Right now it’s easy to see that across the digital landscape, the experiences that an individual has, and chooses to immerse themselves in, are increasingly becoming more refined.
Audiences are hyper-connected, with a constant deluge of brand information, news headlines and social commentary at their fingertips. And it’s this continuous cycle of analysis and critique, which is making it harder for brands to define their voice amongst millions of others.
But first, why leave that audience’s brand experience at only their fingertips?
Consumers are experiencing an age where information is delivered to them on every platform, but are they actually taking any of what they see in? You can write a social media post, but will they actually read and understand it? How can you really talk to your customers, explain your message, why you feel it, why you believe it.
2017 is set to see much more ingenuity from consumers. They’re not just looking for the latest piece of news from your brand, but instead, they want to connect with you, talk with you, feel a part of your brand as well. As younger consumers are evolving, so are the expectations for your brand.
The trend of having an individual or multi-sensory experience is creating a much deeper need for brands to grow. Brand stories are intertwining with their consumers’ own, meaning that each connection you have with your audience, has to be both meaningful and relatable.
There are thousands of technology and social software platforms, and it’s now reached a tipping point. So this poses the question, ‘if I have a digital audience, how can make them feel a connection to my brand?’
And this is where experimentation or experiential learning comes into play.
Experiential: the ‘process of learning through experience,' or, ‘learning through reflection on doing.' It’s the act of creating unique; face-to-face branded experiences.
Experiential learning is similar to the design thinking process. It’s a ‘human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.'
But what if brands looked at the possibility of combining face-to-face interactions? Can brands translate their stories into an immersive experience, one where their consumers can connect and relate to?
2017 is the year to focus on the blending of real and digital platforms for an individual experience, and therefore, create a meaningful connection with your audience.