Digital marketing improves user experience largely

When I was working on my project for Intro to IMC, I happened to find out an article in Adage, saying that digital brand experiences are having an inordinate sway on consumer purchasing habits and brand affinity. And the brand that I am working on (UNIQLO) is one of the top users of digital campaign.

It is reported: “65% of U.S. consumers report a digital experience changing their perception about a brand (either positively or negatively) and 97% of that group report that the same experience ultimately influenced whether or not they went on to purchase a product from that brand. In a nutshell, experience matters. A lot.”

It’s good to know how important Internet is to the building of brand image and brand experience. Uniqlo was benefited from digital marketing a lot. As stated in this article, Uniqlo has an apple app, online shop, stylebooks, e-calendar and many microsites to support its campaigns. It’s a global clothing company based on Japan and manufactured in China. It still need to expand its global market. Compared with H&M, ZARA the like, Uniqlo is still weak in a global scale. But its digital campaigns largely differentiately itself from them. Every corner in the world with internet access can find it online. Uniqlo’s experiential efforts not only express the brand, but reach new consumers who may live thousands of miles away from the nearest retail location.

This is the video for the launch of UNIQLO in SOHO.

UNIQLOCK is the greatest digital product UNIQLO has.

 

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