Marketing

The annual Google Santa Tracker is here! It’s just one of many ways to evolve brand experiences and pave the way for continued business growth – and you can do it too!

 

 

Isn’t Christmas time a joy?

At 12 years old, the Google Santa Tracker that has counted down Christmas to the second is hitting adolescence. It’s made the internet a magical place to be for all – including adults, the biggest of kids. If you’re uninformed, you probably wonder why Google is also playing on the ultimate childhood lie. But we can assure you that Google has a clear purpose in mind. Here is what we can unwrap – just for you.

 

Expanding Brand Experiences

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Businesses need to be fully aware of the experience being delivered to customers at every point of contact – be it in-store, physical publications or online. The more compelling these experiences are, the faster brand loyalty will grow amongst engaging customers. This is when experiences become the brand in the customer’s minds. Without it, you are just another product on the shelf.

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So what are the motivating factors of superb brand experiences? Marketing master Jim Joseph attributes it to two things: totality and tonality. Totality is about completeness and consistency across all customer touch points – entailing that Santa Clauses are always dressed in a red suit, for example. This allows customers to form familiarity, trust and expectations of the brand. Tonality is the spirit, personality and voice of the brand, such as the belief that Santa is always jolly and friendly. For the Google brand, their widespread innovative spirit rings through each of their assets, from their simple daily updates of their homepage, to their expanding technologies such as their Pixel smartphone and self-driving cars. Google’s Santa Tracker is no different, with fun features and games added to Santa’s Village each day of the countdown to keep fans coming back.

 

Bridging The Generation Gap

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Not all children are allowed to discover the “internet of things” on their own. But this year’s Santa Tracker has appealed to concerned parents and educators, with new activities and games added that can be enjoyed with children as young as four years old. With the way things are going Google’s Santa Tracker Village could break into the realm of family holiday traditions…. Just imagine Christmas time in the future: Kids could leave milk and cookies for Santa. Then track Santa’s round-the-world trip on the Santa Tracker map.

If you want a piece of Google’s success for your business this Christmas, think about the brand experience you are providing across your channels. A common oversight is the inconsistency between physical and digital interfaces for your brand. For instance, you may sell the best products on the market, but an out-dated and glitch-y website could leave a visiting customer in doubt of your brand’s quality. And finally, keep in mind about who are you creating these brand experiences for. The more specific, the more relevant and unique the experience can be.

For more on creating unique and memorable brand experiences online, ask one of our Marketeers at hello@wearedando.com; or subscribe to our Newsletter for regular tips and updates on a need-to-know basis.