4 Tips to Offer Your Consumer a Remarkable Brand Experience
- Dec 03, 2015
- Supriyo Das
Digital marketing puts consumer experience on the focal point. All the promotional techniques are to achieve only one goal – to turn someone, who’s not currently a consumer, into a consumer.
A captivating experience is essential for this. But captivating is a relative term, and it carries different meaning to different people. To clarify, I’ll explain in this article what kind of experience consumers deserve.
No, I am not talking about the disco group, which was active until the early 90s.
The reflections of real emotions in the digital mirror are digital emotions. Sounds too poetic? Okay, here’s what it means; each consumer has a digital persona. Your brand needs to touch base with those, so that the people behind them purchase from you. It’s possible when you evoke emotions in them through digital content.
Put a StopMotion video highlighting the distinctive aspects of your brand, and add a talking-tom like figure in the foreground so the video appears funny. Surveys point out millennials sometimes value the experience more than the product, and most brands target them as they stay online 24/7, and easy to be preyed upon for most digital marketing campaigns.
Harness big data
Of late, organizations have apprehended the benefits of harnessing big data. The more they explore it, the more they can excavate valuable marketing insights related to consumer behavior, ROI and even internal workflow.
You can find the cursory benefits of big data analytics here. Beyond these routine advantages, big data can take consumer engagement to a new level. As big data boils down to pattern detection, it gives you an idea of how others are perceiving your product. If the perception is positive, you can pitch the product to them.
What if the perception is negative?
No problem, big data gives you access to plenty of consumer details, which you can use to restructure your product, so you can offer a new and more rewarding experience next time. The only glitch is security issues. As several individual digital layers get united in big data, cybercriminals don’t have to fixate on each single layer separately.
Upsell and cross-sell
Upselling and cross-selling without sounding pushy is an art. Unless a brand masters this art, it can never offer its customers a grand experience.
Jeffrey Gitomer gave an excellent advice to bring upselling in sync with consumer experience. In his own words, a consumer needs to know the difference in value between what the sales rep is telling him and where he’s currently standing. As he’s going to spend extra, it’s legitimate for the consumer to inquire how the extra money that he’s about to shell out would convert to increased productivity.
When upselling, have the answer ready so that you don’t fumble satiating the inquisitiveness of consumers, resulting in a negative brand experience for them.
As for cross-selling, it always comes with a challenge; customers might ask you what’s the product’s worth without the add-ons. If the product is worthy enough to be purchased even without the add-ons, then why are you trying to sell those to him? And if it’s not worthy, then why not?
Consumers asking these questions means they are confused. You need to clear the confusion and convince them that cross-selling can benefit them. Here’s an excellent resource on how to do that.
Its importance has skyrocketed lately, and that’s chiefly because of the exodus from the desktop web to the handheld web. Since it’s difficult to optimize a user-interface for handheld devices, UI designers are often held responsible for unimpressive consumer experiences. I suggest the workarounds below to make the UI design appealing:
- Mobile typography – It’s all about improving the readability aspect. The font you select should reflect the overall design theme. The spacing between the texts should be proper, so they don’t break. Most importantly, the typeface should be simplistic.
- Fixed-width layout – Keep a gap between each end of the site and the viewport. The site would appear centered and neat. But handheld screens are small, what’s the point in making the site appear even smaller? Well, consumers could at least see the entire content.
- Fluidic interface – You can entertain the consumers by making the interface fluidic. Give them a break from rectangular shapes. The taste of something new is always refreshing.
When designing a UI, the responsive design is undoubtedly your best bet. But don’t forget adaptive design. There are differences between the two, and the majority of UI designers aim for an amalgam, so the benefits of both could be obtained.
The experience matters
We come back to from where we started. In the end, it’s the experience that matters the most. Sure, a useful product would secure all the upvotes, but the first step begins with the consumer experience, and that’s where the four strategies discussed here in this article comes in handy.
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