Digital software enterprise Marketo has released a new artificial intelligence tool to help brands find the best content formats for each of their target audiences. Marketo claims that the tech will empower marketers to tailor experiences at scale without needing a significant uptick in investment.
Engaging with a diverse range of customers, clients, fans and followers across online and social platforms is becoming an increasingly complex activity for brands. Marketo’s expanded ContentAI product aims to demystify audience targeting by using auto-discovery features to find the best news, articles and videos for each campaign and audience.
Following this creative process, brands will be able to use Marketo’s tools to drag and drop content, personalising user experiences across mobile, websites and email while keeping control of content delivery through each different channel. Recent research published by the automation software company highlighted the importance of high-quality content coupled with excellent targeting capabilities.
“Today’s customers expect and demand that brand interactions are relevant, personalised and delivered at the right moment, Marketo’s survey of more than 2,000 global marketers and consumers found that the number-one reason customers do not frequently engage with brands is irrelevant content,” Marketo Chief Product Officer Manoj Goyal said.
Emerging tech such as AI, robotic processing and machine learning could be a key differentiator for brands in the coming years, as Marketo’s The State of Engagement report also found that more than a third of marketers are planning to use cutting-edge tools and software so that they can deliver optimised, relevant content for the duration of the customer journey.
A further 72 per cent also expect to place a greater focus on personalised content and messages to improve and enhance engagement with audiences. These findings echo recent sentiments by industry leaders, who have also urged marketers to optimise strategies and content placement to ensure brand safety.
Mirantis’ Vice President for Corporate Marketing, David Van Everen, added: “Marketo ContentAI is built for marketers, taking the guesswork out of determining what content will resonate best with each person who interacts with our brand. The solution enables us to engage with speed and precision by leveraging our audience insights.”