Today’s marketers are responsible for creating great experiences – the relevant experiences, custom imperative that ensure customers get what they want, but also support the goals against which traders are measured. No doubt we all agree that the best experiences lead to greater marketing ROI, and I am also certain that we all agree that you can not have great experiences without much content. However, the problem with content is that it just seems to be enough of right content built for the right public and the right distribution channel – right when you need it!
In many cases, the content exists, but needs a little tweaking or is not optimized for a particular channel. Sometimes if you just had this other variant, you can validate your assumptions or better tailor offers to specific audience segments. What we have here is a content problem of speed – that Adobe is working hard to solve. I believe – and many brands I work with confirmed – that what was holding us to really put our strategies for working data was contained to repay these efforts. Today, we need to reach the speed of higher grade to get there and achieve the next level of marketing ROI.
Five steps to gain ROI from content
I said for years now that we have plenty of data to achieve the level of customization of our consumers want and our businesses need. Many companies we work with have become extremely sophisticated in their ability to connect the dots and know what their customers will respond to – in fact are it is another matter, however, . Having the right content – in its many variations – was the challenge. speed content allows us to put our data strategies to work. Here are five steps to get there:
1. Experiment with your content.
Your content is your best ideas. You need to experiment with your content – think A / B and multivariate testing to truly show your content strategy and provide great content and ideas are put to work. Each piece of content has a goal: to make a consumer wants to do something that will benefit both. Adopting a philosophy around experimentation and make sure it is constant; it should be an action everyone engages in frequently. Experimentation is critical; more your speed content, more free, you are experimenting.
2. Target your content (but not without testing).
Although there are, of course, nothing wrong with segment your customers, some traders naively think that it is normal to take a set and forget targeting approach with little or no regard whether the content is currently working for the public. While this may be a “good enough” approach to customization for some it could be a missed opportunity when your valuable content fails to resonate with your potential customers even more valuable. Let me give you an example.
One might assume that geotargeting is a good strategy, and it is very often: Give a New Yorker “Foodie’s Guide to New York,” right? Recently, one of our Adobe Target customers found the opposite was true, however; it seems that many seek Nyers to in the Big Apple and discover the cuisine in other places! So do not target without trial – and not test without target! Be sure you understand that meets your winning content!
3. What scientific data Be Your Guide.
While working to create different types of content and experiences, it is essential to let the data drive these experiences and determine whether they work. This is what optimization is all about. But sometimes, doing this is easier said than done. What I mean is that knowledge how to act on what data – which are significant ideas, what should you do with them, etc. – Is the challenge. As you resize your digital properties and what you are trying to achieve through them, you can not necessarily always there on the front to make these critical decisions. . That’s where the piece of scientific evidence comes in
science data allows you to see – with a razor clarity – that this particular content is to win with This audience, then you have more of this action on your behalf. Does it means giving up some control? No, not completely. But it does mean marketing must be comfortable with trusted data to make more decisions and take actions more content. A concrete example of this is auto-allocate :. A feature in Adobe target that uses data science as a traffic cop for virtual content, so you do not have to be one to test different content variations
4. Take Your Best Shot!
So you have great content. And you certainly very valuable locations across your digital properties that are intended to capture the attention of visitors – such as billboards. Think of the investment for a brand to place a massive billboard on a busy road – a billboard everyone will see. There is one in particular, I have to note every day because of his luck (or strategic?) Placement where traffic is stopped.
You probably have the digital equivalent of your site, but unlike the static mastodon on the 101, your traffic should not be subjected to a hit-or-miss experience – at best – generate a slight interest for a select few. So what do you do with these prime locations? Just deciding what content should be heroes, since it is considered by almost all visitors to your site or the user of your application? There are opportunities to know who has control over this space and what is shown in it can be a bit risky because it is so high. Some companies include carousels, feeling like they can serve even more interest more frequently -. But this is not the solution, at least not when the return on investment is concerned
This is your chance to use automation and the power of your data. Train these money pages around your most beautiful imagery, your most creative ideas, and your most powerful and relevant content. This is the case of the important roles of science and learning the game machine. This should dictate what happens here, and that should see and when. Again, it is always on the right content at the right place at the right time. This adage is always important -. Especially in this scenario
5. Think Outside the Box.
We all websites and applications, and other digital experiences of great value. So how can we ensure that we deliver the right content in all of this? This last step is about moving beyond these experiences as individual elements, and instead, taking advantage of the content and data at high speed to increase experience speed. This speed affects the agility with which we are able to create these, including unique experiences – not only customize discrete pieces content that appears on a Web site. We are talking about replacing the Web Web pages with experiences – it is possible, and it is today. Recently I had the chance to meet with a global media brand that goes through a redesign of the site / application using the popular design of tiles, and they are leveraging machine learning to offer literally hundreds of combinations of custom content on their home page / screen. Now that’s what I mean!
Content Personalization + Content Velocity = ROI: The formula for success is yours
Content is king right now, and your ability to deliver high ROI sky of these experiences is essential. To do this, marketers must be able to meet very personalized content experiences very dynamic that fully leverage data and content. The scary for marketers? It is not the speed or delivery – is that your content is your best ideas, and experiment with the best ideas. It can be scary – and even a little risky. But nobody has ever won many test the color of one button. riskier tests give more bold ideas, bold ideas and these tend to pay both the short and long term and can help ensure the speed of central content that achieves results. Because at the end of the day content speed, more optimization leads to a delivery velocity of the experience – which is ultimately where we want to go and where your customers expect you go. Go there, and you will reap the benefits of conversions, values of order and ongoing affinity -. A true foundation for significant success