“It’s not about your brand, it’s about my experience. Give me something of relevance and value or I’ll go elsewhere. Don’t email me a discount offer for a product I already own. No, I do not want to share my purchase of dental floss with a friend. And how am I supposed to complete your form on my smartphone?” – Today’s Customer
In today’s era of instant gratification, consumers have higher expectations and are much more demanding. For marketers, delivery of the right content, at the right time, becomes even more critical as customers demand seamless simplicity and exceptional experiences at every brand interaction.
Content is King, Context is the Emperor
In the past decade, the world of digital marketing has evolved from e-CRM and browser wars to coding platforms and screen wars. Now it is the battle of relevance.
The convergence of smartphones and tablets has forced marketers and agencies to develop digital properties that work seamlessly across connected devices and screen sizes. Now, with literally hundreds of screens to design for, the conversation must evolve from responsive web design (RWD) to responsive experience design (RED).
Convergence is no longer about devices. It’s about the integration of customer intelligence, contextual content and a seamless delivery mechanism. Let’s look at these three core components for delivering relevant responsive experiences that will be driving multi-channel customer engagement strategies in 2014:
Marketers need to define and understand (on a personal level) their customer’s digital ecosystem and pinpoint the most relevant moments to create meaningful connections. This requires intimate knowledge of customer data in order to draw the right insights. It requires the ability to predict human behavior, to “skate to the puck,” and most importantly, an insight-driven marketing strategy to create contextual relevance across channels.
Seed, feed and cultivate. Three simple words that should define an organization’s content strategy. Nowadays, content comes from a wide variety of sources, and the right strategy entails not only generating original content, but also to foster, cultivate and help steer the conversation in a way that drives engagement and continued conversions.
Your customers don’t care how it happens. In their eyes, delivery is Wonder Woman’s Invisible Jet. It’s always there, it always works, and it’s more than just technology. It’s Magic! Delivering contextually relevant content requires seamless integration of creative and technology, working in sync to develop exceptional experiences across screens. In order to achieve this, organizations need to start by erasing the lines between marketing, IT and product development and leverage an insight-led approach to delivering value and relevant experiences.
With today’s customers—who are car shopping in their bed, reading the news in the lavatory, and connecting with family on the subway ride to work—marketers have an incredible opportunity to think differently and build experiences that are more relevant and engaging.
About the Authors
Alex Mahernia is Chief Creative Officer, North America, at Rosetta. He has over 15 years of experience in creative and technical roles deploying emerging experiences for many of the world’s biggest brands.
Joe Lozito is Chief Technology Officer at Rosetta. He has over 15 years of experience overseeing the development of personalized marketing and commerce experiences spanning many different device types.