HOW TO INFUSE DIGITAL BRAND EXPERIENCE IN UX DESIGN
Digital marketing and digital branding are all about providing consumers with relevant, authentic and consistent digital experiences. Digital brand experience refers to the sum of what consumers see, think, hear and feel about a brand at all online touch points. These include website, blog, social media channels, apps, and all the other options that emerge for brands to establish contact with their customers digitally. Digital brand experience is the lasting impression that remains with the consumer after he/she engages with your brand online.The brand, its values and its positioning form the strategic framework for digital brand experiences. Creating a consistent and specific experience in this digital world is crucial for a brand's credibility. WHY IS DIGITAL BRAND EXPERIENCE IMPORTANT? Digital brand experience is the glue that helps build a stronger connection between your brand and your target audience. A positive brand experience inspires trust and confidence, and is often the differentiator when it comes to consumers choosing one brand over another. Creating strong digital brand experiences is important because: - more customers are going digital: Especially since the pandemic, people are spending more time on social media and computers, listen to more streaming services, and watch or upload content on YouTube. Consumers prefer the discreet, no sales pressure, convenient method of online shopping, so businesses have to use digital platforms to build brand, promote products and interact with customers. - digital channels reveal customer insights: Digital marketing may lack human contact but it allows businesses to study and interpret customer data to better understand customers' behaviour. Tools like Google Analytics, marketers can examine metrics such as traffic, page views, average time on page, bounce rate, etc. and use the insights to create a positive digital experience.