Think Customers: The 1to1 Blog

Many marketers today are responding to customers' new, always-on expectations by incorporating social media and dynamic content on their websites (think Twitter, social media contests, widgets, forums, live social networking streams, and more). They also understand that their website is often the first and sometimes only touchpoint they have with a customer, so it's important that their content is not only available, but is ready for collaboration and interaction on multiple levels. Yet, many of these marketers are still struggling to find the right mix of content and the right delivery strategy to support this. Just how does a brand make its website a destination site for information and purchases and a core element of a brand-building and awareness campaign?

Some marketers start with the content, which often involves adding more layers to elicit more consumer engagement. Build in a Twitter stream, incorporate more streaming videos, reevaluate banner advertising or opt-in campaigns, and incorporate live messaging or other chat features. However, all of these interactive elements: videos, social media, and promotions also come with some potential delivery pitfalls. Certainly a marketer doesn't want a customer's less-than-seamless experience with its streaming video library, for example, to be the reason a customer gives up and moves on to a new site (and possibly a new vendor).

Unfortunately, many marketers are learning content lessons the hard way. They have poured resources into building their content library, but have done little on the back end to ensure that all the applications are supported properly. Today's savvy marketer is quickly understanding that building the right mix of collaborative content is the goal for a successful website, but it can't be done without the right technology strategy behind it. Content delivery should be a top priority for interactive marketers who want their campaigns to be successful.

In fact, according to Forrester Research, a website has only 2 seconds to capture a customer's attention before he will move on to another site. In that time, content must load, uninterrupted, and be fully ready for customer engagement. Keep this in mind when building in real-time or high-bandwidth content such as live streaming video or live Twitter feeds that could hold up your site's refresh time.

Also, keep in mind that great content can generate a spike in a site's traffic. A news article, a Tweet, a grassroots Facebook campaign--all of these things can generate a groundswell from your customers who want personal information from trusted brands in relation to these "events." So be sure your site is up to the task and able to handle unexpected spikes in traffic, and support customer engagement applications in its wake. Content should keep customers on your site, not drive them away.

At the end of the day, companies need to have the ability to accelerate, customize, and control the delivery of more compelling content and rich media on their websites. This will help extend the reach of their messaging, boost conversions with customers, build new revenue streams, and optimize marketing investments. Planning the right content delivery strategy around your one-to-one marketing tactics will bear huge benefits and maximize the investment marketers have made in social media content.

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About the Author: Martin Hayward is director of marketing for Mirror Image Internet.