Millennials make up the bulk of consumers today, and they yearn for seamless, personalized experiences across all touchpoints. Content has proven to be integral in being able to offer these tailor-made experiences that are personalized, localized, and contextual. A robust enterprise content management system can help organizations manage their end-to-end content assets to achieve exactly this. A good ECMS not only focuses on publishing content but also –
- meets future requirements,
- provides a seamless experience across all channels,
- makes the website stable and also
- facilitates faster ROI.
This blog offers insight into how organizations can leverage the capabilities of their ECMSs to enhance their customer experiences.
Personalization & Contextualization
People spend almost two hours daily browsing on their ICTs and expect to discover timely, relevant, and engaging content on their favorite platforms without having to search for it. To truly speak to the target audience, the brand message must be delivered at the right time, through the right device, to the right person, and in the context of whatever they’re doing or are interested in at that particular point in time.
ECMSs serve as dynamic content hubs that use contextual data – comments, preferences, geolocation information – to serve audiences with personalized content, product recommendations, and services. This personalization and contextualization are informed through insights collected from real people, in a process where all content is tracked for relevance.
ECMSs help marketers review analytics on the demographics, browsing history, device usage, location, etc., of a customer, thus opening up to them detailed information windows about their interests, behavior, and content preferences across all channels. Customers can therefore be presented with what they want to see and, as a result, will be more likely to respond with higher conversion rates and brand loyalty. Although not a new marketing approach, the ability that ECMSs now offer organizations to collect and manage this type of data within a content hub, and use it to create fully personalized content, has proven to be a game-changer for many organizations who know how to leverage this utility.
While contextualization is often seen in retail, all businesses and industries can benefit from this customer-centric evolution. Media, entertainment, and publishing companies, for instance, can improve engagement and readership by reviewing audience data and delivering personalized content with every visit.
The modular architectures of modern ECMs, on the one hand, enable data mining and AI-powered analysis and, on the other hand, can meet a company’s scalability goals, driving quantifiable business results.
An effective localization strategy allows brands to adopt a totally unique marketing approach, which extends many business advantages.
One often overlooked benefit of localization is that it can increase a brand’s chances of showing up when a consumer utilizes a search engine to search for the product or service it offers. When its content is not only optimized for the local language but also for the unique dialects, phrases, and even slang terms used there, the brand is more likely to match search terms that its target audience naturally uses.
Launching a large-scale localization strategy isn’t a walk in the park. Nevertheless, in today’s global economy, it’s one of the most effective, affordable, and feasible ways to leapfrog competitors and deliver consumer loyalty experiences. Leveraging the powerful features of an ECMS can make building its localization strategy far easier for an organization. This is how –
- To Determine Where To Allocate Time & Resources
Implementing a localization strategy will require a brand to commit time and resources. This is the first area that an ECMS helps with – deciding where best to use that time and resources.
There are many ways in which an ECMS can help narrow down the locale a brand should be targeting. First, it offers insight into all the new markets that a brand’s business will expand into over the next few years. The insights an organization can accrue from the sales and marketing data (related to the areas it has already moved into) that it feeds into its ECMS help with this. Any identifiable underperforming areas make for a perfect target.
- To Determine Which Channels To Localize Content On
ECMSs help with realizing where the majority of a brand’s consumers are interacting with it in each of the regions it has chosen to target. In one country, most transactions may be taking place on a desktop computer, while in another, most users may be mobile first. ECMSs help in compiling this data to help an organization save some time and money by focusing on the channels its consumers love the most. If it intends to expand into a new area, an ECMS can provide insight into which platforms its competitors are most active on to help it narrow down the marketing channels it should focus its localization on.
- To Determine Exactly Which Content & Products Need To Be Localized
After determining the markets and platforms, brands can also save time by using their ECMSs to help them narrow down their goal – identifying the actual pieces of content they’re supposed to localize. At this stage, their content teams will think about things like –
- Do we have to change the language of our social ads?
- Does the color and layout of the app need to be updated?
- Do all or some of the products need to be renamed?
- Do prices have to be altered to suit the consumer purchasing tendencies of certain regions?
Organizations without AI-driven analytics features of ECMSs at their disposal spend a lot of time reviewing and organizing their content assets, as well as developing systems for upgrading key content items.
- To Undertake Detailed Market Research For Each Locality
Instead of spending large chunks of money hiring localization professionals to take a close look at the pieces of content it needs to update, an organization can easily ensure that its edits not only align with the regional language but all of the nuanced cultural markers that make its brand feel like a member of the local community, with the help of advanced AI and ML linguistic analysis features of modern ECMSs.
Top Modern ECMSs
Besides tracking KPIs, the best ECMSs in the market, such as Adobe AEM, Sitecore, and the like, also offer other ways for brands to know whether they’re taking the right path by providing customized, contextualized, and localized customer experiences through the use of AI technology. AI-powered tools help brands ensure that content produced for their customers is relevant and timely and promotes trust. Multichannel capabilities (which implies the ability to market across multiple different channels) are facilitated using these capabilities. These platforms help organizations derive maximum benefit from their advanced AI capabilities to ensure that they are collecting the right data and using it correctly.
As a business leader, the best way to make scalable, global content localization possible is by upgrading to a high functionality ECMS. These modern content management platforms are built with a modular architecture by which the backend of the CMS, where the content is created, is separated from the content presentation layer where the content is distributed, and the incorporation of API technology enables flexible frameworks in which all elements of a CMS can function coherently despite being decoupled. This makes it possible for content teams to seamlessly create bespoke content campaigns at any point in the content creation workflow.