Velocity and the shift to adaptive, contextual content online
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We have moved from static web pages to semi-personalised but we now are facing a future of contextual information, based upon our location, environment etc. Personalised content goes beyond just adding the users name at the top, it goes down to micro-content being assembled in real-time to support the user. This presentation for the medical / legal / regulatory teams in the pharmaceutical industry tries to show the shift in where we've come from to where we need to go to. Pharma typically lags behind due to uncertainty in the regulatory constraints, however the biggest constraint in the mindset for not doing this. Everything is possible. The last few slides are there to indicate the shift in healthcare through technology - just a bit of fun.
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- 8. Digital Immigrant Digital Native Data Native Controlled release of info from limited sources Single or focussed tasks Often prefer to get information from text Greater need for private and personal space for introspection Like info presented linearly, logically and sequentially Receive info quickly from multiple sources Multitask and parallel process Pictures, sounds and video before text Hyperlinked sources Interact in real-time Learning that is instant, relevant and fun Surrounded by contextual information Information is processed before delivery Expect the right information with minimum input No idea of privacy Expect things to know them
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- 45. Content types Variations Static content & layouts Same content for everyone Layout must be crafted for each device and channel Responsive Web Design (RWD) Same content for everyone Layouts suit the device being used Print, apps or anything non-web is not handled Adaptive content Content contains variations that allow it to be delivered differently for different scenarios Can be fed into RWD layouts Print, apps and other materials can leverage the same source of content storage Dynamic Contextual Personalisation Content is manipulated to suit the user context, optimising for both consumers goals and the device Source: Content Marketing Institute 2014
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