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3 Smart Things To Improve Customer Experience in 2016

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Steve Wozniak once said that “wherever smart people work, doors are unlocked.” We can also say that wherever smart tools are at work, successful strategies are easily unlocked. In a world that changes constantly, you must understand that what you have done till now will not help you to attract and engage customers in future.

Managing the experience has never been easy, even before the arrival of mobile technology. The evolution towards digital, that will hasten in 2016, may make it look like a daunting task, but it is not. You just need a few smart things to improve customer experience for the years to come.

‘Smart’ is the keyword to survive and evolve in competitive environments. Technology has acted as the main driver to give birth to a new generation of customers. The digital customer is smart, empowered, demanding, but also high spending and willing to try new things. This is exactly how your company should be too.  

The days are numbered for age-old marketing: customers move at a fast pace, they want to be heard and expect that you are able to provide them with what they want, when they want it. This translates into the ability to reach your customers with valuable contents, on any device and when it matters most. In one word, a meaningful digital customer experience.

If you do not follow the prescriptions to deliver an amazing experience, you inevitably expose your brand to a huge risk, a risk called irrelevance. Today’s brand identity, in fact, is driven by two main forces:

  • Wider fierce competition - Your brand competes against the whole world, and that means that customers can choose from a widening set of suppliers. Why would they choose you? Prices are dropping and quality is taken for granted. They can’t be considered key business differentiators anymore, and they are replaced by the experience itself.
  • Social connected communities - Not so long ago, purchase decisions were heavily influenced by the power of traditional marketing techniques (advertising, to name one) and the opinion of a small circle of relatives and friends. Today, digital customers mostly rely on their social communities, online reviews and the opinion of a wide circle of strangers.

As a consequence of both forces, customers are now more informed than ever. They use their smartphone to research for product information, before and even during the purchase. They trust what they see on the Internet because it comes from other customers (bottom-up) and it is not controlled by companies (top-down).

Also, they are not shy when it comes to promote great experiences or complain about bad customer experience. Mobile technology and social networks have given customers platforms to let the entire world know their desires and complaints in real time.

The way to customer engagement and brand relevance is long and hard, and you will never get there if you do not preside over these elements. Statistics leave no doubt:

  • It will take twelve positive experiences to make up for one poor one;
  • A customer will avoid your brand for two years after a bad experience;
  • Half of the customers will share with friends and family a negative experience.

Digital has highlighted a primary shift that people want business to make. To become more relevant, personal, useful and thoughtful. To design products and experiences that are actually useful and exciting.” (Mike Saunders)

Businesses have no choice but to respond to the challenge and face that digital transformation that is changing customer behaviors and marketing logics forever. You need to redesign your experiences with customers in mind; you need to find a balance between the physical and digital worlds; you need to learn new ways to create genuine engagement when and where it matters most (for customers).

Emerging technologies - mobile apps, smartwatches, beacons, the Internet of Things - have a deep impact on the connection between brand and customer. This new world brings unexpected new questions and new solutions to old problems. To answer properly, you must learn to watch from a different perspective, your customer’s perspective. You must be smart and use smart tools.

SMART JOURNEY

The traditional customer journey map has been used by marketers for decades. Then, all of a sudden, it has become inadequate to understand the experience of digital customers. Because of the mobile mind shift - and the emergence of micro moments - we need to redefine the map, starting from client’s POV. The new customer journey has the same foundational elements, but it takes into account the multiple channels and touchpoints that customers go through when they connect with a brand, online and offline, across any devices. Its framework is liquid and in constant motion, and that makes it smart.

SMART CONTENT

The best way to engage with customers and foster their loyalty is to provide content that is unique and useful. This is a constant valid throughout the entire history of marketing. What has changed, with the emergence of social networks and connected devices, is the importance of context. Today, delivery is as important as the content itself. What makes a specific content relevant for customers is where and how you deliver it. To be smart, content marketing must reach customers when they need it (in terms of location and moments of truth) and where they need it (in terms of channels and communities).

