Brands have clearly understood the importance of producing
relevant and effective content. Their approach is legitimate: to be
present globally and consistently and to serve their customers on
all audience hubs. However, end users do not always have time
to view this surge of images, videos and text, now referred to as « content shock ».
Fortunately, another major marketing trend is offsetting this
inflation in content: mass customization, making each of us
a small market segment. For each customer, a bouquet of content
is offered; for each stage of the customer relationship, its relevant
With this guide, we are pleased to share our vision of innovative Marketing Resource Management.