In February 2024 Acquia produced a State of the Marketer report: Creating Compelling Customer Experiences in Challenging Times: Customer Experience Trends Report.
In this report they stated a massive:
83%
...of marketers say their organization is under pressure to deliver marketing content differently to ensure they stand out when representing their offerings to customers and prospects.
Budgets under pressure
This follows on a Gartner report from May 2023 that reported that 71% of chief marketing officers believed they didn't have adequate budget to implement their strategies.
This is against a backdrop of more and more websites and more and more options for customers to be aware of a companies offerings and make purchases online.
A digital solution that enables a customer or prospective customer to find your business and then interact in a smooth effective way is imperative in this ever growing vastly populated digital environment.
Watchwords
So what are some of the 'watch-words' when getting you digital solution or website out there to be found by your customers?
Brand
Its always been the case that a website is 'branded' by an organisation. However today a website-digital presence needs to fully embrace the organisations brand and convey the cultural and emotional feel of the product whilst not losing the 'functional' aspects the website sets out to service.
Journey
Customer journeys are more and more important. Clicking here, there and everywhere may have been ok in the past but not any longer. Users expect to extremely quickly find what they want and be conveyed along a journey that is not only pertinent but is is extremely simple and fast. The customer needs to get to the desired outcome fast and smoothly and above all the experience across different devices and modes of use must be consistent as users constantly switch from one device to another.
Belief
Users need to believe in where they are and what they are experiencing from a web digital solution. Belief goes beyond Trust. It means deep seated positive emotions and cognitive acceptance of what the site and associated company offers. It wraps up concepts of accessibility, promotion to others, repeat business, confidence, usability and safety.
Making sure your digital solution experiences promote your brand and the very essence of your company, have clear customer journeys and drive belief in your offering are good starting points when assessing your digital presence, multi-device offerings, ecommerce experiences and customer satisfaction.
If you would like us to help with your digital experience and digital solution then please speak with us.
