Delvinia Group of Companies

Delvinia Group of Companies

November 12, 2008 07:00 ET

Delvinia: Digital Diseases are Leading to a Pandemic of Poor Customer Experiences

Research on e-tailing shows the gifting season has been infected

TORONTO, ONTARIO--(Marketwire - Nov. 12, 2008) -

Editors Note: A photo is included with this press release.

Used effectively, the digital space is a powerful platform that can create lasting customer relationships and generate millions of dollars for marketers. Used incorrectly, the resulting impacts can be severely disappointing and damage brand relationships online. New research suggests displaying too many ads, offering poor navigation tools or featuring new digital technologies without a link to strategy are some of the common mishaps marketers make that unleash "digital diseases" that push customers away from their websites.

"Effective digital customer experiences are developed through understanding the behaviours and habits of digital customers first and the application of new technology as a response to their preferences," said Adam Froman, President and CEO of Delvinia Group of Companies. "Companies that dive into marketing online without this understanding risk damaging their reputations, brands and relationships by providing poor digital customer experiences."

Delvinia, a pioneer and authority in interactive design and digital marketing solutions, has identified the six common missteps made by digital marketers that it calls "digital diseases" which can be found lurking online that wary customers avoid contact like the plague.

-- Widget-itis - the compulsion to include the latest and greatest widgets on a website whether needed or not.

-- Obsessive Content Disorder or OCD - an irrational fear of removing old content from a website.

-- Data-pox - causes a healthy customer immune system to be overwhelmed by intruding tools, data and options that often make the site's core purpose convoluted, difficult and frustrating.

-- Ad-theria - caused when marketers feel so strongly about advertising other products and services - their own or other advertisers - at the expense of the customer's experience.

-- Mono-typosis - apparent when a customer experience prohibits contact, connection or conversation with a brand or company.

-- Navigation Deficiency Virus (NDS) - forms when a site offers little ability to navigate based on the fact there is too much content.

"It's a dangerous digital world out there but the good news is digital diseases can be cured by inoculating at the source with a full understanding what digital customers truly want and building experiences that create loyalty, traffic, relationships and ultimately bottom line results," said Steve Mast, Vice President, Managing Director, Delvinia Interactive.

Survey identifies Ad-theria as biggest threat to E-tailers this holiday season

A recent poll commissioned by Delvinia and conducted by AskingCanadians.com revealed that 86 per cent of Canadians are planning to research holiday gift ideas online this year. Almost six in 10 Canadians (58 per cent) said they plan to purchase holiday gifts online. When asked what frustrates the online shopping experiences the most, Canadians stated full-page pop-up ads promoting another product or service - also known as ad-theria - as the most annoying (43 per cent) online experience.

Other annoyances Canadians stated during shopping online are:

-- Datapox (17 per cent) - Cluttered web pages that make the site difficult to navigate

-- Mono-typosis (15 per cent) - Lack of relevant product information and customer reviews

E-tailers a prime target for digital diseases this holiday

With the busiest retail season of the year upon us, it is especially important for marketers in the e-tailing space to evaluate their digital strategies with their digital customers in mind. The first step to take to avoid exposing customers to a digital diseases is the step taken backwards to evaluate their digital customer experience strategy and determine whether it delivers on the customers habits, behaviours and expectations.

"For the first time ever, customers' expectations of technology have outpaced the technology itself. There are no real technophobes any longer - everybody has a digital device today," said Froman. "Customers' needs in the digital space are rapidly evolving as well - so companies that want to win their loyalty and their business need to keep them engaged by understanding them and delivering great experiences."

For more information on the digital diseases, visit www.delvinia.com/diseases.

About Delvinia

Founded in 1998, Toronto-based Delvinia is a pioneer and authority on interactive design and digital marketing solutions. Its unique insight engine and proprietary research tools provide unmatched knowledge into how people use new digital technologies and how best to reach, influence and inspire them. For more than a decade, Delvinia's expertise is fully realized when designing innovative digital solutions that focus on its understanding of the customer first and implementing truly integrated, and frankly, better digital customer experiences. Visit www.delvinia.com for more information.

To view the photo associated with this release please visit the following link: http://www.marketwire.com/library/20081111-delviniaL.jpg

Contact Information