Explaining Smart Content
Simone Blakers is the subject matter expert who facilitates Digital Marketing Certificate. This video is an excerpt from one of her lectures.
The 10-week course runs twice per semester and is available online through ADMA's IQ Learning Lab. It is a blend of on-demand lectures and tutorials that you unpack each week with Simone and during weekly tutorials which features some of Australia's top CMOs. Register now.
What is SMART Content?
Video Transcript
Simone Blakers: Smart content is content that is personalised based on a kind of data input. Technology is needed to automate this and to make it a real time dynamically generated experience. Now the beauty of digital is that smart content doesn't really feel like marketing - it's what we're aiming for. It's that experience feels intuitive, enjoyable, useful and in fact these days, consumers almost expect it.
That is thanks to Netflix.
So kind of data inputs do we need? Well remember we talked about the different targeting and segmentation options. These are the types of data inputs that we can actually use to personalise from as well.
Now they could be PII (Personally Identifiable or Declared Data); people's names, contact details, accounts status, order history, preferences, interests - things like that.
But if we've got Non-PII data that behaviour data, contextual and geo-targeted data. Things like keyword, browsing paths, click streams, basket histories, content consumption, or usage. These are also ways we can actually personalise.
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