How to ensure your content looks good and executes well across all channels

February 25th, 2016 by

In an omnichannel world, content must be simultaneously optimized for both pull and push marketing strategies

In an omnichannel world, content must be simultaneously optimized for both pull and push marketing strategies

 

Brands that are pursuing a coherent omnichannel marketing and sales strategy often implement a digital marketing platform at the center of their customer engagement activities. The most compelling reason to do so is that such a platform can act as both the content hub (a central repository from which content can be activated with the consumer, no matter which channel he/she is using —desktop, mobile, tablet, smartphone), and a control center for executing and measuring customer engagement activities.

Today, an advanced customer engagement strategy uses both “pull” digital marketing (in which consumers are actively seeking marketing content such as websites, blogs and social media), and “push” (whereby marketers send messages with or without the consent of the recipients – such as display advertising on websites, blogs and apps, email, text messaging, and web feeds). And while it’s true that the rise in prominence of mobile devices, mobile apps and contextual signals (location, time, activity, proximity, etc.) is causing a gradual shift toward push marketing, millions of us signal our intent via search every hour.

In a recent article on CMSwire, HP’s Sunil Menon observed that:

“Most companies still think of digital experiences in terms of destination — where they’re driving customers or prospects. While that’s the predominant means of delivery, users increasingly expect content to come to them. Display advertising and retargeting solutions already work this way; why shouldn’t the rest of the experience?”

He goes on to observe that digital marketing will continue to be a combination of push and pull. I agree with that — and would add that optimization must be critical consideration for brand marketers across all their channels. In fact, without carefully considered optimization of content for customer engagement activities, performance can be hindered, especially for those customers who are accessing the content on a smartphone.

For example: websites and landing pages are often front and center in “pull” strategies that aim to engage and influence a customer. Optimizing that web page for mobile is of paramount importance, and involves the following considerations:

 

1. Does it respond quickly?

2. Does content load quickly and in a way that prioritizes presentation of the most important information for that customer?

3. Is the layout and presentation of the information, along with device-specific features, optimized for the specific device that’s in the hand of the customer?

 

There’s an abundance of research that makes the case that failing to carefully plan for any of the above will result in customers abandoning the site — or worse, abandoning their shopping cart. Our Trilibis SNOW and SNOW IO technologies are specifically designed to ensure websites are optimized to maximize engagement and minimize visitor drop-off.

On that last point — cart abandonment — I am always amazed by how many marketers fail to notify me whenever I leave a cart without checking out. Technologies now exist to implement this functionality into both commerce systems and mobile apps. Trilibis RAIN technology enables digital marketing platform vendors to integrate this feature for their customers through push messaging. This same technology enables ISVs to easily add the creation and deployment of hybrid apps —complete with built-in push notification services that amplify brand content on a new engagement channel. Indeed, just as optimization is critical for websites, so, too is it essential for mobile apps.

Lastly, an up-and-coming push strategy is to integrate context such as proximity/location into the customer engagement mix. When combined with an understanding of the customer’s visit/purchase patterns, a truly personalized engagement strategy can be implemented. This is an area where we can expect to see some exciting innovation from the marketing platform vendors.

Here at Trilibis, we are ready to assist them with advanced content optimization technology that can maximize engagement throughout an omnichannel marketing strategy.

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