TECH BUYER Mar 2023 - IDC Perspective - Doc # US50455223
Customer Data Influences on Content Marketing and the Customer Experience
Abstract
This IDC Perspective explores the challenges and opportunities in collecting, using, and sharing customer data within the context of a content marketing strategy. Customer data platforms offer a central location to house and manage all data types that go into the unified customer profile. It allows marketing teams to align personalized content with the customer journey and have a direct impact on improving the customer experience.
"Direct consumer data sharing with the business is about providing a secure experience with a brand they trust and establishing a value exchange for the privilege of using their digital identity to create a positive experience," states Marci Maddox, research vice president of Persuasive Content and Digital Experience Strategies at IDC. "Managing first-party data effectively in a scalable way requires the right tools, like a CDP, and a content marketing strategy that becomes more than just managing the customer relationship — it becomes a way of managing the customer data relationship at scale."
Coverage
Subscriptions Covered
CIO and Technology Professionals Agenda , Persuasive Content and Digital Experience Strategies
Regions Covered
Topics Covered
Analytic applications, Cognitive/artificial intelligence, Collaborative applications, Content management, Customer experience, Digital innovation, Digital transformation strategies, Engineering applications, Governance, risk and compliance infrastructure, Integration and process automation middleware, Marketing automation, Marketing operations, Omni-experience transformation, Technology buyer
Content
List of Tables
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