In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Karl Wirth, CEO and Co-Founder of Evergage. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.
Speaker Spotlight: Karl Wirth
Co-Founder and CEO
What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?
I believe the best overall strategy is delivering relevant content to audiences. Thanks to Big Data and technology, organizations now have the ability to serve their users and visitors dynamic, personalized content, based off of their behaviors and actions. Increasing relevancy and interacting with people in real time will capture attention, drive engagement, and ultimately increase conversions.
Real-time behavior-based personalization:
- Is always relevant
- Drives customer engagement
- Compels action
- Increases conversion rates
The biggest challenges that we have observed are:
- Lack of resources – a customer success manager or marketer may not have the time to utilize a new technology
- Budget constraints – organizations may not have budgeted for a new marketing tool
- Content control – content may be managed by different departments creating inconsistencies and ownership confusion
The truth is that the days of static and irrelevant content are over. In our customer-driven world, organizations should invest to get to know their customers and tailor content to their actions.
Catch Up with Karl at Gilbane
K. From static to real-time web marketing in 45 minutes
Wednesday, December 4: 3:30 p.m. – 4:15 p.m.
Find out more about this session and our other conference sessions here.
Be sure to follow Karl @Evergagecontent marketing > content strategy