Clair Carter-Ginn,
Partner at Forecast Agency

The Retail Engagement Summit 2018 will take place at New York on 22 February and at London on 6 March. The Amplience team together with selected industry experts will be showcasing new tools and processes which help retailers deliver more contextual and persuasive content. Clair Carter-Ginn, Partner at Forecast, tells us about how content marketers are coping with the challenges of dealing with Dynamic Content.

Tell us about your role at Forecast and the team you handle?  

At Forecast, I work with clients to create meaningful and engaging experiences that increase brand loyalty and engagement through relevant, data-driven, custom-tailored talent and content strategies. We specialize in Content Creation and Curation – as well as consulting on Creative Operations – which is my speciality.

What sessions are you looking forward to at the Retail Engagement Summit? 

Firstly, as someone who’s passionate about great content, I’m really looking forward to hearing more about Dynamic Content from James Brooke. And I’ve heard such amazing things about Neil Gibb, so I’m excited to hear him speak on The Art of Storytelling. The presenters at the Amplience events are always so informative and engaging — I invariably leave with new ideas and insights to share with my clients and teams.

What advice would you have for aspiring marketers?  

Be strategic about your content. Start at the top with the brand strategy and build out from that. Understand your brand, understand your consumers, understand your channels. Analyze your data. Create, Share, Review, Repeat. Especially with the velocity at which audiences consume content, it needs to be engaging, authentic and it should tell a story.

How do you believe content marketing has changed in the last two decades?

In fashion retail, which is my speciality, Strategic Content Marketing didn’t even exist two decades ago! Most clients were just throwing things at the proverbial velcro wall to see what would stick, rather than being strategic about how they created, shared and managed content. The rise of utilizing data and metrics to inform content strategy has been one of the most pivotal elements to evolve brand marketing, in my view.

Thanks for chatting with us, Clair.
Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries-67ee47.ingress-bonde.easywp.com

Also Read: Amplience Shares Best Practices for Developing and Executing Effective Retail Engagement Strategies