Content Intelligence Network
The role of content in user profiling
If the secret to constructing a customer experience aligned with customer expectations lies in the ability to put them at the center of decision-making processes with a customer-centric approach, to use a metaphor, brands must begin to arm themselves with a stethoscope and auscultate consumers’ hearts. They must record the frequency of beats precisely whenever they intensify or decrease when faced with something that is more or less to their liking.
The sound box of these “cardiac variations” is represented by content which, thanks to Content Intelligence, can become “receptors” for prompts regarding the interests of those customers who have used it. As Paolo Capaccioni, Partner of KPMG Advisory, states, we are in the presence of digitally mature consumers who are more inclined to disloyalty than they were in the past. They are perfectly aware of the tools online and the value linked to them. As a result, they take control of the purchasing process with a certain amount of arrogance, looking for deeper interaction experiences with the brand. In order to be competitive in the Age of the Customer, it is not enough to offer a good product/service. Instead, there must be an awareness of the recipients they are targeting: it is, therefore, essential to profile the consumer.
Now, brands must understand more than ever before which “impetus” encourages a customer to use a specific product/service. To get there, they must manage to follow them on their tiptoes throughout the customer journey. Once the audience’s needs have been “listened” to, engagement and retention are ensured through the presentation of a perfect customer experience, which is transmitted through content that relates to their interests.
Forrester Research’s Rusty Warner points out that, to become customer obsessed, companies must adopt a data-driven approach. What does this mean? To offer a better (and therefore personalized) customer experience, brands must have a complete overview of the user (the single customer view) in which their viewing journey is fully mapped out. Customer data combined with Content Intelligence report back with a full understanding of the customer context and, therefore, provide useful prompts to understand what the most appropriate moments, channels and content are to intercept a person and convert them.
To understand the importance of customer context, the pancake example offered by Warner is symbolic. We have two different consumers of pancakes: a middle-aged, overweight man who is incredibly greedy and an extremely fit athlete who is preparing for an Ironman competition, therefore requiring a significant carbohydrate calorie intake to face such a sporting challenge. The motivations that drive them to eat pancakes are completely contrasting. Therefore, to be effective, brands must differentiate the messages aimed at them, customizing them according to their different interests.
Engagement comes through personalization
Marco Frealdo, Campagnolo’s Digital Marketing Manager, explains that the road on which the historic cycling brand is “traveling” is precisely that of personalization: depending on each user’s needs, they try to offer tailor-made experiences. To be able to do so, Campagnolo, which does not have a direct relationship with its customers, but rather one that is intermediated by distributors and sellers, has begun to use content that has been made “intelligent” thanks to THRON and Content Intelligence.
At this point, MyCampy, Campagnolo’s new app, can be mentioned: it features a dashboard for the purchased bicycle which, taking inspiration from the usage data by the various Garmin and Stravas, “warns” the user with personalized maintenance recommendations (for example, it reminds you to check the wear on the brake pads). This app provides an excellent customer service, allowing for a personalized customer experience, but providing Campagnolo with data on the performance and appreciation of the product at the same time, which is extremely useful to grow the business.
Social Media Strategist Luca La Mesa is also convinced that content is the key to offering a personalized customer experience. He highlights the Fendi luxury brand case. Being aware of the aversion that the millennial market segment has for traditional advertising techniques, which are considered excessively invasive, Fendi has begun to offer content that has started to attract consumer interest through its new digital platform “F is For”, a blog linked to the brand’s main website.
The video of the creation of the enormous “Calligraffiti” mural by Russian artist Pokras Lampas on top of Fendi’s headquarters in Rome, published on the “F is For” platform, soon went viral. All this, without any mention of Fendi’s products. Attracted by the added value provided by the content, consumers are happy to use it and leave a small “gift” in exchange, or rather, data relating to their interests. These can be analyzed and extracted with CI, providing a clear indication of the direction in which to head, in order to improve one’s business.