I’m convinced that marketing and product development has
gotten way too complicated. Simple is the new – simple. Brands that can find an easy way to help you
navigate a web site, buy their product or find what you are looking for will
succeed.
Take the remote control. Please. The level of feature and functionality is a joke.
What I need: On/Off. Change channels. Louder/quieter.
What I get:
Marketers and product management think that
without all those extra buttons, it won’t feel like it is worth the money. They think they customers want more not less.
Big mistake.
When I have too many choices, I tend to avoid a decision.
When things feel too overwhelming, I tend to be repelled.
When I’m forced to make layers of decisions, clicks or jumps
– I want to leave.
Give me the simple basics features and I’ll be your best
friend. I’ll be loyal. I’ll be a return visitor. My life is complicated enough. I don’t have time or interest
in reading a 20 page manual to learn how to do things I never wanted to do in
the first place.
Change the channel
What are you
doing to strip out complexity from your marketing and communications efforts?
How are you encouraging a simpler product offering that really provides a clear
solution to a problem?
Is your
brand suffering from too many features?
What can you do to make your web visitor have an easier
experience finding what she needs?
Simple. Easy. Quick. Logical. Practical. Where has that gone in the world of marketing?
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Labels: Marketing Moments, remote control, Simple, Simple Marketing, simplicity
