How IT Drives Innovation in Customer Content

 
 
By Dennis McCafferty  |  Posted 04-07-2016 Email
 
 
 
 
 
 
 
 
 
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    How IT Drives Innovation in Customer Content
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    How IT Drives Innovation in Customer Content

    Innovative companies have refined a tech strategy that enables content creation, distribution and measurement as part of their enterprise content management strategy.
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    Big Reach
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    Big Reach

    94% of execs say delivering personalization in content is "critical" or "important" in reaching customers.
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    Personal Touch, Part I
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    Personal Touch, Part I

    57% say their organizations deliver personalized, one-on-one content for customers through mobile apps, while 44% do so through mobile text.
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    Personal Touch, Part II
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    Personal Touch, Part II

    56% say their companies deliver personalized, one-on-one content for customers via social media, and 53% do so through email.
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    Individualized Intel
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    Individualized Intel

    58% say the building of strong data collection and analytics helps them develop personalization capabilities.
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    Production Push
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    Production Push

    48% say faster content creation/distribution helps them build personalization capabilities.
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    Minor Concerns
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    Minor Concerns

    Only 24% of execs at companies considered "trailblazers" in content say fragmented tech infrastructures create hurdles in sourcing and producing relevant content to support targeted digital engagement channels, and just 23% say the same about the current state of IT-marketing collaboration.
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    Tech-Enabled
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    Tech-Enabled

    68% of execs at trailblazers have come up with a tech strategy to enable content creation, distribution and measurement as part of their enterprise content management strategy, compared to 23% execs at nomads who say their company has done this.
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    Installment Plan
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    Installment Plan

    45% of execs at trailblazers have developed a roadmap for sequencing tech investments as part of their enterprise content management strategy, as opposed to only 23% of those at nomads who say their companies do this.
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    Reliable Relations
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    Reliable Relations

    42% of those at trailblazers say their organization uses a consistent approach for engaging content tech vendors, but only 23% of those at nomads do.
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    Top Growth Priorities for Trailblazers
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    Top Growth Priorities for Trailblazers

    Brand development: 57%, Customer engagement: 47%, Loyalty: 34%, Sales conversions: 28%, Lead generation and nurturing: 27%
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    Responsible Parties
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    Responsible Parties

    31% of execs at trailblazer companies say their chief marketing officer manages content in their organization, while 27% say this is handed off to an individual on the marketing team. Only 17% have established a dedicated center of excellence for this.
 

Nearly all execs feel that delivering personalization in content remains key to reaching customers—and many are relying on tech advancements to do this, according to a recent survey from PwC and Forbes Insights. The resulting report, titled "Leading With Customer-Focused Content: Driving Growth Through Personalized Experiences," indicates that organizations are engaging consumers one-on-one through solutions involving mobile apps, texting, social media and, of course, email. Most are discovering that solid data collection and analytics capabilities contribute greatly toward the building of personalized experiences. To further illustrate key points of distinction, the report separates survey respondents' companies into categories of "trailblazers" (those which consider personalized content critical to their marketing strategy, among other qualities) and "nomads" (those which do not). Not surprisingly, execs at trailblazers say their companies are far more advanced with respect to tech strategies here, compared to those at nomads. Thus, trailblazers are best positioned to emerge with a competitive edge in connecting with—and keeping—new customers. "Good content has always been integral to customer engagement," according to the report. "From well-established types like direct mail and radio ads to newer ones, including immersive video, witty Tweets, and data-rich infographics, compelling content has the potential to engage customers. But the rules of this engagement have changed: Yesterday's content strategies revolved around pitching products via a predictable set of proven channels; today's seek to use a widening array of touchpoints to create an integrated and relevant customer experience." Nearly 370 senior-level global execs took part in the research.

 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

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