Guest Column

Building Differentiated Digital Experiences for Stakeholders

July, 2018

In the digital world, the way a stakeholder engages with the brand has gone through a paradigm shift. The matter of fact is, a potential stakeholder spends the maximum amount of time interacting with digital devices, including mobile phones and/or tablets. This is a great potential and opportunity for manufacturers and service providers to interact with stakeholder through such digital mediums and seek attention. Such a digital strategy could be used for external stakeholders to promote and differentiate their brand and or to attract more buyers. For internal stakeholders, the similar strategy could be used for better communication, enablement, and extended engagements. This article further discusses key ingredients of a successful digital strategy and the parameters to measure such successes.

‘Çontent’, is the core in building an unparalleled digital strategy. The content which is relevant to the context, personalized and published for an immersive interactive experience gets maximum engagement from digital consumers. Traditionally content had been created and published more generically in hard printed formats. Content for such printed format are more static in nature and re-purposing such contents is not always helpful. A static content does not allow a digital consumer to interact with it. The content for digital consumption is a combination of multimedia contents and authored in many modular forms. It’s also much easier to package and manage modular contents compared to larger chunks. Another critical component of the digital strategy has content publishing more frequently. This allows a consumer to come back again and again and consume new and updated contents.

Applying best of creative mindset to package the contents into an immersive experience is another important factor in enhancing digital engagements. It’s important to keep in mind that consumption experience would vary between different devices. Say for example, between mobile and tablets, tables have much larger screen sizes and viewing experience is much different than small screen mobile devices. It is thus important in a digital strategy to create a very uniform experience for all devices. Technology can play a very crucial role in creating such uniform experiences for all devices without duplicating the creative efforts.

Having created and published a digital strategy, it becomes imperative to measure the experience. Thanks to being capabilities of touchscreen devices, it is possible to measure the amount of time a potential stakeholder spent on the contents and its frequency of visits. These data, combined with a demographic profile of the consumer can help brands analyze the magnitude of success of their digital strategy in various ways. More so ever, such analysis is also used as a feedback mechanism to improve the strategy.

There are proven results of great engagement experiences and successful digital strategies. Brands were able to create a much larger impact that traditionally would have been challenging to achieve.  There is no mathematical rule as yet defined to create a lasting engagement experience or a firm example that can be repeated. It shall always be unique for every brand with pre-defined objectives to achieve. Most of the time, it has to begin humbly and improved by understanding and analyzing consumer behaviors. Building a differentiated digital experience is a journey and a key success mantra for brands in the digital world.

Nitesh Pujari,

General Manager for Technical Publications Practice at Onward Technologies Limited