Advertising Week

AWNewYork_OfficialGuide-2017

Advertising Week 10th Anniversary Official Guide

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Every time a company designs a rich, useful, or new experience, it raises the bar for what consumers care about. On the flip side, if an experience is frustrating or annoying, a consumer may not give that company a second chance. Building a great user experience is a challenge, especially as we all grapple with how and when to experiment with new technologies. But rather than think about the technologies first, I find it helps to imagine the experience you'd want as a consumer, apply it to your brand, and build toward that. Here are three things I hear from consumers when it comes to what they expect from brands: "Help me faster" Technology is becoming assistive in ways we couldn't have imagined a few years ago. We can pay for coffee with a tap. We can deposit a check by snapping a photo. And we can order laundry detergent with a voice command to a digital assistant. But as technology enables faster experiences, consumers are growing impatient. Their willingness to wait is declining and, as a result, consumers are shifting their thinking from, "Who does it best?" to "Who does it best now?" thinkwithgoogle.com

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