Thanks to the myriad of communication channels open to us, everyone wants to be everywhere. But that comes at a cost. Spreading yourself too thin waters down your message and doesn’t necessarily reach the right audience. The content challenge is how to balance true presence with omnipresence.
AND IT DOESN’T STOP THERE…
Not only do we need to create more content, but quality content that maximizes the potential of each channel while staying true to each unique brand voice. In addition to navigating different languages, cultures and formats, there’s also a need to process all the incoming data to provide a more human user experience, rather than segmenting people into boxes that no longer fit.
Considering the Metaverse and its elusive– almost endless - opportunities to create new brand experiences, we must familiarize ourselves with a new set of tools, capitalize on data-gathering and heed the gurus rightfully claiming their share of an already stretched budget – all in the name of not falling behind.
Going from global to local to personal is in essence about going from exclusive segmentation of people to more inclusive communication that focuses on the individual. That’s where we want to be.
ATTEMPTS WERE MADE…
So far, brands have tried to solve these issues by bringing in teams of experts to create channel driven strategies and stretching budgets through cost reduction and centralization.
But budgets can only stretch so far, and the price we pay for centralization is often at the expense of local relevancy. What’s worse, multiple channel- teams result in higher coordination costs and lack of agility. Ultimately, our inability to bring it all together, using data as the underlining current to enable cross-channel customer-centric content, will have us moving further away from the consumers.
Quick fixes no longer do the trick and are becoming more difficult than they’re worth. The only responsible course of action is going back to basics.
The future is in hyper-personalization and the model brands need to embrace uses real, data-driven content. For that to happen we need to take five not-so-easy steps towards transformation: