For the integrated customer journey

Penny McGrigor, marketing manager at digital agency Fingo, on building an effective digital presence


Engaging your digital audience has moved on a long way from sending out standardised mail shots and posting your daily activity on twitter. With decades of bombardment into personal mail boxes, customers now demand a personalised approach to their digital communications or they won’t bother to look at all.

The rise of new technologies has provided the ability to communicate digitally across all elements of projects and events, encouraging the reader to be an active participant in the conversation.

However, navigating your way through the maze of applications, social media tools, apps, website technologies and digital advertising can be a minefield and potentially lead to costly mistakes and underutilised opportunities to engage with your audience and promote your event and brand.

For many of our customers, the driving force for participation is getting the user experience right. One of our team recently attended a conference where it was suggested that Generation Z (late 1990’s to date) has an online attention span of six seconds, before they move along – which isn’t long to capture, engage and get your message across.

Creating a satisfying user experience, whether it’s on a website, through branding, social media or targeted email campaigns and creative communications, begins by putting the ‘end user’ at the centre of the design process. To do this it’s essential to have a full understanding of a client’s goals and objectives, to really get under their skin and take a deeper dive into understanding their business model and being their digital partner. From there, considerations such as responsive designs, content management and optimising SEO form a major part in the relationship the customer has with your web environment.

To achieve goals of bringing clients closer to their customers, these elements combined with interesting and useful content can scale you up the Google rankings effectively.

Interestingly with over 80% of internet users now using a smartphone and another 47% using a tablet, one of the main web related topics of conversation last year, Responsive websites, are no longer an option but a necessity. Some of our clients have used this as an opportunity to review how they present themselves to market, and have included video, illustration, animation and navigation to modernise their approach and appeal to the next generation of audiences and limited attention spans.

With background data, the opportunity to present personalised information is almost limitless and offers unprecedented creativity and innovation to capture and captivate your audiences both online and offline. We like to think of it as creating an integrated customer journey.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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  • magnipath

    This is cool. And I totally believe that six seconds is the attention span for Gen Z. I would also recommend that timing is critical to the customer journey as well as personalization. Ironically, we just wrote a blog on that recently ( under the guise of taking advantage of “right-time” marketing.