Monthly Archives: October 2014

tech-blog

Digital technology in marketing – How it adds value

The use of digital technology in marketing has risen considerably in recent years. You only need to look around you to see advances in immersive and responsive website design, e-commerce, video marketing, wearable tech and mobile commerce. But how does integrating digital technology into your marketing add value?

The evolution of technology within the marketing space is shaping how your customers behave and interact with your brand. Customers are becoming more savvy and clued-up to your marketing messages, so understanding customer needs and behaviours is key for success. There are many ways that businesses like yours can use technology to capitalise on customer and consumer needs and customise your offering to make that all important bottom-line impact.

Here’s how you can use technology to add value:

Improve Customer Service

Technological advancements in customer service, such as improved use of digital channels like social media, are leading to heightened consumer expectations and higher standards. Companies that use social media technology well, are those that focus on the happiness and well-being of their customers, and ultimately  this is reflected in their profits.

Channels like Twitter are being used to respond to potential PR issues that are quickly resolved before they turn into public disasters! Companies are monitoring social networks such as Facebook to turn customer care problems into opportunities to impress their customers with sheer speed of their response…

Personalised Customer Experiences

Over the last four years, responsive web design has been gaining popularity and is now considered to be one of the best ways to design websites that look great on any device, from smartphones to tablets and smart TV’s. Not only that, but improvements to e-commerce websites and services such as rotating, interactive product displays and dynamic personalisation are enabling businesses and online retailers to deliver an online experience more aligned with consumer preferences. This has been seen in recent years by retailers to deliver an online experience more aligned with consumer preferences. This has been seen in recent years by retailers like Amazon who provide a highly personalised online experience, making the online shopping process as easy and intuitive as possible:

pic1Amazon personalising relevant products to a customer

 Value-Added Services

When companies offer value- added services, they are more likely to cultivate strong customer loyalty providing a competitive advantage. Using modern technology, the IKEA catalogue uses its mobile app to provide added services with an augmented reality feature to give their customers a virtual preview of furniture in a room, allowing for a “digital test-run” of sorts!

pic2IKEA Catalogue Augmented Reality Mobile App

 

The Wearable Revolution

pic3Not simply the imagination of 1980’s film makers, “wearable tech” is actually a reality and has taken 2014 by storm – it’s said to be a “new generation of technology” that will be as “big as the smart phone”. Google Glass was the beginning of the phenomenon, next came smart watches and bracelets such as the Sony SmartWatch. “Using wearable tech could mean customers receive a high-tech and personalised customer service” says our MD Darren, who adds that these devices can become “part of the customer experiene – it’s a great way to engage them in a new and interesting way”.

How to introduce digital technology into your marketing and customer experience

“The best starting point lies in delivering information and services that help customers make smarter buying decisions,” says our Marketing Manager Hannah “Any new technology must fit with your brand and marketing objectives and not be used for technology’s sake. It needs to add value to customers and be commercially viable. Don’t just jump on the tech bandwagon – make sure it aligns with your strategy!” adds Hannah.

Creative Emporium – Complete Branding Solution

We’re experts in providing the complete branding solution for our clients, so please get in touch today to discuss your branding requirements and how we can help you ensure that a positive brand experience is reflected at every touch point – from your promotional products through to your corporate clothing and website. Call us on 08707 500057 or drop us a line by email.

We’d love to hear your own thoughts and examples of how your company or brands you love are using technology to create great experiences? Leave us a comment below!

brandexperience

Branding Series (Part 4): Creating a memorable brand experience

Note: This is the fourth article in a series on Branding from Creative Emporium. To read the first article about creating Brand Values, click here. To read the second article about Creating a Brand Promise, click here, and our third article was all about creating a stunning visual identity.

This is our fourth installment of our four-part series on branding. This month, our creative director Russell is talking brand experience – how to create a positive brand experience that makes your customers smile (and stay loyal!)

“A great brand is one that develops by giving its customers a consistently positive experience of the brand, which combines to form a clear, differentiated overall brand experience”

What is a brand experience?

It’s essentially your customers’ experience with your products and services, ‘cause perception of your brand doesn’t happen on its own, I’m afraid. It’s a result of people interacting with your brand and experiencing contact across various touchpoints – such as using the product, calling customer services, purchasing your product online, and so on.

You can try to control all of these touch points to create a great customer experience with your brand, because let’s face it, we’ve all had good and bad experiences with brands and products. It’s these experiences that shape our overall perception of the brands we use (and don’t use!), and naturally, as a brand owner, you want those experiences to be positive and memorable – to make your customers come back every time.

So how do you go about creating a brand experience for your customers, that’s positive, memorable and sustainable?

Engaging consumers and customers using a brand experience can be a super valuable tool for building trust, and encouraging conversations to happen. I appreciate there is no ‘set way’ of creating great experiences, but there are a few things you can try…

Surprise and Delight

Drinks brand Tango does well with this approach. They use road-shows to create indirect brand-related experiences, such as bungee jumping, paintballing, trampolining and other out-of-the-norm activities. Check out their ‘Big Drench’ campaign pics below:

image 1 image 2 image 3

Creating a surprising, off-beat brand experience is a brilliant way to generate positive brand connections that are memorable and talked about. By making consumers feel that they are part of something special you can turn a one-off campaign into long-term relationship!

Provide a service at a time of need

Being on-hand to satisfy a need can be a highly effective way to get people to engage with your brand. Having a stand at festivals and events providing phone charging or useful branded giveaways such as toiletries or refreshments is a great way to do this.

Create something to share

Generating an experience that people want to share, either online or in the real world, is a sure fire way to add value to campaign. A great example is T-Mobile’s flash mob in Heathrow Terminal back in 2010, part of their ‘Life is for sharing’ campaign. This video now has over 12 million YouTube views – a great brand experience that has made people smile, and share!

Creative Emporium – Complete Branding Solution

We’re experts in providing the complete branding solution for our clients, so please get in touch today to discuss your branding requirements and how we can help you ensure that a positive brand experience is reflected at every touch point – from your promotional products through to your corporate clothing and website. Call us on 08707 500057 or drop us a line by email.

I’d love to hear your own thoughts and examples of brands who you think have created great memorable brand experiences? Leave us a comment below!