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Top Trending Stories on the Web

Google Glasses will change advertising (Mashable)

 

Facebook is the number one mobile app in the U.S. (comScore)

 

Apple revenues hit record high – 75 million devices sold (Apple)

 

Twitter’s new video-sharing app, Vine (think Instagram for video), goes live (New York Times)

 

 

 

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2013 Trends

Get an inside look at the top Digital Trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.

 

View the presentation HERE

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Why brands should care about Facebook’s new “Want” button

Facebook’s soft launch of the “Want” button ushers in a mental layaway for online consumers in an economy where a generation of entitlement struggles with post-recession recovery.

 

Different than just “liking,” to “want” something is to desire; collecting that desire builds a longer-term engagement with a brand.

 

For example, on Facebook’s test pilot for Pottery Barn, a user can rollover an item on display and click “want.”  The user is then prompted: “Why do you want this?”

 

This cyber-form of window shopping temporally connects emotion to the online experience, as science has shown us that memory and emotion are biologically linked to the brain’s hypothalamus.  Liking an item has an endpoint, it’s finite in that you like it and move on. However, liking is a choice made without context; you may already own one and be evangelizing the product, or perhaps you’d like to own it one day. Liking is done and over with as soon as the button is clicked.  Users move on to purveying “likes” across the short-attention span super highway.

 

Retailers like Wal-mart and K-Mart have long offered layaways for consumers to put aside their desired items until they can afford them. Facebook’s “Want” button brings that desired behavior online.

_______________________________
Denis Griffith
Creative Director, Director of UX
Atmosphere BBDO

 

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