How IT Drives Innovation in Customer Content

By Dennis McCafferty  |  Posted 04-07-2016 Email

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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