A unified experience means you give people what they need, when they need it, without creating new content each time or reinventing your company on every platform. It means you present a consistent image and message no matter where the customer is, without becoming fractured or conflicting.
Same content. Same capabilities. Just accessed in different ways.
Why am talking about marketing strategies and experience design in the same discussion? Because everything that is customer facing ultimately rolls up to the same place. And marketing campaigns and design strategies roll together to create part of the same customer experience.
Multi channel marketing is the ability to drive your message across multiple channels and touch points. But just having multiple channels doesn’t automatically mean you’re doing it right. Communicating through multiple channels can be good. But multi channel marketing isn’t cross channel marketing.
Cross channel marketing is harder. It’s the ability to drive a single campaign or message across multiple channels in a manner that is consistent, integrated, and furthers the campaign. Because customers are in constant motion and interacting with different platforms at any given time, we want to reach them where they are at the right time, with the right message.
Marketing campaigns strive to reach customers where ever they are, on whatever platform. Often marketing can set the tone and the expectations for what the ultimate experience will entail.
A break in the system is a glitch in the continuous experience. Every interaction is a part of a global ecology. Examples.
Maybe if we had a really great strategy for pervasive information architecture, we could foresee problems and prevent glitches. But what kind of strategy helps you foresee every possible problem?
Top-down information architecture: Start with the users’ needs and the business needs and filter down to define the structure and the content.
Bottom Up Information Architecture: Look at the relationships between the content, how people use the content, and then build up from there.
Push Marketing: Create content and resources and push those out to other platforms to meet your users where they are.
Pull Marketing: Let your users come find you on your platform. Let them create their own content that supports you.
Most organizations don’t rely on just one strategy, they utilize multiple methods. All these different forces make for a more complicated system, but the actions and reactions create a dynamic and interconnected ecosystem.
When we think about creating for multiple devices, we’re thinking about an ecosystem of interconnected parts and pieces. We’re thinking about creating for the complete picture, where everything is connected.
We need to build bridge experiences. We need to offer continuity between channels. These tie together interactions online, offline, and across devices and platforms.
If we’re trying to build bridges, let’s step back and look at design in the physical environment for inspiration.
That’s fine, but we work in the digital environment.
Why this tool? Because we need to spend more time understanding our users and the environments they interact with our brands in.
A key here is starting with what you directly orchestrate but taking into consideration any internal forces and external forces that may be a part of the overall ecology.
Mapping a Unified Experience Across Multiple Devices
Habits of online newspaper readers,
by device and time of day.<br />97% views<br /><1% views<br />2% views<br />iPad<br />Percentage of shares by platform over the course of the day<br />phone<br />computer<br />time of day<br />via Comscore and the Wall Street Journal<br />
“Environmental Design is a human-centered
disciple that is focused on the design of a user’s total experience. We span the creative environment between spatial, object, and emotional communication.”<br />David Mocarski, Chair, Environmental Design, <br /> Art Center College of Design<br />