Interested in web psychology? You really ought to be….

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If people are different, how come your website is the same no matter who you are communicating with? We forget the psychological and cultural dimension online and we lose out. Get some answers from one of the most interesting experts in the online world, web psychologist Nathalie Nahai.

When Nathalie Nahai wrote her book, Webs of Influence, she found it very surprising that we seem to forget the cultural dimension when we create websites. As if we were communicating to a single homogeneous target group in a perfect world. She adds:

“International companies with customers in e.g. Denmark, Singapore and South Africa tend to translate their corporate website and leave it at that. But it isn’t enough to have one version of your website, because cultures are just as different online – as they are offline. One size does not fit all, and companies could benefit greatly from taking that factor into account.”

Nathalie Nahai – a rare hybrid

Nathalie Nahai is a renowned web psychologist who has made it her mission to add a psychological perspective to the way we behave on the web. Her background stems from both psychology and websites making her a rare hybrid.

“How we behave offline is well documented, but for some reason no one had really written about our online behavior. That really surprised me since we do almost everything online today. There’s just as much psychology on the web as in real life.”

A huge power shift

During the past 10-15 years, we have seen a dramatic online power shift between the companies and their customers. Companies are still finding it hard to adjust, says Nathalie Nahai.

“Just a few years ago, companies expected customers to come and find them online. That’s completely changed. Now, the interaction between the company and the customer is much more relationship based and a two way street. Consequently the company has to invest a lot more in the relationship to create an emotional engagement – and you need to think differently to achieve that goal.

According to Nathalie Nahai, companies across the world are finding it hard to change their online mindset. The culture of how it used to be runs deep. Nevertheless, investing in the relationship with the customer and understanding web psychology is key to online success, she claims.

“Sure it was easier before, when the company could communicate one way and control everything, but those days are over. The power shift is huge, and the customers expect a lot more from the company. To handle that change the company’s culture needs to change from within.”

Businessman choosing the right doorTrustworthy online. How?

In real life we instinctively know how to judge whether someone we meet is trustworthy. A lot of it has to do with nonverbal communication like eye contact and smiles. However, to appear trustworthy online requires a far more deliberate approach.

Nathalie Nahai:

“We can apply some of the same elements online as we find trustworthy offline. You can mirror the language of your users to make them feel comfortable, use photos with smiling faces, or choose colors that create emotions of trust like blue. My point is that we need to work with these effects deliberately. ”

Why don’t you just ask them?

Far too often companies feel pressured into doing something new online because everybody else is doing it. Even though they are not sure it’s the right thing for them, explains Nathalie Nahai. She continues:

Ask your customers what they would like from you online. However, you also have to analyse their digital foot prints because what we say is not always what we do. Do some serious research to find out what it’ll take to create an online company profile that your customers will emotionally engage with across cultures and types. Sometimes it is the simplest things that get neglected.”

 Meet Nathalie Nahai in Copenhagen

You can hear more of Nathalie Nahai’s interesting points on web psychology at the Sitecore Digital Trendspot in Bellacentret on the 26th of November. Sign up here: http://siteco.re/1g9O3zY. Or you can get her book, Webs of Influences here. http://www.thewebpsychologist.com/webs-of-influence-free-download/

DTS2013

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Digital Asset Management gør din Sitecore Engagement Platform mere værdifuld. Hvis du altså ved, hvad det er?

Man at the Blackboard with QuestionmarksGæsteindlæg af Rikke Hestbæk, Marketing- og kommunikationschef, DigiEyeZ

Forleden dag spurgte jeg min netværksgruppe på 20 marketingdirektører- og chefer om, hvad Digital Asset Management er? Tre af dem vidste det godt. Resten havde ingen anelse. Og det er ikke fordi, personerne i mit netværk sidder i små ubetydelige virksomheder. Nej, rigtigt mange af dem arbejder topprofessionelt i danske og internationale koncerner, hvor de har ansvar for store marketingafdelinger.

