Some professionals had to incorporate online media into their decision-making portfolio with changing times. Others specialized in it with a right combination of foresight and effort. Either way leaders have to make “digital media” related decisions. It is a cornerstone of several successful business ventures in India today. For the uninitiated, it might be a lack of understanding of digital media. Experts and devout can go wrong too. So, we want to present few crucial pointers to help you avoid it.
Most of us know that real life decisions are not as simple as the image above. Digital media decisions, like most others, are complex, multi-faceted and hard. But, it is non-optional to incorporate proven “online” success principles into your decisions. So, check rear-view mirror for these principles while making crucial digital media decisions.
# 1 – Complex is out.
Be it web development, content, informational architecture, or usability, the first core principle of success in online business is – “Simplicity” for the users.
Simplicity leads to clarity, then to a better implementation. Most readers hesitate to take this principle on face value. Experience and knowledge tend to highlight the complexity of decisions. But, drive your efforts to simplify online business so even first-time visitors understand it. It does not imply that you have to dumb it down. You have to remain easy and user-friendly for every last visitor to your website. Here are examples of how smart businesses are doing it.
1. Google: Google is a king of simplicity. But, it isn’t limited to search engine and SERP. It extends to every aspect of their brand user experience and communication. Blog, email, new products, and ventures are driven by it.
2. Bromium: Several brands, operating in B2B marketplace do not hesitate to simplify products and websites. It works well because the communication is clear enough for interested visitors to get it easily. If you circumvent oversimplification, every B2C strategy will work productively enough. Take a look at Birst, Brandwatch landing page, and Egencia website.
There are enough examples of rocking and simple B2B websites that are doing financially well.
But, remember, Simple ≠ Easy. So you have your work cut out for you.
#2 – Information is core.
Digital media has a significant edge over the traditional media. You have an enormous amount of information available about your website, customers and more. Disregarding it is the biggest mistake. So, vital online business decisions must have a strong foundation of information.
Each of these resources offers tangible information. It can be used as a foundation for crucial business decisions. Though instinct plays a role in decision-making, most businessmen cannot afford to be blindsided by lack or delay of information.
So, most departments must stay updated with the latest research in cross-departmental topics too. For example, ancient research on “F-Shaped Pattern” for reading content cannot be buried into writer’s portfolio. Web developers and designers must know it well to present smart options. The Halo Effect is not some random psychological detail. It is a useful source of information in hands of a right UX designers and leaders. So, let the information become the foundation of every big move, at every level.
#3 – What’s in it for me?
This is an ancient marketing mantra. But, “WIIFM” remains a useful way to make sense of today’s chaotic world. Answer this one question for your visitors honestly and interestingly and you have a quickest route to a higher conversion rate. What does that mean? Blog posts cannot be a medium for promotions only. Social media optimization does not have to be disconnected from company goals. Case studies cannot be gloating space either. So, does your decision create a more empathetic answer to this age-old question? Does it make your website more relatable? Does the new social advertising campaign respond well to this inner urge?
Create a culture of adhering to these principles for your digital media decisions. Be it social media or responsive web design; think beyond the hottest and the latest. Step into a realm of these principles for every short term and long term decision. At least, use it as a checklist before you sign off on it. Take a close look at several social media disasters and you will understand that empathy is not an option. It is the “only” way to go. So, relate and answer customer’s deepest questions to earn the trust.
How do you take the “online media” decisions? Share with us in the comments section. We would love to hear about your process too.