Gartner Research

Going Atomic — Develop Dynamic, Relevant Content to Better Meet Customers' Expectations

Published: 16 May 2017

ID: G00320170

Analyst(s): Christopher Ross

Summary

Marketing leaders must deliver more effective, relevant content to meet customers' increasing demands for customized experiences. Use this research to develop dynamic, "atomic content."

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Create Well-Defined Objectives to Drive Optimal Use of Resources
  • Assess Customer Context to Guide Optimal Content
    • Unifying Customer Data
  • Prioritize Audiences for Focused Application of Resources
  • Evaluate Resources Prior to Content Production
  • Move to Action — Begin Implementation

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