Altimeter recently conducted a report that revealed that although many marketers are dedicated to content marketing as a part of their strategy, they still face a wide array of challenges when implementing this tactic.
Aligning multiple teams around a unified strategy (24 percent) is the largest challenge marketers currently face, followed by hitting the right skills/people (17 percent) and producing relevant content based on customer data (16 percent) – but is this deterring them from utilizing content marketing? How are they working to overcome these barriers?
We spoke to Omar Akhtar, research director at Altimeter, for more insight into the report.
Although 42 percent of marketers say they can create content based on customer data, just 38 percent claim they can deliver it in real-time based on their actions — why do you think this is the case? Do you see this changing in the near future?
Two reasons for this; most marketers aren’t aware of which technology they need to use in order to do real-time personalization. There are so many options, and technical features to understand, that most are afraid of even taking the first step.
Secondly, even if they have the right software, creating the decision trees and logic for real-time personalization is time consuming and complex, and many marketers don’t have the time or resources they need to devote to figuring out these operations.
Ultimately, both there are major improvements coming in both software and skills that lower the barriers to entry for real-time personalization, and we expect adoption to increase exponentially in the next two years.
Aligning multiple teams around a unified strategy (24 percent) is the largest challenge marketers currently face, followed by hitting the right skills/people (17 percent) and producing relevant content based on customer data (16 percent) – but is this deterring them from utilizing content marketing? How are they working to overcome these barriers?
We spoke to Omar Akhtar, research director at Altimeter, for more insight into the report.
Although 42 percent of marketers say they can create content based on customer data, just 38 percent claim they can deliver it in real-time based on their actions — why do you think this is the case? Do you see this changing in the near future?
Two reasons for this; most marketers aren’t aware of which technology they need to use in order to do real-time personalization. There are so many options, and technical features to understand, that most are afraid of even taking the first step.
Secondly, even if they have the right software, creating the decision trees and logic for real-time personalization is time consuming and complex, and many marketers don’t have the time or resources they need to devote to figuring out these operations.
Ultimately, both there are major improvements coming in both software and skills that lower the barriers to entry for real-time personalization, and we expect adoption to increase exponentially in the next two years.
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