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Hyper-Personalized Content is King

Hyper-Personalized Content

Marketing executives continue to look for the next big breakthrough when it comes to improving the customer experience. Whether it’s advances in artificial intelligence, personalization or omnichannel management, the key is to find innovative ways to leverage technology so that the customer journey is seamless and consistent across platforms. Regardless of the direction marketing executives take, one of the key elements of any technology selection is to make sure your purchase is future-proof. Remember the phrase back in the 1970’s that “nobody gets fired for buying IBM”? Well, making enterprise software selections that allow your company to scale over time is still critical.

Before we dive into the main discussion about hyper-personalized content, let’s take a minute to define a term that is used frequently—the headless CMS. The term is used quite loosely today but for this discussion, I define headless CMS as:

A headless CMS provides all of the capabilities of the backend of a traditional CMS (i.e., the “body”), while giving responsibility of content presentation/layout to the delivery channels (i.e., the head).

Pulling Content Based on Channel

The distinction between a traditional CMS and a headless CMS is important. A traditional CMS was designed to manage the content for one channel—web sites. At the simplest level, the front-end of the CMS accesses content from a database in the back-end, to be used within the layout (e.g., HTML and CSS) of one channel—the website. All content is pushed to the website in a predefined manner from a layout and presentation perspective.

Compare that with a headless CMS which provides all of the capabilities of the backend of a traditional CMS (i.e., the “body”), while giving responsibility of content presentation/layout to the delivery channels (i.e., the head). The key point is that content is no longer pushed out to a channel in a predefined manner. Content is pulled or requested from the CMS by any channel, enabling each individual channel to take advantage of their own unique presentation capabilities.

On August 6, 1991, Tim Berners-Lee created the first website. Twenty-eight years later there are just under two billion websites. Regardless of what the website focuses on, all websites have something in common—they all have content. Creating and managing all of that content can be an overwhelming prospect. With so many channels and devices available to reach your customer, the role of the CMS in enabling and simplifying content-driven digital experiences at scale continues to increase in importance.

Building a Better Mousetrap

For marketers the question becomes how to create a customer experience that not only makes the customer want to return, but also differentiates your company from your competitors? The answer…by optimizing hyper-personalized content to be delivered to the customer when they want it and on what channel they want it. According to a report from Forrester Research, Unlock Customer Obsession by Tying Features to Business Outcomes, 72 percent of customers interviewed stated that “they are more likely to shop more frequently with retailers that send them relevant communications. In addition, 70 percent of those surveyed state that they are more likely to establish loyalty with a retailer that they feel knows them.” Hyper-personalized content is king.

Here are two ways that leveraging a headless CMS helps marketers build customer loyalty:

  • AI-driven personalization: Delivering personalized content, based on purchase history and behavioral data, shows the customer that your company knows their preferences and can make recommendations based on each customer’s interests. This also means that your company won’t be bombarding the customer with irrelevant offerings.
  • Automated content creation: Tapping into the power of artificial intelligence and machine learning, through Natural Language Generation, eases the process and increases scalability for creating and delivering content across multiple business, channels and countries.

Why is headless CMS of interest to so many marketing executives? At a high level, a headless CMS is the best way to future-proof your digital experience architecture, enabling support of any channels available today or in the future. Just as important, developers, experience managers and e-commerce managers will be able to create more interactive experiences for customers in shorter time and with less investment, reducing time to market and giving you a competitive edge.

In order to increase customer loyalty and separate yourself from the competition, marketing executives need to take advantage of innovative, content-driven experiences to improve the overall customer experience. By creating the ideal digital experience for each individual customer in the right context at the right time, marketers will not only future-proof their technology purchase, they will go a long way to securing customer loyalty.

Michael Gerard

CMO at e-Spirit
Michael Gerard has 20+ years of marketing experience in the tech space, 10 of which were spent at IDC managing its CMO and Sales Advisory Practices. Michael is responsible for leading the global marketing strategy for e-Spirit. He is a sought after speaker and has presented at leading industry events, such as IDC’s annual Directions event, MIT Sloan School of Management's events, and Sales 2.0 conferences. He joined e-Spirit in early 2017. Michael can be reached at Gerard@e-spirit.com
Michael Gerard