A notable presentation from the 2nd annual Marketing Week was carried out by Steve Mast, vice-president of Delvinia, who discussed business digital diseases, how they ruin users’ online experiences and their possible cures. These “diseases” occur when brands attempt to use social media without a great deal of success wondering why the digital world is not in sync with their goals. Each of these social media diseases can be avoided, or “cured”, without falling in the trap of lower online sales, visitors and return on digital investment.
The “diseases” were determined using survey data from Asking Canadians (Delvinia’s own research division).
Participants were asked to grade familiar complaints about websites, producing this top six list of diseases which include:
The over use of ads on websites because marketers feel so strongly about advertising products and services at the expense of the customer’s experience.
Not listening or responding to your customers and prohibiting conversation and a connection with a brand.
The overuse of trendy tech gadgets.
Navigation Deficiency Virus
Confusing site navigation because there’s too much content.
Obsessive Content Disorder
Information clutter and inundation due to irrational fear of removing old content from a website.
Asking for customer information in confusing ways making the site’s core purpose difficult and frustrating.
Although these problems appear to be part of a new medium development cycle, similar to how advertisers struggled with television in the 1950s; there are ways to prevent these common mistakes, “curing the diseases” with an easy formula. The 5 step formula as suggested by Mast includes understanding your customer, focusing on the customer experience, providing people with a voice, communicating and learning from the experience. In other words, it’s presenting your brand as approachable and customer oriented as possible in the digital world that makes your brand the “healthiest” and “disease free”.
Source: Marketing Magazine