Virtual Experiences Engage Consumers, Extend Brand Loyalty
By Dana Kohlbeck, PR Specialist Coalesce Marketing & Design, Inc
Originally printed in the July 28, 2008, MarketSmart Column of the Appleton Post-Crescent
The relationship between brand and consumer has taken a virtual leap, with Web sites serving as an essential marketing platform to engage consumers and optimize the brand with heightened personal experiences.
Interactive features such as video, blogs, RSS feeds and other custom-made applications help marketers move beyond the static, text-only Web site to connect with consumers and drive sales. Marketers must take note — tool-centered virtual experiences are becoming expected, and help to drive brand loyalty.
Build-your-own pizza creation with Domino’s®, customize skin care solutions to your personal skin type at Olay®, design your dream kitchen with Lowe’s®, or build a virtual luxury car with Cadillac®. Online applications such as these allow consumers to interact online with the brand — helping them to feel accommodated, have ownership and be creative.
A first impression of a business or brand can make or break a return visit, and today, the first experience with a business can likely be online. According to a recent Pew Internet & American Life survey, more than 60 percent of Americans say they will research a product or service online before purchasing. So, how does your Web site interact with, engage and entice potential customers to purchase a product or take the next step to learn more about a service? And more importantly, does it encourage return visits?
Today, consumers look for Web sites to be customer-centric. In the era of virtual gaming and reality television, creating online personalized experiences or useful, informative tools encourage engagement, gain word-of-mouth excitement, add value and generate brand loyalty. Creative online features also help to drive returning Web site traffic and encourage frequent brand interaction. Upfront costs to build online applications are small when compared to the potential impact on your bottom line.
Is your Web site hitting the mark? Measure the relevance, usability and application through free online metrics programs such as Google Analytics. Such programs calculate insightful Web site data to help businesses tailor content, applications and graphics for optimum results.