The biggest challenge currently facing the creative industry is the V3 challenge: Increasing demand for Volume, Variety, and Velocity of content for marketing campaigns. In particular, the digital age and the increase in user data available to marketers has caused an increase in demand for a Variety of personalized content. A single creative concept now has to be tweaked, translated and modified to be as personalized as possible for each individual member of the target audience.
A recent article on CMO.com by Giselle Abramovich discusses a resent research report by Adobe that inquired into the digital consumption habits of various age groups.
One of the key findings of the report was the demand from consumers for personalized, targeted content.
“‘The challenge today for brands is that there’s so much more content being created, and so it has become very competitive in terms of getting people’s attention,’ said Loni Stark, senior director of strategy and product marketing at Adobe. ‘It’s becoming harder and harder to stand out. That’s why many brands are setting the bar higher by engaging with customers on a personal level with content and messaging that is personalized, relevant, and more likely to garner engagement.'”
And when that content is not being personalized, the target audience quickly disengages.
“According to Stark, personalization strategies are becoming table stakes for brands that want to effectively compete in the digital landscape. Indeed, 67% of respondents said it’s important for brands to automatically adjust content based on their current context. And when they don’t? A whopping 42% of respondents said they get annoyed when their content isn’t personalized. That’s followed by 33% who get annoyed when content is poorly designed, and 29% when content isn’t optimized for their devices. What’s more, an alarming 66% of consumers said encountering any of these situations would stop them from making a purchase.”