Marketing automation has given the industry a new way to leverage insights to continually personalize content. Technology continues to enable creativity, allowing content to be more agile, relevant and effective than ever before. Four tips for marketers looking to enhance their content marketing efforts in a data-driven world:
DYNAMIC CREATIVITY STILL REQUIRES A HUMAN TOUCH:
While dynamic creative is powered by data, technology and in the future, machine learning, it still requires a human touch to be effectively executed. Technology allows faster processing of audience data to capture insights in order to design more relevant messages at the right time and place of the consumer journey. Nonetheless, data needs human strategy analysis and an always-on vision, which should be provided by a team that understands the dynamic consumer landscape as well as a brand’s marketing strategies.
MOBILIZE YOUR ORGANIZATION FOR SUCCESS:
An increasingly complex environment requires the assembly of the right talent, consisting of data scientists and technologists integrated with strategy, media, content and creative talent to provide a seamless experience for advertisers. Strong organizational models should allow for speed and agility to take advantage of cultural moments and the small “relevancy windows” they present to truly capture an audience.
GET TO KNOW YOUR AUDIENCE:
Dynamic creative is a great way to link passions, emotions, attitudes and ideas to data so that brands can better connect with audiences. This model can be tailored across the customer journey, by audience, so that brands are building the most immersive and engaging content wherever possible. For beauty brands, we have seen a significant increase in engagement, sales and efficiency with data-driven content and sequential storytelling across the customer journey.
BALANCE BETWEEN INSPIRATION VS. DESIRE FOR GROWTH:
Authentic content will always be desirable to consumers and it’s important to remain true to a brand’s purpose. REI, for example, inspires audiences to “opt outside” and experience the outdoors with engaging and immersive films that enrich their lives. When amplified with relevant content through the different stages of the customer journey that is socially and programmatically delivered, sales and brand growth will follow.
Author: Belinda Rowe, Global Practice Lead of Content, Publicis Media