Content is King in this Customer-Centric World

By CIOReview | Friday, September 23, 2016
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In today’s commoditized world and technology-driven society, there’s no denying the fact that putting customers first is a must and a sure recipe for success. With the influx of technology in every facet of our lives; lifestyles and priorities have changed drastically and Customer Experience Management (CEM) has acquired a whole new dimension and meaning. Organizations are investing big time to reap the benefits of this changing environment. Customer experience is increasingly becoming the key contributing factor to the value of any business and best-in-class content marketing fits in a broader customer experience approach.

Today, when everything is brand-driven and customer-centric—take the case of Coca-Cola, Manchester United or Audi, it becomes all the more important for companies to pay extra attention to their customers and target audience and develop a special bond, taking into account their personal preferences and choices. When we talk about customers and Web Content Management (WCM), two things come to mind: Is there a right way to influence customers who visit the sites and what is the role of WCM in this arena? Influencing customers and building brand loyalty is a tough task and can take years to come to fruition, but the debate on the impact of WCM on customers rages on. Companies are using CEM to keep a track of customer needs and look at things from a customer’s perspective. CEM brings to light a business strategy designed to manage the customer experience and give benefits to both retailers and customers. 

Online retail giants like Amazon, Alibaba and others want to build brand loyalty and create demands for their products online and develop customer engagement across the web, social, and mobile platforms. Ideally, they are looking for platforms that could lead to a surge in their sales figures and provide an impetus to their marketing strategies. As marketers, they would like to push their products to prospective buyers and create brand awareness. In this whole process, WCM plays a very vital role.

Digital Marketers and Publishers

Digital marketers and publishers have a lot in common. They both depend on WCM for information about customers’ habits, interests, and priorities and these details are stored for future reference and use. A continuous check is maintained to find out how many times a customer visits the website and how successful are they in finding products or information they are looking for. It is much easier to engage an individual when he/she visits the site and registers by creating a personal profile. The more detailed the customer profile, the easier is it for companies to cater to their demands and create a brand loyalty. Likewise, it becomes much easier for publishers to create information for customers that is interactive and intuitive in nature, keeping in mind the personal preferences.  

Sure, the brands want to connect with customers on a personal level and there are many out there who really care about their customers. But the reality is that in today’s tough times, it’s all about making profits and survival; but there are exceptions and certain businesses do care and empathize with their customers. With the ‘Digital Revolution’ taking place, marketing strategies and plans are changing for the good. The constant access of web and other social platforms round the clock gives great power to customers and makes it imperative for companies to develop content according to their needs. But when it comes to getting the things done, digital marketers and publishers go about doing their jobs in slightly different ways.

Digital marketers have to make sure that the customer gets the right information across all the platforms while ensuring there is no ambiguity. Marketers focus on a number of methods for pushing the right content to the targeted customer. There is a growing need to dynamically assemble content and display it on their web pages based on customer profile and other relevant materials. They should also deliver alerts to the target audience by using emails and other social platforms like Facebook and Twitter. These are the simple steps that can be of great help in CEM. On the other hand, the publishers should make sure that the information or content displayed on the web is relevant enough to engage customers; it should also be interactive and intuitive in nature so that they can engage customers for a longer period of time and get to know more about them.

The bottom-line is that good CEM depends on great WCM and there’s no other way about it. So, the main area of concern for companies should be developing interesting and relevant content to cater to the needs of customers. Appropriate content is the basic ingredient that is going to entice customers and make them visit the site again. Successful CEM also depends on developing close ties with customers and hence, extra care should be taken in nurturing the bond.

In today’s challenging times, when the driving force of nearly every organization is to rule and make profit, ‘Content is the King’ and how you package and serve it to your prospective customers and delight the audiences might just hold the key to a successful run in the market.