Omni Channel Digital strategy - Personalize Content

When you , as a business, are acquiring digital contacts from multiple channels, there is no way you could serve content that could be relevant to every one.

The best way forward is to personalize the content based on the user profile information.

More information we have regarding a digital contact, more personalized the content can be.

The thumb rules when you have personalized content is as follows:

Make it current and relevant

The content that we have should be personalized and current. For example, if I expect the media to be connected with me and not share some of the recent information online, that becomes tough.

The media expects any information that can be shared with the external world to be available to them - either in terms of press releases or generic press kits.

Make sure that the information is available to them easily when they try to connect with you

Make it sticky for the user

Help the user relate with the content. Organize the content based on what the digital contact would want to do.

For example, if I am a retailer and intend to connect with my customers by offering them recipes, I should allow them to download recipes, share them and interact with the recipe

Interacting with the content - sharing , rating, comments etc - helps the customer relate to the content and helps us serve better content to the user

Get feedback and improve

This is something that all organizations need to do irrespective of whether we want to have a better digital strategy

Collecting feedback - or even listening to digital contacts - gives us better ways of connecting with them

Make it easy for them to provide feedback and show them that you are listening. Show them progress on any feedback that they might have given you

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