With digital channels now the primary point of contact for customers – and, in many cases, the only form of contact – providing them with relevant, tailored content has become critical for businesses that want to stand out from the crowd.
For businesses with restrictive legacy content management systems (CMS) platforms, however, it is getting increasingly difficult to keep up with the rapidly-changing market – and the inability to personalise content is creating operational drag that can affect customer loyalty and damage brands.
Today’s most effective customer relationships are built by not just delivering content, notes Adobe APAC product manager and regional evangelist Mark Szulc, but by providing flexible, personalised online experiences that support overall brand objectives.
“The end goal is to have a conversation with your consumers, rather than just throwing content at them,” he explains.
“If it were a face-to-face conversation, you’d go back to them and say ‘I remember you bought this product and love it, and you should know we’ve just released this new one as well’. For personalisation online, the experience should be just the same.”
To make this possible, IT departments must play a part.