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Our content series about the six trends marketers should prepare for in the 2020s continues. We’ve talked about making transparency a huge priority and creating immersive consumer experiences. Today we’re focusing on how marketers should approach one of the most foundational parts of a brand’s online presence: their website.
In the last decade, we saw a rise in companies that made it possible for just about anyone to create a nicely designed, mobile-friendly website. The stakes for attention have increased ever since. Microsoft notably reported in 2015 that the average person now has an attention span shorter than a goldfish – eight seconds. Brand websites have evolved from being information gathering spots to elegant digital productions that host a variety of functions like eCommerce, video-sharing and social integration.
The next stage of websites aligns with our prediction about experiences. Websites of the 2020s will need to deliver enticing experiences. Consumers will expect a transparent feedback loop between the data given and the value received. Marketers need to be thoughtful about how they personalize experiences or they run the risk of frustrating and alienating customers or leaving the impression that their data is being mistreated.
Additionally, as consumers look to brands for more than just the efficacy of their product or service but as a reflection of their lifestyle, they will expect digital environments to bring that aesthetic and environment to life. When consumers visit your website in the ‘20s, they will look to engage with other consumers who are like them. A winning website strategy should grow from a winning community strategy. Marketers will need to provide tools for meaningful community connection. We’re not advocating for every brand to become a social network unto themselves, but websites of the future will need to have authentic communication touchpoints.
1) Map Data and Experience Touchpoints
Brands should create trustworthy and simple touchpoints for consumers to easily share information about themselves and their preferences, and to participate in activities catered towards their interests.
2) Mobilize Your Community Coalition
If you haven’t cultivated your base of brand supporters, you’re falling behind the times. Websites of the future will need to appear alive with activity and energy. Your dedicated advocates will be the “enthusiasm fuel” to keep your website running.
3) Ideate CX Engagement Modules
CX engagement is not a one-size-fits-all strategy and is unique to each brand. Think about what kind of engagement your consumers would appreciate. A knowledge exchange or ideas forum? Content creation opportunities? Feedback channels? Brainstorm how your website can be a meaningful destination.
True loyalty can no longer be bought via points and discounts. In the ‘20s, your values will represent your brand’s authentic truths. And consumers will look to find products and services that align with their values.
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