One in ten marketing execs says that they are now using machine learning and other forms of cutting edge technology to personalise every piece of content for their audiences.
A new International Data Corporation white paper called “Can Machines be Creative? How Technology is Transforming Marketing Personalization and Relevance” takes a closer look at the roles technology such as robotic automation and artificial intelligence can play in the content marketing process. The IDC surveyed 459 marketing execs in order to compile the findings in the document.
The white paper demonstrated that personalisation is now a key factor in the ongoing challenge of resonating with audiences on a regular basis. Consumers want tailored, relevant experiences and the latest tech can give brands a huge boost in delivering this at exactly the right time.
Digitisation is increasingly pervasive in this process. Ten percent of respondents said they have now digitised their marketing communications completely, while a third are using it to a great extent and a further 34% are using it moderately. Digitisation can take many forms and is not just the domain of more advanced tech, but the data suggests machines are changing the creative process.
The most popular use of digital tech for automation and personalisation is for the images used in content and messages, while taglines, personal naming and formatting are also popular. Highly creative copy is less likely to be digitised, as are calls to action.
The main takeaway for brands is that to stand out in an increasingly saturated market this year, data, analytics and tech must be leveraged to not only inform decision making but to actually improve how content is produced and published.
