I very much like this take about understanding how the consumer “wanders” through information in search of what they are or are not looking for.
full article is at the link below:
The second element of an experience is that it is driven by content. People see content and experiences, in the digital space at least, as duplicative. Not true, says Wikipedia, the Walter Cronkite of the Web 3.0 generation. Content is defined as “….information or experiences that may provide value for an end user….delivered via any medium.” To make something experiential, it must be driven by content to create Digital Visibility. Digital visibility is created three different ways, two of which still allow some semblance of control.
1. Existing Content (already created so control over where it goes)
2. Digital Original Content (created specifically by brands so some control)
3. User Generated Content (no control)
Distributing this content allows us to show value to the consumer through an experience. The goal of any experience is to place it in the right place at the right time in front of the right person. There are three markers that allow us to do that represented here:
via Meet Your New Consumer… The Wanderer at Experience Matters.
