Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
Content marketing of the future
must be data-driven
Organizations are producing a lot of content nowadays Although automation is expedient in every phase of the
to reach and interact with consumers, be it with blogs, content marketing process, it will be very interesting to
whitepapers, tweets, or other social media activities. see how automation will manage to handle one-on-one
And since content seems to be at the heart of every conversations in the future in real time when using chat
marketing campaign, the budgets spent on content mar- bots. Companies like Apple and Amazon are already
keting are generally growing. working with Siri and Alexa on how to use artificial intel-
ligence to communicate with customers and how to
Still, many marketers have to put more efforts into the earn their loyalty.
quality of their content production, as well as data, auto-
mation and artificial intelligence, as all of it forms the Furthermore, it is decisive that content gets tailored not
basis for good content marketing in the future. only to individuals, but regions as well. This applies in
particular to international companies and is both about
The study ‘The Future of Content Marketing’ by Oracle considering the respective data protection guidelines,
Marketing Cloud and Econsultancy provides answers to as well as managing content and data cross-border.
what makes great content or how the effectiveness of
the actions can be measured. Content creation regards everybody
Clearly the study shows on all accounts that good con- Many marketers are worried about the measured val-
tent marketing has to be data-driven in order to reach ues, since creating mass-produced content without
and please (potential) customers. It is best to make use measuring results makes little sense. Indeed, that’s
of a personalized approach, as well as content that is why the same measurement values must apply for con-
adapted to customers’ current needs, besides focusing tent marketing, as for any other marketing measure.
on how to reach them on the right channel. Companies With the right technology, it is possible to map exactly
can achieve this only with data obtained at all touch which content is preferred by whom and where con-
points. sumers are heading to.
Just presenting content isn’t enough And last but not least, the study shows that content cre-
ation has to concern the whole enterprise, meaning
It is not just a matter of playing out content. Really good relevant content should be provided by all departments
content encourages interaction and offers further oppor- and is not only the issue of marketing. Since data, auto-
tunities to collect customer data that can then be used mation and new technologies, such as artificial intelli-
to derive valuable insights for further content production. gence, are the basis for the content marketing of the
The silver bullets are, after all, one-to-one conversa- future, we just want to emphasize that customer infor-
tions, such as chats, but automation for bots is generally mation should be gathered at all touchpoints so that
useful, too. content can be personalized through the right channel.◊
By Daniela La Marca
10 Data-Driven Marketing: Customer Insights & Predictive Analysis
Content marketing of the future
must be data-driven
Organizations are producing a lot of content nowadays Although automation is expedient in every phase of the
to reach and interact with consumers, be it with blogs, content marketing process, it will be very interesting to
whitepapers, tweets, or other social media activities. see how automation will manage to handle one-on-one
And since content seems to be at the heart of every conversations in the future in real time when using chat
marketing campaign, the budgets spent on content mar- bots. Companies like Apple and Amazon are already
keting are generally growing. working with Siri and Alexa on how to use artificial intel-
ligence to communicate with customers and how to
Still, many marketers have to put more efforts into the earn their loyalty.
quality of their content production, as well as data, auto-
mation and artificial intelligence, as all of it forms the Furthermore, it is decisive that content gets tailored not
basis for good content marketing in the future. only to individuals, but regions as well. This applies in
particular to international companies and is both about
The study ‘The Future of Content Marketing’ by Oracle considering the respective data protection guidelines,
Marketing Cloud and Econsultancy provides answers to as well as managing content and data cross-border.
what makes great content or how the effectiveness of
the actions can be measured. Content creation regards everybody
Clearly the study shows on all accounts that good con- Many marketers are worried about the measured val-
tent marketing has to be data-driven in order to reach ues, since creating mass-produced content without
and please (potential) customers. It is best to make use measuring results makes little sense. Indeed, that’s
of a personalized approach, as well as content that is why the same measurement values must apply for con-
adapted to customers’ current needs, besides focusing tent marketing, as for any other marketing measure.
on how to reach them on the right channel. Companies With the right technology, it is possible to map exactly
can achieve this only with data obtained at all touch which content is preferred by whom and where con-
points. sumers are heading to.
Just presenting content isn’t enough And last but not least, the study shows that content cre-
ation has to concern the whole enterprise, meaning
It is not just a matter of playing out content. Really good relevant content should be provided by all departments
content encourages interaction and offers further oppor- and is not only the issue of marketing. Since data, auto-
tunities to collect customer data that can then be used mation and new technologies, such as artificial intelli-
to derive valuable insights for further content production. gence, are the basis for the content marketing of the
The silver bullets are, after all, one-to-one conversa- future, we just want to emphasize that customer infor-
tions, such as chats, but automation for bots is generally mation should be gathered at all touchpoints so that
useful, too. content can be personalized through the right channel.◊
By Daniela La Marca
10 Data-Driven Marketing: Customer Insights & Predictive Analysis
