Of course, content is key to the marketing process. However, things have changed dramatically since Bill Gates' famous "content is king" comment. While content is undeniably still important, it's about more than that. It's about getting that content out to the right people, at the right time, on the right device and through the right channels. Creating the content is just the start.
Bombarding potential customers with your content - be that a whitepaper, blog or case study - is just no longer plausible. Instead companies need to invest in finding out how their customers consume their content, integrating their approach across multiple channels. This omni-channel approach is a much more engaging way of interacting with your audience.
With an ever-increasing number of mobile visitors, the need for responsive design is well understood by most organisations. However, people are turning to mobile due to a growing want for immediacy and dwindling attention spans. Companies need to engage and connect with their consumers fast, before they move on. For this, design is a crucial factor, keeping things clean and simple and easy to access. This helps add to an overall simple and user-friendly experience.
Companies are now putting more effort into studying the online behaviour of their visitors. While no two people are the same, there are certain traits which can help businesses to optimise the personal experience. This personalisation is key to holding on to your customer. All these elements combined help to create a seamless, integrated experience, with multiple channels; customised and optimised to attract the right audience and more importantly, keep them there.
The days of optimizing user interface on a website and calling it a day are as archaic as door-to-door Britannica salesmen. The digital experience of the future is an omni-channel, multi-stage, behaviorally targeted, device-agnostic, user-journey-centric experience that seems part science-fiction, part psychology, and part technology. To understand the future of digital experience, we must stay abreast of emerging patterns and learn to let go of aging paradigms that no longer make sense in today’s (and tomorrow’s) virtual ecosystem.