Convert the shopping experience on consumer experience
The replacement of emails with commercial offers by emails with content about the product purchased is more efficient for the customer loyalty. Scattered content is selected and is presented regularly, without aggressively appearance advertising. The content explains how to use and get the best out of the purchased item. The email creates an excellent consumer experience.
Parametric content for large volumes of information
Catalogs and online stores use parametric navigation to reduce the chances of responses to the needs of users. Sites with a huge volume of content can not use this style of navigation. To reduce the volume of responses is necessary to write a parametric content into selected pages. This post discusses why and how.
The content strategy in the new patterns of buying decision
Itamar Simonson, professor at Stanford, and Emanuel Rosen have signed the treaty Absolute value. The book challenges the accepted patterns of buying decision. In their model, rational and comprehensive information prior to purchase plan is a conditioning. The content strategy becomes a knowledge distributor for improving communication, surpassing content marketing.
Some content design methods use the extrinsic rewards to create the architecture of the messages. These factors are the advantages offered by what the content is about for the receiver that is invited to act (buy, download…). They are emotional and, often, morally unavowable. It is only understood in the context of the receiver and therefore requires the use of individualized communication tactics.
Communicative challenges for the content 4.0 strategy
The Industrial Revolution 4.0 implies substantial changes in corporate communication through content. CCOs need the advice of a content strategist before adopting technologies to cope with change. Broadly speaking, today's challenges are voice search, intelligent chatbots, Customer Digital Assitants, Content-as-a-Service, PIM platforms and PCG, the volatile contexts and the continuous delivery.
Instructions, step by step, to construct a piece of intelligent content that adapts automatically to the parameters obtained during the navigation of the user. Each version of the content is a message addressed to a single recipient. Communication is much more effective and sustainable economically.
Asynchronous Content Strategy for Customer Digital Assistants
Customer Digital Assistants will increase online retail results by 40% and accelerate 2.3 times operations. But these robots need content created within a knowledge graph of each business. There are two content strategies to develop this data that cover the facets of the product, the seller and the customer. The asynchronous content strategy seems the most profitable.