Marketing has changed dramatically over the past five years. In the early days of ecommerce, competing by price and product selection was enough to win a customer’s loyalty. But with a plethora of choices, customers are demanding more. Specifically, they want personalized experiences wherever and whenever they interact with your brand.
There’s data to back this up. According to the 2020 Gladly Customer Expectations Report, 79% of consumers say “personalized service” is more important to them than “personalized marketing” (read: retargeting). What’s worse, only 36% of consumers say brands make them feel like unique individuals. Most importantly, 84% of consumers say they’ll go out of their way to shop with a brand that provides them with great experiences.
So how do you go about creating unique and enthralling customer experiences? Here are five questions the Ziffity teams are asked frequently.
I can build web pages easily enough, why should I invest in a CMS system?
Let’s say you create content about a new product that you want to promote in many places: your website, mobile channel, blog, social media pages, and so on.
This isn’t scalable in a world where content is king. Fresh data is an essential component to keeping your brand high in search ranking results. A CMS system like Adobe Experience Manager (AEM) “democratizes” content creation. Its streamlined interface means that marketing can easily create and publish fully-branded case studies about successful customers, and customer service can create and publish beautifully designed FAQs — all without getting the web development team involved.