If you’ve invested in or engaged with CDP vendors, you’ve probably noticed they seem to do everything… except “execution.” Once you’ve created your customer segments within a CDP, you send the lists to different systems to deploy personalized content to those segments across email, website, mobile, social media or other channels you’ve invested in. CDPs integrate with some of the systems that support execution across these channels, but not all. And they’re quick to draw the line. Like zoos don’t do groceries and narcissists don’t do emotion, CDPs “don’t do execution.”
Following a similar story line, marketers interested in personalization are far too quick to move from talking about data to talking about execution. After “How can we get the data we need?” marketers ask, “How can we get our personalized messages out to our customer across more channels?” Keeping in mind the goal of personalization (i.e. providing tailored help), smart marketers will first seek to uncover why customers are in each channel and what problems they’re looking to solve. But that’s another blog.
What’s important is the missing step. Whether organizations have a 360-degree view of the customer or not, the more segments that organizations try to serve or the more channels organizations try to expand into, the more content they need to do it. As my colleague Colin Reid suggests in the graphic below, marketers looking to do personalization at scale need a strong content operations ecosystem to bridge data and execution.
For this reason, creating and managing content now accounts for the 2nd highest area of marketing spend (13.4% of the total marketing program/operation area expense budget), closely following investments in marketing analytics (16%).* Managing more content, and parsing through the landscape of CMPs, MWMs and DAMs, is an emerging challenge for marketers who are leading personalization initiatives.
I and my analyst colleagues Colin Reid and Ben Bloom are taking more and more inquiries on Digital Asset Management systems as a part of this ecosystem. In tandem with technology investments, marketers must also streamline old processes of content production. Our case study from Kohl’s: Streamlined Personalization Content explains from a technology-agnostic viewpoint how leading organizations structure their teams and adapt traditional creation processes to facilitate personalization at scale.
*Data pulled from CMOs surveyed in Gartner’s 2019-2020 CMO Spend Survey.