It’s ironic that much of the discussion about marketing using technology circles back to the importance of content. Now that our information is available to anyone, anytime, anywhere, our customers expect to feel like they’re the only ones that matter at the exact moment they choose to engage.
The good news is that content does and always will matter. The bad news is that broad-brush approaches designed for all occasions are no longer sufficient.
As we embrace technology and optimize tools for our specific objectives, we can’t stop there. Our customers will give us high marks for being progressive, but only if the stories we tell are at least as innovative as the tools we use to tell them.