3 keys to a content value-exchange across the customer lifecycle
Users expect personalized customer experiences. Content marketing is using AI and customer data to create integrated experiences across the customer lifecycle.
By Ed Forman
Posted on 04-01-2021
A digital-first experience did not used to be the requirement, but as a result of COVID-19 digital channels and experiences are critical for every company’s survival. Organizations today have a responsibility to deliver value and surpass rising customer expectations — regardless of where they are on their business transformation journey. While at different levels of maturity and intensity, most organizations have embraced the need to constantly create, iterate and optimize customer communications and experiences to deliver the right mix of information and value at the right time.
In every experience, customers expect interactions to be personalized in real time. Delivering on this expectation requires a reimagined approach to marketing, from content development to communications delivery and personalization at scale.
Across industries, being digital-first amplifies the strategic value of the content lifecycle. The more engaging and targeted the content is, the deeper people dive into their relationship with your business — and the more likely you are to see positive impact and results.
With even the simplest personalization strategies, an organization can experience a 6 percent increase in sales revenue, an 11 percent decrease in marketing costs and a 33 percent increase in customers’ loyalty and engagement, according to a recently published Forrester report.
To deliver a truly exceptional consumer experience that sets your brand apart and creates an advantage, you will need a reimagined approach to content development and automation. The approach should extend across the customer lifecycle and deliver the right content to the right audience, at the right time. Whether your business sells to other businesses or direct to customers there are three keys to reimagining your content and marketing model to deliver business value: AI and analytics, integrated end-to-end experiences and a flexible structure.
AI and analytics
Making sense of all the data you have collected — and, more importantly, putting it to work — is easier said than done. Only 30 percent of firms feel they have the right metrics in place to measure the success of their strategies. But AI and media analytics can be used to extract insights, which allows marketers to employ processes like a JPEG upload to auto-populate digital forms faster and with less room for error. AI can also help automate previously manual tasks, such as audience segmentation, which helps boost productivity, impacting the return on investment from software like Adobe Campaign or Adobe Marketo.
By using AI and analytics, your business can improve the employee and consumer experience. You can meet customers where they left off in a process, make virtual agents available for questions 24x7 and automate path splitting based on customer intent and sentiment. From suggesting ways to keep customers engaged to recommending additional products and services, AI can fuel next-best actions automatically, helping bring consumers further along the customer lifecycle and drive strategic business value.
Integrated end-to-end experiences
Every day customers are bombarded by countless digital communications and experiences, so for yours to stand out, it needs to be an ongoing, seamless and integrated journey that is relevant to their needs. More than half of consumers say they feel brands are trying to get to know them, but they don’t see their shopping experiences improving because of it. With experiences customized through the development of holistic profiles, you can track, measure and optimize paths to meet the customer’s tailored wants and needs throughout their content lifecycle experience. As a result, you can deliver deeply personalized engagement.
Flexibility to evolve and adapt
The pace of change — in the market and your customer’s expectations — is ceaseless. And the risks of getting your communications wrong continue to rise. Infusing your business processes and technology to operationalize change is not easy when you have pre-existing applications, processes and investments. Sometimes teams have a strong content creation engine but lack a robust content management system. Others have a great management system but lack the connection to customer profiles, so content does not get properly promoted or tracked. In fact, 55 percent of firms feel technology limitations inhibit their ability to execute on personalization strategies.
Designing a modular approach across content creation for measuring engagement, experience creation, iteration and delivery and customer acquisition allows you to adjust at any stage along the journey and achieve maximum performance. But the real competitive differentiator of a modular approach goes beyond the point solution level. With visibility across your end-to-end marketing and content lifecycle, you can focus on gaps that impact your ability to adapt and deliver business value.
Design your business to adapt to and thrive in the midst of rapid change
With a reimagined approach to AI and analytics, integrated experiences and operational flexibility, your business can craft intentional and contextual experiences for your customers that help employees transform content design and deployment across a holistic buyer journey. We enable intelligence and action across full marketing and content lifecycle, helping your business take advantage of the full suite of Adobe’s solutions and augment processes and automation with IBM’s suite of AI and advanced analytics solutions.
Working with your business and team we assess your preexisting technology stack to identify gaps and opportunities that hinder performance. Our unique, collaborative approach helps design and build transformational marketing and content lifecycles no matter where you are on your digital journey — from content creation to promotion and analytics and beyond to execution. As a result, your business and employees can anticipate customer wants and needs and design meaningful experiences that connect and engage with customers, keeping you ahead of the competition and market.
Thank you to Kathryn Bath for her contributions to this article.
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