The digital world has allowed people to be exposed to more information than they could ever deal with in a lifetime. The content by itself is static and flat in its delivery. Marketing of yesterday was based on how many people of your target audience you reached. You ran a television commercial that was seen by 10 million viewers in the 25-49 age bracket during a particular show. They watched it and it was over with.
The front-end quantity is no longer as important as the after effects of the exposure. The new objective has become to focus on engaging the consumer in a way that makes them feel connected to the brand. Exposure is no longer enough.
This experience the consumer feels, helps them believe their involvement with your brand is personal. This leads to a deeper more realistic and authentic connection, which grows over time as the relationship evolves. Plus it opens up the way for two way communication between your business and your customer.
The result of focusing on the customer experience is the distance between the customer and your brand becomes closer. You can market this approach on a small basis to increase authenticity and then have the stories told one individual at a time. Social media can take it from there. The result is that initial TV exposure becomes dwarfed by Instagram, YouTube, Twitter and Facebook and more. These connections never end as they stay alive visually on the internet and in the minds and hearts of current customers and potential ones as well.
Tell your story and share your experience. It matters more than ever.
