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Effective Communication Entails Understanding and Using Microcopy

"Microcopy clearly communicates a unique message that keeps a user engaged in an experience while using as little words as possible."

Original Article on RayondDuke.com click here to read.

You see microcopy used in the following places:

  1. The footer’s copywrite claim
  2. Loading screens
  3. Calls to action
  4. Form Instructions
  5. Thank yous/Confirmations
  6. Error messages/404’s

"By providing short "queues" of information, you keep a person engaged with the things you want to keep them engaged in. Microcopy is when you can communicate in short messages and lead someone toward a goal.”

One of the ways to respect your user is to create a cleaner line of communication with them. You can do this by being suggestive instead of authoritative with your microcopy.

Places where you want to avoid over-branded microcopy:

  • Navigation,
  • Forms and Field Labels
  • Instructions
  • Selections (drop-downs, radio buttons, etc.)
  • Buttons.

Places where you can have fun with branded microcopy:

  • Confirmations
  • Rewards (points, etc.)
  • 404 Pages
  • Server Errors
  • Error Messaging

Really enjoyed this read and the finer points on balancing branding and straight communication throughout your sites, blogs and social to establish true authenticity among your users. I believe in overhauling sites in favor of directive copy — telling users exactly what the intended action is - “Order Online” rather than the branded name of your take-away — and continue to push towards effective metacopy within sites to help search engines crawl and display directive copy as well. 

Taking microcopy into consideration is a necessary step in today’s digital marketing world.

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Would you text in for take-out? Kona rolls out new mobile phone ordering: 

Would you text in for take-out? Kona rolls out new mobile phone ordering: 

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"Instagram is now offering a new three-pronged dashboard, the first suite of real-time, self-serve tools for marketers to manage their Instagram accounts and understand the impact of their campaigns.

The “ad insights” tool tracks performance via impressions, reach and engagement, while a second, “account insights,” delivers data on non-paid content posted. A third “ad staging” tool enables previews of creative before it goes live on Instagram.

While Instagram had previously been providing brands with reports about their campaigns, that data is now available directly to them…. The program rolls out to current ad partners including Levi’s, Hollister, Banana Republic and Taco Bell with a full roll-out in the near future.”

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"If they want to come in and give us business, we want to allow them to pay the way they want to pay." [-Craig Bahner, chief marketing officer for Wendy’s]

"Wendy’s isn’t the only dining company creating more ways for consumers to pay. Miami-based Burger King Worldwide Inc. (NYSE:BKW) is  expanding mobile payment capabilities to 7,000 restaurants this year. Subway, based in Milford, Conn., is  testing mobile payments at 2,000 restaurants in California. And St. Louis-based Panera Bread Co. (NASDAQ:PNRA) said last week it will spend $42 million on mobile and kiosk ordering at its restaurants.”

McDonald’s, meanwhile, has acknowledged the importance of mobile payments but is still in a testing phase after hiring its first chief digital officer this past October.

"If you wait in this space until everything is 100% figured out, then you’re going to miss the whole opportunity." [Pete Bensen, CFO of McDonald’s]

"You look at the numbers that Starbucks puts out, and it’s pretty amazing." [Brandon Rhoten, VP Digital at Wendy’s.]

"Wendy’s saw promising trends in tests, including increased visits."

"The app’s limited features (you can’t use it to call in a delivery, if you’re wondering!) and lack of discounts as a perk make it a less convincing download than its competitors."

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Social media is not the strategy, it’s the outlet for the strategy.
Love the way Adidas has collaborated with Twitter towards Shop Now CTAs in promoted tweets.
40% of people spend more time socializing online than they do face-to-face. (AllTwitter)

Social media is not the strategy, it’s the outlet for the strategy.

Love the way Adidas has collaborated with Twitter towards Shop Now CTAs in promoted tweets.

40% of people spend more time socializing online than they do face-to-face. (AllTwitter)