It’s clear that marketers have their work cut out for them when it comes to getting the most value and ROI on their content marketing efforts, both in the B2B and B2C arenas. For one thing, the content marketing landscape is getting increasingly challenging. For another, customer attention spans are dwindling.
Research indicates that the average person's attention span is limited to just eight seconds, a full four seconds shorter than it was in the year 2000, and a whole second under that of goldfish! The average internet user often multi-tasks between a computer and smartphone, and is bombarded with so much information that his or her brain gets subtly rewired over time to require more stimulation more often.
Early this decade in Minneapolis, an angry man walked into a Target store and demanded to talk to the manager. The man was furious that Target had sent a mailer with coupons for baby clothes and cribs to his daughter who was still in school. “Are you trying to encourage her to get pregnant?” he furiously asked the manager who had no clue about what he was talking about. The manager found that the mailer was indeed addressed to the man’s daughter and it contained marketing materials for maternity clothing and furniture. The manager apologized.
Imagine your customer base includes two 30-year old urban women who both love travelling and are partial to jeans and cotton shirts. If you are a women’s apparel retailer using traditional behavioral targeting, you will assume these two women to be in the market for your products, while in reality, neither of them could be looking for clothing at a given point in time. Meanwhile, there may be a gentleman that you didn’t identify as part of your target market, who may be looking to buy clothes for his spouse, and is likely to be interested in your brand.
The advent of cloud computing and Software as a Service (SaaS) has leveled the playing field, allowing organizations irrespective of their size, to access and analyze big data for business intelligence (BI). Over the last few years, businesses across sectors have made significant investments in analytics solutions, to combat aggressive competition. However, as the focus steadily shifts to greater customer-centricity and engagement, BI and analytics stand at an inflection point.