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Using data to drive content strategy without being creepy

by Brand and content strategist at Appropriate, Inc. on Sep 06, 2012

  • 4,263 views

With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their ...

With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far?

In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy.

Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.

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Using data to drive content strategy without being creepy Using data to drive content strategy without being creepy Presentation Transcript