Learn the Basics of Designing a Truly Customer-centric Digital Engagement Approach
Innovative technologies have changed the way consumers communicate with businesses, resulting in organisations trying to put customers at the center of everything they do. Shifting from transactional mindset and creating authentic marketing messages to helping the consumers enjoy a great experience throughout the entire purchase journey – businesses are finding out different innovative ways to understand their companies and products/services from the customers’ eyes. Over here we discuss a few useful tips on designing customer-focussed engagement strategies.
Empathy is the centerpiece of a customer-centric digital engagement approach. It begins from a deep understanding of the needs and motivations of the customer. For example, P&G’s ad campaign ‘Thank You Mom’ launched before the London Olympics 2012 created an authentic connection with moms across the globe. Depicting the struggles of mothers raising young athletes, the campaign leveraged the power of empathy to create a human-centered brand message. Being able to empathize helps you create meaningful and relevant communications of all types – be it text, video or infographics. If you are interested in creating authentic experiences using stories and visuals, then check the details of our B.Design Visual Communication (Graphics) Course.
The shift from transactional relationships to meaningful ones is also helping businesses form more genuine and authentic relationships with their customers. Kate Spade, a luxury fashion brand, started a YouTube series called Talking Shop, where their store associates launch new products, share style tips, and answer real shopping questions. Featuring real-life and relatable voices, this series feels less like marketing and more like a conversation. The campaign for Google Maps #LookBeforeYouLeave where it highlights how Google Maps helps commuters with real time traffic updates is another example of brands walking that extra mile to understand what matters to their customers, and put that at the heart of their marketing communications.
It’s also important to set a consistent brand tone across all the channels. It applies to all types of communications – be it written or visual communication. When consumers hop from one channel to the next in their purchase journey, they expect a consistent brand tone and voice across those channels. Learn the basics of designing a persona for a brand, and how to maintain its consistency across different channels at Unitedworld School Of Liberal Arts & Mass Communication (USLM) The specializations offered under the USLM programme help the students get job opportunities in interesting fields like journalism, advertising,PR and digital media. Know more about the college and the courses offered here