Adaptive content is 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. This definition isn’t device- (or even technology-) specific. Adaptive content can cover all content, on all channels.
The urgency of supporting personalization that considers multiple channels is apparent from stats like this:
- 94% of businesses say personalization is key to success (Source)
- 48% of shoppers say they’d like to use a phone to shop while in stores (Source)
Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.
As we explore adaptive content’s very significant potential, we will also define and contextualize omni-channel content strategy.Continue Reading