Traditional businesses experience growing pressure from competitors adopting innovative technologies and startups launching in entirely digital form from the outset. From initial contact with customers to lead generation, to purchase, the customer journey is becoming ever more digital. It can go through a growing number of online channels.
This calls for a coherent digital experience communicating a uniform message, regardless of the channel. Delivering it at the right time is a bonus.
What Digitalization Brings
Reports confirm that digitalization in retail, transportation and storage, professional and technical services, finance, and construction boosts revenues between 3.2 and 4.6 percent. Many of those sectors face competition that employs content creation and marketing as tools to outpace traditional businesses. Most legacy companies find visitor numbers, sales, and brand awareness fading in favor of online traders taking full advantage of the internet.
The focus of successful contemporary business is increasingly moving towards content marketing, online brand recognition, and integrated customer experience across all channels and steps of the customer journey. This journey usually starts with a compelling piece of content found online. The traditional approach to gaining sales leads and turning them into customers is becoming nonviable as less and less customer experience is face-to-face.
Coherent Custom Content and Customer Journey
In a global world, customers often buy products or services from other continents after being attracted by online content in their homes. Emerging technologies like IoT, business chatbots, and mobile devices disseminate content at unprecedented rate. Marketing online content is as business-critical as advertising in the 20th Century. The customer journey involves more and more of this content, while customer experience leaders easily outpace what the S&P 500 offer the market.
It is not about creativity. Many traditional organisations are quite creative. But managing an appealing message across rapidly proliferating content channels is challenging. Sustaining a coherent message across the entire customer journey is even harder. The growing number of devices and channels can result in a fragmented customer experience unless content is optimized for all channels.
How many organisations can afford to build and maintain a single communications platform funneling the combined power of dozens of online channels into one? As expected, we end up seeking solutions that allow businesses to create and manage their content across a variety of platforms. Funneling various channels into a unified customer experience is a viable, though not easy, solution. Optimizing, customizing, and personalizing content that results in sales may involve various techniques but they pay off in the long term despite requiring significant efforts.
Contextual Interaction with Customers
Enterprises and organisations no longer need to shout to gain attention. Thoughtful content and engaging digital experience will do the job when delivered through the right medium and providing consistent customer experience. In fact, this is the way buyers commence their journey today, and the way companies gain returning clients. We should add content contextualization and digital experience. Customers could easily miss the point of our message in an online world where myriads of businesses ply content. One should be aware that the Digital Age is already gone; the time of New Digital has come.
Simplifying the corporate message through available and suitable channels is mandatory for success in effective customer interactions. These interactions should be performed in context: not as one-size-fits-all. Our message should be up to the point, yet tailored to the particular communications channel. It should deliver valuable insight to prompt an attractive customer journey across the variety of digital platforms where our prospects are. Their first impression of our digital content is invaluable in a crowded online world, though maintaining a consistent brand message is of equal importance.
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