The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.

1. Bharat Gawra
GLOBAL HEAD - SALES & MARKETING
LPC ADVISORS
SINGAPORE ~ SEPTEMBER 18 - 19, 2019
DIGIMARCONAPAC.COM | #DigiMarConAPAC
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Augmenting Content
Personalization to Marketing
Channelization
KEYNOTE

2. Digressing the journey of content to uprising and how personalization helps to channel the content
to a wider and relevant audience.

3. There is a reason why “Content” has been termed as king in the marketing world.
Content nowadays is deemed of more of a conversation. It represents a story that needs
an audience to respond with. In addition to
Which defines the route of your
actions
To prevent system bottlenecks and
surpass human errors
Who are proactive and don’t need
micromanagement
1
There is one core element that forms the crux of your
marketing framework i.e.
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4. It speaks directly
to the audience
It addresses key
issues which are
pertaining
It shows your
credibility as
a brand
Builds Brand
trust significantly
Blends traditional
marketing with
modern
channelization
Content marketing is more than a buzzword. It is the hottest trend in
marketing because it is the biggest gap between what buyers want and
brands produce.
Strikes a chord
both in terms
of emotion and CTA
2www.lpcadvisors.com

5. There is a focus shift from just promoting a brand to the audience to
focus on the audience and being a part of the culture.
A prime shift from campaign and products to driving value and
contribution
Content has seen a major phase shift and uprising in the last couple of years
According to Gartner, From the last 4-5 years, the content has started to slip its way into sharing
the marketing budgets by half. It is increasingly becoming the mainstream and established part of
the marketer’s armory.
Companies shifting their attention from just promoting flyers and
banners to hosting various content and publishing channels.
3
Make sure that your reader learns
something about you each time
they read your piece. Create
value-driven content
Use the core concepts to create
valuable and attractive marketing
collaterals
Analyze the content statically
before penning it out
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6. 4
0 10 20 30 40 50 60 70
Modern content proliferation channels
Instagram - Live stream to expand your
horizon and a picture says a thousand words
Third-party Media Publisher - Reputed , trusted
and dynamic brand to give direction to your content
Podcast - Nothing better than a conversation
with usual stutters
YouTube - Channel your brand via human
connect and humor
Facebook - A well written, emotional and well
placed ad works wonders along with FB videos
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Channels
Percentage
Third-party publisher
Top Five Trending Content Proliferation
Channels for the next decade

7. 4www.lpcadvisors.com
As we can conclude from the previous slide the winner of the content channelization race is the
new and trending “Third-party publisher”
An Enterprise looking for traction on
a particular event
A company looking for revenue and
Registrations in terms of an event
A researcher who wants to showcase
his key findings
A third-party publisher is
simply someone other than
the original publisher who
publishes a product for an
existing game.
Third-party publisher houses
are the best possible modes
for both
Another Brand which is looking for awarenessYou yourself being the publisher and uploading
regular content to signify your brand
Who is a Third-party
publisher?
Content
Proliferation
Content
Channelization
And they are highly relevant marketing channels across all cases, Be it

8. Saves Time
Standard Traction
Relevance
Global expanse
Already knows the
drill
Third-party Publishers come with their
own set of distinct advantages
Credibility
2www.lpcadvisors.com
Mutual Benefits

9. Content Marketing provides
conversion rates about 6 times
higher than other digital
marketing methods
74% of the companies practicing
content marketing report an
increase in their leads, both in
quality and quantity post-
implementation.
Content Marketing helps inbound
marketers double the
conversion leads.
72% of the marketing companies
believe content enriched videos
have a much higher
CTA and traction.
61% of the online consumer base
decides to make a purchase
post-reading blog recommendations.
5www.lpcadvisors.com

10. There are various ways in which content can be channeled via a brand onto their marketing strategy
This consists of specific promotional and buzz creating content
and is primarily done in the wake of the launch of a new product
or to promote an existing product effectively.
Content that permanently blends with the brand and the
consumer culture. It helps the brand achieve relevance and
salience. In this regard, the Brand behaves as a Publisher. This is
totally different from traditional marketing and is the primary
content type in mature marketing models.
It consists of various interactive elements and sales enablement
tools that help the buyers in overcoming the purchase barriers.
For ex - Interactive videos and tools hosted on the Apple site
about the device.
6www.lpcadvisors.com

11. 7www.lpcadvisors.com

12. Content Role
• Connect Emotionally
• Creates product awareness
• Encourages research
Decision
Consideration
Nurture
8
Top
of
Funnel
Audience
Action
Action
Action
Action
Content Role
• Promotions
• Creates urgency
• Offers value
• Reassures
Content Role
• Offers support
• Encourages feedback
• Offers incentives
• Provides new product updates
Content Role
• Delivers Product features
• Is helpful
• Is specific
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13. According to Gartner, From the last 4-5 years, the content has started to slip its way into sharing
the marketing budgets by half. It is increasingly becoming the mainstream and established part of
the marketer’s armory.
Brand mentions via collaborative
blogging to gain momentum
Personalized “How to” Guides will
directly influence Buyer decisions
Content Intelligence will the AI twin
for better Marketing
Reviews and testimonials will gain
extreme momentum
User-generated content will skyrocket
the sales
Content Marketing via Micro-influencers
will to the charts
9
Source: Go Gulf
Daily, weekly and monthly trends will
be a savior for analysis
Word of mouth will be both the deal maker
and breaker for a brand
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14. All of these represent very crucial customer
information which can be traced to represent
customer interest. These insights enable marketing
teams worldwide:
Engagement rates on Social
media
Content is an indispensable part of Marketing. It is
a secret to understanding our customers. The data
that we observe on our content is actually real
people moving along the customer journey. Be it.
EBooks being downloaded Blog posts being shared
To create better Buyer
Personas
Develop accurate Buyer
segments
Improves personalization and hence enabling you with a
smarter and more insightful marketing kit that will rule at
least a decade.
10www.lpcadvisors.com
OR
Trending Videos
AND

15. 11www.lpcadvisors.com