Digital agencies can play a vital role in the rapid deployment of content across platforms to engage with audiences according to Accenture Digital exec, Mike Sutcliff, who believes many brands still fail to comprehend the full scale and complexity of content marketing.
Speaking at the recent Mobile World Congress in Barcelona, Sutcliff revealed that content is often misconstrued by brands. He argued that many businesses struggle to get to grips with the leap from the traditional world of media to the digital world, where much more content is needed to inform, educate, entertain and guide the consumer.
He added: “And then we say, ‘OK, what do you do internally to produce it, manage it and distribute it to the point of need in real time?’ And they all say, ‘We don’t have an answer for that.’ They’re just starting to understand the complexity of what I call personalised content.”
Sutcliff also believes external agencies can underpin the process of producing creative and publishing it at the right time, but also encouraged building better in-house strategies to ensure content can be scaled appropriately in order to deliver it “to the person that needs it”, when they need it.
While personalised content will be vital for brands in 2018, a new study published by Blis last week cautioned against ads and media that is “over personalised” as this can be a turn off for consumers. Respondents said they are often unnerved by “content or ads that feel overly intrusive or like they’re watching my online behavior.”
