In many industries, competitor products appear on the digital commerce stage overnight and steal consumers’ attention. With aggressive marketing and a permanent presence on all digital and social channels, they draw the interest of potential buyers away from one’s offerings. Even in industries where the competitive pressure is not currently very high, companies still feel a growing need to create consistent product experiences across all touchpoints with their target audiences. Consequently, companies are building up their communication in line with today's standards.
The customer journey is moving into closer focus for those responsible for marketing and sales – new ways are continually being explored to convert prospects into customers. To do so successfully, all information presented must be of the highest quality and speak a consistent language – both in tone and to the eye. If this wasn't already a challenge, the information in the form of product content is created, optimized and delivered instantly. Latencies in product communication are getting shorter and shorter, and it is crucial that companies react to business-relevant impulses from outside in real time. New trends, emerging scandals, and critical comments require an immediate response, be it through statements, adapted value propositions or advertising messages.
