Oriol Gifra

I was last week at the University of VIC explaning to students something I wanted to share here with you.

We were preparing a case for a Transmedia project… and conversation finally went to a very interesting point. In reality, what online marketing shoud pay more attention is not how you promote or analize, instead I think marketers today should be obessed in providing an excellent digital experience to the users and clients.

At the end, if you think about it, all is about you digital experience and nothing else.

The experience starts from the first moment people think about looking for your product and service and search for it. What the people of Google called The Zero Moment of Tuth

From that point in less than 10 seconds user or potential client should be already reading you (blog, newspaper…) or your product or services. It means, you should be findable (SEO) and easy accessible (speed and usability).

The digital experience continues when you “enjoy” with what you are offering, doesn’t matter if it is a blog or and e-commerce. We all should make people to enjoy staying with us by explaining interesting things to them or selling interesting product or services.

In the case of e-commerce, all the factors related with that type of business have an important impact on the digital experience of the user or client. Factors such product availability, price, service and Customer Care, or better say Customer Satisfaction Department.

Digital experience continues after users have left the page, because you can send them an e-mail, a product, an alert or whatever engagement strategy you may have. Probably (depending on the type of your service or website) users may continue visiting you through their mobile phones or tablets… 

Today, online marketing is a digital experience storytelling. Do not think only in service or product terms, but start thinking on which “story” of digital experience are you going to tell to your users or clients.

Steve Jobs did not create a mobile called iPhone or a tablet called iPad… he went much farther, he created a huge digital mobile experience behind those devices. We need to create as a marketers also that experiences.

Online Marketer = Digital Experience Director 

We need to create as a marketers our own digital experience for our followers, fans, clients…