Iconic brands obsess about building consumer experiences.
They design for relevance while using data to discover, predict and create this relevance, in real-time.
They design for relevance while using data to discover, predict and create this relevance, in real-time.
DESIGN : CONSUMER CENTRICITY
Anything-anywhere-anytime. Digital technology has given consumers access to unlimited choices. It has also enabled consumers-brand interactions to be 24/7/365. And mobile allows these interactions to be location agnostic.
But the promise of choice comes with the caveat of complexity. Consumers, faced with an unprecedented demand for their time and attention are making instant decisions based on cognition and intuition. Simplicity, utility and usability have become the non-negotiable minimum to win consumers attention and profit from their actions.
Brands that have understood this shift are embracing consumer centric design - moving from product and service benefits to designing brand experiences, by putting the consumer at the center, user utility as a guide and user delight as the goal.
IMAGE COURTESY: TOBIAS VAN SCHNEIDER
But the promise of choice comes with the caveat of complexity. Consumers, faced with an unprecedented demand for their time and attention are making instant decisions based on cognition and intuition. Simplicity, utility and usability have become the non-negotiable minimum to win consumers attention and profit from their actions.
Brands that have understood this shift are embracing consumer centric design - moving from product and service benefits to designing brand experiences, by putting the consumer at the center, user utility as a guide and user delight as the goal.
IMAGE COURTESY: TOBIAS VAN SCHNEIDER
DIGITAL : MASS PRECISION
Digital marketing spends globally is predicted to cross $220 billion in 2017, accounting for 38% of total media spends. But the digital marketing model is young, unproven and evolving constantly while marketers are hard-pressed to prove ROI for digital marketing investments. As marketers continue to experiment, optimize and scale marketing technologies, reaching the right consumer at the right time with the right content that converts is an elusive goal.
In this state of flux there has been a shift in expectations for digital marketing to evolve into mass precision marketing. From Attention to Action @ Scale. Designing for relevance and delivering with reach.
Mass precision marketing is scaled precision – where the economics of reaching the largest addressable audiences of prospective consumers blends with the need to segment consumers based on their behaviors, map their journeys and personalize their brand experiences. Mass precision marketing is not one action and does not work in isolation. It should be book-ended by a strong brand purpose, consumer centric brand experience design and big data analytics for it to work.
In this state of flux there has been a shift in expectations for digital marketing to evolve into mass precision marketing. From Attention to Action @ Scale. Designing for relevance and delivering with reach.
Mass precision marketing is scaled precision – where the economics of reaching the largest addressable audiences of prospective consumers blends with the need to segment consumers based on their behaviors, map their journeys and personalize their brand experiences. Mass precision marketing is not one action and does not work in isolation. It should be book-ended by a strong brand purpose, consumer centric brand experience design and big data analytics for it to work.
DESIGN : BRAND PURPOSE
Purpose driven brands believe in being guided by their ‘why’. Consumers hold brands accountable not only for their product benefits but for their social impact, not only for their messages but also where they voice it, their external image and their internal policies. Brand’s that have defined their Purpose take it beyond being a marketing tactic to being an authentic expression of the brands values in action, over time.
Purpose is about action and authenticity centered around the product. Just as consumers are likely to reward a brand that acts on its purpose to create meaningful value they are also capable responding with speed to shame brands that are being inauthentic.
Purpose is about profit. Starting the journey to design and activate a brand purpose is a long term decision which is why its important to sustain it by connecting it closely to profit.
IMAGE COURTESY : SAMUEL ZELLER
Purpose is about action and authenticity centered around the product. Just as consumers are likely to reward a brand that acts on its purpose to create meaningful value they are also capable responding with speed to shame brands that are being inauthentic.
Purpose is about profit. Starting the journey to design and activate a brand purpose is a long term decision which is why its important to sustain it by connecting it closely to profit.
IMAGE COURTESY : SAMUEL ZELLER
