In the 2012 Media Usage Forecast, 62 percent of respondents said they planned to increase spending on content marketing, making it the most invested-in "new" marketing technology in the survey. Yet, when it comes time to start a content marketing campaign, many marketers are faced with a difficult problem: Where do you get the content? We asked HP's Worldwide Email Marketing Manager Daryl Nielson about the content his team uses in HP's email programs, and how they create it.
A focus on recipient data and preferences allows HP, the largest IT company in the world, to surround its millions of subscribers—be they customers, prospects or just the curious—with email messaging they're happy to open and buy from.
According to our 2012 Media Usage Forecast, 96 percent of our readers market through email and most of you are increasing budget for it. This month's cover story will show you some great things Daryl Nielson and his team are doing with email at HP. However, email is not "The Answer."