How to Get Customer-Centric Content Right (and Wrong) [The Weekly Wrap]
By (contrib. Mojified Media)
Content marketing should put the audience first, right?
This week, two brands showed that they understand that approach better than most. One sends personalized content surprises to customers; the other lets people put themselves at the heart of an interactive, relevant augmented reality. Unfortunately, one brand reminded us how often marketers get this wrong – by forgetting who it’s writing to (and even what it claimed to be writing about).
Surprise paintings delight Chewy customers
WHO: Chewy, online pet supplies company
WHAT: Every week, the company sends more than 1,000 free paintings of their pets to their customers. It keeps the selection process a close-held secret. Yes, customers can request one on social media – and some receive the paintings. But that’s not the only way. Some seem to be prompted by exchanges with customer service reps, as in this example: . . .
