It's not easy to create an engaging digital experience. The Internet is evolving so fast that consumer expectations are always changing; they demand more from the organizations they deal with, including member associations. Going to meetings, reading paper-based content, that still happens, but what happens even more is visiting websites, and reading, sharing ideas and information with peers in social networks and communities. The digital experience is a critical component of the customer experience strategy for member associations.
Savvy retailers understand that content sells. It’s not enough to just have a catalog; consumers spend a lot of time researching and learning about products long before they make an actual purchase. Brands need to figure out how to integrate content into their ecommerce strategy. The key is to create a voice for the brand and tell a story, strategically using content to drive purchases.
More and more, customers look to the web to find the answers they need. And that means your website is a critical component of your customer support strategy. You'll still have your call center, but the first line of support is almost always going to be the website. We look at ways to address customer service with online tools that make customer service simpler and more efficient.
As a B2B marketer, you need programs that build demand and generate qualified leads. For most B2B's this means using content marketing to develop premium white papers, articles, infographics, and other media. About 95% of B2B marketers use content marketing, and spend more than half their annual marketing budget on content production and creation. Most B2B marketers also use a multichannel content distribution strategy, delivering content over email, social, websites, and other channels. Here's the problem. All that rich content, often gated behind a landing page form, is increasingly consumed on mobile and is not optimized for a mobile user.
The Big Flip – is it really happening? The digital experience industry is undergoing a sea change due to increasing usage of mobile devices and the Internet of Things. But while these new approaches are creating a market for push-based content, not everything is moving in that direction. What’s important to recognize is that there is no “big flip” from pull to push, both still have relevance in today’s digital experiences.