Mobile marketing advisors have been talking a lot about content personalisation as of late. But even though content creators are aware of personalisation as a key driver for engagement, the majority of content marketers are still planning to invest in content distribution and management technologies instead. These are the findings from Rapt Media, the interactive video tech company, which surveyed over 500 marketing creatives to better understand their content creation challenges.
According to the study, 83% of content creators said that developing content that is personalised enough was their biggest challenge. A further 94% believe that improved technology was the key to creating more personalised and engaging content.
Content technology is key in creating more engaging campaigns
76% of creatives agreed that the key to good content was for it to be engaging. 55% believe personalisation can make all the difference, whilst 41% find distribution to the right channels and multiple channels (30%) a top measure.
A majority of 81% said that increased engagement was the key to securing content tech investment. Content investment is split between marketing automation systems (69%), content distribution platforms (36%) as well as content creation platforms (17%).
Content investment distribution
However, Rapt Media found that marketers have become too reliant on distribution technology to sort out their personalisation instead of turning towards emerging content creation technologies.
Erika Trautman, Founder and CEO, Rapt Media, adds:
“Marketers are starting to pay close attention to ‘push’ vs. ‘pull’ content, as content marketing is fundamentally different than brand or awareness advertising. Consumers increasingly want to seek out content they can explore instead of being delivered one size fits all content. So the approach to creating content, the prioritization of personalization, and the technologies invested in to get consumers to engage must also evolve.”
Precise measurement and analytics help drive valuable insights to create better and more personalised content. However, 77% said that linking performance data with content was not important. A further 86% simply brushed off responsibility, saying they weren’t held accountable for business metrics from the content they produced. Trautman adds:
“Personalization has to be prioritized from the moment content is created. It must be created with the ability for consumers to navigate, explore and customize it to their personal preferences and interests. Emerging content technology is the key to creating a new kind of customer-centric experience that also allows marketers to glean deep analytics from the content, understand its effectiveness, and optimize it for better performance.”