(Verslag Laetitia Faes – Think-Online) ‘User Experience en verantwoord ondernemen op NIMA Marketing Day’

Terwijl sommige bedrijven nog steeds een website uit het jaar blok hebben en roepen dat bedrijven niets op social media te zoeken hebben, zitten we anno 2019 toch al in het post-digitale tijdperk. Het is een tijd waarin niet meer alles draait om digitalisering maar menselijkheid weer centraal komt te staan.

Dat betekent dat we marketing in de toekomst weer heel anders moeten aanpakken. Maar hoe dan? Ik ging op 20 juni 2019 naar de NIMA Marketing Day om daarachter te komen!

“Digital disappears” aldus Tom Goodwin – schrijver van Digital Darwinism en 1 van de 10 voices in Marketing door LinkedIn – die de NIMA Marketing Day opende met zijn keynote. Klinkt als een gedurfde uitspraak, maar als je erover nadenkt is het niet zo gek. Digital is namelijk niet meer een ding op zich, het is de norm geworden. We hoeven niet meer in te bellen als we willen internetten. In het post-digitale tijdperk zijn wij en al onze apparaten altijd online.

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Calm marketing: Could advertising benefit from being a little quieter?

A school of UX design thought posits that technology can become more useful to people if it becomes calm, that it should inform and create calm, that it should take up the smallest possible amount of attention. Gareth Kay explores how these principles might help the advertising industry’s situation.

I’m writing this the day after the Superbowl (or, as some of my friends on Boston have taken to calling it, ‘the New England Invitational’). It’s the annual coming out party for the advertising industry in America: weeks of leaks of the work followed by the post mortem on local TV shows. Recriminations and post mortems are held by agency and client teams based on any metric from ‘likability’ in the USA Today Admeter to online share of voice.

Lots of money – about $5 million for 30 seconds and all the money for production and endorsements – is spent on trying to get a bit of fame. It’s always puzzled me how loose the tie to any commercial metric exists in the process. Even more puzzling is the counter intuitive logic that to stand out and be noticed you’ll run to the same place where 40 other advertisers are running to give it their very best shot to achieve exactly the same outcome in a moment when people tend to be refilling their glasses and plates. The whole thing feels like the ‘advertising bubble’. And given the context of some events that occurred in the weeks the hype felt even more jarring this year than most.

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Delivering a good CX – the tangible reality of the brand and proposition made to the customer

In a WARC Best Practice paper, How to develop an effective customer experience strategy, John Sills, a director of The Foundation, argues that many businesses are focused on the functional experience at the expense of the emotional one and that CX teams frequently end up merely fixing things when they go wrong.

Customer experience is rather more than a one-off journey mapping exercise, monthly executive meeting or complaints-monitoring report.

“The most successful organisations spend time, money, and effort deliberately designing great customer experiences,” he says. And they are “benchmarking themselves against best-in-class across other sectors, not just focused on being better than the next nearly-identical service in their own industry”.

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