Leveraging technology to supercharge customer content
Keeping a steady flow of content that consistently meets each customer’s unique interests is a challenge for all marketers. For companies that operate globally, delivering this content on the right channel to the right customer can present even greater hurdles. The question is how to create content that is tailored for each customer in each region or country and then deliver it in an efficient and effective manner. Here are four strategies to consider.
1-Leverage the power of AI to translate content for regional and country-specific needs
Yes, high quality content must remain a top criterion for a successful content marketing strategy, and marketers have grown accustomed to using digital personas to maintain this quality; however, global companies still need to translate this content for each region/country.
Think about that for a minute. Take for example a company that operates in 30 different countries and in 30 different languages. To tailor the content to customers in their native language, that adds up to more than one trillion content variations. The best way to effectively manage that type of content production today is with AI-powered translation. The primary advantage of AI-powered translation is that it can instantly translate text with great accuracy. This helps your company reduce costs and deliver personalized content at scale. However, it’s important to understand that AI-based translation isn’t 100% perfect so marketing teams must review the final content before it is published. AI can also be powerful for natural language generation, personalization, and other content management requirements.
2-Personalize content based upon customer data and online behavior
Whether it’s via a desktop computer, mobile device, or another channel, the insight gleaned from the interaction with the customer must be captured and used for subsequent interactions. Learning customer preferences from each exchange helps produce content and product information that is relevant to each customer’s unique interests. The only way to produce targeted content that truly resonates with customers is through personalization, and if your customer data is out of date or worse, inaccurate, it can lead to lost customers.
How important is it to deliver the right content based on micro-segments or individual customer preferences? The "PWC Future of Customer Experience Survey 2017/18" of 15,000 consumers, found that one in three would leave a brand they love after just one bad experience, while 92% would completely abandon a company after two or three negative interactions.
The key is to leverage technology that accurately personalizes content and learns more about the customer after each interaction.
3-Treat data management as a core competency
In order for data to add value to your sales and marketing efforts, it must be actionable. The goal is not to tap into all of your data, it’s to use the smallest amount of data to personalize content based on each customer’s needs and interests. And, while fine-tuning the data is important, you must ensure that the data is accurate. In order to specifically segment your target audience, consider micro-segmenting to improve your chances for success. One mantra to follow is: When you personalize for everyone, you personalize for no one.
4-Deliver dynamic digital experiences
There is always talk about breaking down the silos of information from different data sources—which is easier said than done. Important data about customers can be gathered from mobile apps, IoT devices, websites, emails, and CRM applications. As channels and repositories of information grow, so does the volume of data. Just how much data is out there?
Achieving a unified view
Still, it’s difficult to find a single, unified view of the customer, create individualized or micro-segment focused content from this view, and then to create dynamic digital experiences real-time on any touchpoint. One solution is to leverage the power of a hybrid content management system that allows marketers to deliver hyper-personalized content to the right customer at the right channel, anytime and anywhere, and build more compelling digital experiences with customers.
Deploying technology that enables content management based upon a 360-degree view of the customer—based on their interests, their purchase history, their history of interaction with your company—will help improve customer loyalty and keep you ahead of the competition.