The vast majority of brands are still struggling to determine the right mix of content tech and platforms for driving better engagement with audiences, according to new research published by Dutch enterprise, Bynder.
The ‘2018 State of Branding Report’ polled the opinions of more than 500 key decision makers at organisations based in the UK and the US with the aim of uncovering industry trends and attitudes to the current tech landscape. 90%of respondents said the growing number of digital channels and technologies is actually making it more challenging to build effective strategies and engaging experiences
The growing pressure to deliver exceptional customer experience is driving more brands to source outside help though, as more than half want to hire creative talent and a third are hoping to bring in more data scientists to make sense of metrics and support analytics endeavours.
While tech has increased the complexity of campaigns, it also helping brands to tap into cultural and social issues to connect with more customers – 36% of respondents revealed they are excited about the opportunity to pursue cause advocacy and brand activism.
Bynder CMO, Lidia Luttin, said: “It’s becoming increasingly important for brands to keep up with rapidly evolving audience expectations, as the assumption is for them to contribute to, and even influence, the cultural and social issues in society. Many brands are paying close attention to these shifting expectations and our findings unveil the exciting opportunity and role that new technology can play in bringing them closer than ever before to their customers.”