In an age where the digital world engulfs us, a curious phenomenon is emerging – the digital detox. In a recent article, The Cleveland Clinic defines a digital detox as “taking charge of how you spend your time and energy and what you give your attention to.” Forbes says Americans check their phones 344 times daily – approximately every 5.5 minutes! As people strive for more balance in their lives, they are taking a stand against their unwieldy digital habits.
Nearly half of Americans believe they are addicted to their phones and are looking for ways to decrease screen time. With time-blocking apps increasing in popularity and consumer favorability, how do B2C organizations design for this behavior change? Let’s explore organizations’ challenges in creating digital strategies during this digital wellness era.
We are living in a digital paradox. Digital detoxing is on the rise, driven by a growing awareness of digital wellness and a desire for unplugging. But as the allure of a digital detox grows, so does the breadth of the digital landscape.
There is no escaping the reality that digital apps and devices are pillars in our lives and are now integral to performing essential functions in our personal and professional lives. And devices are only getting more significant – the digital product space is growing twice as fast as physical products. As a result of these forces, brands must reevaluate their strategies to stay relevant not only in a crowded marketplace but also among consumers who are stepping away for their mental health.
Understanding where your customers are in their digital wellness journey is essential. Are they actively seeking to eliminate screen time and product use totally, or are they open to more balanced engagement? By understanding your customers’ digital preferences and behaviors, you can tailor an experience that respects their desires.
Digital remains an essential part of a well-rounded brand strategy, but it’s also a challenge to maintain relevance while respecting digital detox trends. Omni-channel marketing post-COVID needs to increase in priority. By seamlessly integrating online and offline touchpoints, organizations can continue to craft a cohesive narrative that resonates with audiences across diverse channels, fostering deeper connections and enhancing the overall customer experience.
As we navigate the world of getting people’s attention in today’s digital wellness era, organizations face unique challenges that offer a chance for brands to differentiate themselves authentically. You can expect to encounter four such challenges and opportunities in 2024.
Listen to This
According to Midroll Media, 60% of monthly podcast users have purchased something they heard about on a podcast. And with over 60M monthly listeners, that can add up. Companies like Athletic Greens, HelloFresh, and BetterHelp have reached their target audience using podcast advertising and have been among the top podcast advertisers for years. This advertising tactic is used in conjunction with other advertising efforts to familiarize customers with the brand meaningfully. In a 2022 interview with MarketingBrew, CRO Jonathan Corne said, “Frequency is key to podcast advertising, given that it can sometimes take a couple of ad reads for the audience to get familiar with the brand.”
Remember to Order Later
Uber’s food delivery app marked Ramadan across the UK with OOH ads featuring popular Muslim dishes and a countdown to sunset. They promoted the app’s new scheduling feature instead of the “ASAP” food delivery model. Can Akar, head of EMEA marketing at Uber, said: “Our new Ramadan campaign creative not only celebrates the amazing dishes that are at the heart of Iftar dinners but also reminds our Muslim customers with dates and city-specific Iftar times so they can schedule their deliveries for enjoying delicious Iftar meal.”
Did You See That
Pura is a home fragrance device that you can control. They take pride in their premium fragrances that are created from natural ingredients. If you’re on Facebook or Instagram, you’ve probably seen their intro offer of “Free Pura device with a fragrance purchase.” In the fall of 2023, Pura hit the road in a revamped AirStream to create a custom experience called “Scent the Season.” Scratch-off scent cards featured fall scents, and participants were eligible to win prizes such as tote bags, shirts, Pura Devices, and scent subscriptions. The traveling airstream generated more than 1.5M impressions.
In this era of digital wellness, crafting a successful digital strategy demands a delicate equilibrium. By embracing this paradigm shift, businesses adapt to current consumer sentiments and position themselves as conscientious stewards of digital experiences.
The key lies in fostering a harmonious relationship between technology and wellness, ensuring that every digital interaction contributes positively to the holistic health of both brand and consumer. In this dynamic landscape, the evolution of digital strategy becomes not just a necessity but a transformative journey toward a more balanced and resonant future.
