[Guide] Rich content or the art of having a rich and human conversation online

Rich content consists of different media formats (sound, video and images) used at the same time and place. For example, emojis or gifs are called rich content when they are used within an instant messaging app. 

Read more: [Must-read guide] Rich content or the art of having a rich and human conversation online

From emails to multi-channel strategies

The 1960s witnessed the birth of emails and this marked the beginning of digital conversations. Since then, we are still using emails but that’s not all! Technological advances have led us to use new means of communication and today, we are used to being available on different types of communication tools: social media, email inboxes, messaging applications, videoconferences, chat solutions, etc.

Our behaviors and platforms have changed but our messages, on the other hand, have not changed much. We send the same type of messages whatever the type of channel we may use. But today, the difference is that our messages are richer and more dynamic than they used to be! We can now add different types of content to illustrate what we want to say: images, PDF documents, gifs, emojis, etc. All these different types of content enable us to transcribe what we want to say and share as much as we can with our interlocutors.

A conversational experience as rich as it is human

Brands know that they have to be available at any time. Consumers are demanding and want to be able to contact them on their favorite touchpoints. But that’s not all: with the multitude of communication channels at their disposal (messaging apps, chat solutions on websites, social media, etc.) web users also want to be able to express their needs to brands just like they interact with their friends and family: send an emoji to express their content, an image to illustrate their explanation, etc. Let’s find out how rich content has become so important in today’s customer service!

 

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French and Belgian born in France and interested in everything related to Marketing, Foreign Languages and the Web.

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