Home Resources Explaining Smart Content Campaign Integration 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. FIND OUT FIRST, STAY CONNECTED Sign up to receive ADMA newsletters, updates, trends, special offers, events, critical issues and more Job role*Agency Account Manager/ExecutiveAgency Account/Strategy DirectorCDOCEO / Managing DirectorClient Service / Sales ManagerClient Service/Sales DirectorCMO / CCO / Marketing DirectorCreative Director / HeadData Analyst / Scientist / EngineerDesigner/Copywriter/Creative ManagerEarly Career Data Analyst / Scientist / EngineerHead of Analytics / Analytics LeaderHead of Category/Customer Experience/InsightsHead of Marketing/BrandHead of ProductHR/Learning and Development ManagersIT Director/ManagerLegal/RegulatoryMarketing ConsultantMarketing Executive / CoordinatorMarketing Freelancer / ContractorProduct / Brand / Digital / Communication ManagerSenior Data Analyst / Scientist / EngineerSenior Marketing/Brand ManagerOther You may unsubscribe at any time using the link provided in the communication. View our Privacy Policy. Filter Resources Filter Courses Capability Capability Campaign Integration Compliance Customer Experience Marketing Technology Insights Learnings Brand Development Content Format Content Format Information sheet Member-only Press-release Article Blog Case Study Data Event Infographic Media Coverage Research Tool-kit Video Webinar Whitepaper Topics Topics CMO Spotlight Global Forum Global Forum 2023 Resource Compliance Resources CEO Blog Compliance Regulatory Content Copywriting Creative Data Data-driven Marketing Digital Campaigns Leadership Social Media Thought Leadership Article 16th Nov 2021 Three ways data has changed marketing Data analytics has changed marketing in fundamental ways. It has changed the expectations of and requirements for marketing leaders and, perhaps most importantly, made the customer the driver of much of the innovation in the market.
Article 16th Nov 2021 Three ways data has changed marketing Data analytics has changed marketing in fundamental ways. It has changed the expectations of and requirements for marketing leaders and, perhaps most importantly, made the customer the driver of much of the innovation in the market.