Most marketing and communication activities should be more focused on the customer and are part of a predetermined marketing, customer or channel strategy.
At HFT, we believe in taking a user-centered approach to communication, which means putting the needs and wants of the customer at the center of all our online strategies. This is known as an “outside-in” approach, where we focus on understanding the information needs of the target audience and use that information to guide our decision-making.
One of the key elements of this approach is to ensure that all interactive media concepts, such as websites, social media, and email campaigns, are designed and developed with the target audience in mind. This means ensuring that the information provided through these channels is relevant, valuable and consistent with the information needs of the target audience.
The customer today has multiple options to reach out to a company, be it through a website, email, social media, or other channels. By providing consistent information across all channels, we make it easy for the customer to find the information they need and interact with the organization. This is why, in our approach, we ensure that all channels provide consistent information (content) and therefore, we help to establish a seamless customer journey.
In summary, we believe that putting the information needs of the target audience at the center is the key to creating effective interactive media concepts and by having a user-centered approach, we help our clients to achieve their online ambitions and reach their target audience effectively.