Creating a digital experience
A strategic approach while you are building a digital experience, it is hugely important as provides a framework to work with. Knowing what your brand represents and where you want to go, allows you to push your online activity further. I would like to give you some initial aspects to consider when you are building a digital presence. Here as follows:
Define your online value proposition (OVP). This refers to the content, design and usability that a brand offer for each site, app and type of social presence and how user experience those digital marketing channels. A user-centred design is a critical aspect or otherwise potential customer leave, creating a high bounce rate. In other words, OVP must be easy to use and follow, clear about their products or services.
With this in mind, OVP adjusts in accordance with a sub-brand, country, customer preferences, news and events. To illustrate this, I would like to talk about a show called ‘Emily in Paris,’ which at the time of writing this, was one of the most viewed shows in Australia. This show brings an American girl to work for a marketing agency in Paris and there are many clashes because a conservative team does not embrace social media. In one of the episodes, Emily is giving her input for a perfume advertisement that she feels would be too sexist for the American audience, and they ended up making some adjustments.
Conversely, brands require to adapt in the digital environment in order to be more appealing. Therefore, OVP depends on carefully studying brand goals, competitor and external aspects. This would lead to have clear basis in order to optimise a website or a social media channel for a pleasant customer experience.
Decide on aesthetics for your brand. Brands have a personality and evoke customers feelings thoughts aspect such as colour. Pinzon and Co. have chosen yellow colour as we aim to communicate confidence, optimism, clarity as well as catching eye attention. On the other side, visual hierarchy is another aspect to take into consideration. Therefore, website design should show the importance of different content through size and typography fonds. Consequently, it is recommendable to limit the use of different font types and sizes and choose readable fonds. For instance, sans-serif font styles such as arial or Verdana tend to work best on the web.
The following video shows a very interesting of the Psychology of color in Marketing and branding.
Align the use of technology to your brand. Brands require technology adaptation in order to keep relevant especially in the world we are currently living in. The following video shows he case of Virgin Holidays and the use of virtual reality (VR) technology in retail stores.
The use of this innovation, most likely allow this brand to persuade potential customers by giving them a try before booking a holiday. Conversely, there are intrinsic aspects in designing a website or setting a social media platform in order to optimise a digital experience.
To conclude, an effective digital experience depends on understanding what defines the brand and translate that into suitable aesthetics and technology usage.
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