Delivering the best customer experience is a challenge faced by many brands — especially in an omni-channel environment where the number of touch points is rising rapidly. The goal of delivering exceptional customer experience is to keep said customer happy. By extension, this keeps them loyal and will ultimately lead to revenue growth for organisations . However, in getting this process right, brands also need to consider the overall customer journey and the assets they use to move their target audience along the buying and retention continuum.
In this quest to deliver the best experience and guide customers along the journey, marketing departments need a host of assets to support their efforts. All customers are different, as are their needs and their progress along the journey, which means all messaging has to reflect that, yet remain steadfastly consistent.
What this means for brands and their marketing teams is that the messaging and associated assets need to be properly managed, all the way through from creation and approvals, to making them available for different promotions and regions. Given the scope of marketing campaigns, the sheer number of resources that are created and the number of stakeholders involved, it just doesn’t make sense to do this manually.
Instead, technology has an increasingly important role to play behind the scenes, ensuring assets are up to date, accessible and available to the relevant stakeholders, and appropriate for the campaign or target audience. There are various solutions that manage these different aspects, from digital asset management (DAM) and content marketing systems (CMS), to product information management (PIM) and marketing automation systems.
Content, Engagement and Getting it Right
Along the journey, consumers will be exposed to numerous ways to consume information, such as email, videos, blogs, or adverts. However, if there are 10 ways to absorb this information, customers will only realistically choose three to five ways of doing this.
As a result, marketers must ensure that each avenue offers them the same level of messaging in order to boost engagement rates, loyalty and conversion. Importantly, particularly when dealing in the omni-channel environment or offering products across multiple regions, these assets need to be current and offer the right context.
For example, if a specific customer journey relates to a product line, the assets need to include up to date information on specs, promotions and prices. They also need to be made available at the right time — it’s no use promoting a picnic basket or cocktail making set in winter.
In addition, the visuals also need to match up. Marketing teams and their various agencies need to ensure they’re using the right visuals in the right way; this means ensuring the images are licensed and appropriate for the region or target market. For example, some countries might have different legislation regarding products like alcohol or the ways in which models are clothed. All of these considerations can be managed by software or solutions that have been designed to assist with various aspects of marketing automation, project management or workflow improvement.
Centralisation Is Key
More than this, for organisations with multiple brands and multiple in-house and external agencies supporting them, technology can also assist in one critical area: centralisation of assets.
If all of these can be created, hosted and managed on a centralised platform or marketing hub, organisations can add a level of accuracy and security to operations, while ensuring the processes around creation, approvals, revisions and accessibility are streamlined.
In this way, brands can ensure only the most current assets are being used, across campaigns, regions and language. In addition to being current, approvals can be effectively managed and any material that is out of date in terms of style, tone or time can be automatically removed, ensuring accuracy across the board.
The role of technology, regardless of application or industry, is to make life easier. When it comes customer experience, this remains true.
Directly of course, the use of technology won’t have an effect on customer experience — the two are too far removed. Brands rely on their content and messaging to interface and engage with their customers, and it’s only through delivering the right, targeted and relevant assets that this can be successfully accomplished.
And, with the right software and solutions in place, the whole process of creating, approving, managing and distributing content assets can be comprehensively supported.
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