Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.
But how can enterprise brands scale personalization efforts in a way that is efficient and effective?
Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.
Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible.
Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.
What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities?
At Adobe, I focus on content marketing, digital asset management, and personalization at scale.
Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them.
Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices.
You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard?
First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery.
Establishing and aligning these functions with each other is the first block in a strong foundation.
What we are doing here is leveraging the centuries-old concept of “divide and conquer,” where we break personalization down into manageable stages.
Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions.
While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far.
Which prevalent pitfalls are preventing content from connecting with its audience, from your view?
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