What defines an experience for a customer – is it commercials, social media or entering a store to interact with brand ambassadors? Brands are challenged daily to create real, long-lasting and memorable impressions on their audiences. So, is it more important for a company to produce a virtual or physical brand experience for it to truly resonate with consumers?
The goal of both the virtual (real-time marketing and social media) and the physical is to bring the customer closer to real world purchase intentions. While data suggests that real-life physical experiences resonate on a deeper level with shoppers and draw deeper emotional connection than virtual interactions, virtual experiences provide the convenience of shopping at home.
With the introduction of personal computers – Apple, Amazon and Google created an altered user experience that changed the way we look at branding. For example, social and digital technologies like iTunes blends the virtual and real-world experiences of music, television and movies. Now, there’s no need to enter a store or leave the comfort of your home, because everything is a click away.
In another example, the fields of arts and science have also entered the virtual realm with short films, videos, audio, recordings and animation. Wechoosethemoon.org’s project at the John F. Kennedy Presidential Library and Museum lets us artfully imagine what it may have been like aboard the first manned mission to the moon – both emotionally and physically.
Clearly the digital and physical worlds have merged and developed a consistent brand voice within a single platform.
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