Brand experience in traditional marketing or
(Traditional Brand Experience) is the look, feel, perception, direction and
ideology of a brand/organization as perceived by an individual. This perception
may have been created willingly or unwillingly by the brand itself and hence
becomes the representation of such a brand.
Subconsciously, for any individual to truly
experience a brand they make use of their six senses. They subconsciously make
use of the sense of sight, touch, smell, taste, hearing and lastly thought
(brain) the later being where the conclusion about a brand is been summarized
and made. One may not necessarily need all senses at the same time when
encountering or evaluating some brands.
For instance, when sizing a brand like Kentucky
Fried Chicken you need all six senses but when factoring a brand as GT Bank all
you need are just your sense of sight, hearing and thought (brain).
In-essence, the lesser the senses involved the
harder it is to send out a strong brand message to either an existing client or
a prospect. For example, GTBank however can only be evaluated by just the senses
of sight (Images, Videos), Hearing (Audio) and Thought (Trustworthiness,
Approach, Customer Service & General Appeal). GTBank can only appeal to the
above listed and not to your taste nor your touch.
For a brand like Kentucky Fried Chicken it enjoys
the luxury of all the six senses and assuming they have failed with the only
three senses available to GTBank, they could still give a customer a good brand
experience with the taste and feel of their meals.
Brand experience is not only relegated to Marketing
and Advertising but it actually begins with “BRANDING” and sustained by Product
Value, Marketing and Advertising. I will
not deviate into the topic “Online Branding” that’s a topic for the future.
ONLINE
BRAND EXPERIENCE (OBX)
OBX is unlike Traditional Brand Experience (TBX) that
makes use of all our five senses plus the brain. Online Brand Experience (OBX) is
about how an individual PERCEIVES, ACCEPT and INTERACT with a brand while
encountering it online. It could also be said to be how a brand is positioned and
seen online.
2
Ways to Create OBX
I
– Appearance (To Appear Online)
II-
Engagement ( To Engage Online)
Online Brand Experience is essentially about a brand
being online (Appearance) and the brand making meaningful impacts and
interactions that helps its business directly or indirectly (Engagements).
APPEARANCE
(Online Brand Appearance)
This refers to the deliberate existence of a brand
on the digital web with the aid of multiple platforms that helps put a brand
online.
Whichever way we choose to look at it, every sincere
and reliable 21st century business that is ready and open to
commerce must have an online presence and some of the platforms that put a
brand online are its WEBSITE(s), BLOG(s), EMAIL ADDRESS, NEWSLETTERS, SOCIAL
MEDIA PAGES and HANDLES, MOBILE APPS, INSTANT MESSAGING CHANNELS and so on...
After establishing your online presence via the above
listed, the look and feel of your website and landing page, social pages and
handles, branding of your social pages, Online CRM and Search Ranking can
directly influence how potential customers view your business.
Whatever view you want for your business can be
established online and this essentially is a crowd puller or otherwise. It is
better not to have an online brand presence than to have a poor and mediocre
online brand appearance – it’s better not to be online than to be with a despicable
look.
Factors
That Aide Online Brand Appearance
·
Web & Mobile Suitability
·
Color (Brand Pantone)
·
Font
·
Design & Graphics (Brand Projection)
affinity
·
Format and Tone (Audio, Video, Text
& Image)
·
Content Strategy
·
Page & Handle Nomenclature
·
Page Branding
ENGAGEMENT
(Online Brand Engagements)
This refers to any content driven activities being
carried out by a brand via her online PLATFORMS and are aimed at ENFORCING and SUSTAINING
a brands online presence, INCREASING sales and brand visibility, SHARING information,
GROWING her online community, ENTRENCHING loyalty, PROMOTING costumer relations
and customer brand experience.
Factors
That Aide Online Brand Engagement
·
Search Presence (Earned Search Ranking)
·
Search Placements (Paid Search Ranking)
·
Display Advertising (Online Display Ads)
·
Paid Social Advertizing (Social Media
Ads)
·
Mobile Presence (Native & Optimized
Engagements)
·
E-Mail Marketing (Newsletters)
·
Content Marketing (Creative Social
Content Strategies)
Advantages
of Online Engagement
·
Online Service delivery
·
Online Customer Relationship Management
(eCRM)
·
Online Reputation
·
Online Brand Awareness
·
Online Value
With the above listed elements, every business/brand
with an (Online Presence) has to their ultimate disposal the power to engage
any digital native, troll, newbie or passerby.
However, how you make use of the tools at your
disposal as a Digital Marketing Strategist or an Online Reputation Manager
depends on how creative and how passionate you are about the job.
NOTE: After every unique and well tailored online
brand experience created, online
CONVERSION and RETENTION becomes the price. And this should be the GOAL
of every savvy digital marketer.
Qualities
of a good OBX Expert
·
Knack
for branding
·
Content
savvy
·
Multi-skilled
(Social media expertise, Graphics & Copywriting skills are essential)
·
Analytics
crazy
·
New
media driven
·
User
Experience (UX) aware
·
Digital Marketing savvy
OBX
Monitoring
This is a way of understanding how people online
respond to a brands online appearance and online engagements. With OBX monitoring brands can get insights into how
they are deemed by digital natives. It helps to easily understand consumer
behavior towards a brands online strategy.
OBX Monitoring Tools
·
All Digital/Online Analytics tool (Google
Analytics, Facebook Insight e.t.c)
·
Commenting & Analysis (Disqus,
Livefyer, Storify)
·
Hashtag Monitoting Tools (KeyHole,
HashTracking, TalkWalker)
·
Social Media Comments & Feedback
Analysis
·
Email Marketing Analytics
·
Social Monitoring tools (Social
Mention,Google Alerts, Tweetdeck etc.)
·
Mobile App Tracking etc..
Useful
Notes about OBX
·
OBX is not for everybody, it’s strictly
for BRANDS
·
It help brands rack up quality (Quality
Control)
·
It helps differentiate a brand from
every other jargons online
·
Monitoring peoples OBX aide planning
·
Creating & Sustaining OBX increases brand
value
·
OBX is a form of digital User Experience
(UX)
·
OBX is continuously been created & sustained
·
It’s one thing to create and manage the
experience and it’s also another thing to monitor, analyze and evaluate it.
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