Buyers must see offerings presented in their context
Imagine: One Product, with Many Different Buyers
Your challenge: How can you present the drill so that it appeals (and is bought by them) to each of these audiences? How can you ensure that your products are even displayed wherever these quite different buyers are looking for their tools?
You are a maker of machine tools such as a high-end power drill, a real heavy-duty one with high torque and impact wrench. A tool needed by various professionals such as construction workers on the building site, car mechanics in a garage or repair shop, or even carpenters in their workshop or onsite installing something.
Or: One Website, with Many Different Visitors
You’re a large retailer of pet accessories with thousands of products for all types of pets, and most of your customer traffic is digital and international these days. One day, your website could be visited by a US-based owner of a somewhat unusual pet, say, a skink lizard. Another visitor, from Asia, has a more standard family pet like a cat. Yet another visitor lives in South Africa and disabled with a service dog.
How well can you present your offerings to each digital visitor in the context of their per-related needs and their environment? How can you even personalize the content as much as possible for each of those visitors?
Customer Centricity moves from Analog to Digital Interactions
The final translation from standard product to customer-specific solution used to be accomplished by great sales conversations hosted by field sales staff visiting or hosting customers. Or by showroom sales staff who ask the right questions before presenting and pitching the products they would recommend. Great product companies would even distribute printed sales materials where the seller selects the correct illustration and use cases to match the customer’s profile. Customer-centricity was essentially analog and people-driven.
However, the world is now digital and global. Most buyers browse across multiple channels and websites to inform themselves on solutions they would like to leverage, not visiting showrooms or taking visits from salespeople. That customer-centricity that was provided by well-informed sellers now needs to be part of the digital processes and systems that support an eCommerce world.
Manufacturers like the power drill supplier above want to present product information in every potential customer’s exact context. Plus, in this digital world, they also need to render that product presentation through their trading partners or retailers and probably on their own website. The pet-goods retailer cited above has a multi-language eCommerce site that must cope with product files sent by thousands of different suppliers – but it also wants to maintain consistency of its own brand and provide added value services like educational content and promotional bundles that are customer-centric.
Digital Buyers Expect THEIR Experience
Digital breeds impatience. The challenges faced by marketers involved in the above scenarios, and all similar, is increasing in intensity, as buyers quickly click-away from any e-commerce site that does not make them feel welcomed and understood. Whether a consumer or a professional B2B buyer, they are unimpressed with digital experiences that imply that the business they’ve visited knows little, or cares nothing, of their needs and background. Conversely, they will stay longer on a site which does present relevant and contextual information.
Ideally, those marketers want to be able to anticipate and meet all buyer expectations. Not only when displaying helpful content, but when presenting the products themselves. Much of this data is available in modern digital marketing systems and can be used to tune content.
To go back to the example of the power drill manufacturer, their marketers need a platform that would allow the same tool to be rendered (one picture of a common product) within different picture backgrounds depending on the context of the website visitor: a building site, a garage, and a carpentry workshop. It would also provide a suitable text copy matching the picture directly into the digital channel, regardless of which digital experience system is used. Similarly with the pet products retailer.
Brand AND Product Content Provides the Customer Experience
In each case, this requires more than just “tuning” a digital asset though, many traditional Digital Asset Management (DAM) systems are just that, asset management systems. The brand experience must be managed as well as the product experience. The brand experience is sustained through digital assets like educational or thought leadership content, including rich media such as pictures and videos. Many manufacturers even create a memorable brand experience through innovative packaging, creating emotions for consumers when they unpack their products.
Managing the total of all brand and product content is also much more than the traditional definition of “content marketing” or what is done by most content management systems (CMS). That is because brand content is part of all communication that any business distributes, so the management processes therefore involve working in tandem with many other parts of the company and external partners. It is also a balance of enablement and governance. I have started to use the term Brand Content Management (BCM) in my research and I recently surveyed 1,500 companies about their BCM needs and the vendors they work with – here is that report. Note that nearly one quarter of the respondents have more than six different systems in place (and we asked “vendors”, so the number of systems could be even higher) and that this has increased dramatically since our 2018 survey.
Most of the vendors named in the BCM report still prefer to call their offering an enterprise DAM platform, but companies like Sitecore, Censhare and Wedia are, indeed, helping organizations to manage, customize and deliver all marketing assets for more relevance, impact and overall business success. They also power personalized customer experiences on a global scale and gathers insightful data from the customer journey to fuel content production and better engage audiences.
This blog was commissioned and sponsored by Wedia. I was particularly impressed with how Wedia’s Digital eXperience module supports the rendering of personalized and engaging content across all channels. Their clients can truly deliver a personalized customer experience.