The means to an end: tailor-made and target group-oriented content that is available across channels along the individual touchpoints. “Tailor-made” means two things:
On the one hand, companies position themselves over time as reliable partners who know the needs of customers and prospective customers.
On the other hand, companies are required to support each individual lead as individually as possible.
When a person is interested in a particular topic, they will most likely search for relevant materials online. They might come across a white paper, download it, attend a webinar, and finally fill out the callback form on the website. Another lead might do further research on other websites after reading the white paper, which would lead to a completely different customer journey.
4th trend:
In order to serve the multitude of channels belgium phone number list as simultaneously and in real time as possible, more and more digital tools are needed. Otherwise, it is inefficient - if not impossible - to implement a content-centric approach and provide stakeholders and potential customers with consistent messages and helpful information along the customer journey.
Suitable, AI-based software tools are indispensable for maximum efficiency and high-quality output. According to the aclipp study, almost all PR professionals now use intelligent software. Although the use of AI tools in communications work is still often a thing of the future, the trend is clearly heading in this direction.
Companies should definitely address this issue now to avoid being left behind. Those who score points with their target group using technologies such as voice mining, text mining and digital assistants already have a clear advantage. There are plenty of examples in B2C of how marketers can achieve a precise approach in this way: This includes, for example, tailor-made advertising for umbrellas when bad weather is forecast for a region.