Controlling the complication is the highest test of marketing ability. But complex doesn’t necessarily mean complicated. German Marshal Paul von Hindenburg said: “In war, only what is simple can succeed”. Simplicity wins. The reason why Google, Apple or Netflix have been so successful is reflected in the deliberate simplicity of their products. A brand should be forced to clean up the clutter. In our hyper-competitive world, major technical or quality differences may be rare to find, but what makes for superior differentiation is the customer experience. Simpler is better. Like a Swiss watch, the complication of unadorned and flawless timing sits below the dial. But above, there is only elegance and simplicity.
Associate US Supreme Court Justice Oliver Wendell Holmes Jr. once said, “I wouldn’t give a fig for simplicity on this side of complexity, but I would give my life for simplicity on the other side. complexity ”. It’s a guiding idea that all product managers, developers, innovators and most importantly marketers should keep in mind. The complicating additions follow the law of marginal futility. Feature creep is the most common weed in digital marketing.
Just increasing messaging doesn’t help. Overloading the customer with information with every interaction distracts and deters positively. You have to be consciously attached to minimalism, think visually and always seek to save money.
As part of driving a digital transformation, I have always looked for what seems important to consumers. What converts applicants to buyers once they know about it? I evaluated several soldering points for customer engagement: perception, price, consideration, promotion, buzz and many others. When it comes to the growing legions of digital intentioners, what matters seems to be “simplicity.”
The ease with which your brand can be searched, understood, compared, booked and purchased saves you money. To understand customer ease, marketers need to think in terms of the customer journey. When defining a customer journey, many businesses focus on specific episodes of a customer’s experience (the onboarding or checkout process, for example) rather than a larger concern or need. This focus on transactional touchpoints reinforces siled working methods. For customers, all of these touchpoints are part of the same journey. Customer journey programs only work if they are cross-functional and end-to-end.
Quiet incremental improvements will not suffice. Companies must take inspiration from digital natives and reorganize change initiatives around the customer journey. Transforming the customer journey at scale is built on the principles of human-centered design, agile working methods and the latest digital capabilities and other cutting-edge features while using best practices in customer management. change.
The job of the marketer is not to own the mental space alone, but to mold it into a decision by offering reliable information that allows the intention to navigate the ecosystem faster and more confidently. ‘purchase.
Another common failure that breeds complexity is the inability to recognize typologies and cohorts. When data is plentiful, it is also confusing. That’s why A / B testing and other optimization experiences should focus on search paths, compare journeys, and how to buy. The most effective way for the brand is to ensure that once logged in, the consumer should encounter a minimum number of information sources and smoothly go through with the purchase. This is done through the addressing of use case types. Personalization does not mean creating infinite complexity.
The way to do it is to listen well and be data obsessed. Actively triangulate using social media activity, content effectiveness, navigation path performance analysis which is married to qualitative collection. Derivative actions must be put back into the iterative loop. It’s about endless iterations towards unheard-of perfection.
Scotch makers have collaborated to bring together the flavors of Scotland’s à la carte whiskey. Any karate student can be judged for her ability by the belt she wears. De Beers has categorized all diamonds via the 4Cs – Size, Color, Clarity and Carat. Apple dominated the MP3 market because iPods and iTunes were easy to use. McDonalds has standardized menu, delivery, setup and pricing (PPP) across the world.
Finally, beyond understanding, simplicity also breeds trust. I repeat, the customer experience is the testing ground for loyalty. So look at everything with the eyes of the customer. The key to the kingdom is simplicity. Simplify to solve problems, save customers’ time and effort, and gain their trust.
It really is that easy!
The writer is a Global Marketing and Brand Manager for Royal Enfield. Opinions are personal.