Marketers are increasingly focusing on measuring the ROI of their websites, as indicated by the most recent Digital Marketing in the Next Decade survey from Adobe. More than half of marketers worldwide are investing in website analytics this year, and it seems many anticipate that geo-targeted content is key to seeing the results they hope for.
Adobe asked global marketers representing retail firms, digital media agencies, advertising firms and interactive agencies about the tactics they are using to boost customer experience and conversions. Fifty-five percent of all respondents say they are devoting resources to measuring website analytics and optimization, and social media analytics were also a top priority.
Developing content for their sites and social profiles also seems to be a focus. Forty percent of global marketers currently have branded social pages, and nearly one-third (30 percent) have blogs or microblogs. The study found that geo-personalized content is not one of the most common tactics, but it is among the most effective.
Geo-targeted site content is the top planned strategy among marketers at 21 percent. Thirty percent of marketers already using this type of personalized content rate it as “very effective.”
Adobe suggests that the discrepancy between localized content's effectiveness and current usage is a result of the fact that “marketers see the value of personalization techniques to tailor content and offers to their target audiences, [but] they perceive hurdles” to this process.
Notably, Brafton has reported that marketers cite finding the time to create original content as one of the biggest challenges to content marketing success. With this in mind, it may be worthwhile to turn to professionals to resource content.