still accounts for a small share of the overall U.S. retail industry, though it’s growing quickly. E-commerce sales will jump 15.8% in 2017, and Amazon is responsible for nearly 4% of retail sales, eMarketer says.

Amazon shares rose 1% to $975.90 on Tuesday, extending its gains to 30.1% on the year

Originally published by FoxBusiness.com

The 3 Gifts Sales Departments Can Give Their Marketing Teams

The 3 Gifts Sales Departments Can Give Their Marketing Teams

by | Dec 31, 2017 | Commercial, Strategy

It’s the holiday season and we’re in the mood for gift giving! Usually, I talk about the things that marketers can do to better connect with sales, but in the spirit of the holidays, I’d also like to offer some gift ideas for our beloved sales teams (we know you’re shopping for us after all). So here goes – it’s not an exhaustive list, but I promise your marketing teams will be pleased!

SHARE YOUR FEEDBACK
Ahhh feedback, it’s the gift that keeps on giving, and as your marketing team, it’s at the top of our wish list every year. Who knows our customers better than our sales team? Whether it’s objections you encounter frequently, or technical questions that just keep popping up, if you spot a trend, tell us! Better yet, join us in our planning meeting when we’re getting ready to lay out the themes and foundations for the content we’ll be building in the new quarter, and let us know what you see most, what you think it means, and what your accounts are telling you. The more we know, the more we can design content and campaigns that really do resonate with the customer, resulting in bigger wins for you.

TELL US ABOUT KEY ACCOUNTS
Got an account worth a ton? Want to make them feel special? Let us know! Now this gift comes with a caveat – it might depend a little bit on what kind of team set up you have, but we know the importance of high-value accounts, and we know that a little targeted marketing goes a long way. For accounts worth the most, we can do branded content, themed to the right industry and vertical, or create a special experience at an event. Every little bit helps, so if you’ve got some special accounts, make sure you keep us in the loop.

REGIFT COLD LEADS
You get a ton of leads, but sometimes they aren’t quite ready yet. It happens to everyone, but instead of abandoning cold leads, send them back to marketing! It’s a bit like a gift receipt, if this one isn’t ready to buy, then send those leads on back and we’ll nurture them back to a sales-ready state. This way you’ll get them when they’re hot and everyone will be happy. This is one gift that can also help sales out, since you won’t have to worry about keeping up with a lead that’s been put back on marketing’s radar for nurturing. If your marketing team has a marketing automation platform, it’s as easy as click, add, and done. We can build custom nurtures for any kind of cold lead, whether it’s a “Call me back in Q1 when we’ve got budget,” or a “We’re still deciding,” or even a “I’m not the one who’ll make the final decision,” your marketing team is equipped with the right nurture campaign to warm up those cold leads.

The holiday season brings parties, dinners, presents… and the end of Q4, and at this time of year, sales and marketing teams need to work together to finish of the fiscal year on a high note. Opening up those lines of communication and sharing metrics, as well as exchanging ‘gifts’ like these can really bring in the new year right. So what are you waiting for? Get gifting and high-five a marketer at your next office Christmas party!

Reference:  Pardot Blog – 3 Gifts Sales Can Give Their Marketing Teams