Why Content Marketers Fail
With 75 percent of marketers reporting an increased investment on content marketing in 2016 and about 70 percent reporting they expect to produce even more content in 2017, it’s clear that content is king. But, without the right foundation, attempting to produce curated, personalized content can quickly become overwhelming and ineffective. Why? According to a 2017 Content Marketing Institute survey, the top two reasons cited for sub-par content programs are strategy issues (49 percent) and a lack of time (48 percent).
In this issue of The Pulse, we’ll address these two common problems and how you can overcome them.
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Twenty years ago, personalized marketing was as simple as adding a variable name field to a direct mail piece. Today, however, customers expect more. They know we’re tracking their every move on and offline. And, thanks to successful disruptors like Amazon, Uber and Netflix, these customers also know that this data can be used to create VIP-level, curated, customized experiences.
That’s a lot of pressure on marketers.
The good news is that you don’t have to create bespoke content for every single one of your customers. You just need to create an experience that makes them feel like you did.
Done right, personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.
To get results like these, most marketers have the technology and tools needed. But when it comes to integrating and orchestrating the technology stack to unlock the full value of personalization, many marketers get stuck.
Don't Just 'Set It and Forget It'
With about 5,000 Marketing Technology companies out there, it’s easy to get swept off your feet with promises of automated success. But, as much as we’d like to believe it, long-term success doesn’t come from flipping a switch and walking away.
Seth Garske is the executive director marketing science, analytics and targeting at HackerAgency. Seth has a strong analytics background, particularly on data lead marketing initiatives in both the B2C and B2B space and across all digital channels. He has a proven track record of leading and implementing large scale and highly efficient data-driven digital marketing campaigns for clients such as Hulu, HP Enterprise, Honda, Xbox, Microsoft Office, T-Mobile and Best Buy. Prior to Hacker he led the Data Science teams within the West region at Razorfish. His team was focused on DMP management, along with reporting and analytics for client’s digital campaigns across multiple channels including online media, CRM, social, mobile, SEO, SEM, and site level optimizations. Prior to Razorfish, he worked on the client side at Getty Images and T-Mobile.