There are a rising number of businesses that have had enviable success in the past but are nowhere to be seen now. Look around you- Facebook took over Orkut, phone cameras took over Kodak and blockbuster died as Netflix came along. These examples are all from unrelated businesses that have nothing but one thing in common- their failure to adapt to change and understand consumer needs. What does this mean for businesses in the times of disruptive economy and emerging technologies?
Companies from various industries are trying to come up with customized offerings based on unique customer preferences. Traditionally, ‘One size fits all’ was the norm and Publishing industry used to have the same content available for everyone. And customers too had concerns of privacy and security about sharing personal data.
The customer is the most important element in this era, his voice, opinion, and feedback matters more than ever. Almost all organizations are moving towards customer experience and many organizations are facing challenges in terms of measuring their customer experience maturity.
Omnichannel content distribution is the new normal to engage the customers and enhance their experiences across all the channels (i.e paid media, owned media and earned media) throughout the customer journey. Create and distribute the content so that users will consume it through their journey to become a brand’s customers. Content to be available to the users across all channels when required.