target audience: TECH BUYER Publication date: Mar 2023 - Document type: IDC Perspective - Doc Document number: # US50455223
Customer Data Influences on Content Marketing and the Customer Experience
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Abstract
This IDC Perspective explores the challenges and opportunities in collecting, using, and sharing customer data within the context of a content marketing strategy. Customer data platforms offer a central location to house and manage all data types that go into the unified customer profile. It allows marketing teams to align personalized content with the customer journey and have a direct impact on improving the customer experience.
"Direct consumer data sharing with the business is about providing a secure experience with a brand they trust and establishing a value exchange for the privilege of using their digital identity to create a positive experience," states Marci Maddox, research vice president of Persuasive Content and Digital Experience Strategies at IDC. "Managing first-party data effectively in a scalable way requires the right tools, like a CDP, and a content marketing strategy that becomes more than just managing the customer relationship — it becomes a way of managing the customer data relationship at scale."