If nothing else, the last 5 to 10 years in the digital ecosphere proves that things move fast. Really fast. Faster, often, than we can react and re-factor for new paradigms or platforms.
Think about this for a moment: Snapchat was launched in 2013. Every t-shirt I own is older than that, literally. Such a rapid pace of change and segmentation of your clients/consumers really can't be met effectively with straightforward, reactive development efforts.
Recently, we discussed the what of content modeling a little, so today we’ll focus on the why.
For example, do you consider Snapchat important to your marketing mix? Maybe not, what about your customer? Or your prospects—the people you want to be your customers someday? If those vectors don’t align to your strategy, either your strategy is wrong or you aren’t addressing the full customer lifecycle. Companies currently marketing on Snapchat are betting on the future. They are building brand equity in the minds of tomorrow’s customers. It is a certainty that current and future prospects will be dictating terms to a much greater extent than companies are generally accustomed.
Are you prepared for that world?
The key to remaining flexible in the face of a changing world, from a technology perspective, is to divorce your content from your code to allow easy repurposing of existing content. This effectively future-proofs your digital strategy against emerging technologies and channels.
If a new social channel comes along, like Snapchat, it’s easy and less expensive to port your content there if your content is housed properly. These days, the game of guessing where your future clients are gathering online is less of a gamble and more of a calculated risk—but a risk worth taking, I might add. It can be had at a significant discount. Your competitors vying for their attention would surely love that flexibility.
Enter the value of full content modeling. When properly developed to separate content from code, the possibilities are both limitless and cost-neutral. So when your VP says, “I don't want to spend money marketing to 15-year-olds on Snapchat.” You can counter with: “It won't cost much to do it. Are you willing to risk future customers to save a few pennies?” (Tell her, it certainly won’t cost the “development-style” money that someone without the foresight to content model would have to pay.)
Think of content modeling as an upfront investment in the future.
A CMO for a large bank could make the reasonable case today that she doesn’t really need to focus on Snapchat. There is nothing inherently wrong with that argument given a near-term outlook. But, when today's 15-year-old Snapchat user turns 25 and wants to open a bank account and an IRA after landing a lucrative job, the cachet earned by marketing to him on his terms will certainly pay off for someone. Shouldn’t that someone be you?
Contact Tahzoo today to learn how better content modeling can improve your long-term outlook and save you money.
Photo by Carlos Estrada