I’m cutting to the chase. and feel free to disagree with me at any point when you think I’m wrong. Content curation tools are great. No really, they are, except all they do is pull the content in and that really is just half the battle. The content game played by every brand, everywhere, in some way, shape or form, is finding that content, every day, manually interpreting it and then tailoring it to their audience and then pushing it out. Every day.
Brands can and will measure its effectiveness, they fish where the fish are, and every day they push out more content. In the hopes that the consumer will bite; and in most cases they will. This is what digital marketing has become. It’s a game. The game has become more sophisticated about how it is played and approached, but guess what? The consumer has evolved as well. The consumer knows what content they like, what content they want, how they want to consume it and where they would like to consume it and on what device.
The bottom line is you cannot automate the customer experience. Creating a truly fluid customer experience might be automated across devices and platforms, but to understand what your customer wants and needs has to be interpreted manually.
The world of the content marketer resets every day to square one. The really good marketers know what works and what doesn’t. Not merely from the data but probably from actually listening to the customer. I think that a fluid customer experience has to start with content that connects, it then flows through engagement and ends with trust. That’s it. Let’s trust you know your customer and what they want. Why? Because it resets every day, what you do and what they want.
Let me give you a few real world examples that happen every day. You’re at a stop light for all of 30 seconds and you start to get antsy because the light hasn’t changed. You are going to make a right on red and there is someone in front of you who does not turn right away, and you lay on the horn. You’re in line at the store waiting to check out and it’s taking forever. Forever being about 3-4 minutes.
Why are we so impatient?
Maybe these examples will help. You’re surfing the web and a page doesn’t load quick enough so you try another website. You want to buy a product online so you do a search and you click on the first result and it doesn’t load quick enough, so you go to the second result. You load an app and it takes forever (10 minutes) and you immediately start thinking of your next computer purchase with more memory and more processor speed (whatever that means).
What’s happening here?
The web has conditioned us to want everything quicker and faster. We are become a bi-product of always on. Meaning that when we are on the web, we expect the delivery of the experience to match the level of our expectation. The result? That expectation starts to bleed into our offline universe. Our consumer experience is on hyper please
Everyone suffers. Think about it like this. The more it takes to satisfy us, the more we need- and the less it satisfies. In a sense we’re becoming junkies for a good web experience which again as I said earlier is starting to bleed into our personal offline lives. Is that a good thing? In a sense it is but it’s also unrealistic to think that waiting at a light for a whole 1-2 minutes is unacceptable. Just as it is unreasonable to think that just because it took 15 seconds for a page to load-is a bad user experience. The web experience, and I’ll include mobile in this, is now as much about the pulleys and levers as it is about the finished product. So how do people respond to a bad online customer experience? They click and go somewhere else.
Too bad for the visually appealing site that is hampered by it not possessing what the user wants- Be it access to the proper social channels, free stuff, or the right check out page, or access to a contact page that provides a direct link to customer service. If you don’t have that, you’ve crashed and burned before you’ve even taken off! Consumers indeed.