marketers struggle to deliver personalized content

When it comes to content, one of retail's biggest pain points is the disconnect (or void) between brand marketers and retailers. The term “marketers” can of course be applied to both retailers and brands but it makes sense to separate the two when discussing content planning. Over the past few years, retailers wanted brand marketers to step up and create multi-touchpoint content plans that took retailers’ goals and preferred platforms into consideration. Some brand marketers have forfeited that opportunity by sitting on their hands or focusing solely on their direct-to-consumer relationships. As a result, retailers are taking an “if you want something done right …” approach. Multi-stakeholder goals should be ironed out before multi-tech solutions are pondered.

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Carol Spieckerman