Digital Is Unlimited

There's virtually no extra cost or effort involved in making something "bigger" in a virtual medium.

Yet for some reason, some brands act like they're paying by the word.

I've been planning a trip for the last couple of months and in the search for places to stay I'll often come across online listings like "Great accommodations near town. Low prices. Includes kitchen."
That's it.
Why not write something descriptive? I'll even excuse poor writing if it means I'm getting lots of content.

Same goes for Web sites. It's incredible how many sites have almost no useful information in them. It almost seems like the company has purposely held back. Why not share everything that you'd like people to know? Put it on a sub-sub-sub-sub page if you don't want it to distract users. But at least make it available.

This isn't just an "online" concern, now that almost any medium could incorporate digital aspects.

Here's an idea: Payment machines at parking lots usually have a tiny little LCD screen and about three or four buttons. How often do customers have a question about operating hours or emergency contacts, or some obscure question? Pretty often, I'd venture. So most lots have rules and regulations posted on signs scattered throughout the area. Why not turn the machine into a payment AND information centre? How difficult could it be to add a simplified "FAQ" to the machine, and let people scroll through information about common issue? The display doesn't have to be pretty.

Another example along the same lines: Why are security system panels so brief and vague? You know the ones -- a small scrolling LCD window that says something like "Dr 4 Zone 3 warning". Is there really any reason why this couldn't say "Obstruction detected in south side of warehouse, near kitchen door" ?

Information is great, and having it available will (usually) immensely help improve the customer's experience.