Everything is connected in our digital lifestyle, so your brand should have a consistent approach to everything: product development, finance, marketing, user experience.
The power of now
The power of now is very strong in most people. Humans are bad at long-term vision: problems need to be solved as quickly as possible. If the solution happens to present itself almost as simultaneously as the problem, most people will not hesitate to grab the opportunity with both hands. We are wired to live in the present. That’s why it’s important that your customers get a consistent story, branding and product development that speaks to them and solves their problems immediately.
Example: McDonalds is one of the top examples of a successful brand across multiple platforms; they have a consistent media presence, focusing on their star products and they don’t introduce innovation unnecessarily (or they are perceived not to). Added bonus: they can be found almost anywhere in the world. Feeling hungry, this fast-food chain is happy to help.
How can you use this in digital marketing?
Have consistent branding and style online and offline, and make sure your story stays consistent across platforms – website, social media, print, etc. – so your customer experience is consistent as well. Thinking about launching a new product? Check first if there is a need and launch it across platforms to make it readily available.