5 Keys to the Digital Experience Equation: Leveraging customers, context and content to deliver the optimal digital experience
As the commerce space continues to evolve and competition gets fiercer, brands and retailers are constantly challenged to meet the demands of the increasingly discerning customer. In today’s omnichannel environment, discovery, research, and purchase should be considered a part of the same process. Since these actions cross over both marketing and commerce disciplines, it is the collision of both that is driving the total digital customer experience. Most organizations agree that both product-centric and brand-focused content are essential to delivering a relevant and personalized digital experience that meets customer expectations at all stages of the path-to-purchase. However, content is only part of the equation. We believe there are five key components that make up the total digital experience:
1. Content and commerce – Content should be infused throughout the path-topurchase. The availability and delivery of data and content from multiple sources and systems is necessary.
2. Customers and context – Content can only be effective and relevant when considered in context to the customer at any point of the purchase journey. Data is essential to this process; without a 360° view of the customer, across both online and offline interactions, it is impossible to know the context.
3. Digital and physical convergence – The concept of traditional channels has become obsolete and the convergence between physical and digital is inescapable. Both offline and online touchpoints are essential to experience delivery and data capture.
4. Brand and commerce convergence – As marketing and commerce collide, any tension between functions must be removed. Strong collaboration, shared systems, and KPIs are needed to seamlessly deliver the digital experience.
5. Scalability – The ability to easily scale content, technologies, and processes to new brands, touchpoints, markets, or even single-purpose campaigns is important.
While many organizations master one or more of these areas, it is the combined power of all five components that will result in the ideal digital experience. Therefore, I challenge all readers of this article to examine their organizations, and map out if and how they are addressing each component of the digital experience equation.
Best regards,
Selim Kaya: [email protected]
Lin:Selim Kaya