Engage your customer. Give them a great experience. AND help them reach their goal.

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via digitalbuzzblog.com

The digital consumer has multiple communication channels and it's great that companies, or more specifically the marketing departments of companies are catching on. But this should not detract from basic principals of consumer engagement.

Dragon Catcher is cool. It's on your mobile devise. It's exclusive to the attendees of the event (social needs). It closes the gap between reality and internet, an augmented form of reality. It has game mechanics. It has a fun creative idea behind it. It's a cool package.

An entertaining shiny new toy is a great short term tactic to get attention. Customers experience a deeper use of their digital channels and focus shifts from one campaign to the next. But was it truly useful? Did it have high brand utility? Did it create or add to the customer relationship to the brand?

This campaign did not engrain the Qualcomm brand into the values of the consumer. It did not add a benefit and did not help the consumer reach a goal. It could have done that better. The game should have helped people connect to eachother. The game should have helped the user explore the Qualcomm brand to realize the effect on their business.

Help your customer fulfill their goals. How does your marketing move your brand forward? How do you campaigns fulfill their needs?

The Perception Gap - Stop being a marketeer, start being your own customer.

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I am going to suggest that you need to start thinking like a customer, outside-in, not inside out. It is not about control of the conversation, it is about mutually beneficial value. A fair exchange. Social media is part of something we call the customer engagement continuum, aka consistency of interactions and touch points independent of the channel used.
via socialbusinessone.com

A BCG study found that 80% of businesses believe they give an outstanding customer experience. 8% of customers believe the same.

We're seeing that same disconnect in the social media space. (Thank you Mitch Lieberman).

Despite of the closer engagement between brands and customers through social media, a perceived humanized connection between business and consumer, there is still a high disconnected with reality. Instead of projecting your own desires as a brand marketer, look at the data. Think outside in, not inside out. Be a customer. Experience what they go through.

Does this data shock you? If not, what are you doing differently?

I got in touch with an angel, how do I share this!?

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via mashable.com

I like this. It's remarkable. It could have been better.

Where is the shareable component? Any remarkable event begs to be shared. Lynx could have taken all the videos, chopped it up into per interaction videos. Placed them online where the consumers who interacted with the video could share it via their social networks.

When you make something remarkable, do you make it shareable?