Modern magic, sometimes even modern religion. This is how technology is sometimes perceived. But with all the wisdom, all the knowledge, all the communication that is possible in this asymmetric digital age, often it is the patience and the endurance of the consumer that are seriously tested.
Virtually everything in your life is connected and able to communicate. The constant updates, notifications and chirps could quickly overwhelm. Marketers who contribute to this ever-increasing noise risk rendering their messages irrelevant, ignored and ultimately dead on arrival.
As we navigate this hyper-connected, hyper-relevant, hyper-personalized, always-on landscape, what key questions should brands be asking when designing any communication?
Calm technology might be an answer – it’s the concept that technology shouldn’t require all of our attention, just some of it, and only when necessary. It’s a state of being in which a user’s primary task is not determining how tech works, but being human. Having smarter people, not things. It’s the same with interruptions or distractions. Finding the right level could mean the world of difference between learning and creativity, or annoyance and irritation.
If brands were to embrace the following ideas, it could mean better engagement in a more relevant and contextual manner.
Marketers often overlook the nature of the customer’s mindset because what matters most is the desire to hit their numbers. The key is to empower the customer with what they need to help them make a confident purchase, while also developing a holistic view of each individual customer interaction and experience over the life of the relationship.