SMART DATA

If digital customers are so hard to define and reduce to patterns, how can you understand what they want and where you can create the best connection with them? The answer lies in data. Numbers, reports, statistics have always been food for marketers, and now they have more data than ever, thanks to the smartphone and connected objects. If the scarcity is a problem, the abundance is no less. The only way to extract insights from mud is to connect the different sources and use tools that transform average data into smart data.

These are only three - although probably the most important - things you will have to consider if you aim at delivering a memorable digital customer experience. Smart businesses, just like smart people, never stop to listen, learn and adapt.

If you need more insights on how to improve your strategy in the next years, take a look also at the 4 Mobile Marketing Trends For 2016 Digital Customer Experience.

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Content Marketing Mobile Internet of Things

5 Digital Transformation Predictions For 2016

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As the year comes to a close, digital leaders are already projected to their next move. In an age of constant changes, in fact, what’s next is always more important - and interesting - than what you have already accomplished.

Do you have a bold goal for 2016? Does your business plan include the terms ‘digital’ and ‘transformation’? If the answer is “Yes”, you are on the right track. You just need one more hint, in other words the top digital transformation predictions for 2016 and the years to come.

In the past months, digital transformation has become a serious business buzz, but what exactly does the term mean? There is no shared opinion, as it is translated into different things by different marketers. The best way is to divide and define the two terms separately: 

  • Transformation -  It is a whole scale change that disrupts the foundational elements of your business (customers, products, organization, markets). The change forces the renovation of the entire value chain model, starting from operating models, business infrastructure, and customer experience management. There is no change in the environment that does not affect the organization, in terms of structure, strategy, and people.
  • Digital - Every major shift in human history is strictly connected to technological innovation. Technology is the main driver of transformation, and it creates an inseparable ecosystem with customer behaviors and market competition. When one changes, the others are destined to change consequently. Today, the digital screen and the smartphone are the main catalysts of the disruption of our markets, brands, and identities.

In the last ten years, the Internet has created a layer on our life, melting the physical and digital worlds. With the spread of mobile technology, guided by the smartphone, we are now submerged in a stream of constant connectivity. Anytime we use the smartphone we literally possess the entire world in our hands.

The dematerialization of reality and the fragmentation of life into micro-moments have had two consequences:

  1. The emergence of the digital customers, empowered and demanding. They have a strong personality; they want to fulfill new needs and desires; they show different purchase decisions and behaviors.
  2. The evolution of the customer journey, that defies traditional definitions and unravels across different touchpoints, online and offline. To engage and understand the digital customer, marketers need to assume a mobile-first (if not mobile-only) approach.

Given the premise, it is evident that going digital does not mean simply “going paperless” as stated by those who want to reduce the power and range of this radical change. Digital transformation is not limited to a technological improvement or a business model evolution. It implies a shift in your culture, mindset, and perspective.

It surely starts with the revision of the customer experience management and the employee engagement. The first step to improving your business is to put people where they deserve to be, at the very core of your strategy. To quote our favorite guru Brian Solis “the digital innovation is as much about technology as it is about people."

Of course, a transformation with so deep implications cannot happen in one year. In the last ten years, and especially in 2015, we have already seen some important seeds of evolution:

  • Customer-centric approach - Wearing their customer’s hat for the first time, most companies are now aware that the customer experience is the main element of differentiation in highly evolved markets.
  • Mobile as the first channel - People and brands now live online and offline. Mobile is not just another channel among the others; it is the primary channel to engage with customers.
  • Wearables and quantified self - Wearables have soon become part of customer’s life, and the success of activity trackers and smartwatches responds to the need for a connected and quantified self.
  • Customer journey rebuilt - While you try to figure out how to include them into your digital marketing strategy, smart phones, watches, glasses and wristbands have already reshaped the customer journey.
  • Big data marketing - The key to a successful transformation is the ability to collect meaningful information and translate data into actionable insights to prioritize activities and investments.

