Content is all around us. Consumers are flooded with it everywhere they turn. So how can we create personalized content that will stand out to consumers wherever they are?
In the most recent #AdobeChat, we discussed how we can use content to drive experiential commerce. Check out these highlights:
How has media consumption changed over the last decade in relation to commerce?
Q1: meeting people where they are at have never been truer. The biggest game changer in both content and commerce has been mobile. Any trigger, anytime, anywhere can lead to an instant purchase. Content as catalyst #adobechat
— David Armano (@armano) February 20, 2019
It’s definitely true that content is only effective if you’re able to meet your audience where they are. Anytime, anywhere.
With so much content available, how can brands cut through the noise to reach people?
It might sound like a cli·ché, but brands need to better understand the user affinity and identify all the relevant content, offers, products, etc. to deliver the best optimized experiences to their users. #AdobeChat
— Nicolas Wu (@nicolas0902) February 20, 2019
We talk about #AI on this thread but brands still haven’t got it right by creating new content each time. Understand your customer through data points, develop a content strategy to target those, measure success and adapt. When it starts to work then yes, use AI to scale
— Dominic Smith (@d27smith) February 20, 2019
How is the tolerance for impersonal content changing?
A5: While tolerance for impersonal content is declining, tolerance for non-engaging content is practically extinct in today’s age of infinite content, especially for #GenZ @WeRGenZ #WeRGenZ #AdobeChat
— Alex Heintze (@agheintze) February 20, 2019
Consumers’ expectations of personalized content and experiences are continually increasing. Each new and engaging experiences sets a new standard that much continually be matched and exceeded.
How can brands manage experiences with so many touchpoints?
Trust makes me feel safe to take actions, like reading, browsing, clicking, searching, etc. without worrying about if someone is monitoring me. #AdobeChat
— Nicolas Wu (@nicolas0902) February 20, 2019
What does the future of experiential content-driven commerce look like?
A8: New technologies, such as #AI, #VR, and #AR, are leading the way for brands to forge more authentic and personalized relationships with us. I’m excited for what is to come! #AdobeChat
— Alex Heintze (@agheintze) February 20, 2019
Because content is everywhere it’s easy for us to take it for granted and not fully appreciate the power it holds to either build up a brand or destroy it. Check out all the great takeaways from the conversation on the Adobe Experience Cloud twitter page and share your favorite moments with us.
