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  • OpenText™ | Blogs
  • 09.07.2019
  • EN

OpenText™ "Is your content appropriate for every channel?"

During a recent American Marketing Association and OpenText™ Hightail webinar, content strategy consultant/expert Noz Urbina outlined one of the biggest marketing challenges today: making content contextually appropriate on any channel.

“Everybody wants relevant content, and they want it across many devices and channels,” Urbina says. “But organizations aren’t really built that way.” Organizations are built in various departments and teams. “But people are jumping across channels, however they choose to accomplish their goals,” he adds. “And wherever they are, they expect more and more personalization.”

Enter adaptive content, which Urbina defines as “a content strategy technique designed to support meaningful, personalized interactions across all channels. It is content that is conceived, planned, and developed around the customers: their context, their mood, their goals …”

Adaptive content works like Lego®: the deliverables are made of smaller content components which can be selected, filtered and presented in many different personalized or context-specific ways. Channel-specific components are added only if they add real value.

According to Urbina, 80% of consumers are more likely to make a purchase when brands offer personalized experiences, which can be even more powerful when combined with contextual messaging—tied to a particular time, place or situation. But it’s a struggle for about 60% of marketers and executives, with personalization still acting as a channel-specific solution that is integrated with only some elements of the tech stack.

“It’s not the technology that’s the problem,” Urbina says. “The technology works, but we don’t have the strategy and the collaboration and the processes to actually make it work.”

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