17. Content Development for Personalization
The drive to personalize advertising does not come without a cost. In order to provide high-quality personalized communication with users, a brand has to invest in developing messaging and content that are specific to the brand.
At first this might seem daunting, and it is certainly a big departure from the single jingle or copy version that got blasted out to everyone, regardless of their interests. But it does pay off to develop high-quality content and messaging that will really enable the brand to engage with users.
Most brands now have content teams that produce content for their social media presence. This discipline, often referred to as “content marketing,” was primarily used to “earn” media, ...
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