Digital strategy + Steve Jobs approach = Digital journey

Spring Research created a new research tool for the ‘right side’ of our brain, the emotional side, to measure the emotional impact of ads. This couldn’t have come at a more perfect time. “The technique uses “emoticons” (emotional graphics) to measure the right brain thinking, and aims to allow agencies to examine emotional drivers as well as the consumer’s rational response to an advertising campaign.” Therefore the rational side of your brain doesn’t have time to react, as your gut feeling takes over with only visual representative for your feeling towards the brand/campaign. Here is the article on Spring Research’s Emotimeter

Recession brought the emotional impact of campaigns forefront, and rational thinking has been replaced by the emotive consumers. The second, and most important factor in the ad industry, is the introduction of digital. Still we are mostly thinking banner ads are only a copy of TV ads, and most marketers are using online just as an add-on. However with some amazing engaging campaigns, such as the Mcdonals, Dove, Haagen Dazs, Peugeot, Jeep, GTI Project and Nike+, we know digital is not about increasing CTR. It is about making consumers want to spend more time with your brand, and creating a positive buzz within your online consumers (which is everyone).

Such research should aim to also prove the emotional impact of digital campaigns on the consumer. The measurability of digital has made it vulnerable, it is impossible to say to the marketer “Look, the page impressions are this much but look at all the buzz, look at all the posts about it, and see how people need to share these brand experiences. It is not just about how many of them visit your website”. Marketers need to know now that digital impact is not about percentages, but also the overall impression it has on consumers.

We don’t expect a TV ad to increase footfall to the store straight away. That is why we have tactical ads and brand awareness ads. Why can’t we think the same for digital? As I said before, digital being measurable made it ever so hard to think in these terms; positive brand acknowledgement, positive buzz, positive engagement, positive recall. No, just because we can calculate the clicks, we disregard all these other factors which may, and usually are, more important.

One thing is for sure: A good product and great consumer experience is the backbone of any successful brand. One doesn’t exist without the other. And when digital is giving us the opportunity and endless tools to make user experience as pleasant and as smooth as possible, we are not taking advantage of it…? Making user experience as easy and smooth as possible should be the forefront of any digital campaign. No one wants to click on one thing and then redirected to another thing and then has to go back to go to the original site… etc. It can be all so confusing and intrusive. So digital has the ability to ensure this doesn’t happen for a brand, that the digital experience is as smooth and as pleasant as in-store experience (if not more).

Whenever I think of user experience, I think of one person only; Steve Jobs. He gave his life and passion to this one very important thing; making something as simple as possible. Within Apple’s product range the bottom line is the amazing easy user experience; this made sure Apple was always different from any other company. Steve Jobs’ bottom line was simple; design and function. For him, a successful design was nothing without the function. He would spent months going over the MacBook’s on/off button! His extraordinary talent comes from wanting the best experience ever. For example, he deosn’t believe in focus groups, he believes people can’t know what they want. Its competitors spent millions on consumer research, for Jobs it is merely useful. He gives people the “wow” factor, something they didn’t even know they could have. When he created the iTunes, people asked him “What makes you think people will pay for songs, when they can get it for free? no one had succeeded on this yet“, his answer was “Because they will enjoy the experience“. And it is so true, iTunes is the single most successful online store for entertainment.

This approach I think is the same with digital, it doesn’t matter how many banners, microsites, MPUs, apps and widgets you have. If you haven’t worked out the consumer and the simplistic form of user experience, it will all go to nothing. Just think, there are many others like iPhone embedded with similar technologies, what makes it different is the pleasant feel and use of the Apple iPhone. The sleek model, the easy-to-use navigation…

It is not just about the outcome in digital, it is about the journey.

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~ by nessahinkaya on July 20, 2009.

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