Digital & Social | 4 minute read
The pandemic-related restrictions in 2020 led consumers to become increasingly reliant on digital technologies. With 62% expecting to increase their use of touchless technologies even post-Covid, it’s vital that businesses stay on top of the latest digital customer experience trends.
To help you plan your upcoming digital strategy, here’s our guide to what’s next in the world of digital customer experiences.
With conferences, expos, and in-person product launches on hold for the foreseeable future, online events are a fantastic way of getting your message to the widest possible audience without blowing your budget. In the absence of being able to physically touch and test products, we envisage a mix of digital and virtual events.
For example, a QR code on a website could take a visitor with Google lens or VR headset technology to an augmented or virtual reality where they can experience a product’s features and select ways to customise it.
In today’s fast-moving digital world, your visitors don’t only expect to be able to find what they want in the fewest possible clicks, they want their experience to be personalised. In other words, rather than broad campaigns targeting a wide range of people, digital campaigns should be personalised at multiple touchpoints throughout the user journey.
Research shows that 80% of customers are more likely to make a purchase from a company offering personalised experiences, and companies that provide this service enjoy 20% more sales on average.
It’s long been said that customers buy stories, not products. Traditionally, this meant including an ‘About Us’ story on your website. In today’s digital world, video and social media give you the power to bring your brand to life for customers by inviting them to peer behind the curtain and experience your brand personality.
Getting an employee to record a behind-the-scenes ‘Day in the life of…’ video or run your social media for a day, is a fantastic way to reveal the inner workings of your business, which helps make your brand more relatable.
Making your customers feel involved through the use of interactive content can increase their engagement with your brand. Whether it’s a quiz, poll, comments section, reviews, or video content, actively asking for their opinion or inviting them to do something to trigger the next step of the digital experience makes them feel included. That’s one of the reasons why 46% of customers want more brands to create interactive social content.
Gone are the days of one-device consumers. The average home in the UK now has over 10 internet-enabled devices. A consumer might start their experience with you on their phone, and then move to a desktop, before returning to their user journey on a tablet. No matter how they interact with your company, they expect their user journey to be seamless across all channels so they can pick up where they left off.
That’s why your digital strategy should be omnichannel, which means creating an integrated cross-channel content strategy that gives customers a unified experience. Not only is this now expected, but it can also help you present a consistent impression of your brand.