3 Buzzwords for Post-Digital Thinking — #FORRMktg 2016 TakeawaysMay 02, 2016
A blog by Russell Davies back in 2009 anticipated that ‘screens would become boring’ and that the term ‘digital’ would become redundant. He referred to this as post-digital thinking and predicted greater blending of our physical and virtual environments.
Fast forward seven years. Technology has shifted drastically over this period and post-digital now reflects reality. It was a key discussion theme at this year’s Forrester Marketing Conference in New York. Some form of digital is now present at almost every consumer touchpoint. With the pervasiveness of connected devices at every brand-consumer interaction, digital marketing & marketing are now nearly one and the same, and the label ‘digital’ may gently fade away over the next few years.
The Forrester Perspective
In a post-digital phase, we now walk a blurry line between Marketing and Experience wherein rich data (not big data) provides a conduit. Forrester outlined 3 aspirational goals for brand-consumer interactions:
- Be frictionless
- Be anticipatory
- Be immersive
Due to the power of mobility, any consumer experience can be shared on social channels in seconds with potential for amplification. Negative experiences can also spread instantly. Brands should thus aim to transform both touch and touch-less experiences to be as frictionless as possible. Marketers will benefit in a big way as frictionless consumer experiences drive up affirmative word-of-mouth brand equity; authentic user-generated-content is an invaluable currency that reinforces trust.
Generic one-size-fit-all messaging falls short in a time when new media channels, paired with mobility, have created lots of distractions for today’s consumer. To attract attention, marketers should actively seek opportunities to push programmatic time-based and trigger-based messaging to their audiences. Relevant, timely messages will foster personalized and positive consumer experiences, while increasing the likelihood of conversion.
Social information is a great asset for programmatic marketing for two reasons: (1) social channels provide marketers with data (like what is being shared, who is driving the content, and where the conversation is happening) to validate/disprove any hypotheses about consumer behavior, and (2) active listening on social channels can surface cues to trigger programmatic offers.
Only 26% of people trust unsolicited brand messaging. To reinforce brand trustworthiness and cultivate brand authenticity, brands need to deliver a consistent brand identity and deliver on promised values at every consumer touchpoint. This consistent experience should factor the brand personality on virtual channels (web, social, mobile), and at physical locations (store, venue).
How Zoomph can help with your Post-Digital Strategy
There is a behind-the-scenes blending of Marketing and CX strategies that are required to drive these 3 goals. Frictionless, anticipatory, and immersive consumer-brand experiences cannot happen with a disconnected strategy like the cluster mess shown below:
When I joined Zoomph, we kicked off a journey to create an end-to-end 360o suite that would provide brands with an organic, unified solution to power everything social – including (but not limited to) listening, monitoring, discovering, engaging, publishing and activating insights. We were intent on streamlining cross-functional marketing functions within a single connected platform.
Today, we are still driven by the belief that our homegrown, unified platform will help brands become more anticipatory and immersive on new media channels, plus glean more opportunities from frictionless experiences.