For most of us, when we walk into a café it is safe to assume that they will have internet access. It is 2020 after all. So what is your reaction if instead, you spot a sign that says:
“We do not have Wi-Fi. Talk to each other, pretend it’s 1995”?
Does your heart sink? Do you cancel your cappuccino and go to the place around the corner where the coffee doesn’t taste as good but you know you can post a photo of it to Instagram? Or do you smile to yourself because it’s actually quite refreshing to walk into a room where everyone isn’t staring down at their screen?
The digital transformation that has occurred since the turn of the Millennium has changed the way that we make friends and start relationships, the way that we think and socialise, for better or for worse.
Of course in marketing, digital and social media represent opportunity. It is a way to reach out to a larger set of people in infinitely creative ways. For many brands today – especially in the beauty industry – shifting to digital is a priority. Platforms like Facebook and Instagram are therefore integral to marketing strategies and product promotion. From an advertising point of view but also because consumers are more likely to look into a product if a friend or somebody they trust raved about it online.
So how can brands overcome mass-digital marketing and avoid being scrolled past in the fast-flowing stream of social media?
Some are already offering online stores or branded apps, which utilize augmented reality so that consumers can virtually “test” products before they buy. While interactive brand experiences like this can be fun, do they provide a true result? Can the condition of the skin be accurately analysed in the absence of a physical test?
Ultimately, we cannot overlook the fact that people are real and products are real. Marketing tools should therefore take the physical reality into account. The tools which are already available are flawed in several ways. They are:
✘ Not user-friendly
✘ Available only in certain countries
✘ Lacking accurate data as basis of analysis
✘ Product driven
✔ Engage consumer with brand
✔ Encourage interaction and bonding via sensorial experience
✔ Reliable (consider the physical reality)
✔ Accurate (digital analysis supports reducing errors in reading results)
✔ Concerned with providing effective, personalised recommendations
By implementing tangible marketing tools and brand activations, it is possible to give consumers individual, undeniable, unfiltered experiences, engaging them with your brand. Take our hydration tester for example – by using this tool, the consumer knows that the results will be unique to them. Digital analysis of the tester strip delivers personalised results straight to their device, informing them about the true condition of their skin, in this case, the hydration level. Armed with this knowledge they are then able to select an appropriate skin care product.
The precise and personalised analysis provided by USP Solutions bridges the gap between the analog and digital worlds and triggers online engagement with an added value of offering product recommendation according to the results. The skin and the product are connected to the digital world by using an analog tester.
Whether you believe that social media and digital business are making us more or less social, let’s not forget that we are all human and that our senses are and always will be the way we learn about the world.
“Like air and drinking water, being digital will be noticed only by its absence, not its presence”"