These are the foundations to take a further step towards the evolution of your business. Going back to the opening question, what should we expect that will happen in 2016? We see five more seeds which will add their influence to those already listed.

TECHNOLOGY WILL ENHANCE EXPERIENCE

Why are you investing time and money in new technologies? The answer to this question will increasingly focus on the experience. You unlock the power of emerging devices to improve customer experience and win the race to relevance. Digital deletes the limits of physical reality, pushing the experience to a whole new level where virtual and augmented reality become the perfect companion to deliver immersive experiences and engage customers emotionally.

THE INTERNET WILL CONNECT THINGS

We are surrounded by increasingly intelligent devices, objects that do not need human intervention to learn and communicate. We will soon move from the Internet connecting people to the Internet connecting things. The so-called Internet of Things has the potential to redefine competitive advantage and “fundamentally alter how consumers interact with enterprises and how enterprises interact with their supply chain and distribution partners.” (Forbes)

MARKETING WILL BE CONTEXT AWARE

Any marketer knows that content without context is powerless. This is, even more, true in a world where mobile devices redefine the connection between companies and customers. The implementation of technologies such as beacons, geofencing, push notifications and the Internet of Things will spruce marketing up. Location and context will rule your strategy, ultimately allowing you to engage digital customers where and when it matters most, on every device.

MACHINE LEARNING WILL MAKE YOU SMART

The information technology has made possible for objects to handle complex operations at a speed not suitable for human beings. We could not consider these computers really smart, however, because they did not learn from the environment. Machine learning is a huge bet many big companies are doing: the future of business lies in the adoption of smart connected tools, able to autonomously learn and predict customer behaviors. This will ease the retail revolution we are all waiting for.

DATA WILL FOCUS ON CUSTOMER EMOTIONS

It is recent news that Google has created a tool that solves for computers the problem of seeing. It will soon recognize our emotions, identifying faces and learning from the what we do and how. If embedded in mobile apps and combined with machine learning, this technology will allow companies to gather real-time data about any single customer. Information that could be used to deliver (finally) personalized content and experiences, based on their behavior and emotions.

Now it is your turn. Which do you think will be the technologies that will drive digital transformation in the next years?

 

YOU MIGHT ALSO LIKE: 5 Digital Best Practices For a Brilliant Engagement Strategy

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

Download DCX 7-Steps Checklist



Topics: Digital Customer Experience Innovation Inbound Marketing Mobile Internet of Things

Harness The Power Of Mobile Apps To Create Happy Customers

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Creating happy and loyal customers is a great deal of concern for today’s businesses. For this very reason, they are turning towards different ways to generate genuine engagement and improve the customer experience.

For many brands, employing innovative channels - such as mobile - represent the missing link to get closer to their customers. The question is: How can you harness the power of mobile apps to change positively your customer experience and gain a competitive advantage?

Today, the smartphone acts like our personal metronome that sets the pace of daily routine. Both as human beings and customers, we strongly rely on mobile devices and apps to carry out the most diverse activities: playing, communicating, socializing, buying.

According to recent researches, in fact:

  • More than 80% of all online adults of the most developed countries now have a smartphone.
  • Mobile searches on Google have now overtaken desktop searches, forcing companies to the mobile-friendly evolution.
  • Apps now account for 86% of the time spent on mobile devices, replacing web browsers as the primary door to access the Internet.

It is no wonder, then, that companies are increasingly utilizing mobile apps to interact and connect with digital customers. Apps are not just a way to ‘be there’. They can be the perfect mean to engage with customers, reach them when and where it matters most, sell products (ever heard about mobile commerce?) and increase revenue.

Statistics confirms that apps represent a unique opportunity to build a deeper relationship with customers. As the number of competitors continues to grow, though, the real challenge is to avoid the backlash of bad development and prevent that the app ultimately disappears in the mare magnum of app stores.

