| The Myth: The primary purpose of your web site should be to serve as a combination brochure and on-line ordering portal for customers and prospects. | ||||||
| The Reality: Consumers (both BtoB and BtoC) now expect far more than product information and convenience in ordering from on-line resources. | ||||||
| In recent blogs, I shared three megatrends of 21st century marketing: Megatrend # 1, that customers expect multichannel, preference-driven communications; Megatrend # 2, that they expect us to trust their requirements for deeper engagement; and Megatrend #3, that consumers are willing to share significant amounts of information about their preferences in order to gain valuable information or resources. | ||||||
| Let’s take a look at Megatrend # 4, which is also based on learnings from recent VOC research for companies such as Microsoft, HMS National, NBC Universal and Life Line Screening. |
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| Megatrend # 4; Websites must now provide a three-dimensional experience that engages the customer and abandons the current one-dimensional, corporate, “me”-oriented Web experience. | ||||||
Per VOC research, the three dimensions of experience, in order of importance, are:
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| Examples of companies who do this well: | ||||||
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| Megatrend #4 carries broad marketplace implications likely to play out for decades. According to the New York Times, on-line social networks of friends and colleagues are now a more trusted source of purchase recommendations than traditional search! | ||||||
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| Try This: | ||||||
| Take a fresh look at your site. Identify how you can provide a three-dimensional experience which provides, in order of importance, better access to: | ||||||
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Megatrend #4; Consumers Demand Three-Dimensional Website Experiences
Republished with author's permission from original post.
