A couple weeks ago I received a call from a print publication that I had subscribed to asking why I hadn’t renewed the subscription. I paused and told the representative that I get what I need online. She sighed, explained that the publication contains content not online, which I said I understood. Needless to say, the call ended with me not renewing my subscription, which I felt kind of bad about. After all, she sounded pretty disappointed.
Then I thought about it. Consumers, including myself, have no reason to deal with products, services and brands that don’t fit into their lifestyles. There’s too much to consume, too much to handle and too many options to settle for anything less than what fits into their lives seamlessly.
Sizzle Without the Steak
Technology has done a lot, but it’s done one thing incredibly well. It lets us do some awesome executions and develop some incredible experiences, and marketers have taken advantage of this by creating branded experiences on already established platforms or building their own from scratch.
One thing separates those who are successful and those who are not. The most successful marketing efforts fit into and offer value to the lives of the consumers they aim to communicate with. Whether it’s a Facebook Page, YouTube account, company blog or something else, the most successful efforts understand who their audience is and what is valuable to them.
3D televisions, right now, bring great technology that doesn’t yet fit into the lives of consumers. They make watching television harder, which is one reason mass adoption hasn’t taken off yet. Their usability is cumbersome, and until they fit consumers’ lifestyles, they’ll remain on the shelves for the most part.
Creating Experiences that Fit
We can no longer expect consumers to bend over backwards to have access to an experience. If it’s too hard, they’ll find something else, so instead of expecting consumers to adapt, we as marketers must adapt for them.
In the social space, we should always be able to apply appropriate answers to these questions:
- What are consumers getting from us? Is it what they want?
- What will they walk away with?
- What will keep them coming back?
- Why will they tell others about their experience, if anything? Is it easy for them to spread the word (i.e, does sharing fit seamlessly into the experience)?