Be different, be epic” this is the secret to achieving sustainable growth in the expanding global market we live in. But how? All industries face this challenge in a scenario where the only constant is constant change:

  • Consumer goods and retail brands need to overcome the rise of e-commerce and mobile commerce, reinventing the very idea of store to reach customers when they are ready to take decisions.
  • Insurance and financial services are now evaluated by customers like any other type of brands. They need to start caring about loyalty, reinventing the experience, exploiting multiple touch points to connect with clients.
  • Fashion and luxury brands probably have the hardest task. They need to embrace the power of technology to appeal digital customers; at the same time, they need to avoid losing their legacy and the sense of traditional and exclusive that nurture their identity.
  • Health and government services need to shorten the distance that separates them from customers. They need to overcome the greyness of bureaucracy and evolve to become more open, accessible and efficient.

They all have a common problem: find a way to connect (meaningfully) the physical and digital worlds. So it happens that the need to differentiate brings back the attention to what is really important: the experience. Building a powerful customer experience is becoming increasingly difficult because everyone is also trying to create something unique, stunning and personal.

Happy customers are the result of an amazing experience. Experiences that are truly unique and personalized drive satisfaction, encourage positive word of mouth and pave the way to customer advocacy. In a few words, they create the foundations to drive market share and revenue growth.

How do you connect the online and offline dimensions? How do you create a differentiated experience? In a world dominated by all sorts of mobile devices (smartphones, smartwatches, activity trackers) the answer is right in front of your eyes.

Following this line of thought, more and more businesses are uploading their branded apps to the stores. The problem is, many are doing it without a plan or even a strong reason why. They are not developing the apps for their customers; they are doing it because everyone else is doing it. A misleading idea that only leads to disaster.

The fact that mobile apps have become a popular tool for business marketing does not necessary mean that they will work for your business as some sort of magic, bringing customers to your stores like the pied piper of Hamelin.

Being easily accessible via mobile devices is top priority but, in the end, it is not the ‘what’ that will decide whether you will be successful; it is rather the ‘how’ and the ‘why’. How are you going to engage customers with your mobile app? Why are you doing it in the first place?

As mobile devices integrate deeper into the digital marketing strategy, it is time to bring the conversation about apps to the next level. To understand how you can deliver value to your clients and provide a superior overall experience, across all stages of the improved customer journey.

Here are some ideas on how you can harness the power of mobile apps to fulfill customer’s desires, and live with them happily ever after.

GUARANTEE CONVENIENCE

A well-thought mobile app is the perfect tool to engage customers in the exact (micro) moment that matters most, wherever they are. To work efficiently, your app must be smart (able to deliver the right content), personalized (able to learn from behavior), contextual (able to show location-aware content).

PLAY WITH CUSTOMERS

Customers love discounts, and marketers know it. They also love reward, and not so many marketers know it. Reward ensures loyalty, but traditional loyalty programs are costly and not efficient anymore. The answer lies in games: success stories show that gamification dynamics helps to engage customers and keep them coming back to your app and store.

CREATE ‘APPMOSPHERE’

Digital leaders sometimes struggle to maintain the right balance between two distinctive demands: customer engagement on the one hand and brand identity on the other hand. One way to connect the two is to improve the online presence through an innovative customer-facing app that delivers a sense of exclusivity and creates a unique ‘appmosphere’.

DEVELOP A HUMAN BRAND

Despite the prejudices, a branded app is not meant just to remind customers of your brand’s existence. They can be used for various purposes, which includes engagement, loyalty and customer service. Opening a two-way dialogue with users can be used to improve the connection, get feedback, respond to issues, and ultimately show the human face of your company.

CAPITALIZE ON DATA POWER

Customer-facing apps improve the communication but also serve as collectors of information about customers, their social habits and purchase behaviors. Apps can be substantial sources of data that enhance your knowledge if you know how to read them. You will get a better understanding of your customers, and you will be able to predict their behaviors and adapt your strategy accordingly.

