Content marketing: Telling Meaningful Stories

[PERSONALIZATION] Designing for the masses is not the future 

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You hear the so-called experts out there who say they test and measure and whatever else the latest buzzword in digital marketing is. Buzzword bingo can be fun, but does it actually helps us  create better customer experience? Not always. Talking still needs to be backed up by the right walk!

We put this box here because people click on it here but not there. 

Translation:

The majority of people click there.

But here’s the thing with anything majority-based in digital metrics: Those experts are more and more wrong that this is the way to measure success! <Ducks to not get hit by people throwing tomatoes 🍅 or whatever>

Giving the highest value to what the majority does is not:

  • Forward-thinking
  • Personalization 
  • Customer-centric for ALL customers

That doesn’t mean we shouldn’t optimize our digital experiences for our customers, we should, but if you aren’t going deeper while designing, updating and creating content, it’s not enough. 

This hit me the other day when I was traveling and parked in a garage. Probably 90 percent of customers go one way after parking – right by the pay machines. But I was one of the 10 percent – or whatever – who was going another way.

Returning it was super confusing to know where to pay and even find the machines. The place wasn’t designed for the minority. 

It was designed for the majority – the most likely customer – and of course for the builders. Putting machines in every possible corner is totally not cost efficient. 

I get it, but it’s not about applying current techniques to new and better experiences. It’s about finding a new and better way. 

Parking garages could:

  • Let me pay with an app (and some do, I know)
  • Let me pay at the exit (yes, that exists too)
  • Other ideas 💡 that we haven’t thought about!

The same goes for websites. People try to apply older tactics to the future. That’s fine for some time, but at some point it needs to evolve.

Let’s say 90 percent do one thing on a website but I’m in the 10 percent and ready to spend some serious money. The bad user experience might lead me off the site and to spend my money elsewhere. It’s a real risk. 

I do know that some people and companies are pushing for this change. They have Directors of Personalization and similar roles to tackle these projects. ⭐️⭐️⭐️⭐️⭐️👍

And it’s great to see that! It’s not a task that can be added to somebody else doing unrelated work. 

Change also: 

  • Takes time
  • Brings out the people who throw up barriers and slow down things even more. 

The other day, a city was having employees install new water meters in homes. Their readings could be taken by employees from their vehicles parked outside a home, as opposed to walking up to a home. Sounds efficient!

I wondered out loud if they couldn’t just install  ones that would report results to a database? The employee said that exists but the current switch has taken a few years and they still got a ways to go. So there’s that reality. Things take time – especially when we let them!

I was talking to a subject matter expert recently who talked about that innovation is never stopping, but it’s incremental.

Comparing change from one year to the next might not be noticeable, but it’s highly noticeable when you look decade to decade. 

Yea, it takes time. Do we have it? 🤔

But seriously, keep testing, optimizing and growth hacking your way to success. The key is to not stop, putting the customer at the center and making it easiest for them. 

Whoever does that well, sets themselves up for being innovativately customer-centric and you know what customers bring, right?   Money 💰!!!

Contact me here to share examples of companies that do this well!


Christoph

Christoph blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

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