Your customers are everywhere.
If the standards for digital creative excellence were sky-high before, today they’re off the charts — and that’s affecting creative teams of every size and scope in every industry. But for small and mid-sized creative teams, this need to touch every customer on every platform can be a particularly big ask.
“Digital experiences are following a similar trend that we saw in marketing and branded communications,” says Mark Ramel, principal and creative director at Brooklyn-based Armchair Studio. “At one point, creative campaigns offered a simple message and we interrupted people to deliver that message. Now experiences have become more permission- and entertainment-based — you respect that people’s attention and experiences are more participatory and collaborative.”
To deliver these experiences, he says, individual creatives, as well as small and mid-sized agencies, must be laser-focused on conceptualising and delivering deep, intuitive customer experiences.
“Each touchpoint in a customer’s journey has to connect. The brand or brands you support need to deliver paths based on who those customers are and what they want from that particular experience,” Mark says. “And each moment needs to connect so we can deliver digital-first, multiformat experiences — experiences that consider channel, message, desired customer experience and timing.”
Assess your current creative reach.
Again, keeping consistent interactions with customers at every touchpoint is a big ask for small and mid-sized creative teams. But, by understanding the stakes, keeping an eye on what’s next and assessing what your team needs to meet those experience objectives, small creative teams can deliver, even with limited resources.
The first step: recognising what’s table stakes and understanding quickly-emerging customer expectations.
“Minimally, customers expect their digital experiences to be connected, seamless and to keep them from feeling nervous or uncomfortable,” says Drew Milton, associate creative director at Adobe. “Some really dynamic customer experiences are just table stakes now, especially when it comes to digital advertising. A good example: if you buy an item online and later, you see an ad for that same item, it’s easy to feel disconnected from the brand because it isn’t lending value — or even keeping pace.