Role of Digital Platform in Your Omnichannel Content Marketing Strategy
The importance of an omnichannel content marketing strategy cannot be overstated. Customers today are interested in getting the answers to their queries even before they pose a question. In other words, they want you to be accessible in a way they want you to be. Also, they don't want to go through the same process every time they reach out for that information, even if they are using a different channel to get it.
It's important to keep in mind that customer experience is believed to overtake both prices and products as key differentiators between brands by 2020. In other words, the quality of customer experience will be more important than the product companies are selling. It will no longer be which company offers the biggest discount or the best widget, but who makes the customer feel the best for doing business with them.
It is only possible through omnichannel personalization. Companies need to quickly define and execute their customer experience strategy, which will be able to deliver on this type of personalization that customers demand.
Using Personalization for Your Omnichannel Content Marketing Strategy
One of the biggest challenges facing companies is the creation of a coherent strategy able to provide a one-to-one customer relationship. Offering personalized content makes complete sense from a marketing perspective, but most businesses are both technically and strategically a long way away from providing it.
Most brands already have a content marketing and a channel distribution strategy in place. They create content and share it through different mediums such as mobile apps, websites, social media, etc. The problem, however, is that there's no real connection between these channels, lacking in any real, omnichannel personalization and customer experience.
The Missing Link Is the Digital Platform
The right content and the right customer technology is what will bridge the gap between the content and channel strategies, unlocking the full potential of omnichannel personalization on a large scale.
When put in practice, it's the Digital Experience Platform (DXP) that makes it all possible. And it's all the components that come together to produce this DXP. Such a piece of technology will allow companies to deliver a personalized customer journey across all channels and touchpoints.
The main components of a Digital Platform are an API-first CMS and customer-centric content architecture, as well as an integrated CRM or customer database. The first step in achieving a good DXP is to have a system and architecture for your content that allows it to be personalized and distributed. This is the role of a CMS like Sitecore.
Second, the customer relationship management (CRM) allows you to synchronize with customer data and other activities from the CMS to build apps that use this data to deploy personalized experiences across the entire customer journey.
Finally, integrations with other services and plugins like mobile, IoT, smartwatches, AR/ VR, AI/machine learning applications, etc.can be used to provide an omnichannel experience. In addition, these can also be used to provide a feedback loop, allowing you to monitor and optimize the customer experience over time.
To learn more about developing and implementing an omnichannel content marketing strategy, contact us today!