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Humanizing the Digital Experience in a Post-Pandemic Era

Humanizing the Digital Experience in a Post-Pandemic Era
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Experiential marketing that uses new technology can help brands bridge the digital divide to connect with customers in a more personal way.

Leslie Zane

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After months of iteration, the ritual has become deeply entrenched – which is why the sweeping changes in consumer behavior that took hold during the pandemic are likely to continue into the future. In my work as a consultant to Fortune 500 companies, I call this COVID- recession A state of suspended animation that keeps consumers stuck in place.

It is not surprising, then, to see that many brands expect trends in digital and e-commerce to continue even as the pandemic subsides. A recent Gartner report found that while marketing managers expect a slight increase in the number of people visiting physical stores, they also expect further increases in purchases across store sites and other online channels.

For marketers, this means prioritizing the role of digital initiatives and experiential marketing in the customer journey. Here, many brands have gotten it wrong in the past. More often than not, companies approach the digital experience of customers in a transactional manner. Although focusing on making online shopping faster or simpler for customers is important, brands should take it too my test Approach by building new ways of interacting with customers on a human level. It’s this focus – digital humanity – that separates truly revolutionary brands from those just trying to get by.

Digital humanity in marketing means using technology to deliver white-glove concierge services. Perhaps paradoxically, this type of digital marketing can also be more Attractive, exciting and more personal than personal experience. When done right, virtual experiences offer the opportunity to deliver the kind of imaginative brand experience and attention customers can only dream of getting in most retail outlets these days, while building a stronger relationship with them. Here are three keys to having the right digital experience.

Beat Retail When Sharing

For years, in-person shopping has been a very successful experience, with the prospect of finding what you’re looking for and getting a helpful store representative — an issue many shoppers feel frustrated amid labor shortages and supply chain issues.

With well-designed online experiences, brands can replicate the sense of exploration and discovery that people have in physical stores while also providing personalized virtual assistance. In recent years, some companies have experimented with this with virtual reality settings that are only accessible to people using a VR headset.

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