Towards personalization of content marketing through data-driven customer experience
Lammervo, Susanna (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052611529
https://urn.fi/URN:NBN:fi:amk-2021052611529
Tiivistelmä
Effective content marketing is based on background research and data that provide insight into the interests of the target audience and the type of content that attracts them. A personalized marketing message can engage a customer, which in turn enhances the customer experience. The objective of this thesis project is to review the content marketing methods and concepts relevant to personalization. The outcome of this product-based thesis is a guide providing practical instructions for personalizing marketing messages and measuring campaign results. The guide is aimed for marketing professionals and organizations keen to raise their brand awareness and maintain business competitiveness in today’s markets as well as in the future.
The thesis empirical output, the guide, is based on the theory underlying this report. Three key components of personalization are presented in the thesis: content, experience, and data. The thesis theory and the guide are linked around these three main components.
In order to deliver personalized marketing messages, it is relevant to know to whom the messages are addressed. The target audience can be identified through market segmentation and creating fictional buyer personas presented in this work. A customer journey model can help organizations understand their customers’ experiences before and after conversion, and to discover the kind of content that is best to offer at any stage of the journey. In addition to the customer journey model, methods for goal setting and the elements that make up interactive content are part of the theory presented in this work.
The thesis presents content personalization methods delivered through email marketing and blogging, as well as conveying a tailored customer experience through websites. The work is primarily intended for companies and marketers operating in the EU as it presents the legislation (GDPR legislation) applicable in the EU territory. In addition, the work introduces metrics suitable for measuring marketing campaigns and indicators to assess customer success. Methods to test content campaigns and staying up to date on content status are also taken into account in this thesis project. The future roles of humans and machines in content marketing are assessed at the end of the thesis.
The personalization guide is a generally informative product executed without a third commissioning party. The guide is a visual demonstration of the methods presented in the theory parts of this report comprised of practical tips and instructions. The thesis project began in January and ended in May 2021.
The thesis empirical output, the guide, is based on the theory underlying this report. Three key components of personalization are presented in the thesis: content, experience, and data. The thesis theory and the guide are linked around these three main components.
In order to deliver personalized marketing messages, it is relevant to know to whom the messages are addressed. The target audience can be identified through market segmentation and creating fictional buyer personas presented in this work. A customer journey model can help organizations understand their customers’ experiences before and after conversion, and to discover the kind of content that is best to offer at any stage of the journey. In addition to the customer journey model, methods for goal setting and the elements that make up interactive content are part of the theory presented in this work.
The thesis presents content personalization methods delivered through email marketing and blogging, as well as conveying a tailored customer experience through websites. The work is primarily intended for companies and marketers operating in the EU as it presents the legislation (GDPR legislation) applicable in the EU territory. In addition, the work introduces metrics suitable for measuring marketing campaigns and indicators to assess customer success. Methods to test content campaigns and staying up to date on content status are also taken into account in this thesis project. The future roles of humans and machines in content marketing are assessed at the end of the thesis.
The personalization guide is a generally informative product executed without a third commissioning party. The guide is a visual demonstration of the methods presented in the theory parts of this report comprised of practical tips and instructions. The thesis project began in January and ended in May 2021.