Digital Business must develop Empathy

Author: Agile Content
Digital Empathy

The growth of global audience, the number and variety of devices and ways to access to the digital format, together with the increase and access to contents makes it essential to process information about the public, in order to understand it and segment it based on the strategy that each company desires.

Given this perspective of consumption growth in the internet and its contents, content creators must innovate both in what they offer and in how they offer it, to be relevant in the industry. Being able to increase customer loyalty and connect with the user demands exploring their preferences, in order to find out exactly what is the customer willing to pay for.

In the online world, the relationship with the audience and clients is done through an impersonal, indirect way, with no human contact; which transforms many of the communication and business processes and forces companies to invent new ways of interaction. In Agile we believe in the concept of Digital Empathy as one of the skills to be developed by companies. Digital Empathy covers everything from the conceptualization of a more human user experience, to the use of technology and data to offer the timely messages and services, suitable for the context and the person to which they are directed in every moment.

For media companies, used to measuring audiences, there is a new and very important opportunity of change in the digital dialogue. New content and digital services monetization opportunities are emerging, associated with the brand and the individual and collective knowledge of the public.

We believe that the digital empathy and the relevance are the keys that shall guide the use of data and the creation of content

Data allows companies to identify users in order to offer them personalized and relevant content, that turns out to be a true service for information and entertainment. The knowledge of the audience also revolutionizes the capability of advertising spaces’ sale, transforming it in the sale of segmented profiles and groups of interest, transforming the media from being a supportto being a channel of attraction of potential clients. This also reduces the intrusion of advertising and makes brand investment more efficient. Quality content can be sold as a mere advertising support or as a magnet to attract the audience, with values such as relevance, segmentation and affinity, which generate a true digital dialogue.

A dialogue that every brand wants to have, but can’t only talking about itself. Companies’ need content generated outside its perimeter and other voices to obtain true influence. This transition is already underway, since nowadays editors and managers of audiovisual media are already searching for formulas that are a definite proof that their products and services can also create value for advertisers.

Unfortunately, we often see that, despite having reputable brands and user volumes, what is failing is the ARPU. Generating satisfactory and recurring value added services for people’s digital life is also another one of the key competences to develop. Without another option, they can only fight for a very disputed advertising space.

The average revenue per user is the measurement of a good product or service. If the user pays for it, if the acquisition cost (giving contents for free is a very expensive strategy) and the subscription time are well balanced, the wheel keeps rolling. It isn’t necessarily important if companies are selling English courses instead of news, TV shows instead of voice minutes, as long as they fit under the brand’s parameters and the user perceives it as a natural and trustworthy way to a subscription.

Sharing the keys to achieving the creation of quality content in a sustainable way, analyzing the options that enable offering services and obtaining profitability, observing the new market trends, transferring experiences in the efficient use of data and information; that is the mission of this new space that we are inaugurating in Agile Content and to which we welcome you.

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