Augmented reality, artificial intelligence and smart speakers. These are just a few of the many technologies that are being launched and further developed in this digital age. As a communications professional, you may sometimes wonder whether these new technologies will actually make a difference in the content strategy of your brand or organization.
During the Web Summit in Lisbon, all kinds of digital technologies were examined, analyzed, discussed and sometimes even demonstrated. And what are the developments that we should take into account when developing a content strategy? Read below the five insights that will make you think.
To be and remain of added value as a brand, knowing your audience is not enough. You have to truly understand special lead them. Understand why (potential) customers make certain choices in product use, leisure activities and purchasing behaviour. To understand behaviour, it is necessary to listen carefully to people. Analysing online data is not enough. During the Web Summit, they therefore advocate Data Informed, instead of Data Driven. Collecting data is fine, but supplement it with information that you gather through physical contact with customers. That may be difficult if your business only operates online.
Try to integrate a human dimension. The owner of the British online styling service Stitch Fix says that the online shopper finds it important to really know his or her personal stylist. The shop is therefore designed in such a way that personal contact is possible via email, Instagram and telephone. In addition, it is desirable to employ someone (or several people) who could be the ideal (or not so ideal) customer. “Be the Audience is Gaining Trust.”