Professional Marketing Trends – Creating Engaging Digital Experiences

I attended the “Engaging Digital Experiences” webinar on March 3, 2020 to see what I could learn about crafting more engaging digital experiences.

Make the most of the current situation

During the dot com boom/bust the big players now were investing big in digital: Apple, google, etc. Let’s take this time and really invest in digital. Take advantage of the opportunity this virus gives us. Leapfrog the competition.

Make sure you measure along the way

How do you measures your results? Customer Data is the customer journey. What are all the touch points and engagement points? What is the content? The expectation from our customers on content has changed.

The main goal

If customers can get their goals with your company they will stay with your company. If we keep customers, that is profitability. Strengthen the brand and use technology to augment our brand. Invest enough in digital to survive.

Why do you need a Customer Relationship Manager (CRM)?

Meaning of content has changed. Users are engaging with us through different fields. Augmented reality or virtual reality are two new options to connect. Augmented is a real thing and has advance into something called mixed reality. This allows for a transaction in reality.

How do we put plans around that to find out how to engage and immerse ourselves in this journey?

  1. Create a strategy – where is our content? Where does it go? What destinations do we need to come into contact with?
  2. What is our content? What destination is most optimized for what contnet? IG is good for video. Twitter is good for text heavy. Image heavy. Linked in is where you post articles.
  3. Create content on purpose that is optimized for that destination.
  4. Manage the content life cycle. To make sure what we have on there is relevant and fresh and helps our users accomplish their goals.
  5. Amplify that content. Drive traffic back to our source content. Connect the dots. Make the connections between our content management hub and who it will be distributed to.
  6. We don’t always have to look back what what has happened. We want technology to prescribe to us what kind of content needs to be established to what channel. It’s beyond what has happened, it’s now to this is what should happen. Get to that point.
  7. Manage that content life cycle.
  8. Measure and provide guidance to what we have next.

Once you have this going, use the tech to get us where we wan to go. Content Management System is decoupled from the front end.

Tag things. Have an image repository. Things the end user will not see. Grow the separation out. It doesn’t have to be a one to one relationship. You can build up tech info and then farm it out.

Don’t just keep your content on your website. Push it out to the destinations you have. Twitter, IG,  and your website are each only one channel. You need to push out your content. You need to control the journey that your customers go on.

Digital signage is big now

Control that content from a central location – your Content Management System. Billboards, hospitals, advertisements, this is one of those elements that we can take a look at and say this bridges the gap between digital and physical. We physically see the signs but we can bring the content digital.

Progressive web applications – next evolution of responsive web. If the device is a mobile device, I will reposition the content to fit on that mobile screen.

We don’t want to read an entire article on our device. We might want to transition to a different device to read it on a different device. We change the code of the content. We transition that content and optimize it for that device.

Push notifications – cannot be done with webpages
Have offline mode – cache your experience, if in dense spot or connect to network, you can still participate in that Progressive Web App (PWA) experience.

FT, twitter, NASA, have PWA experiences.

Transform the browser into something palatable.

Immersive Technologies

Immersive technology – Warby Parker, try on glasses without receiving glasses.

Augmented reality – we need to feel like we have a physical element in a digital world. Mixed reality.

Chatbots – was cool before but them leaves. Chatbots now have capacity of machine learning adn AI capabilities. We can gather data from other sources and provide that info in a chat. Allows us to accomplish things without human intervention.

Wearables – Realize how often you access data from that little screen. Even withpout adjacent devices. Don’t even need phone near me to access the data that I need if I do it from my Apple Watch.

Can enhance that experience through desktop or tablet or through mobile device.

Evolution of technology:

Social media – 2010 facebook dominant, tiktok, lasso, other platofrms – how is your digital experience on your social networks. Do you have a plan? Is all the style and tonality similar on our social media?

Big Questions:

  • Do we have a direct Call to Action (CTA) to drive users to a specific result?
  • Do your ads lead to an e-commerce platform? Make a click and have a sale and we are shipping a product to them?

“You want to be a little unpredictable.”

To have a different methodology: how are we taking our plans and experiences in ways to apply them to the customer expectations? They want seamless experiences wherever they go.

Develop and agile methodology for extensibility

How do we bolt things together to expand our footprint? How do we integrate with other partners?

Shoptalk conference – how do you know what people want? We don’t know what people want or what the next big thing is. But we are constantly putting things out, measuring the changes, and recording the results. Seeing what works – this works with tech, applications, messaging, etc.
Get our heads aroudn this, how do we get stuff out, test build, design, plan launch, = this is the agile methodology – fail fast technique.

Look into the cloud for tech.
We are still doing things on site. cloud allows to not set up infrastructure, we can initiate the output we are looking for. Saas tech, paas, get up and running faster if we do cloud based tech.

Mar Tech – Marketing technology – growing indusrty

Microservices – been aroudn for a while but gaining
One tasker = does one thing sreally well,
Rules or logic or workflow – this is a microservice.
Connect to personlization services
Electronic transactions – how do connect website to transaction capabilities (paypal visa, stripe, etc)
Lightweight and set up to use fast
Containerized – no need to spin up entire stack
Purpose built applications/services to accomplish goal and expand capabiliites.

CDP = Custoemr data platoform (REALLY SEE THIS AS BENEFIICAL)

Strategy to pull all this tech together

  • All starts with a modern CMS
  • Store your content and have it available
  • Content management to a digital epxerience platform
  • Make a better journey
  • Make more sales
  • Have more control over the digital experience
    This is where the matruity level compes in by integrateing all that we know

Ask yourself – Are you able to push your content from wordpress to your twitter, facebook, etc. To get your content out and so it is not jsut a webiste and it lives in multiple places.

Website activity to connect to better places and more engagment.

Wordspress post to out put and push it out to multiples.

When we get into the framework of how things are constructed and how they interact with each other

Digital eXperiecen framework is our guide to how to define a strategy.

Need data sources to tap into
CMS, ERP, CRMs, are data sources. Need to have them well defined, where they are and whatr they do. then we need to connect them.

Author: David Neely

Professional Software Developer. Technology and Web Coordinator at the University of Hawaii's Manoa Career Center.