Working in the world of digital marketing comes down to advertising to a consumer. How do you convince them to buy your product? Do you create a social media campaign? Have you tried to plug a service through an emailing list? Consumers are swamped with ads every day, with more and more people tuning out. Skepticism is becoming commonplace among customers.
The key to engaging with consumers in the modern day is to create experiences instead of ads. Interactions with customers need to feel genuine and memorable. This can be achieved through working with a digital marketing agency. An agency has the power to tell your brand’s story. But how do you define a brand experience and how does an agency factor into it?
What is a brand experience?
Marty Neumeier, author of The Dictionary Of Brand, defined a brand experience as “all the interactions people have with a product, service, or organisation; the raw material of a brand.”
The best kind of experiences are memorable. They make you smile, laugh, cry. They touch your heart and help you grow. Any kind of brand initiative that makes a consumer feel emotionally connected is going to drive engagement.
What can a marketing agency do for you?
A digital marketing agency has the tools to help you generate a winning experience and that can manifest in several ways:
An agency is able to carry out consumer research, finding out what sort of themes resonate with an audience. The results can be transformed into a campaign that stands out in a person’s mind. More importantly, an agency will humanise a campaign by regularly engaging with customers.
For example, an agency in charge of your brand’s social media channels will be able to have a conversation with an audience. Every response will happen in real-time, every interaction will be unique.
Listening when it counts
An important part of creating an experience is listening to consumers. A digital marketing agency will take the time to listen to your community, learning about what works and what doesn’t. Leveraging this data is invaluable when it comes to developing brand strategies.
Based on what’s been discovered, an agency will be able to provide information on how to improve products and services. This knowledge can then be applied to creating an experience that matters.
Identify the most immersive technology
Over the past few years, technology like virtual reality has increased in popularity. The VR market is expected to grow at least 10 times by 2021. Virtual reality has the potential to create an immersive brand experience through a consumer engaging with a different world. A digital agency can look into this kind of technology to figure out if it will benefit your brand story.
Digital marketing agencies are highly versatile when it comes to creating brand experiences. This could mean designing a gaming app, coming up with a social media competition or putting a video together. This multi-pronged approach can help maximise engagement, ensuring your audience doesn’t miss out on anything.