The future of marketing. Enabling personalization and focusing on the content experience at scale

Theodor Purcarea

Holistic Marketing Management Journal, 2019, vol. 9, issue 2, 26-37

Abstract: Optimizing company’s customer understanding in order to build more profitable relationships is a real challenge, and as marketers are preoccupied about customer insight and the creation of customer value accordingly, they need to consider the many lessons to learn from the various innovative players, better understanding the marketing’s goal of delivering adequate CX which is delivering value to the business, and the roles of both personalization at scale and MarTech within this context, connecting MarTech stack utilization to value. And as in the current landscape of performance-driven world the message matters more than the medium, marketers also need to help their customers think through their journeys, creating on a consistent basis unique and engaging content resonating with customers, and confirming that content marketing is building value over time, a proper content strategy being driven by data, measurable goals, and optimization to deliver a higher ROI. In what concerns content and demand B2B marketers, recent research revealed that they are both challenged to combine significant things if necessary. It is also well-known that business buyers are expecting brands to anticipate their needs and deliver personalized experiences, customer data being considered the key to this level of personalization. There is clear evidence not only that more and more B2B buyers are expecting the same buying experience as B2C customers, and of the benefits brought by the personalized content experiences, but also that marketers must focus on the content experience at scale, implementing the content experience framework.

Keywords: Customer first strategy; CX; Personalization at scale; Personalized content experience; Content experience framework (search for similar items in EconPapers)
JEL-codes: L86 M31 O33 (search for similar items in EconPapers)
Date: 2019
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