Digital Brand Experience: People, Content and Technology

Lifestyles of the new generations are a mixture of the offline and the online world. With the development of web 1.0 to 3.0, consumer behaviors are now changing tremendously. Nowadays, consumers are more receptive to visuals than texts. Their lifestyles are much more digital-oriented, resulting in the needs to be connected 24 hours. Consequently, offline brand experience alone is no longer adequate for these digital natives. The digital no longer acts solely as “media”. Creating an online experience, therefore, becomes exceptionally crucial. These digital brand experiences range from assuring high media visibility, simple application, creative brand content creation, real-time conversations, ethical brand crisis management to media choices considerations (paid, owned, or earned media). Additionally, digital brand experience needs to emphasize on human resources both internal and external especially the online influencers. Overall, digital brand experience should create a balance by giving the emphasis on the people who are the mechanics, as well as, the content which acts as the storyteller. With the continuous development of technology, brands need to be managed under high technology and high touch.