According to a recent survey, a surprising number of digital marketers feel that they are unable to deliver meaningful customer engagements in real-time.
The solution to boosting these interactions could be the implementation of a data management platform (DMP). A DMP makes it possible to collect relevant data from multiple sources to help improve messaging across all content channels.
What is a DMP?
A data management platform collects consumer information that gives insight into customer preferences, behaviours and profiles in order to create a more complete picture for marketers and content creators.
DMPs gather both “data in”, including cookies, location, app and purchase data from numerous sources, and “data out”, like user matching and targeted ads. This information can then be used to guide, control and tweak messaging across platforms to build user engagement and improve conversions.
How DMP can work for content marketing
Adopting a DMP may seem intimidating, but once marketers see the value in these platforms it becomes clear that data management is able to provide customer insight that is difficult to collect any other way.
Personalisation in marketing communications will be key going forward as consumer savvy grows and attention spans shrink. This is one of the biggest advantages DMPs can offer marketers. Data collection makes it possible to cut through the noise and deliver thoughtful, personalised messaging that reaches customers quickly wherever they are across digital and physical touchpoints.
Implementing a data management platform can also benefit content marketing in the following ways:
- DMPs give digital marketers the information they need to produce intentional, valuable and relevant communications.
- A DMP helps reduce wasteful media spend.
- Using DMPs opens new audiences and sales targets.
- A DMP can help brands break through plateaus or stalled marketing campaigns.
Conclusion
A data management platform can be an invaluable tool for content marketers, giving consumer insight that wouldn’t be accessible through any other channel. By using a DMP to aggregate and analyse data, marketers will get a more complete picture of their target customer, buyers’ habits and preferences, and how best to reach this audience for better sales.
