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Omnichannel Experiences

Omnichannel Experiences

How seamless is your omni-channel experience?

BLOG // Digital Content | Digital Signage | Digital Strategy | Marketing

All businesses nowadays, whether big or small, want to be remembered. And what better way to stay in the customer’s mind than to connect with them wherever they may be, whatever they’re doing, on whatever device. Our ability to do that as businesses has grown so much as technology has and still continues to evolve – we can exploit a whole range of channels to reinforce our messaging and keep us in the minds of our customers, but there’s lots more we can be doing to create a much more seamless brand experience and to really make a difference to the lives of our customers. 

That’s why technology is so amazing. Omni-channel, whether you’re familiar with the term or not, is a way of connecting each of our customer touch points to create one big, impactful experience that’s continuous and one that makes things far simpler and easier for our customers too. It’s a win-win situation really. By adding value to our customer’s day-to-day lives, we’re affecting the way they see our brands and how they resonate with us on an emotional level – encouraging them to become our biggest brand advocates. 

The thing that’s key for any brand that really wants to nail their omni-channel experience, is to deliver a clear, consistent message, but one that’s manipulated in different ways to suit the channel, device, audience and stage of interaction. 

To make this a little clearer, we’ve given a rough example of how a retailer in particular, may go about creating a seamless omni-channel experience…

  • A customer browses a retailer’s website via their laptop, adding items to their basket and then closing the laptop before completing the transaction
  • The customer later remembers, but instead visits the stores app via their mobile device and is pleased to find that the items are already waiting in their basket
  • The items are out of stock for delivery but are available to be collected in store and so the customer is given a window as to when to collect their items
  • The customer later visits the store, but in getting close, their phone instantly alerts them of their order details which they now have on hand
  • In entering the store, an interactive digital display offers them the ability to simply key in their order number, for an assistant to then retrieve their purchases. When doing so, the display is also able to recommend any additional/related products which the customer may wish to add to their existing order
  • The customer then leaves the store, with more items than they’d originally intended to purchase, and is later sent an email with details on how to setup their products, and a discount voucher for their next purchase

As you can probably tell by the above example, the aim of the game is to make life simple and convenient for our customers by creating an integrated experience that pleases them and truly makes them feel special. There are a lot of companies that are demonstrating just how great and effective omni-channel experiences can really be, take Virgin Atlantic for example, or Harrods. But it doesn’t just have to be the big brands – any business can exploit the benefits of today’s digital world – you just need a clear strategy!

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If marketing’s the bread, creative content’s the butter. 

BLOG // Blog | Digital Content | Marketing

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and possible even a little bit cringe-worthy. 

Marketing in our eyes is the message, it’s the words on the page, it’s what we want to say to our audience. But words on their own are pretty powerless and unlikely to instantly capture the attention of a passive audience. Creative content, on the other hand, is the element that gives a marketing message oomph. It changes the way we say things by catching the attention of our target audience, all while subtly bringing each and every word to life along some sort of journey that will then leave them feeling as though they have just experienced something great with YOUR brand. 

When we approach a project, we like to think about how both marketing and creative content will work together, to bring out each other’s best qualities and to have a much bigger and better impact. Marketing and design specialists are both creative in their own rights, but their thought processes tend to be a little different. When the two combine forces, the results can have an amazing influence on an audience and one that is likely to create a lasting bond with your brand.     

Take for example, an infographic. An increasingly popular method of translating complex information into a meaningful, attention-grabbing visual that viewers can easily understand and act upon. Infographics are a terrific example of how both marketing and creative content bounce off one another and they also rectify the point that one without the other would be almost useless. 

If we were to pick apart an infographic, take away its colour, the funky icons, imagery and the clever layout, we’d be left with a lot of random words on a page which would leave a lot of people very confused (if it had managed to grab their attention in the first place) and vice versa if we were to remove the words and leave just the creativity. Ultimately, it would fail to achieve its overall goal because a crucial piece of the jigsaw is missing. 

To really encourage people to pick up a brochure and turn the page, we recommend you think about both elements simultaneously when planning any sort of marketing activity – Just like we do! The idea is to merge both elements strategically, with the intention of creating an experience that an audience is likely to remember. 

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Data visualisation – The perfect blend of science and art

BLOG // Blog | Digital Content | Digital Signage | Digital Strategy | Marketing

Visual aids can be incredibly powerful, yet their ability to communicate complex sets of data both quickly and efficiently is by no means a new concept. In fact, 93% of all human communication is said to be visual, a statistic that dates back centuries. Scientific evidence has also shown that the human brain has a strong preference for visual communication. Not only are we able to process images 60,000 times faster than text, but 90% of all information sent to the brain is in fact, visual. 

Given the impact that visual aids have on our ability to process information, it’s no wonder that data visualisation, particularly in workspaces, is on a rapid rise. Smart buildings in particular have adopted this form of data reporting and communication as a means of increasing both comfort and energy efficiency. 

Take the Microsoft campus, for example, with its smart reporting dashboards that communicate temperature and climate levels,  as well as signaling whenever something becomes either too hot or too cold. This type of data reporting is on the up, as not only are businesses looking to improve the levels of comfort throughout their workspaces but they’re also aiming to become more efficient with energy consumption and to ultimately save on costs. Since implementing the visual data reporting solution, a substantial 15% improvement in energy efficiency was reported, along with greater visibility that had resulted in an increase in productivity and a proactive approach to identifying issues, before they even strike. 

There’s no doubt we live in a very visual world. But with technology developing so rapidly, intelligent data visualisation is a guaranteed thing of the future for the corporate world and something that many big brands will be looking to adopt if they haven’t already. When we start to gather complex sets of information and translate findings into a format that’s instantly clear and comprehendible, we’ll not only be looking at data from a different perspective, but also more creatively and imaginatively.

If you’re thinking of moving away from complex spreadsheets and tedious time-consuming reports, to a clearer more intelligent alternative, here’s a small list of things to consider. 

  1. Know what data you’d like to visualise. Be selective, choosing only the most essential pieces of information, taking into consideration your ultimate objectives.
  2. Understand your audience, the information they’d benefit from and the format they’d prefer to receive the data in. 
  3. While creativity is our forte, when it comes to data visualisation, keeping the design clear and simple is always the most effective and successful option. 

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Why great content is now a huge part of the sales journey

BLOG // Blog | Digital Strategy | Marketing

When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why?

Living in a world with content literally at our fingertips, this constant feed of material has changed the way we choose to browse and buy things. We prefer to do our research first, to educate ourselves about a company and its products and services so we are then able to make more sensible and informed buying decisions.  

When we talk about great content, what exactly does that mean? We’re talking social content, videos, infographics, adverts, e-brochures, case studies, articles, websites. The list goes on. But making each of these great isn’t necessarily an easy task. It needs to be informative, it needs to answer questions, stimulate a conversation, it needs to showcase your offering but without coming across too salesy. Great content has the power to subtly nudge readers, viewers and by-passers along the sales journey by inspiring them and making a difference to their lives in some way or another.

The best way of doing this is to focus on helping them solve an issue that they are experiencing. Focusing on the issue at hand will create a purpose for the content. Once you understand the purpose, you can then connect with your audience on an emotional level to build a sense of trust and enable them to become better acquainted with your brand, all without you or a member of your sales team having to speak to them directly.

As a digital experience agency, we take all aspects of content creation into consideration. From well-thought out messaging through to all aspects of visualisation, if you’re looking for a little guidance on how to produce great content for your brand – get in touch. 

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