Adaptive Content: Connecting on a Personal Level
We relate to our friends on a personal level. We know them well enough to know just what to say any time of the day, at any point in their lives. Imagine if our brands can also do the same for our customers – to be able to relate on a personal level.
This is where adaptive content comes in. Adaptive content is content that adapts to the consumer’s needs, based on different factors – from technology, persona and even context.
Have you ever visited a website that has an app for mobile? While we can browse the website for information, there is also a prompt to download the app. Notice that the prompt is usually specific in suggesting for which operating system you mobile is using. How did they know not to suggest an Android app to an iOS user?
In Everyday Encounters with Intelligent Content, we mentioned about personalisation of content. When we do localised searches – say, for example, visiting a city for the first time, looking for a place to eat – a search for “restaurants near me” will come up with results of food establishments in the vicinity. If you move to another part of the city, the same search would yield different results. The search engine interprets “near me” to use the location of where we are searching from to come up with results that might be helpful to us.
By Ann Rockley’s definition, Intelligent Content is content that is Structurally Rich, Semantically Aware, Discoverable, Reusable, Adaptable and Reconfigurable. Using this definition, with our content source structured to be Intelligent Content, making Adaptive Content work becomes a combination of strategy and technology.
In The Wheels and Cogs of Intelligent Content, we discussed the parts that go into making our content work intelligently.
Artificial Intelligence and the Content Management System work to support our strategy in automating content to adapt to instances and deliver the right information to the specific person that needs it.
The AI learns from the user and takes cues from the data gathered. Think of these cues as filters. These cues are then put into the CMS to narrow down which content/s from our library of content sources will be used for that specific instance. Our content strategy will have had to predict that instance in order to create a source content that can readily be used should that instance arise.
Adaptive vs. Responsive Content
Adaptive content is usually confused with responsive content. While responsive content adapts its appearance to the device or platform being used, its content remains the same. If we want to learn about a certain product and we visit a webpage using responsive content, the layout of the webpage will be different when we visit the page using a laptop versus when we visit it using a mobile device. However, the elements in the page will still be the same.
If the product in the above-mentioned example was using Adaptive Content, the page can show the full description when using a laptop or a desktop then feature a shorter description or even just highlights when using a mobile.
Adaptive Content helps in creating a personal relationship with our customers by showing them our brand understands what they need. This helps build affinity during the customer journey and create an unforgettable customer experience.
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