If content is king, who is the queen?
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The document discusses how content is now more important than ever for digital communications. It argues that while content was once king, it is the context and customer experience that are now queens. The document provides examples of contextual data points like demographics, location, topics, and time that can enhance the customer experience. It also presents capabilities of customer experience management platforms that can leverage this contextual data to improve marketing, personalization, and analytics.
If content is king, who is the queen?
- 1. IF CONTENT IS KING WHO IS THE QUEEN? Jason Davey Managing Director
- 2. WHO CARES?
- 3. X CONTENT MORE IMPORTANT IN DIGITAL COMMUNICATIONS THAN EVER BEFORE
- 4. CONTENT = SERVICES TRANSACTIONS MOBILE APPS WEB APPS VIDEO EMAIL
- 6. ACTIONABLE DATA 1. Demographics WHO 2. Location WHERE 3. Topic / Task WHAT 4. Search 5. Time of day WHEN 6. Channel / Device HOW CONTEXT WHY?
- 9. PHYSICAL - The doing EMOTIONAL COGNITIVE - The feeling - The learning
- 10. CUSTOMER EXPERIENCE MANAGEMENT
- 11. CXM PLATFORM CAPABILITIES Inbound keyword analysis Marketing automation Device detection Email personalisation SEO optimisation and segmentation Geo-location targeting A/B Testing Social integration Multivariate testing Publish to social Goal and conversion platforms tracking Content targeting Campaign ROI analysis
- 14. KEY POINTS TO TAKE AWAY Utilise context to improve the experience you offer your customers Research and plan your customers journeys You cant ignore devices any more Everything and everyone connected Monitor and measure data to improve and increase efficiency
- 15. YOU ARE THE SOFTWARE YOU USE
- 16. jason.davey@bullseye.com.au @jasondavey