In January’s Digital Trends report from Econsultancy, the question “What’s the most exciting digital marketing opportunity in 2016?” was posed to over 7,000 marketing professionals. The top three answers were “optimizing the customer experience (CX),” “creating compelling content for digital experiences” and “data-driven marketing that focuses on the individual.” When asked to identify their strategic priorities for 2016, 53% of organizations chose data-driven marketing with their top vote.
The focus on data-driven marketing comes directly from the desire to improve customer experience at every touch point using analytics to measure success. Content marketing can play a huge role in creating a positive customer experience. These three components of digital marketing only work when strategically aligned; content should be developed and distributed to enhance the customer experience and data analysis should be used to determine the effectiveness of those initiatives and define opportunities to improve the overall performance.