 

YOU MIGHT ALSO LIKE:  Top 10 KPIs To Measure Mobile App Development Success

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:


:

Download DCX 7-Steps Checklist

 

Topics: Digital Customer Experience Neosperience Apps Retail Mobile

5 Mobile Commerce Myths You Need To Debunk To Improve Strategy

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The number of smartphones, tablets and smartwatches sold has increased steadily in 2015, leaving no doubt that mobile connection is now more important than desktop. The new mobile-friendly algorithm launched by Google would be enough to certify this paradigm shift.

Despite this irreversible trend, less than a third of Western companies have a long-term mobile strategy that includes ‘selling’. Why is that? The problem is - at least in part - due to mobile commerce myths that obstruct the necessary changes, in terms of vision and investments.

After all the innovations that we have witnessed in such a short time, do you still believe that retail today still looks like ten years ago? Many times we have already debunked the idea that retail customer experience is limited to what happens in the physical store and that the smartphone is not built to sell.

Here are few statistics - taken from reports by Hubspot, Altimeter, ComScore - to highlight the importance of mobile commerce when building digital customer experience:

  • Mobile sales are estimated to reach 62 billion dollars in value in the next five years, the fastest growing segment in retail.
  • Considering the total sales of e-commerce, 25 percent of those will come from mobile by the end of 2017.
  • More than one-third of customers already use mobile exclusively when they have to decide what buy and where.
  • Roughly 40 percent of all digital sales are cross-device, meaning customers use more than one device during the journey.

These numbers tell that the customer behavior in the digital era is driven by the evolution of mobile technology, and the only thing you can do - as a business - is to keep the pace and plan your digital transformation. Far from being easy or painless, this process will ensure you the capability to engage your clients and retain their loyalty.

Keep in mind that the customer journey might be a circle, but it has three specific objectives: engage, understand AND sell. Every single technology you deploy must serve all three goals: sales should never be taken for granted like it was a natural consequence of good management of the first two.

Although each one of us utilizes the smartphone in a personal and unique manner, one of the most popular activities includes researching and buying products. Mobile is already the primary way customers shop online, and 63 percent of customers expect to be doing more shopping on mobile in the next years.

Whether you are an e-commerce firm or a traditional retail brand, you can’t ignore that fact that mobile beats the rhythm of our life, reshaping the selling and shopping experience:

  • 60 percent use a smartphone while they visit a store, 50 percent on their way to the shop.
  • 47 percent use a smartphone to search for local information.
  • 46 percent use a smartphone to look up prices online before going to the store.

Mobile platforms now account for 60 percent of total time spent on digital media, and yet a very large number of companies are still not mobile-ready. With this discrepancy between how customers gather information / connect with products, and how brands plan / execute their marketing strategy, it is no wonder many retailers are scrambling to invest in mobile devices.

Just implementing sophisticated tools, though, is not the answer if you want to succeed in overcrowded markets. If you do not stop and think about ‘Why’ and ‘How’ you are going mobile, no ‘What’ might save you. In a few words, the use of mobile devices or apps for the sake of mobile is totally useless, if not dangerous for your brand integrity.

Here are the five common mobile commerce myths that can impact how you connect with customers via mobile. Debunk and discard them before going mobile because no technology matters unless you take care of the basics.

MOBILE IS YET ANOTHER CHANNEL

They say mobile is just another channel you can include - or not include as well - in your marketing strategy. False: mobile is the key to understand how customers take purchase decisions in the digital era. Selling online is the new frontier, be it mobile commerce or social commerce.

As shown in our recent article about the future of retail from 2016 on, today’s typical customer journey is fragmented and moves across various channels without predictable schemes. You need to think past the channels, the most critical micro moments (of truth) already happen on a mobile screen.

MOBILE COMMERCE IS FOR MILLENNIALS

Being a relatively recent technology, mobile is something that appeal mostly young people. False: Millennials live glued to their smartphone, but they are not the ones that move markets. Mobile shopping is a trend even among the less digitalized generations.

While millennials have grown up during the mobile outbreak, the fastest growing group of mobile users is those between 46 and 54. As for the so-called Generation Y, it is the most powerful force ever witnessed, set to surpass the spending power of their parents (something like 1.4 billion dollars before 2020).

