Over the past six years, we’ve done just about everything we can to increase this digital “word of mouth” effect, from writing, capturing and filming amazing content to hacking social networks to make them work better for specific campaigns or events. However, what is invariably not thought through enough is the entire experience people have when they interact with us in more than one place.
As we study the metrics behind a digital campaign, we can be guilty of treating channels as siloed audiences. However, in the real world, the audience doesn’t interact on only one channel; it moves between multiple channels. Therefore, we should be designing these channels as one consistent user experience and that’s going to change in 2013.