Customer Data Influences on Content Marketing and the Customer Experience

Customer Data Influences on Content Marketing and the Customer Experience

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."

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