It’s time to move on from Digital Marketing and start using Experience Marketing. How? Keep reading!
There is a blurred line between our online and offline experiences. We wake up and it’s the first thing we check. Before we sleep, it’s the last thing we check. We close our eyes, try to sleep, but nope, someone sends you a message on Facebook and you have to have a peak. Not only that, our romantic relationships can now begin from social media. Ever heard of Tinder? I know two people who have a successful long-term relationship that began on Tinder. Do you know anyone? Other ways the internet has integrated our offline and online use:
- Even exercising!
The point I’m making is that now more than ever, our mobile, the internet and social media are integrated within our offline lives as well. They affect us. An overlap is occurring between our ‘real life’ and our ‘offline life’.
So it’s bye-bye Digital Marketing and hello experience marketing. Experience Marketing Customers don’t see the distinction between offline and online as much now. It’s all interwoven. It’s no longer viable for a brand to separate customer’s online and offline experiences. Now, marketers need to blur the line between offline and online. They must encourage online and offline experiences together for their customers.
For example, Go Pro encourage users to take videos of themselves going on crazy adventures. They get them to share their videos on social media – therefore blurring the lines between online and offline. You video yourself sky diving then you upload it on social media.
Digital Marketers cannot have one model that aims to please everyone. Now, using experience marketing they must know each individual consumer’s needs, wants and preferences and market directly to them. Customers want the digital world to enhance their offline experiences and vice versa. Incogo does a great job at this! How is this done?
Sitecore shows how big data, channel proliferation and technology consolidation are the three main ways to get to know your customers individually. Once you know them individually, you can target specific campaigns directly to them to create experiences.
- Big data: There is data online every where about your customers. You just need to collect it.
- Channel Proliferation: There are new social media apps and technology made everyday, enabling two-way communication through so many different channels between brands and their customers.
- Technology Consolidation: Through new technologies, collecting big data from all the new channels popping up is getting easier and easier.
How to Succeed in Experience Marketing: Know Your Customers Expectations After you’ve collected data about your customers you need to analyse it. You need to know your customers expectations so you can reach or exceed them. Once you’ve done this, you know your customers have had a positive experience.
To sum up, there is now a blurring between our offline and online worlds. Everything we do is an experience – whether on social media or at a store. Companies must leverage these experiences with a holistic approach. They need to complete the circle and allow offline and online interactions to occur simultaneously together.
Are you ready for experience marketing?