Jann Martin Schwarz
Global Director, B2B Institute
We’re all familiar with the notion of lifetime customer value – it’s probably one of the most useful concepts in marketing. It encourages long-term thinking and a focus on total customer experience, including a thoughtful selection of audiences and marketing messages. The goal is to cultivate relationships with customers who will prove most profitable for the brand.
The concept of “lifetime value” is just as valuable when you extend it into other areas of marketing, particularly content development. But when content marketing professionals get together, you don’t hear much about the “lifetime value of content.” Instead, you hear a lot of talk about real-time content and real-time marketing.
Real-time marketing is the perfect buzzword if you want to sound smart at a marketing conference, but it’s actually one of the worst ideas in our industry. Real-time content is tremendously difficult to scale, and even more difficult to monetize.
This Tweet Won Awards, But Didn’t Sell Any Oreos.
Real-time marketing …