Brands as BFFs

Digital marketing has allowed brands to enter the online friendship zone with their consumers. If asked which Facebook post had more value to me, Cole Haan's 50% off sale, or photos my best friend posted from her recent vacation to Europe, I'd be hard pressed to choose. I could live without ever seeing either, but they are both important to me in different ways.

Which came first: my love for Cole Haan shoes, or my love for their beautiful digital marketing? I honestly don't know.

The debate between creating a deeply personal relationship with a customer online, or keeping it simple and platonic goes round and round. Personally, I think simplicity leads to a great relationship for the following reasons:

1. If there are too many steps, or "clicks" and information to get to the end result, you're going to lose me along the way, potentially ending our relationship forever.

2. If you hook me within seconds with simple text explaining the offer and great imagery, chances are I'll be clicking "purchase" before I even think about if I really need your product or service (did anyone have their credit card numbers memorized before online shopping? I think I can type my credit card number on my keyboard faster than my phone number)

3. After I've made said simple purchase in #2, used it, raved about it to my friends and loved it, the next time I stumble across your brand online, I'm even more likely to click and/or share.

4. Forget stumble across the brand online, I'll probably go seeking it, making less work for the brand to reach me. How's that for a two way relationship?