For as much as digital media has evolved, marketing behaviors have remained the same. That is, we’re still quite obsessed with driving traffic back to our websites even though that often means disrupting the customer experience. Think about it -- for every link you provide to your product, you’re letting the customer leave the page that they deliberately sought out. While you might think it’s a win for you, unless it leads to something the customer actually wants, it’s probably not working as well as you think.
Enhance the Customer Experience, Don't Disrupt It
When we learned about SYNQY, a digital brand asset platform, we were intrigued. Sure, everyone wants to deliver a quality brand experience at the right time to the right audience, but do any of us actually do it in a way that gives marketers complete control without disrupting the customer experience?
Launching today, SYNQY (pronounced “sinky”) has spent the last year in super, secret stealth mode refining its platform while securing four powerhouse brands to pilot its solution.
We spoke with Michael Weissman, CEO and founder of SYNQY about the void that this new platform fills in the digital marketing space. He made some good points, especially regarding how we, as consumers, have really just let marketers take advantage of us. While watching the SuperBowl on TV, you wouldn’t tolerate it if every time a commercial aired it automatically switched the channel; nor would you let a magazine publisher put a new magazine in your hand each time you saw an advertisement -- so why do we allow brands to drag us away from one site to another?
What does it do?
SYNQY turns static brand assets, like logos or product images, into rich, dynamic points of engagement by packaging content together to present more of your story across thousands or millions of websites. (click the SYNQY logo below to see it in action).
How does it work?
The SYNQY platform isn’t where you create content, it’s where you curate it. Through a drag n’ drop interface, brand managers can pull their digital assets together and organize them appropriately. Upon finalizing it, a simple embed code is generated and it’s all you need to pass along to the publishers, re-sellers and other third-party sites where your brand may be promoted.
What is the result?
When your brand is mentioned in an article, instead of clicking a link that will take the consumer off the page and into your site, a pop-up screen will show, where the user can directly interact with your brand via social networks, interactive videos or products. They can learn more about you, or simply click to purchase.
Haven’t we seen pop-up technology before?
Yes, but not like this. The in-page experience that SYNQY creates is about simplifying, not complicating or disrupting the customer experience.
What about pageviews?
SYNQY provides advanced analytics so that brand managers can see how many times a video was watched, products were bought, or content was seen with each brand asset package. For publishers or re-sellers, they may see better stickiness, longer time on page and improved engagement on the site.
How does it give brand marketers more control?
This is the best part -- every brand asset contained within your SYNQY gets updated automatically -- no matter where it lives online as soon as it’s updated within the SYNQY platform. Have a new logo? Want to add a new video? Refined your key messages? Not a problem. You don’t have to hunt down every publisher, re-seller and third-party site to have them update it. All you have to do is update it within SYNQY and voilà.
How much does it cost?
To experience SYNQY, companies can purchase a license per user for US$ 1200 annually that includes one SYNQY smart brand asset. Each additional smart brand asset is US$ 100 for the year.
Keep Your Brand and the Customer Experience Consistent
For consumers, SYNQY eliminates the fear of clicking. For brands, it gives them more control over the content that introduces users to their brand. For publishers, it helps keep visitors on the page longer.
But it's more than that -- it posits a viable alternative to how we've traditionally employed digital marketing. It's not about the page view. It's about the experience. As long as it's consistent, compelling and current, it shouldn't matter where the user goes to find it. And when they do go to your page, you'll know it was a deliberate attempt to become more engaged, not a feeble ploy to steal them away.