CPX Interactive: In An Interactive World, User Experience IS the Brand - David Shay

amp8230User Experience IS the BrandIs it 39digital marketing39 or 39interactive marketing39 I am never sure which is better to use so I use them interchangeably The confusion is understandableamp8211I guess The world of digital marketing ushered in the completely new concept of being able to interact with the message being put out by an advertiser We take it for granted at this point but 39clicking39 on an ad39 was a pretty amazingly novel idea a little more than 10 years agoUnfortunately as I have written about before in this blog I believe the industry actually may have leaned too far into this novelty 39Interaction39 quickly became a tactic to be measured rather than a part of the strategy to be incorporated By 39ponying up39 on the idea that interaction could now be measured digital advertising may have tied a weight to itself that it is only now learning that it must shedThe truth is that the interactivity the ability to engage and control our experience offered by digital media provides advertisers the chance to completely rethink their brand strategy In a world where interaction is the norm a user39s brand experience becomes three dimensional A brand advertiser can now focus on the look and feel of his brand while also focusing on the core benefits and attributes of his brand and perhaps more interestingly on how to create interactive extensions of those benefits and attributes in which to immerse his potential targetWe do ourselves a disservice however when we try too hard to make this point When a digital marketing player starts talking with a brand advertiser about the user experience possibilities he often becomes so passionate about the picture he is painting that it seems to be a zero sum game where all advertising dollars would be best spent in the digital rather than the traditional realm The knee jerk reaction to being told that everything you are doing must change is certainly predictable and it is of little surprise that brand advertisers often end up rejecting the idea that interactivity could assist in the job of brand buildingIn order to move forward we must start thinking more about how digital and interactive media advertising can play a role in the overall brand strategy and in fact work to magnify and compliment parts of a campaign that are executed across traditional media The 39user experience39 of the brand can begin in one medium and continue in anotheramp8230one that allows more exploration In his commentary on MediaPost today Olof Schybergson CEO of Fjord a 10yearold digital design firm explores this possible solution to the feud between digital and branding as he lays out a number of points that today39s brand advertiser should ask himself in light of the interactive possibilities Schybergson also explainsThere are many great examples of integrated campaigns that truly take a user on a useful and enhanced journey with the brand Companies that are getting this right often capture user interest or trigger a thought in the offline world and then engage and provide additional information and buyin onlineThis kind of integrated media campaign is absolutely the path forward Bringing the digital experience into the planning stages of a cross media campaign will open some important doorways in creating new levels of brand engagement and therefore brand favorabilityand isn39t that what 39branding39 really meansThe bottom line is that in an interactive world user experience is the brandCheck out wwwstrategyisthenewcreativecom for more of our ongoing conversation on the importance of bringing interactive strategy into the creative branding processDavid Shay is the EVP of Marketing for CPX Interactive a global online ad network David came to the world of online advertising after a career as a practicing attorney He joined the CPX team as the 13th employee in 2006 David can be reached at dshaycpxinteractivecomRead all David39s MediaBizBloggers commentaries at CPX InteractiveCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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CPX Interactive: In An Interactive World, User Experience IS the Brand - David Shay

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