"It's as if the technotopians don't get 3D printer laser unicorn robots aren't a substitute for a working society." - Umair Haque
This statement, less than 140 characters, struck a deeper chord for me. Something I have been struggling with, as a creative technologist, is that purely virtual experiences in the digital space seem to lack meaning. People grow bored of browsing Facebook walls, receiving heuristical suggestions for places to eat from their devices, and having relationships that only exist online. What is it that counts in the end? If I spent 5000 hours of my life on Twitter with close to a million tweets, what does it mean to any of us or to the people we leave behind?
The larger question drives the type of marketing I strive to do. This is why I have been pushing real, physical experiences that are connected to the digital space; this is why I want to drive people to something tactile and real. People want their lives augmented by digital, but they have come to realize that in the end it is the true human relationships, spending time with friends, for example, that matter.
3D printing is amazing and will be truly life-changing for... Read more
Earlier this month, our US team hopped on the plane to attend Forrester’s Forum for eBusiness and Channel Strategy Professionals. Oh what a ride it was. The exhibit hall and session rooms were packed with some of the biggest brand and executive names in finance and retail – all there to roll their sleeves up and get serious about tapping into the power of digital to make great things happen for their brands and for their customers. Amidst it all, there were several inspiring moments and visions shared that reiterated just how ‘ugly’ the road to digital revolution can be with a few bloody noses and battles along the way. As far as we’ve come in this Age of the Customer, brands still have a ways to go before they can tout a badge of customer-obsession. So we decided to give you a glimpse into some of the inspiring digital trends and dialogue that dominated the event.
Expect a few bloody noses.
On the very first day of the event, I had the chance to sit in on a session about leading the digital revolution. In this session, Forrester Research analyst, Martin Gill, was very matter-of-fact in his comparison of cultural revolutions... Read more
If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more