Embracing human complexity, by using it to enrich content and amp; delivery instead of viewing it as an obstacle, is the key to successful cross channel campaigns.
WHY SHOULD THE TARGET AUDIENCE CARE? Customer expectations are dramatically changing for every kind of organization—and at an incredible speed.
Examples:
- Manufacturing customers working on terminals a couple years back now expect simple, Amazon-like mobile purchase experiences for complex orders.
- Travelers now balk if any part of the process isn’t as simple as getting an Uber, and assume they’ll get personalized, location-specific content served up for their entertainment long before they even leave home.
SUPPORTING CONCEPTS
Understanding human complexity to personalize messaging and content achieves measurable short-term gains (more clicks, higher conversion, better engagement) as well as long term gains (loyalty, share of wallet, differentiation).
Understanding human complexity also helps automate and optimize deliverability of campaigns, reaching customers where they want to be reached, at the ideal time.
Embracing human complexity is achieved with an org shift towards being customer obsessed.