Digital desirability is a term that has gained popularity in recent years, especially with the rise of social media and online platforms. It refers to the concept of creating products, services, or experiences that are highly desirable and sought after by consumers in the digital space. In other words, it is the ability to create an online presence that attracts and engages users, ultimately leading to brand loyalty and increased sales.
In today’s digital age, companies are constantly looking for ways to increase their digital desirability and stand out from the competition. They do this by utilizing various strategies and techniques, from creating visually appealing websites to implementing social media campaigns and influencer partnerships. In this blog post, we will explore some real-life examples of digital desirability in action and how it has helped businesses achieve success in the digital world.
1. Apple’s Product Launch Events
Apple has mastered the art of creating digital desirability through its highly anticipated product launch events. These events are streamed live on various online platforms, generating excitement and anticipation among consumers. The company carefully curates and controls the messaging and visuals of these events, creating a sense of exclusivity and desirability around their products. This has resulted in millions of viewers tuning in to watch the events and increased demand for their products.
In 2019, Apple’s iPhone 11 launch event received over 6 million views on YouTube alone, showcasing the power of digital desirability in creating buzz and demand for a product.
2. AirBnB’s User-Generated Content
AirBnB has disrupted the travel and hospitality industry with its user-generated content strategy. The company allows users to upload photos and reviews of their stays, creating a sense of authenticity and trust among potential customers. This user-generated content not only promotes the brand but also creates a desire for others to experience the unique and personalized stays offered by AirBnB. This has helped the company gain a competitive edge and attract a loyal customer base.
Examples of Digital Desirability in Action
3. Nike’s Social Media Campaigns
Nike has always been at the forefront of digital marketing, and their social media campaigns are a prime example of digital desirability in action. The company has successfully created a strong online presence by collaborating with popular influencers and athletes, creating unique and visually appealing content, and engaging with their audience. Nike’s “Dream Crazier” campaign, featuring prominent female athletes, received over 33 million views on YouTube and sparked conversations on social media, showcasing the power of digital desirability in creating a buzz and promoting brand values.
4. Sephora’s Virtual Try-On Feature
In recent years, the beauty industry has seen a shift towards digital channels, and Sephora has leveraged this trend by introducing a virtual try-on feature on their app. This feature allows customers to virtually try on makeup products before making a purchase, making the online shopping experience more personalized and convenient. This has not only increased customer satisfaction but also created a sense of desirability for the brand, as customers feel more confident in their purchases.
5. McDonald’s Mobile Ordering and Delivery
McDonald’s has embraced the digital transformation by introducing mobile ordering and delivery services, catering to the increasing demand for convenience and speed. This has not only made it easier for customers to order their favorite meals but has also created a sense of desirability for the brand. By staying ahead of the curve and utilizing technology, McDonald’s has attracted a new audience and retained its loyal customer base.
Related Current Event: The Impact of COVID-19 on Digital Desirability
The ongoing COVID-19 pandemic has forced businesses to rely more heavily on their digital presence, making digital desirability even more crucial. With the closure of physical stores and events, companies have had to find new ways to engage with their audience and drive sales. This has led to an increase in the use of social media, e-commerce, and virtual events, highlighting the importance of digital desirability in creating a strong online presence and staying connected with customers.
According to a report by McKinsey & Company, e-commerce has seen a 10-year growth in just three months due to the pandemic, and it is predicted to continue even after the crisis is over. This makes it essential for businesses to invest in their digital desirability to attract and retain customers in the long run.
In conclusion, digital desirability plays a significant role in the success of businesses in the digital world. It is the key to creating a strong online presence, attracting and engaging customers, and ultimately driving sales. By utilizing strategies such as product launch events, user-generated content, social media campaigns, and technological advancements, companies can enhance their digital desirability and stand out in a competitive market.