Min påstand er, at hvis jeg spørger dem igen om 3 år, ser scenariet helt anderledes ud. Så er det fåtallet, der ikke kender til Digital Asset Management. Er du en af dem, som ikke ved hvad DAM er, så læs endelig videre. Tiden er nemlig forbi, hvor grænserne mellem marketing og it var tydelige.

Analysebureauet Gartner vurderer, at marketing i fremtiden vil være den primære drivkraft for vækst, og at marketing vil bruge flere penge på it end it-direktøren i 2017. Tendensen er tydelig, og allerede nu ser vi en kraftig stigning i brugen af digitale værktøjer i marketing.

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Optimér digitale processer

E-mail-marketing-værktøjer, hvor fx klik- og åbningsrater kan analyseres, er efterhånden enhver marketingmand- eller kvindes eje. Nu kigger marketingafdelingerne sig om efter endnu flere marketing automations tools, som generering af efterspørgsel, pleje af kundeemner, kampagneanalyser, automatisering af udnyttelse af sociale medier, mobil marketing og meget, meget mere.

Med den hastige udvikling er det nødvendigt for en marketing- og kommunikationsansvarlig at vide noget om og forholde sig til Digital Asset Management. Men hvorfor nu det, spørger du måske?

Fordi der næsten hver måned opstår nye platforme at kommunikere på. Det tager ikke blot lang tid at sørge for at være til stede på alle de nye platforme men også at vedligeholde det indhold, der allerede er lagt ud på gamle platforme. Værre er det, at virksomheder også risikerer at miste kontrollen med brandet i myldret af platforme og aktører. Og det er lige netop her, at værdien af et effektivt Digitalt Asset Management bliver tydelig.

DAM-systemet automatiserer nemlig processer og workflows, så en enkelt fil uploadet til systemet automatisk konverteres til forskellige filformater og samtidig distribueres til flere marketingkanaler, som fx Sitecore, apps, Facebook, Youtube, billedbanker eller trykkeri. Tidsbesparelsen er stor, og det er sikkerheden for kvalitet også – samtidig med risikoen for fejl minimeres.

DAM er enkelt og bliver en uundgåelig nødvendighed for marketingafdelingerne i fremtiden, hvis de ønsker at være effektive, rentable og samtidig kontrollere virksomhedens brand.

human body equation

Stærkt rustet til fremtiden

Integreres Sitecores Engagement Platform med et effektivt Digital Asset Management system står virksomheden stærkt rustet til den digitale fremtid. En sådan integration er tilgængelig i form af plugin’et DAM for Sitecore. Plugin’et, der er baseret på systemet DigiZuite™ DAM, giver virksomheden et centralt arkiv til alle mediefiler. Det består af flere komponenter, der er fuldt integreret i brugerfladen og som udgør en naturlig forlængelse af Sitecore, hvilket gør søgning af mediefiler enkelt. Derudover er sikkerhed og rettighedskontrol integreret i DigiZuite™ DAM og afspejler rollerne i Sitecore, hvilket tillader detaljerede brugerprofiler og differentierede rettigheder i både Sitecore og DigiZuite ™ DAM.  Det gør kontrollen komplet.

Med DAM for Sitecore får virksomheden en Single Source løsning, der binder brugen af billeder og video sammen i både Sitecore, Sociale medier, Videoportaler, Billedbanker, Microsoft Office og Adobe CS-pakken. Vel at mærke med kun én kildefil, så dataforbruget minimeres, samtidig med, at det altid er de nyeste filer, der er tilgængelige for brugerne.

Det resulterer i en digital platform, der ikke blot lægger virksomheden i toppen af ligaen rent marketingmæssigt, men som også sikrer optimerede digitale processer både internt og eksternt, hvilket i sidste ende betaler sig på bundlinjen.

Kendte du til Digital Asset Management, inden du læste dette her? Eller skal jeg spørge dig igen om 3 år?

http://www.damforsitecore.com/

 

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