VIENNA. “For some time now, digital channels have been the only place where we can safely meet. It’s all about the value of the content in every way. For the user as added value. For the organizations around customer loyalty and attention “, Josef Mantl (JMC) leads into the discussion under the title” Content Marketing – Creating Value “with Richard Peer (Holding Graz), Nicola Dietrich (styria digital one) and Paul Rockenbauer (Federal Ministry for Digitization and business location), which took place on November 26, 2020.
Content with added value opens the dialogue with the users
Information and service are among the core tasks of Holding Graz, which include Graz Airport, Graz Linien, waste disposal and water management. Content plays a key role in contact with customers and employees, as they specifically look for information and content from the municipal service provider. The smartphone is of particular importance as it is a digital everyday companion that should quickly provide precise answers to questions. The willingness to engage in dialog with customers on the content channels often provides useful suggestions that are implemented. Peer sees the strength in the focus on the customer, which creates the high relevance of the content.
“Complex content and personal advantages can be explained specifically to target groups through content. We were able to get customers excited about contactless tickets from Graz Linien as an effective pandemic prevention ”, Peer explains an example.
Customer relationships instead of top-down management
From the point of view of the federal administration, too, it is about building relationships through mediating content, such as how the state provides services for its customers. Rockenbauer is convinced that the time of top-down administration is over and that cooperation with citizens and companies is in the foreground. With the digital office and other public services, Austria is among the best in Europe. Rockenbauer sees a lot of potential in small and medium-sized companies and criticizes the fact that they are spoken to too often and too seldom. The “speedboats of the economy” can be drivers of digitization. Highly endowed funding programs from the Ministry of Economic Affairs support companies in digitization, which means that long-term investments are made in the location.
“Consulting initiatives such as ‘KMU Digital’ are lived digital communication with companies. Innovative services can best be conveyed through meaningful content, ”reports Rockenbauer from everyday communication at the Ministry of Digitization.
Good content takes the complexity out of topics
“In the battle for the user’s short attention span, content must generate benefits and not just attract attention”, Dietrich is convinced and adds: “Messages must follow the consumer behavior of users, which goes far beyond social media.”
Starting next year, Peer will increasingly rely on artificial intelligence, chatbots and multilingualism in order to simplify the customer journey and, for example, to accompany people who are moving to the Styrian capital with attractive online services. Graz has just taken a top position ahead of Vienna in the “Expat City Ranking” by InterNations and can score with a high quality of life, public transport, the environment and medical care.
“We are very careful to include and involve all companies in digitization so that not only Amazon and Co. are among the digitization winners from Covid-19,” concluded Peer. (red)
More information on moving-forward.com
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