Indian marketers are the latest to recognise the value of thought leadership and branded content for driving customer retention and trust, according to a new report published by LinkedIn which also found that there will be greater focus on content marketing across Asia in 2018.
The ‘Marketing Team of Tomorrow’ report is packed with references to how content will play a huge role in marketing investment in India, Australia, Singapore, and Hong Kong during the next twelve months, with many looking to integrate new forms of tech to improve their output.
Content marketing “took centre stage” in India last year but brands are not resting on their laurels and are now eager to implement more sophisticated strategies to deliver personalised experiences to end users across a variety of platforms.
The vast majority of Indian marketers will use data analytics and machine learning to unearth insights and inform decisions about content, while around a third will use digital agencies for content generation and creative storytelling.
The disruptive influence of new technology does not faze brands, as three quarters said they are ready to adapt to its opportunities and 61% believe it will have a positive impact on marketing roles. Many will also use tech to improve personalised marketing efforts as they focus on KPIs such as customer acquisition and retention, as well as increasing the awareness of the brand and improving lead quality.
LinkedIn India exec, Virginia Sharma added: “As we enter 2018, technology will underpin all marketing activities, and teams will focus on outsourcing technical expertise while retaining an in-house focus on improving customer experience.”