AI and ROI in the Content Supply Chain: Enabling Personalization

Key takeaways: 

• Implement and optimize your Content Supply Chain
  Establish a Content Supply Chain for creating, managing, distributing and monetizing content; and optimize for personalized customer journeys

• Prioritize productivity and employee support
  With reduced headcounts and budgets, improving productivity is essential. A positive environment with correct workflow enables delivery of personalization at scale

• Leverage AI and Automation
  Use AI tools to handle mundane tasks and assist in data analysis, hyper-segmentation and predictive analytics.
   
• Commit to continuous improvement
  Be diligent in reviewing and analyzing performance. Be open to making changes, iterating and optimizing. 

Personalization requirements are rising. Customers expect personalized communications, and they’re prepared to take their business elsewhere if you can’t provide it. In this evolving digital landscape, Andy Mullings, Global Director at Bluprintx, spoke at the Inspired CMO Summit 2024 in London to shed light on how growing firms can manage the content burden. Andy draws on 15 years of experience spanning client-side and consultancy roles to show businesses a realistic pathway to building personalization into their Content Supply Chain, and finding the ROI in AI.  

The keynote session is now available in full and on demand. Or, read on for the key takeaways.

Challenges in a moving market 

The increasing demand for personalization is set against a backdrop of budget cuts, underutilized technologies, poor integrations and digital ecosystems that are less than the sum of their parts. Under the banner of ‘doing more with less’, many businesses require technology transformation to change their current reality from one of underutilization and poor optimization to a stack that serves people, platforms and processes in a streamlined manner.   

Personalization in the Content Supply Chain 

Andy recalls his perspective from just 5 years ago – that Marketing Automation was the center of the marketing universe. Today, Andy has evidence to attest that building a robust Content Supply Chain is the pillar around which marketing automation, personalization and work management can provide maximum impact. Through his ‘Design, Deliver, Adopt, Grow’ methodology, Andy demonstrates that a Content Supply Chain built around a company’s unique requirements will empower even under-resourced teams to deliver personalization at scale.  

Productivity, employee impact, and integrated technology 

The efficiencies offered by effective Content Supply Chain practices, enhanced by AI opportunities, drive marketing productivity, employee impact and revenue growth. Andy emphasized the importance of supporting employees, helping them to develop skills and engendering a culture which encourages growth and empowerment. The integration of Work Management software, Marketing Automation platforms and creative environments within the Content Supply Chain all connect the dots between people within a business to facilitate fast and impactful work.   

Leveraging AI for ROI 

Andy called on businesses to be ambitious but responsible in their adoption of AI. Aligned to the guidance in the Bluprintx ‘AI for Enterprise’ report, Andy covered the role of AI to support content creation, scheduling, performance analysis and the automation of mundane tasks – all targeted to drive better marketing outcomes and higher ROI.  

Content Supply Chain mastery is the key to personalization and finding the ROI in AI. It is a transformation project which delivers marketing productivity, employee impact and revenue growth. And it’s a project where you can benefit from a proven partner ready to align your people, workflow, technology and data. Explore the opportunity with Bluprintx.  

Our action plan, your Content Supply Chain.