webThe development of digital media across multi-channel platforms enable brands to enhance user experience. Yet many online businesses concentrate on the product rather than the customer.

As the Internet of Things moves swiftly towards omni-channel experiences, there are more ways than ever for brands to connect with customers. But at the same time, the virtual reality of online domains can mean businesses can become disconnected from their customers.

It is become equally important therefore that brands create a good user-experience regardless of the platform or stage of the purchasing process. UX may be driven by design, but it is more than an interface.

Team game

Once upon a time, digital marketing was about specialist knowledge. Whilst little has changes in this respect, there is no room for individualism. Digital marketing is a team game for team players.

User experience is about the relationship your customers have with technology and it is the role of the digital marketing team to identify and design that relationship.

Whilst a content marketer and a web developer may face different challenges, they both have to work towards the same goal of the strategy – which means sitting down together to map the path and plant the flowers.

But don’t forget about the seeds that will fall out along the way. The sales team and customer service team also need to be aligned with the digital marketing team to enable them to deliver a prompt and personal response to customers.

Changing technology

Technology has changed the marketing landscape dramatically in a short space of time, and UX revolves around the device they are using to access your site, read about your products and above all make the purchase.

The purchasing path is therefore getting longer and the range of flowers broader. Online marketing is not about promoting a product, but how you engage with your customers and how easy you make the purchasing process.

According to a study conducted salesforce.com, 91% of consumers say they want to be able to access content by whatever means possible. Tablets are the preferred choice at present followed by smartphones.

But with the likely emergence of wearable tech this year, marketers have another way of interacting with customers. In two to three years, fibre technology could be so advanced that companies can offer profound virtual experiences that are a close second to reality.

More than a message

Online marketing involves more than delivering a message. The demands and expectations of consumers are focused on the customer service you offer and how easy you make the purchasing process.

Essentially, consumers want to feel important and be assured that the product they are buying will change their life in the way you tell them it will. In other words, you need to hold their hand and guide them safely along the garden path.

As technology develops there is a greater need for companies to bond cross-departmental processes otherwise the overall customers experience is not cohesive and you could suffer from loss of sales.

You can’t promise a spectacular water fountain then push your customer in the rose garden!