The Internet is a very different place than it was just a few years ago. Your potential customers no longer take their time looking for information about your brand. In fact, a Chartbeat study of over 2 billion Web visits found that 55 percent of readers spent fewer than 15 seconds actively reading a webpage! That’s all the time you have to engage your customer. Can you do that now with your present content?
You simply can’t compete in today’s digitally dominated world without having the ability to coordinate, control, and centralize all of your company’s content. The biggest companies are moving in this direction in a big way. Adobe customer Ford Motor Company has recognized the value of delivering the right content and functionality at exactly the time it’s needed. When launching the 2016 Lincoln MKX reveal site, Ford used a digital platform to create a personalized experience for priority-customer segments and was able to update content on demand and in real time to match changing customer preferences. The new site increased customer engagement to 99 percent and significantly improved stickiness compared to previous reveal sites.
10 Steps to Creating Your Own State-of-the-Art Digital Foundation
The following best practices will enable you to coordinate, control, and centralize all of your company’s content quickly, so you can compete in today’s digitally dominated world.
- Change Your Company Culture and Put Marketing in Charge of Content.
This could be your single-most important step. Your marketing team needs to be able to move faster and, ideally, have access to your core content capabilities without having to go through the information-technology (IT) department. Marketers need to be able to share digital assets and apply content changes across all channels without IT involvement.
- Create a Customer Data Control Center.
You must learn about your customers’ entire journeys with your brand and understand their online behaviors. Do they start browsing on their desktops and continue later on their mobile devices? Today’s users expect to be able to pick up their journey wherever they left off — or they very well may abandon it altogether. To accomplish this, you must gather information from all the places where they might interact with your brand and create centralized profiles.
- Unify the Journey From the First Contact to the Final Destination.
It is critical to think of every touchpoint as an extension of the same conversation and to create an ongoing story across all of them. When you connect all of your marketing touches with the same brand continuity, you improve your customers’ overall digital experiences as well as their perceptions of your brand.
- Use Responsive Design for All Channels.
Your content may be seen on a desktop, a tablet, a mobile device, a large in-venue screen, or even a smart watch, so it has to work – and work well – in each of those environments. Your marketing team should control the process and decisions that need to be made regarding where the content will be seen.
- Create Real, Personalized Experiences.
Customers are demanding personalized online experiences; yet, of the customers who are receiving personalized experiences, 70 percent call them superficial, while 63 percent say they are annoying, not compelling. Use the power of data to create truly personalized experiences.
- Use Customer-Generated Experiences.
Consumers tend to trust social media more than your own content. Getting your social content all in one place, using analytics to determine your social content’s impact, and staying current will keep you ahead of the game.
- Modernize Your Design-Content Generation-Implementation Workflows.
You can’t afford the time it takes to spend hours developing content, getting it vetted and reviewed, and then having IT turn it into a webpage. Your content developers should be going to a central asset library, keeping content flowing to the marketers who can reuse existing assets, and then publishing to any channel without coding or help from IT.
- Choose the Right Analytics for the Right Insight.
Do you understand the difference between interaction, engagement, and value metrics? Do you want to know the impact your content had on consumers, how it resonated with their needs, how your audience engaged with your content, or all of the above?
- Have Solid Privacy and Security Protections in Place.
As your customers interact with your content on more devices, and channels and you develop deeper customer profiles to serve those extended experiences, your security foundation has to keep up.
- Begin a Path Toward Content Maturity.
The key to digital maturity — or to getting ahead as we move forward in the industry — is making sure you have the right messages, delivered to the right person, at the right time, through the right channel.
Adobe has robust web experience management solutions in place like Adobe Experience Manager sites combined with personalization and targeting solutions like Adobe Analytics and Adobe Target. Whatever solution you choose, use these best practices to help you navigate the new Internet where you need to continuously deliver personalized, relevant content quickly.
You can learn more about these practices in an in-depth report on the “New Content Frontier,” which is all about the new content management universe in which we now live.