Digital eXperience Management: what role does dynamic content play?
Proposing the right content to the right person at the right moment in the best possible conditions. That’s the challenge of Digital eXperience Management.
Digital experience (or DX) with dynamic content has become the new holy grail for brands. And for good reason: a successful DX is the foundation of a truly customer-centric organization that is capable – from acquisition to retention – of cultivating a close relationship. Simple to formulate, but less simple to implement…
According to a study from CMO Council 47% of companies recognize that their customer experience isn’t at the desired level. Admittedly, mastering this digital experience requires the ability to reach the right audience at the right time via the right channel and of course… with the right content. In other words, the quality of the customer experience depends on the ability of organizations to finely contextualize their content. The problem is that while brands have invested both in refining the understanding of their personas and in covering different communication channels, they often lack the capacity to capitalize on this work and deliver the right content at the right time.
Content that adapts to the language of the user
In the defense of brands, we must recognize that the challenges – and the conditions – of this contextualization have evolved significantly. In order to be heard among this digital noise, it is no longer sufficient to send a variant of an available content to a predefined audience segment. From now on, adapting content means being able to customize it on the fly for a given visitor. That’s exactly what can be achieved with a Digital eXperience Management (DXM) solution like that of Wedia’s. The combined functions of the cloud and artificial intelligence have only multiplied the possibilities in this area.
Of course, for many international brands, contextualizing content means, first of all, distributing it in the right language. Good news – content does not necessarily need to be translated in all languages in advance, even if is in the form of video. So-called speech-to-text and translation technologies are now generating subtitles, and the quality of these translations are improving month after month. This automation of translations can concern a wide variety of content as long as it is possible to identify zones (in the layout of a document, in an image) where these translations must intervene. The content becomes, in a way, dynamic.
Dynamic content according to identified interests
This “dynamic” rendering of content can be used in even more impactful ways. Based on the visitor context – anonymous or identified – it is possible to produce a content that is highly refined according to the user’s identified areas of interest. Take the example of a prospect exploring the outdoor sporting goods page of an e-commerce website. If the prospect is identified as a young European, and a fan of mountains, the header image of a product category, such as bicycles, can be adapted on the fly to incorporate a model of a sports bike in front of European mountains. Science fiction? Far from it.
So what does it take to create such a contextual experience? Several elements are needed. A CMS (Content Management System) or an e-commerce solution to create the content; a CRM (Customer Relationship Management) to enrich the profile of the visitor as soon as it is known; a Digital Asset Management (DAM) to manage the lifecycle of content and assign it to a rich taxonomy; and finally, a Digital eXperience Management (DXM) solution. It is the DXM that makes sure to match the identified profile with the most suitable content. It has a clearly defined goal: to take advantage of all available information, from both the audience and the assets, in order to offer personalized content that is adapted to the communication channel used.
A dynamic collection of content not only applies to images but to videos as well. The cloud, backed by a DXM solution like the Wedia module, provides the capabilities to dynamically assemble videos. And that is just the beginning of the story…
We understand that today on a web page or app, we do not necessarily see the same information as other visitors – that the results of our searches differs from one individual to another. We will also get used to the fact that content itself differs depending on our login context, our behaviors and our preferences. The “Digital eXperience” will become an experience that is connected to our context of life.