MOBILE MARKETING MEANS ADVERTISING

When it comes to applying the rules of marketing to the mobile world, advertising is the first (and sometimes only) word that comes to mind. False: mobile marketing includes all practices that enable you to communicate and engage with your audience through any mobile device. That means not only paid media but also owned and earned contents.

The ultimate aim of developing a mobile strategy is to reinforce the connection with customers, using all kind of tools available: while advertising is steadily losing relevance (due to AdBlock software), social media and mobile app development become more and more critical to showcase your brand and sell your products.

MOBILE COMMERCE KILLS THE STORE

Two false myths in one: mobile commerce is not for brick-and-mortars that hold their core essence tight in the physical store; at the same time, the emergence of mobile players is killing traditional stores, forcing us all to a cold, aseptic relationship with bots.

On the contrary, it is now evident that the spread of smartphones is the primary force behind the reinvention of the store, that is not destined to disappear anytime soon. Commerce online is an extension of the shop, that expand its range and perfectly connects digital and physical, in the name of proximity marketing and the Internet of Things.

MOBILE COMMERCE IS FOR BIG BRANDS

Mobile marketing is expensive; the development of a mobile app is expensive; selling through mobile channels is expensive and only fits the big brands. In this unfair race, small businesses have no chance to get customer’s attention, and will be swallowed up by merciless holdings. False.

The truth is, mobile commerce has proved ideal for small and local brands. Even Google indexing is focusing on the localization of customers and contents. The “think local, act mobile” philosophy will push to context-aware marketing services, providing you with innovative ways to connect the store and the mobile experience.

Once again, focus on what really matters for customers: the experience. Take advantage of mobile to provide a fast, easy, memorable shopping experience to your customers, across all touch points of the customer journey. Only then will you survive the evil influence of false myths.



YOU MIGHT ALSO LIKE: 4 Mobile Marketing Trends For Your 2016 Digital Customer Experience

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Retail Mobile Internet of Things

Content Marketing Guidelines To Improve Engagement In 2016

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What is the purpose of creating content? Content marketing can serve many company goals, but there is no doubt that customer engagement is always one of the most important. Also, one of the most difficult to get.

Memorable contents promote engagement, and that is the tipping point to build a digital customer experience that stands out from the crowd. As 2016 is approaching, let’s focus on the content marketing guidelines that will help you improve engagement, online and offline.

The idea of content marketing is not something totally unprecedented. In the United States, entrepreneurs have been employing content strategies since the end of the 1800s. There is no doubt, though, that the use of content in marketing initiatives has become more prevalent - and relevant - with the advent of the Internet.

In the last few years, we have witnessed an absolute blast in the use of digital contents: a recent research by Nielsen estimated that roughly 27 million pieces of content are shared on the web every single day. By 2020, the digital universe will grow to 40 thousand exabytes, mostly made of digital and social contents.

It was with the emergence of social networks (before) and connected smartphones (after) that the delivery became as important as the creation. What makes content relevant - for a specific customer - is where and how to deliver it, in terms of channels and communities.

Now even the most traditional and closed-minded companies have noticed the power of content. They are betting their marketing odds on it, and all they want from it is engagement. Everyone wants engagement; the problem is none is quite sure how to get it.

The increasing interest brings new opportunities to share your story and let the entire world know how incredible you are (and your customer experience is). The downsides of this enthusiasm, however, are the saturation of the digital world and the skyrocketing budgets. How can you overcome both hurdles?

Start with four basic premises:

  • If you think that content only adapts to the awareness stage, you will likely miss the unified vision of the new customer journey map.
  • If you create content that does not promote engagement, you will likely just waste your time and budget;
  • If you send out contents, but you do not know and understand your digital customers, you will likely speak to an uninterested audience;  
  • If you think that one single content is good for all contexts, you will likely miss the power of personalized and contextual contents.
  • If you think that content marketing is once and for all, you will likely become an ‘old’ brand, sidelined as static and boring.

