Forbes: Vincono i Brand che creano esperienze semplici.

 AICEX: La vera complessità è rendere le cose semplici. Questa è la frase attribuita ad Albert Einstein che ci è tornata in mente leggendo questo post.

A hot topic over the past few years has been marketers’ attempt to build better customer experiences. But what does that mean? Does that mean to develop experiences that increase consumer-brand engagement, increasing the amount of time the consumer spends with the brand? Or from a consumer perspective, does it mean making the consumer-brand experience simpler so that the consumer can spend less time engaging with the brand and more time experiencing life?

According to a new global study, marketers need to rethink what a great customer experience is. Many customers desire more seamless, simpler, faster brand engagement. Time is the rarest of commodities brands that give consumers the benefit of more time are being valued. Global brand strategy and experience firm, Siegel+Gale, just completed their seventh annual Global Brand Simplicity Index study, designed to better understand: 1) the impact of simplicity on consumer behavior and firm performance, 2) the brands and industries that create the simplest experiences, and 3) the top brands that use simplicity to drive disruption. The 2017 study, based on an online survey of more than 14,000 respondents across nine countries, ranks 857 brands on their perceived simplicity. Below are some key findings from the study and insight from Margaret Molloy, global CMO and head of business Development for Siegel+Gale.

Key Findings

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Forbes: L’importanza della Customer Experience nell’epoca della gratificazione istantanea



There is much talk these days about the rise of customer experience. Nearly every service, product or expertise is first hive-minded, Uberized and Yelped, then tweeted with true glee or scorn, ordered hands-free thanks to Alexa, coupon-coded and reviewed to death. Instant vilification kills and instant gratification buoys brands — often quite quickly. Whatever room for error may have existed before our digital nativity, the times have changed.

Moving Into New Digital Ground

As customers, being jerked around by telecoms, car rental companies and airlines is passé. Last month, after an Avis rental problem was poorly handled, I did some Google research and reached out to a customer service executive. I had a callback and refund within 24 hours. A Delta kosher meal debacle in the spring was quickly solved with gift cards to our mailbox. No-questions-asked refunds (think Trader Joe’s and Amazon) have now become the norm.

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Forbes: 11 utilizzi creativi della Realtà Aumentata nel Marketing

AICEX: 11 persone per 11 interessanti punti di vista.

Augmented reality is quickly becoming one of the hottest trends in the marketing and advertising industries, recognized as an innovative and creative way of connecting with customers and increasing engagement. The technology has significantly grown in popularity over the last few years, and the AR market is expected to continue this trend; it’s projected to reach $117.4 billion by 2022, as indicated by Markets and Markets research.

Giving advertisers and marketers an opportunity to create innovative campaigns that integrate the digital world into the real world, AR is popular with a wide range of consumers, from children and tech-savvy millennials to baby boomers – basically, anyone owning a smartphone.

Below, 11 Forbes Agency Council members discuss the different ways in which augmented reality can be used creatively in the marketing and advertising industries.

All photos courtesy of individual Forbes Agency Council members.

From Snapchat filters to Pokemon Go, augmented reality techniques are gaining traction.

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