by Randall CraigFiled in: Blog, Make It Happen Tipsheet, Mobile, ViewpointTagged as: Brand, Marketing Strategy, Mobile, Technology
It wasn’t that many years ago that both people and organizations craved higher and higher fidelity: 7.1 Dolby Digital sound, Ultra High Definition TV screens, and so on. Today though, mobile (and digital) is driving size in the other direction: smaller.
An unintended consequence, however, is that the fidelity of the user experience has also dramatically shifted downwards:
As society moves more towards mobile, and organizations move more towards driving down costs, there is an inflection point that is too often missed: At what point does a low fidelity experience impact the brand? Or said another way: is the investment in marketing and training being undermined by poor user experience caused by poor bandwidth? And once again, as many people embrace work-from-home post-COVID, do the low bandwidth home internet connections – which create poorly lit, jerky Zoom meetings – impact the brand?
Sadly, the answer is yes, and it is going to get worse. While it is difficult to get around this problem, there are some things that can be done to minimize the impact:
Work from home:
This week’s action plan: Trust, but verify. This week, put yourself in the shoes of your target audiences, and test-drive your mobile, VOIP, and work-from-home experience. And don’t just rely on yourself: ask your front line staff if there is a problem. Don’t let low-fidelity technology get in the way of your brand.
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