The way brand reputation is today is much different than it was back then when there was no internet. Communication is speeding up, and how your company interacts with consumers is changing to accommodate these technological leaps.
Marketing is no different, and together with advances in data collection and increase, it is changing consumer expectations. This means that today all lines of communication between your company and the consumer will need to be:
- immediate – making your brand, products, and services available now and on demand;
- valuable – adding value to consumers after every interaction with your brand;
- relevant – meeting their needs according to the moment, situation and their desires;
- straightforward – making it extremely simple to use in any situation and with any device.
You will need to follow these four indicators for an exceptional user experience. It will make it more personalised, so prepare your marketing efforts for the need for on-demand marketing.
The Omnichannel Approach
In the hyper connected world of things, different marketing channels can no longer be viewed on their own. To make them work in the future, you will need to see them as an intricate network of options aimed at delivering a highly personalized consumer experience.
Connecting your brand across all devices, online locations and marketing communications will allow you to create a brand with omnichannel experiences. This level of connectivity allows you to guide your customers more easily along their buyers’ journey and from the physical to the digital, with the likes of quick response (QR) codes.
Additionally, you will be able to connect with clients in real-time to provide them with more than just customer support. The connectivity of all your channels means that as soon as you come into contact with clients, you will be presented with an opportunity to guide them towards your point of sales.
An Expected Experience
During the journey from awareness to purchase, only one-third of consumer decisions are determined by price, while all the rest are made due to following a quality experience. That means customers’ expectations are always getting higher, and businesses are constantly seeking new ways to meet them.
When one company provides customer support via WhatsApp or Facebook chat, others will follow because it’s a standard a customer have gotten used to.
Since new technology and methods of improving customer experience are being constantly developed, this trend will only continue in the future.
One expectation customers can’t seem to get enough of is being stimulated with the unexpected. Consumers have a consistent need to be wowed and surprised by marketing, and the surprises need to be unique.
It can be as simple as handing out personalized prepaid visa cards after a purchase, including videos in customer support emails, or even including humour in the product description. A surprise is the only stimulation guaranteed to provide the expected for consumers.
Implementing Responsive Design
A key aspect of user experience that is going to continue being incorporated into business is responsive design. Not to be confused with mobile-ready design (optimizing your website to make it mobile-friendly), the responsive design includes this and so much more:
- How simple it is to navigate your website
- How effective it is when using touchpads
- How easy it is to scroll pages
- How easy it is to spot reviews and testimonials
- How visible prices and payment options are
- How easy forms and boxes are to fill
- How visible CTAs are
- How enjoyable it is to view content (white space)
- How fast loading speed of pages is
All these rules of responsive design are taken into consideration when creating a responsive platform to improve user experience. Remember to make it accessible, visible, easy-to-use and enjoyable at all time.
A rule of thumb would be if it is hard for you to use it, then everyone else will suffer the same. Once it’s easy for you, hand it around to friends. If they approve, you have a quality UX design.
Creating Value with Content
Adding value to your customers through content is as simple as knowing who you are creating that content for. By knowing how to create buyer personas, content creators are familiar with the intended recipient at the other end of the screen and can create a personalized experience for each segment of your audience.
The next step is to create content that is highly relevant, engaging, and informative. These three features add quality and value regardless of the medium you use and will allow your content to stand out and inspire your readers.
Finally, your content delivery needs to be consistent across all channels. After realizing that your brand adds value to them, being consistent creates certainty among users since they will know exactly when they can expect to receive the new material.
Bringing all of these elements together is hard, but it isn’t without a purpose. If you do it right, you will develop a brand strategy that can attract an audience, convince them to create meaningful relationships with you, and convert them into faithful customers.
In doing so, you will have an environment centred around the only person it should really serve – your customer. That’s the essence of on-demand marketing.