(As well as those of advertising designers who are more interested in communicating than in artistically experimenting with other people’s money).
Communicating does not just mean knowing how to speak well. In particular, it means knowing how to listen well.
“I never know what I say until I hear the response.” (Norbert Wiener - father of modern cybernetics)
In the digital era, listening carefully means being able to react in real time to the browsing behavior of the user we are addressing.
Single users, not clusters of individuals.
The user’s purchasing path should not be a Shakespearean tragedy, or we will lose them. I must be able to recognize every Romeo from his online behavior, even when he is still a Mr. Nobody, an anonymous user.
I must be able to understand that, despite being a Montague, he wants to make peace with the Capulets and that, although he is a man, he is no longer interested in the beautiful Rosaline. I must be able to send him appropriate Calls to Action: “Do you want to see Juliet again?”
Because if I suggest “you should pay Rosaline a booty call”, it is unlikely that I will increase my conversion rate.
Beyond the metaphors: 75% of people today are more inclined to purchase from a retailer they know by name and that makes relevant offers and suggestions: ones that are based on their browsing and on their past purchases. (Source: Accenture)
In what way can Content Intelligence help marketing?
Through an Intelligent DAM (Digital Asset Management) that actually integrates Content Intelligence.
An increasing number of companies are now finding themselves with thousands of digital assets of various kinds, online.
An Intelligent DAM is able to categorize them automatically.
Indeed, with its semantic engine, the platform assigns tags to content on the basis of the subject matter discussed. This applies to all multimedia documents, such as photos, videos, texts, etc.
The semantic engine “listens” to speech and “looks at” images, and is able to categorize content in a few milliseconds.
What does all this have to do with supporting the marketing department? It is preliminary. I’ll get there shortly. The first (pleasant) collateral effect is that the lives of editors, web masters and content managers improve immediately. This is because it allows for the automatic organization of all the information (which can however be integrated manually).
The second collateral effect is an ordered archive that is easy to consult, even after a lengthy period of time.
But now we’re getting to the best part.
An Intelligent DAM does not limit itself to ordering content. By tagging, it makes content able to provide information on the interests of every single person (also the anonymous ones) with whom the content comes into contact.
And if you work in marketing, this is where the good times begin for you.
You will be able to find out which content (image, video, or other) brings most people to your online store.
You will be able to understand what interests your user has.
On the basis of these interests, an Intelligent DAM is able to automatically personalize the online experience of every single user; it is pointless showing them what they already have or what they consider to be irrelevant.
You will know if the visitor is at the awareness stage or if they are taking you into consideration for a purchase. Obviously, you will also know if they are a customer to make loyal.
This will allow you to always send the most suitable Calls to Action.
You will be able to recognize anonymous users, even after long periods, on the basis of their previous browsing. Their purchasing path will never restart from scratch. You will be able to offer a personalized brand experience and a Call to Action based on the interests shown to invite them to sign up.
You will avoid making the mistake of suggesting an item that they have already bought. This is particularly irritating (for the user) when in the meantime it has been put in the sale and perhaps now costs 50% less.
You will receive continuous and constant insights that are useful not only for content management but also for the redefinition of your market adaptation strategies.
Content Intelligence has already made its entrance into many companies.
Because being digital does not mean being online.
Being digital today means implementing the mutation of a paradigm: from suppliers of information, (partially) aware of what we are saying, to dialoguing entities.
It means becoming (fully) aware of how we are listened to in order to be aware of what to say.
It means receiving continuous feedback in real time that can make us more adaptive to the strategic context we are working in.
It means Content Intelligence.