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Great content always moves at the same pace with society. In fact, we can represent content marketing like a jigsaw with many shuffled pieces (and it is your duty to put everything in place):

  1. The brand identity - the history and legacy that brought you here;
  2. The inner reason - why you do what you do;
  3. The business vision - what makes you different;
  4. The story you narrate - between tradition and evolution;
  5. The technology you use - to evolve and involve your customers in your story;
  6. The channels you deploy - and the innovative tools you use to spread your word;
  7. The context - that makes content relevant. To be found is more important than broadcasting.
  8. The audience you talk to - and how they feel you are adding value and making their life easier.

Easy, isn’t it? New tools and technologies give you incredible opportunities to connect with your customers in more meaningful ways. However, it is not enough to simply be creating content because too many brands consistently share great stuff. Success is not a matter of luck; it is the result of brilliant strategies.

You need to rock your strategy and take content for what it is (in the mobile era): a key element of the digital customer experience. This is the only way to empower your customers and avoid spamming them across your digital properties. As we prepare to enter a busy 2016, here are few guidelines to be sure you are walking the way to engagement.

HAVE PURPOSE

A purpose is what gives sense and direction to your marketing strategy. Content without purpose is probably useless and worthless. Establish a long-term goal for your global strategy and a short term-goal for any action you take. And adapt them constantly.

CREATE VALUE

Purpose and value are strictly connected. The first one is about your brand identity, but the value is related to your customers. Where does it come from? To add value to your content, start with customer’s needs and questions, not your product or brand.

GIVE BACK

When connecting with empowered customers, one-way communication is outdated and ineffective. Digital customers expect to be part of your content: if you claim attention, start by giving back attention (especially on social media). The only way to customer’s heart.

PLAN CONTENT

Just throwing contents on your site, on social media or around the web will not get you anywhere, if you don’t have a plan. You need to plan to build a strategy that is truly competitive and compelling. Otherwise, search engines and customers will never notice you.

MIND THE MOMENT

In content marketing, there are leaders and followers. It is not the budget you spend that will decide who you are. Innovative strategies are not a matter of money; they come from brilliant ideas. Do not follow what others are doing (in terms of new tools, channels); try to create your own trend instead.

MIND THE CONTEXT

In our times, shaped by mobile devices, content is nothing without context. As confirmed by tons of researches, brand differentiating experiences originate from the ability to engage customers where and when it matters most, across all steps of the customer journey.

BLUR ONLINE & OFFLINE

The necessity to create context-aware content, together with the pervasiveness of connected devices, create an interesting corollary. The distance that separates the offline and online worlds is blurring, and you need to adapt content accordingly, connecting both experiences in one, comprehensive, omni-channel customer experience.

MAKE IT PERSONAL

Value mostly descend from the context, and the context is represented by the union of where (you share your content) and who (you are talking to). The Age of the Customer could be also called the era of personalization, the refusal of one-fits-all solutions. Customers demand personal experiences and tailor-cut contents, and this trend will only accelerate in the next years.

STAY SHEARABLE

Distribution is what makes content relevant. You can have the best piece of content in the whole Internet, but if you don’t know how (and where) to share it, it will lose all its power. Be sure to push shearable contents. How? Be trustworthy, helpful, current, and finally make customers’ life easier.

EMBRACE DATA

While companies focus their efforts on producing content, they are not always measuring it (less than a quarter, according to a recent research). What is the point of spending resources and money if you do not measure results? Data is what gives a perspective to your activities. To stand out, invest your time in measuring valuable content metrics (i.e. social and search engines).

Of course, genuine engagement is nourished with high-quality contents (What you say) and rooted in your brand identity (Who you are). But you should always remember that it is the digital customer experience that you deliver (What you do) what will ultimately make you memorable.

If you look for more insights and statistics about content marketing strategy, check out the 5 Content Marketing Facts You Need To Know (To Be Truly Epic).

 

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Storytelling Content Marketing Mobile