More personalised customer content needed

Marketers are struggling to create customer-tailored content, according to a report titled 'Age of Brand, Agency, and Customer Collaboration' from Forbes Insights and Oracle Marketing Cloud.

The report found that 38 per cent of executives are concerned and believe they do not create content towards a specific customer's needs in a timely fashion.

It also found that marketers are not fully utilising customer data to achieve marketing objectives. Just 19 per cent of those surveyed said they were “highly effective” at using buyer information to create and plug new marketing programmes. Just 24 per cent of marketers felt that their organisations were effective at generating personalised content for their markets.

Tony Weisman, CEO of DigitasLBi North America, commenting on the report said: “The ability to communicate with our customers and prospects on an individual, personalised basis seemed like a luxury not so long ago—it’s now table stakes.

“Consumers are becoming highly attuned to how personally relevant all messaging is to their individual tastes and buying patterns."

An additional report published by Experian found that many marketers still find it challenging to develop a single consumer view to understanding their buyers. In their report, 'Digital Marketer Report 2016, it was revealed that 81 per cent of marketers struggle in this regard with 54 per cent admitting they are challenged by the technology used for real-time customer data integration. Ninety-four per cent of marketers believe that creating better content technology could pave the way to creating more personalised, engaging content for buyers.

For content marketers, these reports highlight the growing importance of creating high quality, custom content aimed specifically at customers' needs. Through technology, the increased mining of customer data, and the use of excellent content creators, this can be achieved.

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