You’ve managed to work together with the CIO to create a single customer database. You’ve worked with your agency to attract new customers and prospects to your site, and managed to profile them. You’ve created outreach and inbound marketing capabilities that use those profiles to serve them personalized and customized engagement.
Oops. Where and how are you going to create, borrow, manage, control, and deliver the content which drives their loyalty, engagement, and compelling experience? I was speaking to Steve Haase, curator and producer for “the Future of Marketing 2: 60 Speakers, 60 Minutes, 60 Ways “Personalization” is Revolutionizing the Field of Marketing As We Know It.”, a fascinating project of 60-second audio clips from world-class marketers like Porter Gale and Guy Kawasaki. Many of the speakers will talk March 29, 2011 in this live event about profiling, database marketing, advanced targeting, and other ways to both reach and personalize interactions with their audience.
My part: The content to serve the customer.
In our conversation it became clear that most of us are focusing our efforts customer targeting, profiling, and personalization. But serving the customer the content they find the most interesting, compelling, and engaging is how we will help move them from consideration to action.
Consider the case of Macy’s Department Stores web engagement. Macy’s has integrated digital asset management technology with its web services to automate the workflow and production of all rich media for Macys.com Receiving over 280M visitors per year, they manage and deliver special personalized content with product imagery as well as managing all media related to Macy’s community and corporate initiatives. The experience they provides is driving revenue and customer satisfaction with Macys.com.
I think the message is clear: Prepare and invest in systems, technology, and processes to deliver personalized experiences to your customers. And then make absolutely certain you have the systems, technology, process, and people to generate, manage, and deliver the actual content to those personalized experiences.