Driving marketing growth with personalized content

It has been proven that personalizing content in a marketing strategy is vital to boost growth. Customers need to feel related to your brand to remain captivated.

Difficulty achieving personalization for customers

According to a survey of 500 marketing specialists, it appears that personalization of content and the measurement of Return on Investment (ROI) prove to be particularly difficult steps. Around 94 percent of executives understand that personalization is critical in reaching those important customers. However, a major challenge for marketers has recently been highlighted by a survey, entitled “The Future of Content, Part II: Measuring Content Performance”, and carried out by Rapt Media.

Majority of marketers want better visibility

The survey carried out with 500 specialists shows that nearly 59 percent of them wish to obtain a better visibility of their investments in content. One of the major reasons there is a weak point in today’s marketers is the lack of significant perspective in the field of customization. If they are unable to effectively measure the ROI, then there is a struggle to work out which of the major strategies used are effective, and which can be dropped. Without that focus on the more effective aspects of personalization, the generalization does not drive the growth.

Marketing tools are not powerful enough

According to the vice president of Rapt Media, Jennifer Burak, marketing tools are not sufficiently powerful to enable marketers to measure the impact of their content on the target audience. “The automation of content marketing makes it possible to measure the initial consumption and not the actual consumption of content,” she said. In order to gain more detailed knowledge, content marketing needs to move away from automation and into personalization. This is more effective in areas like websites, landing pages and, more especially, social media content.

A second report says that 60 percent of marketers surveyed are “unable to measure the return on investment on content”. Many people need to know whether their efforts have a positive or negative impact on the target audience. However, the hardest part is still the inability to determine how the customers see the content once it goes live online. It is, therefore, impossible to measure the return on investment from the real cost of producing the content. There is a definite need to put in place a scaled operating model otherwise the total volume, complexity, and cost of the content will increase as growth increases.

Rapt Media has produced an interactive video

Faced with the powerlessness of Marketers and the lack of information about the impact of customization on the target audience, Rapt Media has developed a new tool. This tool allows marketers to make interactive videos. Once online, the videos will allow content creators to have a view on the impact of their articles. “But once the video is in front of the targeted audience, what happens next?” asks Erika Trautman, CEO and founder of Rapt Media. This question is still perplexing, although this initiative offers the opportunity for content creators to get some accurate data on the impact of their content.

Increase the volume by introducing personalization

One definite way to increase the volume of content is to introduce some basic audience personas, more personalized elements within the content, and more localized content that can support major markets. However, the major challenge with most companies, according to a study, was the lack of budgeting allowed. Eventually, the need for a well-organised, quality, content to support the personalization growth will outstrip the current labour-intensive production of content used by most marketing companies.

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