Digital Marketing | E-commerce
  June, 2014

Dear digital marketer, stop misleading your customers!

Hari Nallan

(I have to put a disclaimer here that this is not against a particular brand or company)

I don’t need to emphasise that Design is powerful. It can win customers for you, but if used wrongly, it can potentially lose them.

On the left is that Facebook ad that features beautiful shoes and the caption as you can see, talks about a price point. Once you click and go to the store, you’ll realise (image on the right) that what you get at the price portrayed are a set of flip-flops! If not lying, this will tantamount to misleading.

My words may sound straight from those moral stories, but it is important now than ever to say what you mean!

This is a classic case of those sales folks repeating their erstwhile brick and mortar strategies on online platforms, but there is a difference between the two: On a shop (brick and mortar) window, you can make that “upto70%" off claim to get customers in, waste their time once they are in and probably convert a customer or two. When online, a customer can realise your pretence at blazing speed… it takes less than a second to apply price filter and realise he’s wasting his time.

Nice, you’ve used your designer to make a cool banner and get your customer on your online store, but to what end? This is another example of “Design efforts driving Business”, whereas it should be the other way around.

Have you tried “Business efforts driving Design” yet? (Design, as in, an activity that helps develop products, services and communications for the customer they serve and Business, as in, an activity that helps materialise and commercialise those ideas)

Hari Nallan

Hari Nallan

Founder and CEO of Think Design, a User Experience strategist, Designer, Speaker and Educator. Think Design is a Leading Design consultancy with offices in Denver, New Delhi, Mumbai, Hyderabad and Bengaluru; and collaborates with visionary organisations to identify, build and materialise innovative products and services.


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