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The Future of Digital Experience

In this interview, we sit down with CEO and Founder of MYC, Simon Attard who discusses the future of digital experience. The internet and digital media have a significant influence on the business landscape and have become make or break for several organisations operating in myriad industries.

Having been in the marketing and communications industry for over twenty years, how have you seen the digital media sphere evolve?

Over the years, digital media has evolved at a rapid pace in view of emerging technology. In the past, the digital experience may have been something that businesses used to speak about, however would do very little in that regard. As time progressed and consumers have become constantly hooked onto the internet, businesses had no choice but to adapt and invest in the digital experience being offered. Today, in a highly competitive environment, organisations understand that the different digital media enable them several opportunities to distinguish themselves and showcase their unique selling propositions. In terms of evolution, I would say that the digital experience has transitioned over the years from a nice to have, to an absolutely critical aspect of business. As we are exposed and grow accustomed to more sophisticated technology, I firmly believe that the adoption of improved digital experiences shall remain of vital importance.

How has the digital experience evolved in the past years in view of the pandemic?

Throughout the recent past, we have seen the increased adoption in digital media and the subsequent investment in the experience. The pandemic and its restrictions forced several businesses to operate away from their brick-and-mortar establishments and to offer their services online. Those who already held an established digital experience which was delivering found the transition to be less challenging. Those who on the other hand, had invested less in their digital experience found COVID-19 to be too worrisome and had to take some very unfortunate decisions, impacting the livelihoods of their organisations and people.

What relevance will the existing digital media continue to hold?

The internet is driven by innovation and enhancements. The digital experiences of the future will be much different to what we are accustomed to. On the other side of the token, there are established practices and platforms which will remain relevant and continue to attract the investment of business owners and executives. Such examples would be the investment in user experience and interface of websites, which serve as a primary touchpoint for businesses and the promotion on established platforms such as Google, YouTube, Facebook and Instagram. As time progresses, we will see the emergence of new media, such as the case with TikTok over the past months.

Is there a digital experience recipe that works for all businesses?

A digital experience is the interaction between users and a company’s online touchpoints. Achieving a bespoke digital experience that leads to conversions takes not only the investment in platforms and advertising, but also time. What works for one business, might not be suitable for the other and achieving high levels of engagement is the result of continued testing, trial and error and optimisation. The principles of A/B testing will guide businesses in finding what digital strategies work best for them and builds key learning lessons that organisations can adopt for the future. In short, there is no recipe which will guarantee digital success for all businesses. This underscores the importance of consistently testing out new strategies and partnering up with the right people who have experience in establishing a solid digital presence for businesses.

Why do more businesses continue to invest in the digital experience that they provide?

Investment in the digital experience has flourished over the years and is expected to continue gathering the attention of business people. Digital platforms allow marketing specialists to effectively monitor the performance of the efforts and initiatives spearheaded. Analytics enable one to understand how effective a campaign is performing and specific software allows businesses to gauge the interactions on specific landing pages. These provide several opportunities for in-depth analysis, something that is not available for more traditional forms of marketing. Over the years, investment in the digital experience has shifted from a perceived expense to a necessity for business sustainability. Based on the fact that the digital experience is more practical to justify, further investment in this regard is expected to continue growing.

What is the future of digital experience and technology?

The sphere of digital media is growing at a rapid pace. This illustrates the importance of constantly being on the ball when it comes to this space. The future is expected to remain driven by innovation, constant developments and disruption. It is anticipated that in the coming years the sphere will continue to be impacted by new and ground-breaking technologies such as the Metaverse which is set to change digital experience as we know it. The experience is moving away from viewership, turning towards immersion. The progression is one that excites us at MYC, as we seek to adapt and utilise new technologies to the benefits of our clients.

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