컨텐츠 마케팅 및 고객 경험에 대한 고객 데이터의 영향

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."

Executive Snapshot

Situation Overview

• Digital Transformation for Marketing and Creative Teams
  • Customer Experience Priorities
  • Content Marketing Strategy
  • Content Evolution
  • Customer Data Platforms
  • B2B Content with B2C Experiences
• Data-Driven Content
  • Collection and Protection
  • Connecting and Sharing Data
  • Applying Data to Content Strategies
    • CDPs for Personalization
    • Data Privacy and Brand Trust
  • Shoppable and Influencer Content
    • Social Commerce and Shoppable Content Marketing
    • Influencer Marketing
  • Content at Scale
  • Activating Customer Data for Dynamic Content

Advice for the Technology Buyer

Learn More

• Related Research
• Synopsis