![]() Such insights are vital, agreed Eric Goodstadt, the president of Manifest. Loch was a presenter at CMI’s Content Marketing World 2020 conference. And while trusting relationships are built on having great audience insights, content shops are, unfortunately, “data rich and insight poor,” added Jacqueline Loch, a customer innovation expert with St. Insights on what audiences want from digital content is lacking. ![]() Also, only 26 percent increased time spent talking with customers a mere 18 percent revisited customer personas, which use quantitative and qualitative data to help define specific customer profiles and needs. ![]() But delivering value to audiences before they become customers is the way out of it.”Īt issue, based on the CMI survey, is that while 63 percent of B2C marketers changed their targeting and messaging strategies, only 34 percent re-examined their customer journeys. But you’ll need to be trustworthy in order to get the data. “You’ll need the data in order to know where and how to be trustworthy. “As we saw from this year’s research, building credibility and trust is a huge goal for content marketing now,” said Robert Rose, the report’s author. Although focused on the business-to-consumer (B2C) community, the CMI report provides valuable advice to government communicators. “Customer data is going to become an increasingly precious commodity,” according to new insights from a Content Marketing Institute (CMI) report. That starts with thinking more analytically about government users as customers. With or without a lingering pandemic throughout 2021, agency communications specialists must continue to build better digital engagement strategies for stakeholders. It’s Time for Government to Think of Users as Customers “By continuing to go digital, agencies can streamline operations, become more agile and better meet the needs of employees and citizens,” writes Brian Chidester in Nextgov. The communications landscape is changed forever. In 2021, digital content expectations will continue to rise. A majority (84 percent) are open to sharing personally identifiable information in exchange for more personalized experiences. Accenture finds that 78 percent of citizens see the benefits of using virtual agents to receive services from a government agency. Website tools were developed to provide on-demand interactions.Īt the same time, customer acceptance of digital interactions leapt forward. Chatbots were created to to more swiftly answer end-user questions in real time. Social media, email and training platforms were purchased to improve engagement, targeting and service delivery. In-person events were restructured as virtual seminars, meetings and training sessions – for both employees and external stakeholders. Past engagement patterns are no longer the norm. Government communicators must respond in new ways to meet the needs of work-at-home employees and digital-savvy citizens.Ī lot changed in 2020. ![]() Government agencies must continue to step up digital communications and outreach strategies in 2021, incorporating the breakthrough lessons learned in response to global pandemic challenges.Ĭollectively, we’ve “vaulted five years forward in consumer and business digital adoption,” reports McKinsey Digital.
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