Building an Effective Content Strategy for Customer Engagement

Share:
Customer Engagement
Marketing
Marketing leaders know that providing customers and prospects with relevant content that's easy to access and appealing is a great way to drive engagement. Many marketers are finding success using programmatic marketing to intelligently provide the right content to the right customers and prospects. A recent study conducted by RadiumOne demonstrates the importance of understanding the type of content that resonates most with specific customer groups.

Marketing leaders know that providing customers and prospects with relevant content that's easy to access and appealing is a great way to drive engagement. Many marketers are finding success using programmatic marketing to intelligently provide the right content to the right customers and prospects. A recent study conducted by RadiumOne demonstrates the importance of understanding the type of content that resonates most with specific customer groups.For instance, while the clickthrough rate for traditional display advertising on company websites is tracking at 0.56 percent, the clickthrough rate for mobile video among automotive customers that RadiumOne has evaluated is tracking at 3.9 percent in automotive. While these differences aren't terribly surprising, it does say something about the role that mobile is playing in the car buying decision, says Eric Bader, CMO at RadiumOne. For example, Baby Boomers (45-54 year olds) are 2.5 times more likely than younger consumers to click on shared auto-related content. That's likely because of the spending power that Boomers have compared to Millenials and other younger consumers.

The RadiumOne findings also map with the results of a 2013 study of 10.2 million mobile and online video views conducted by Jun Group which found that mobile video ads garnered a 5 percent interaction rate compared to 2.4 percent for online video spots. Part of the reason for this, as noted by a MediaPost article on the study, is that mobile users often have fewer tabs open, so they're less distracted than they might be with multiple tabs open on a traditional desktop.

Knowing who your target audience is and the type of content that's most likely to interest them is critical for engaging those customers a company is trying to reach. Companies that understand this and also provide content that's relevant, personalized, and timely are able to position themselves for success.

EXPERT OPINION
EXPERT OPINION