De conclusie? Consumenten willen authentieke en eerlijke verhalen en gepersonaliseerde interactie. De eerste stap is je publiek en hun gedrag kennen en begrijpen. Zo kan je ervaringen maken die daarop zijn afgestemd. Andere tips:
- Follow the data. Take what you learn from your data analysts about the devices, platforms, and web browsers that your customers use most to prioritize design and development.
- Conduct a customer journey. Walk in your customers’ shoes on how they interact with your brand from print, emails, search, web and mobile ads, mobile apps, and your website, to name a few. If you don’t have an in-house team to do this, consider a customer journey agency or consultant.
- Perform a content and experience audit. Understand what content is being created and by whom. We did this at Adobe. We audited every piece of content we made in FY15—thousands of PDF les, video, emails, banners, photos, and more. We determined which were being measured, which performed the best, and then commi ed to ditching the rest. When you know what works and what doesn’t, you can refocus your team on making what ma ers.