The Art of a Digital Experience
With limited in-person interactions these days, one of the most important pivots brands can make is to strengthen their digital experience. In other words, when consumers are engaging with your brand, how can you make their experience worthwhile? That’s going to mean something different for every brand, whether that be sparking joy, educating, or providing a needed service at ease.
Maybe you’re a restaurant group who is only serving take-out. Maybe you’re a retail shop who is only offering curb-side pickup and e-comm. Maybe you’re a consultant and you can’t meet your clients in your warm, inviting office space with Kombucha on tap. During face-to-face interactions, many of us know how to make others feel welcome, taken care of, or inspired. We can greet people with smiles, offer them their favorite beverage, or seat them in a freshly decorated space. When all of this is taken away or limited, the question becomes, how can your brand demonstrate the same values, evoke the same feelings, and create the same experiences solely through digital experiences?
First and foremost, we remind our clients that creating meaningful digital experiences requires humanity. It is not about posting to Instagram at 10am instead of 7am to reach more viewers or changing your email campaign subject to get my clicks. Those tactics might create efficiency or help speed things up, but they are not changing the experience. Creating a digital experience is not a science. It’s an art. It’s knowing your consumers, understanding their needs, employing empathy, and speaking and behaving like a human.
If your consumers today are overwhelmed by lengthy PDFs, serve them the same content through videos or Instagram lives, where you can speak directly to them. If your consumers are looking for ways to simply have fun, maybe lighten your tone. How can you appear fresh and act as a breath of fresh air? At the end of the day, conversion comes down to trust, and trust comes from relatability. Your brand’s digital experience is now substituting in person interactions. How can you humanize your brand? When your consumers trust and appreciate you, they will go to great lengths to support you.