I’m a copywriter by trade. I love impactful copy. I love thoughts that make me smile, think or reflect. And I still want to create the perfect print ad. Or, even better, the commercial filled with words. Nothing else. Letters crawling on your screen. What a dream.
In Digital that means nothing
Wow, you made it: One person clicked on your banner while 999 others ignored it. But, okay, you cracked the 0.1% benchmark of clicking on a banner. Congratulations. And, now this one user expects something that resembles the promise you delivered on the banner ad. 999 out of 1,000 times the site experience doesn’t deliver. The user has to look for stuff. Learn a new navigational scheme. Gets shouted at by Flash. There’s download time.
The only rule in Digital Marketing: It’s the User Experience, stupid.
If I have to find something on a website, I’m gone. If you don’t give me what I want immediately, I’m gone. If you waste one second of my life, I never want to hear from you again.
People are lazy.
People have no time.
People don’t care about you.
These are important principles you need to incorporate in anything you do in regards to Digital Marketing.
When I don’t care about you but you’re somehow interesting and I grace your site with my visit, you better over-deliver big time. Or I won’t be happy and your $ spent turns into a liability.
So, make sure to deliver on user experience. Anything else is just a “good-to-have”.
Uwe Hook is the CEO and Co-Founder of BatesHook, Inc. (www.bateshook.com) and a veteran of the advertising and marketing industry with the goal of building connections between people and brands. Uwe can be reached at firstname.lastname@example.org.
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