How IT Drives Innovation in Customer Content
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.
Big Reach
94% of execs say delivering personalization in content is “critical” or “important” in reaching customers.
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.
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.
Individualized Intel
58% say the building of strong data collection and analytics helps them develop personalization capabilities.
Production Push
48% say faster content creation/distribution helps them build personalization capabilities.
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.
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.
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.
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.
Top Growth Priorities for Trailblazers
Brand development: 57%, Customer engagement: 47%, Loyalty: 34%, Sales conversions: 28%, Lead generation and nurturing: 27%
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.
