How Technology is Used to Deliver Positive Brand Experiences
According to some marketing reports, there should be a shift from our focus on a customer’s traditional journey to purchase. Instead, the customer’s experience as a whole should get more attention.
For a brand to be able to connect to its audience, it is imperative that the experience you provide is meaningful and relatable. Among the many ways we can do it, perhaps making use of technology to elicit the right emotion is the easiest to achieve.
Because virtual and augmented reality has the ability to provide users with an escape from reality to a completely different world, we look at them as the most efficient tools to use.
To be able to deliver what consumers look for, brands should look for ways to use technology in more creative ways than before. The ultimate goal is to connect with customers in a deeply emotional level. However, technology alone cannot achieve this. It is important that your content is also substantial. They should work in unison.
Together they should turn a simply engaging experience into an empathetic one. Because it is driven by emotion, it is easier for users to connect with this experience. It does not matter much what platform or channel you use.
Remember that consumers nowadays feel like there should be a meaningful reason behind every purchase, instead of just because of personal whims. This reason will also encourage them to come back and eventually be loyal to your brand.
Technology can also be used to create unexpected experiences. How is this achieved? There is a thin line separating a tailored service from excessive personalization. You should avoid highly curated feeds to maintain an element of surprise for your prospects. Again, the tandem of creativity and technology should benefit all parties involved and not just your brand.
Use technology to provide value exchange. Consumers are incisive in taking complete control of their private data and in extension, their entire digital world. Instead of appearing as a an intrusion or a distraction like other brands are viewed, focus on providing an exchange of value. Prospective customers are more likely to accept brand input, so long as they also get complete transparency and more importantly, value.
Aside from aiding in creating meaningful and unexpected experiences, as well as value, it is also vital that as a brand, you get to help users progress. It would be really good if they could integrate their digital experience into their real lives, making your brand, both practical and helpful, too.
Some used to fear technology and how it has the potential to subtract value from brand experience with its inhuman and impersonal appeal. But like everything else, it all depends on how you make use of it to achieve your goals for your brand.