This is Mona

As many people fumble with the dreaded word recession, I personally think that there is much gain to be had as a result of the economic downturn. Let me put this into deeper context. The digital arena, which I classify as a service industry mainly because its success is based on a positive user experience, we all play in has not only emerged as a dominant communications channel, but has evolved from a single to a multiple track platform. The explosive growth in this domain has been realized in part ever since the advent of online community. I don’t mean to be absolute when I say that these movements, if you will, have marked digital in 2008/2009. They have set the stage for the next wave of trends we are currently and soon will be witnessing for digital, such as advanced mobile communications, location based services and citizen journalism. Its a lot to handle for the likes of brands and consumers as they equally try to reconcile some purpose and relevance among the many emerging technologies. Now more than ever companies have to recalibrate to offer compelling value based on understanding user wants.

Design provides much value in this context. There is a strong opportunity to capitalize on the effects of the recession by embracing design across a multitude of functions, all towards igniting innovation and a basis for human centred offerings. There is lots of room for companies and their brands to improve the customer experience. To highlight my point, I was reading an article in Monocle on how a recession can yield positive challenges for the hotels industry. The recession has seen a great halt of hotel projects. In tandem, user desires for an unparalleled experience is unabated. Times like these call for hotel management types and designers to really consider what the customer wants. What’s the difference in the evolved desires between hotel guests and digital consumers currently? Not much. Both are looking for relevance, originality and context. Realize, the intent here is not to isolate my point to the hotel industry per se, but to highlight a universal truth that applies to the digital communications industry.

Where momentum of new technologies is rapid, agencies offering digital capabilities are gradually witnessing clients seeking them out for thought leadership, rather than for production alone. Good move. Clients need to be just as savvy as their consumers when it comes to properly adopting technologies to meet a business objective and user need. If the outcomes of a recession are placing increasing onus on behalf of the clients to get creative with their value proposition, all the better.

Recession Schmession Companies who want to reach their consumers in innovative and meaningful ways need not dive deep into their pockets. Instead, they should listen. Here are some resolutions companies with an agenda to appeal should consider: 1) Involve your audience. Consumers are brand advocates, the ones most likely to influence their communities in ways the average marketer cannot. Move away from the traditional monologue and start conversations with your audience.

2) Proactivity in reach. Find your consumers instead of having them find you. One word: Touchpoints. We are in an era where consumers are creating numerous life streams (credit David Armano) in a quest to build their online social identity. Find them. Engage them. Reward them.

3) Incentivize. Make participation matter. Audiences today have an even bigger voice. No. Correction: Audiences today have avenues in which they can be heard more than ever possible. That in itself is value. If you are creating a conversation ecosystem, give people a reason to participate. Peer recognition or more direct type rewards are nice examples.

4) Complacency is the devil. The worst kind of content is the kind that’s stale. To put it into context. Say a company I am somewhat interested in has invited me to join their Facebook page to interact with their brand. The page is great, comments aplenty. 2 weeks later, content is the same, no re-fresh or update of any kind. Meh. I’m out of there, and chances are i’ll probably not return as I will assume there won’t be any news on that page again. They’ve already lost a recurring visitor. Imagine thousands other than me with the same user experience? Companies have to work really hard not to be a “One Hit Wonder” (i’ve recently coined it as the One Hit Wonder Syndrome… trademark, Mona Chammas). Content is key, but evolving content is crucial. Hire a moderator to channel the conversations and keep the topics dynamic. Beware of astro turfing though, the web 2.0 crowd is much more alert than you think.

5) Embrace the soft sell. We are now in an era of mitigating risk (thanks economic meltdown!) rather than maximizing return. Instead of focusing on acquisition, try to retain and maintain with the above principles. In short, create value by allowing your audience to participate in your brand developement. Reward them and always keep them coming back for more with fresh content. Result: a high propensity for those who you’ve engaged to buy your product and better yet, to recommend your product to others because let’s admit it: you’re more likely to buy something from someone you know and trust than to buy from a banner ad that tells you to do so! Keep it simple at the end of the day. Happy New Year folks!