Today, marketers are competing with brands that lure their customers not only with products and services, but also with individual experiences. And they’re setting some healthy expectations, from recommending a movie customers will love to including a personal treat in their orders.
To meet those expectations, marketers need to develop a steady flow of compelling content. You start the content journey with ideas and concepts, then create and manage assets, deliver and personalize experiences, and finally analyze performance. And you need to do all of this fast enough for the experiences to adapt instantly to every channel and screen your customer may use. The goal is achieving what McKinsey calls marketing’s holy grail: digital personalization at scale.
