Your Business Needs S.D.O.T — Part 1
Customers reach out to your business in many ways on multiple channels. For example, for pharmaceuticals companies, HCPs and patients may visit website, on social media, through email campaigns, call support, get services on a mobile app, and so forth. A well-designed self-driving omni taxonomy (SDOT) organizes information in the same manner across all channels.
A taxonomy allows relationships to be set up between products and information so that consumers can find what they want, when they want it, a on a channel of their choice. In other words, a consumer searching for certain medicine related content should be able to find them easily regardless of whether they use your website, mobile app, or on emails. Thus, which is known as self-driving omni taxonomy, enables personalization at scale.
With a poorly designed taxonomy:
· Can’t create customer 360 views.
· Marketeer cannot run personalized campaigns.
· Opportunities for cross-selling and upselling will be missed.
· Customers will have an overall poor experience.
· It will be difficult to measure the impact of marketing campaigns.
A well-designed self-driving omni taxonomy paves the way towards a great and personalized customer experience. Because many organizations don’t take the time to ensure the consistency of taxonomies between channels, personalization becomes difficult, if not impossible. When relationships are standardized between products, information, and channels, customer engagement will improve because you can supply a great, precisely targeted experience.
Only 1% of company creates and updates the content, while 99% of users will consume it. The user experience for this taxonomy should be created through subtle and simple things like the ability to rate a taxonomy, comment on it, share it with coworkers, etc. While simple, these features are key to the “self-driving omni-taxonomy” adoption.
The more “likes” a content producer sees, the more they will value in keeping it alive. The more likes a user sees, the more they will understand that they are looking at something useful.
This is not to say to rely on crowdsourcing, automation is critical to keep the taxonomy up to date, for long-term survival.
Consumers expect to find what they want regardless of the channel. You shouldn’t expect them to have the patience to decode that, for example, a gallon of milk is like a couple of liters of dairy, depending on the device. The more you standardize and personalize their experience, the more likely they are to make a purchase or give you the results that you want. To implement this, find the meta-fields that apply to the organization and the metadata fields that are unique to channels.
There are many advantages to a good omni taxonomy strategy, including:
· Supporting business goals.
· Improving your bottom line.
· Delivering personalized, highly targeted information to customers.
· Delivering the best possible customer experience.
· Sending targeted messages to customers.
· Optimizing the search capabilities for campaign managers.
· Reducing search time.
· Reducing the number of resources needed.
· Increasing customer engagement.
· Being able to measure customer engagement and campaign effectiveness.
Aim your self-driving omni taxonomy strategy at delivering the correct information to the right people promptly. This is vital not just for personalization, but to deliver reports and statistics to the CMO, CDO, and other executives to enable them to understand the success rate of marketing efforts. This SDOT strategy is the basis for tools to help the business supply the best possible service to its customers.
In fact, without a well implemented SDOT strategy, the marketeer is effectively running blind because information between channels cannot be easily related. By designing and implementing a great omni taxonomy, you will gain an advantage over the competition, improve your bottom line, and give the marketeer reporting capabilities to help them with their marketing campaigns.
Co-Author — Ash Sheth
