The Experience Response

Mark Hurst, author of Bit Literacy and host of the Gel conference, takes a look at Microsoft’s Bing and discusses the problem with Microsoft’s current strategy and ways they can improve.

Customers online don’t respond to a brand marketed to them, they respond to the experience they have. If they can accomplish their goal quickly and easily, they return to the site, and tell their friends. It’s that simple. And if one site already provides a good experience, then there’s no need to consider switching to some other site, no matter what the company brags about itself in its ads.

In the context of what’s being discussed (Microsoft’s recent advertising) I couldn’t agree more with the above sentiments (out of context, however, I feel it’s not entirely accurate).