As consumers become more and more familiar with digital technology, businesses are developing their marketing strategies to meet consumer expectations. Applications and websites are a vital part of a brand’s presence. The digital age is allowing brands to connect with their clients all over the world. In addition, company’s brands are essential in reaching out effectively to their particular target audience. The design matters, as long as it is visually appealing and consumer-friendly. Companies that commit to design outperform their competition. It has been proven that design-negligent companies lose market share in comparison to the companies that placed a premium on design excellence.
The internet is changing the economics of marketing and making many of the traditional strategies obsolete. The internet has turned upside down how consumers engage with brands. The consumer of the digital age expects the brands of companies to be creative with their message. They want a clear brand promise and offering they value. Companies need to understand at what touch points is the consumer the most open to influence and how can you interact with them at these points.
New research shows that consumers no longer systematically narrow down their choices. Consumers add and subtract brands after thoroughly evaluating each of the brands. After their final decision and purchase, the consumer enters into an open-ended relationship with the brand by sharing their experience with it online. If a consumer is pleased with their purchase, they will spread the word by giving the product a positive evaluation. Consumers spread positive word of mouth/online about the brand they have chosen and it is as important as driving the purchase. If the consumer bonds with a brand and that bond is strong enough, they repurchase it.
Many of the consumer touch points are owned media channels, for example the company’s website, product packaging, and sales and customer service functions. I believe that most of these functions are run by other parts of an organization and not marketing. Companies need to recognize the need to sync these channels under the chief marketing officer. The chief marketing officer should take on market research and customer service. It is critical to business that marketers take on new and expanded roles.
A great example of this is Nike. Nike switched gears from urging consumers to “Just Do It” to helping consumers act on their motto. Nike introduced Nike+ gear that records and sends their workouts; global fund-raising running races and customized online workout programs. The customer’s pledge to the brand does not begin or end with the purchase. Nike stays connected to the customer.
A consumers perception of a brand during their decision making process is important but the speed and interactivity of digital touch points causes immediate attention making the brand experience vital. Making the consumer’s brand experience is essential to all company’s business strategy. It leaves a lasting impression on the consumer.