Digital Strategies, Part 2
By Tiffani Robinson, IP&L Guest Speaker | Digital Marketing Expert
If you have ever encountered me in person either in a crowd or in passing, more than likely you will notice how inquisitive I might be. It’s not that I am trying to intrude into your personal life. It is my attempt to understand exactly who it is in front of me and, therefore, connect. This is something I have learned to perfect in recent years because it is necessary for me to focus on various subjects in singular forms to prevent me from becoming scatterbrained from sensory overload. It is my desire to make everyone feel like they are the only person in the room and hopefully through mere conversation, or what we discussed in part one of ‘Digital Storytelling,’ leave an impression that will resonate long after that conversation ends. This organic impulse is a subtle form of empathy that I have come to admire about those who have mastered it.
One of the ways I honed in this now learned ability was in my digital strategies. If you are looking for a formal name for research for conservation sake, Stanford University patented it as “Design Thinking.” Although the definition has evolved into numerous forms, in a nutshell, it is a marketer’s attempt to deeply understand the targeted consumer, with solution-based tactics rooted in empathy.
Let’s take a deeper look at what that might entail. I will use myself as an example. If I am blind and you are trying to persuade me to utilize your on-demand driving service app, it’s not enough to just market it as a means to “get around town.” By taking the additional time to understand who I am as a person, you vastly open up the barriers of communication and potentially an opportunity for a lifelong consumer relationship. I am not just a blind person. I am a woman, an entrepreneur, social butterfly, advocate for social cause, traveler, intellectual, and so much more. Lazy marketing doesn’t work for the products of the information age. You are not selling me a service or a ride. No. You are selling me my life back… freedom… liberation at my fingertips. By understanding the everyday struggle of a visually impaired individual, you will quickly recognize the significance of autonomy. The very essence of that is what you want to bottle up and back your strategy and efforts for.
The cool thing about Design Thinking is that you can implement however many steps into your strategy as you want, but this takes time identifying how your team brainstorms. Here are the steps my team and I use for effective results:
The steps do not have to be executed in a consecutive manner as mentioned before; customize these steps to fit your organization’s culture and workflow.
In the final blog of this three-part series, I will discuss Visual Listening and how it will change everything you know about social media.