Marketers are more focused on cross-channel integration for their content campaigns than ever before, but the push to reduce silos is proving challenging due to the complex nature of digital analytics, a new report published by eMarketer has found.
A poll conducted by Winterberry Group and the Interactive Advertising Bureau (IAB) earlier this year found that the majority of digital marketers are planning to spend more time on cross-channel measurement and attribution in 2017, with the exact figure having almost doubled compared to two years ago.
Improving advertising content was also cited as a top priority by 40.5 per cent of respondents, which is up from 27.3 per cent in 2015. The data suggests that marketers want to do more to bring content efforts from disparate platforms together so that they can improve their messaging and engage with target audiences more effectively.
“The number-one reason why clients are interested in cross-channel is they want to get out of focusing on silos and want to start looking at customers holistically and messaging them across all mediums,” the President of digital ad agency 360i, Jared Belsky, said.
While cross-channel integration is currently a major objective for marketers, a separate survey from CRM tech provider Salesforce suggests that artificial intelligence will be central to delivering relevant content campaigns in the near future, though its impact has been limited for now.
Nearly 60 per cent said that AI will have a “substantial effect” on their ability to deliver the right message at the right time, while a similar number said that it will transform dynamic landing pages and websites, the personalisation of content, predictive journeys, product recommendations and campaign analytics during the next five years.
While artificial intelligence is tipped to be the next big thing in content marketing, it is unlikely to take off this year. This sentiment was echoed in a recent study by BrightEdge, which found that a large share of respondents are not likely to leverage AI or deep learning this year, though almost a third said that such techniques would soon be used to support their content endeavours.