I heard this statement on Mitch Joel’s latest podcast interview with Michael Schrage and it really struck a chord with me or maybe a gigantic punch.
Mitch’s guest, Michael Schrage told Mitch he is not a marketer. Mitch was taken back a second and later warmed up to the notion of where Michael was going in the conversation.
It made me think is marketing a “classic, outdated term”? Have you been to Times Square? It is quite the experience. In fact it is all about the experience.
Michael Schrage gave some great examples in his podcast. Here are a few of the examples:
Look at Netflix. Here is a company that is focused on user experience. They are going so far as to develop their own television series like “House of Cards” for their clients.
Amazon is another example. Amazon is focusing on clients by providing clients special savings on purchases, shipping and free movies and books. with a Amazon Prime Membership
In both cases, these companies are looking at better experiences for their customers. They are not looking at ways to market what they do on a day to day basis, they are focused on creating a better experience. These companies are setting the bar high because it is hard to put a price tag on experience. Competitors tend to focus on pricing models and discounts. This is a temporary solution at most, but how can a company retain clients for the long-term? I am really intrigued by this way of thinking and plan to look at marketing from an “experience” point of view going forward.
Some ways I am looking at with respect to this topic:
- Better website design and experience for customers and visitors. Very few people are focused on this.
- More transparency with respect to the people we have at our company. Personalized customer service.
- Always looking at making things simple and less confusing. People’s time is the new asset. I need to respect this and focus on building processes that are more time efficient and easy to execute.
I know this list seems pretty simplistic, but believe me it is not as simple as it sounds. Over the years, I have made things quite complex and confusing. When I started looking at this theme of experience about a year ago, I quickly realized I was going to have to check my ego at the door and listen more and more to what people wanted. In addition, I needed to look closer at analytics and understand what type of content was important to people and where people were getting their content. Finally, I realized that this is a major move and it is going to take a lot of planning and learning. The good news is that if you carefully look at companies like NetFlix and Amazon and really look closer at their offerings, you begin to see things in a whole new light.
It is an exciting time to be in the “user experience” market. It is time to focus more on planning and design for a whole new experience. This process isn’t for the weak hearted and most people will get into this market in a few more years. However, if you want to be a leader in your industry, I believe this is the way to go.