Digital brand experiences refer to potential customers’ thoughts and feelings about a brand’s online presence based on their interactions with the brand.
As customers engage with brands through various online channels — including social media, websites, ecommerce platforms, and more — they develop feelings, thoughts, and perceptions of that brand.
This digital brand experience influences the customer’s further interactions or purchasing decisions with the brand. When customers have a positive experience with a brand, they’re more likely to purchase products, recommend the brand to others, or engage with the brand online. In contrast, negative digital brand experiences can turn customers away from the brand or hurt the brand’s overall reputation.
Because digital brand experiences are so critical to conversion rates, many brands pay considerable attention to the experience they’re providing their customers. Intentional and strategic digital branding and marketing are key to creating positive experiences. What’s more, having a consistent brand message across all channels can create a positive, cohesive image of the brand.