CHAPTER 6
New Frontiers to a Digital Revolution
In this chapter, you will read:
1. New technologies that shape new frontiers
2. User-generated content
3. New users versus brands
4. The new habits of your digital brand
Introduction
Technology has changed the way firms and users communicate with each other. It is extremely clear by now that a higher level of personalization and app engagement is crucial. The key is not just thinking about the user experience in app, but the user experience being created around the app. Most of the mobile phone users spend their time on apps. It doesn’t mean that they will use any type of apps. Users are becoming more and more selective regarding the usage of the apps. For that reason, the browsers still continue ...
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