2 Brand ex­pe­ri­ence takes cen­tre stage

ArabAd - - TRENDS -

Con­nec­tiv­ity has a fun­da­men­tal in­flu­ence on how peo­ple con­sume me­dia and make brand choices. It gives brands the op­por­tu­nity to in­crease reach ex­po­nen­tially. But nearly a third of con­sumers glob­ally re­port that brands don’t de­liver the same level of ser­vice on­line as they do off­line, ac­cord­ing to the lat­est Con­nected Life study from Kan­tar TNS. Mar­keters need to bet­ter meet the per­sonal ex­pec­ta­tions of their con­sumers across dif­fer­ent touch­points.

The con­sumer jour­ney has changed dra­mat­i­cally in re­cent years. Dif­fer­ent types of con­sumers take dif­fer­ent paths to pur­chase, and each use the in­ter­net in their own way. Diver­sity of pur­pose cre­ates multi-modal brand touch­points, so one shop­per’s point of pur­chase may sim­ply be a source of prod­uct in­for­ma­tion for some­one else, or an­other per­son’s go-to place for cool con­tent. Trends in Europe, for ex­am­ple show that con­sumers pass from so­cial, to brand-owned, to off­line touch­points through­out the con­sumer jour­ney. But in emerg­ing mar­kets there is a far greater pref­er­ence to in­ter­act with brands on so­cial at all stages. These dif­fer­ences cre­ate big chal­lenges for chan­nel own­ers, forced to play mul­ti­ple roles and jug­gle nu­mer­ous re­quests.

In the year ahead, we’ll see the num­ber of touch­points avail­able to con­sumers

Today’s con­nected world makes it too easy for brands to an­noy cus­tomers with an in­con­sis­tent ex­pe­ri­ence. In 2017, suc­cess­ful brand sto­ries will be built on de­liv­er­ing a con­sis­tent ex­pe­ri­ence across touch­points, and less on the num­ber of touch­points used.

con­tinue to grow. And when com­par­ing tra­di­tional dig­i­tal touch­points with mo­bile touch­points mar­keters are faced with a greater risk of de­liv­er­ing an in­con­sis­tent brand ex­pe­ri­ence. Nearly 90% of in­ter­net users own a smart­phone, and the more con­nected a con­sumer is, the greater the chal­lenge be­comes for brands. Mar­keters should also be aware of younger con­sumers who have grown up in a con­nected world. They are im­pa­tient with dis­jointed on­line/off­line mod­els that are older than they are, and will move away from brands that don’t adapt.

Today’s con­nected world makes it too easy for brands to an­noy cus­tomers with an in­con­sis­tent ex­pe­ri­ence. In 2017, suc­cess­ful brand sto­ries will be built on de­liv­er­ing a con­sis­tent ex­pe­ri­ence across touch­points, and less on the num­ber of touch­points used.

Cre­at­ing a sin­gle view of the cus­tomer is the first step to­wards de­liv­er­ing a con­sis­tent brand ex­pe­ri­ence, across touch­points – at the right mo­ments. For ex­am­ple, in the Philip­pines Mcdonald’s de­liv­ered a hugely suc­cess­ful cam­paign, bring­ing to­gether so­cial and OOH. Driv­ers, frus­trated by be­ing stuck in traffic, were ecouraged to visit a Mcdonald’s driv­ethru, where chang­ing daily spe­cials were of­fered de­pend­ing on the colour of the con­sumer’s car. This is a good in­di­ca­tion of the think­ing re­quired to align touch­points into a sin­gle view, but true con­sis­tency will re­quire con­sid­er­able time and in­vest­ment, and for many es­tab­lished brands, this will be a longer-term fo­cus on com­pany struc­ture and data man­age­ment. But through­out all the likely changes ahead, mar­keters must con­cen­trate on the ex­pe­ri­ence they want to de­liver to their cus­tomers; the essence of what they want their brand to be – and from there look at how it can be de­liv­ered across key touch­points.

Michael Ni­cholas leads the Global Con­nected So­lu­tions team at Kan­tar TNS, where he ad­vises clients on dig­i­tal and in­te­grated mar­ket­ing ac­tiv­i­ties. Michael also leads Con­nected Life, the world’s largest an­nual study about how con­nec­tiv­ity is shap­ing cus­tomer be­hav­iour in 57 count.

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