Personalize or Perish: The Content Marketing Dilemma

Take marketing for example. The need for personalization Research shows that 94% senior marketing executives recognize that personalization is crucial for effective content distribution. Yet, there seems to be a disparity when it comes to consumer demand and those whose job it is to meet them. Which is why we must deploy next-gen technology – social media analytics, predictive insight tools, CRM platforms, and the works – to the old-school principle of personalization. The number of marketers who adopt an end-to-end personalization approach to the consumer journey is even more disappointing – only 14%. With virtually infinite opportunities at hand for technology-driven personalization, bigger budgets without focused strategies result in constant pressure to drive customer engagement which, thanks to social and mobile, is now a 24/7 process. Here’s how it is hurting you: Diverting the time and attention of senior management Decreasing the ROI from targeted marketing, digital transformation, and CRM tools Hampering the distribution of relevant messages Increasing cost to sell How to overcome them Clearly, external changes like increasing volume, recruitment, and budgets won’t do the trick. Ensure consistency by putting someone in charge who knows what the customer wants, what the company can deliver, and how to align the two. A modular approach creates content that can be ‘assembled’, making it customer-specific, device-specific, and channel-specific at will. Research suggests that at least 15% marketers who have invested in content personalization expect a direct impact on ROI within just 2 years.

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Whether on Amazon, Netflix, Facebook or other top
digital properties and apps, people expect every digital experience
to be individually relevant. Here’s a data-driven view of why
marketers should be prioritizing content personalization across
email, their websites and other channels

The transformative power of technology has become almost a
cliché – not to mention, more than a little exaggerated. Take
marketing for example. The 21st century has witnessed a
complete overhaul in how we interact with potential customers and
how we measure the impact of that potential. However, when we get
down to brass tacks, it becomes clear that the core of marketing is
exactly what it always was – Content.

Distribution channels and analytical tools have undergone a sea
change, but the commodity remains the same. So it stands to reason
that the old rules still apply. And the best way to ensure your
content hits the customer’s sweet spot is to know exactly where
that spot is.

This is exactly what drives personalization as evident from the
infographic below contributed by OneSpot.

The need for personalization

Research shows that 94% senior marketing executives recognize
that personalization is crucial for effective content distribution.
Yet, there seems to be a disparity when it comes to consumer demand
and those whose job it is to meet them. While 56% consumers openly
admit that their purchase decisions are largely driven by
personalized marketing, almost 75% complain about irrelevant
content. This is content that cost us money and effort to
distribute, and that – as it turns out – the consumer did not want
in the first place!

Which is why we must deploy next-gen technology – social media
analytics, predictive insight tools, CRM platforms, and the works –
to the old-school principle of personalization. In this context,
the numbers are somewhat of a mixed bag. While 94% brands admit
that personalization is the key to marketing success, only 57%
specialized marketing leaders are interested in personalization.
The number of marketers who adopt an end-to-end personalization
approach to the consumer journey is…

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