Content Marketing Blog

Stay ahead of the crowd with digital marketing optimisation

Companies without a digital content strategy could be putting themselves at risk of falling behind the competition – even though it has proved a valuable marketing tool.

This is according to a new study released by Adobe, which found that for some businesses, digital marketing optimisation is not very high up on the investment agenda.

As technology and marketer skills continue to advance, a situation is likely to emerge where some businesses are allowed to thrive, while others struggle to keep up with the pace.

Organisations that do decide to invest in a content marketing strategy need to make sure they test it out first – Adobe recommends making small changes to start with before learning from the outcomes as time goes on.

As the group points out, "failed tests are just as impactful in lessons learned" – this should be something that any company with digital interests bears in mind.

Adobe was also keen to highlight the value of original content that is tailored to consumer activity – using data such as past and present onsite behaviour, social graphs and location can all have a bearing on customer satisfaction and conversion.

Marketers' ultimate aim it to create content that resonates with visitors and encourages them to interact, so what better way to do this than by tailoring sites to their specific needs?

This also means sitting up and taking notice of the mobile consumer – as Adobe recognises, there has been a rise in the number of people accessing websites through mobile devices, so it is essential that they are not ignored.

Businesses are therefore urged to come up with mobile tactics that are able to address their needs both now and in the future, showing that digital marketing strategies should be seen as long-term solutions.

Although the digital world presents many challenges for companies, it is essential that the opportunities are embraced so that they can keep up with the competition.

Posted by Emma Furze