Blog

01/12
2018

Just How Critical Is DX to Your Brand?

01/12/2018

Just How Critical Is DX to Your Brand?

A good digital experience (DX) is one of the most important components of a modern marketing strategy, but it’s difficult to achieve without the help of a powerful AI tool.

Though there are countless other examples spanning just about every market niche imaginable, Uber is perhaps the quintessential case of an exemplary user experience compensating for an unremarkable product. Despite offering more or less the same core service as taxis and other car-for-hire outfits at a similar price point, Uber has managed to go from small startup to $100 billion industry-leader in the course of a single decade.

This incredible success can largely be attributed to the usability of Uber’s app and the top-of-the-line brand experience the company delivers to its customers. Stories like Uber’s drive home the point that, in today’s marketplace, a good user experience is just as important as a quality product and competitive pricing.

A Deafening Digital World

The value of a top-notch user experience has been heightened greatly by the rise of digital tech, which has greatly increased the portion of time consumers spend engaging with media. Research indicates that the average smartphone user touches their phone 2,617 times per day, a figure that can rise to as high as 5,400 touches among particularly active users. As such, a poor or unmemorable user experience gets quickly drowned out by the constant barrage of information to which the modern consumer is exposed.

In order to survive and thrive in this kind of landscape, companies have no choice but to create a comprehensive, engaging digital experience (DX) for each and every one of its potential customers. Building a brand involves more than an eye-catching logo and an attractive core offering: it’s about articulating a purpose, eliciting emotions, delivering interactive experiences, enabling new behaviors, and inspiring social connections.

Collectively, these brand-building endeavors amount to the creation of a fully-realized digital experience, and are often the decisive factor in a company’s success or failure.

The Inherent Complexity of Modern DX

A good DX is not restricted to a single, make-or-break marketing touchpoint, however. In fact, it covers a customer’s entire experience with a brand in the context of their unique digital environment, from online ad campaigns, to the company’s website, to reviews on third-party sites, to text or email purchase confirmations. Consumers do not experience any brand in a vacuum, and marketers must take all of the digital noise occurring around the brand’s touchpoints into account when crafting their DX.

Unfortunately, the sheer number of channels and devices on which consumers experience branded content makes it difficult to predict how a DX strategy will play out and undermines your ability to measure its success once it has been implemented. No matter how experienced a marketing team may be, it simply isn’t humanly possible for a team to collect, track, and analyze the millions of data points necessary to define specific customer journeys across digital channels.

Building a Strong DX with AI

Thankfully, cutting-edge tools like Albert™, the world’s first fully-autonomous marketing platform, can help marketers overcome the obstacles presented by today’s oversaturated digital spaces, as well as craft and deliver a high-quality DX to each unique customer.

By leveraging his advanced artificial intelligence capabilities, Albert organically understands customer journeys across all channels and devices. That liberates marketers from much of the time-consuming busywork that holds them back from generating more compelling creative materials and producing a DX that will stand out from the crowd.

Ultimately, as Uber and others have shown, modern marketing comes down to quality of interactions more than quantity of touchpoints. An engaging DX is the central component of a quality-over-quantity approach to marketing, and is therefore absolutely essential for any brand hoping to establish itself as a leader in an increasingly overcrowded marketplace.

To learn more about how to create an engaging DX across all touchpoints in the customer journey, register for our upcoming webinar: AI and the Customer Experience.

by Nir Huberman
Head of Product