For all the wonders of the web, mobile, virtual realities and interactive voice services, their digital marketing capabilities are not as limitless as they're often believed to be.
Yes, there are unquestionable conveniences to platforms such as Amazon and Facebook, and the new benefits to consumers are being rolled out every day. "Alexa, when will Oculus start selling me products based on my virtual activities?"
But for those brave consumers who leave their homes, there are compelling and exciting ways for them to interact with your brand. Consider these three:
1. Appeal to the customers' five senses.
While gadgets can give impressive visual presentations that can fit on your kitchen counter, wrist or eyes, they can only produce sights and sounds. It's the personal engagement and product interaction offered through real-life design that brings the senses of touch, taste and smell to the customer. As cool as Snapchat is, as an e-commerce tool it can only be 40 percent effective due to its sensory limitations. Your physical presentation to consumers when they are experiencing your brand out in the "real world" is a critical and essential touch point opportunity that you can't afford to miss. Re-think your retail display program, presentations and POP. Retail may be, "the place where things go to die" but before they do, they play a key role in solidifying your brand and creating a lasting impact. Spend the extra money on your physical brand assets to make the right impression and to connect with consumers on a multi-sensory level. A well-designed retail display can achieve true customer gratification by showing off the product, telling its story and physically demonstrating its differentiators.
2. Literally stand out in a crowd.
Whether at a rodeo, concert or a surfing competition, mobile marketers are trying to keep people engaged. But consumers are not there to stare at their phones and search for hashtags. They are there to enjoy a shared experience with fellow human beings. The best brand exposure at these fairs, concerts and sporting events is to also be there and be part of the experience. Thus, your brand becomes an integrated part of the shared experience. You can create a unique product storytelling experience that combines brand presentation with actual engagement. You can interact with current customer and convert new ones.
3. Create an authentic experience.
When designing a brand promotion online or off, authenticity is the name of the game. People will always want to try on the shirt, taste the smoothie or test drive the car before they fully commit to buying it. Anything can be ordered online these days, but the commitment isn't really made until the product arrives at the doorstep and is physically experienced. You can create a lasting impression and make that final experience one of delight or it can be where your brand falls short and is just another commoditized experience. Take the opportunity of a captured audience and elevate your brand experience. Millions of dollars worth of merchandise are returned each year because the point of sale was inauthentic.