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Over the last decade, we’ve seen content marketing increase in importance from being an experimental channel to a stand-alone discipline. More businesses than ever understand the value of content, but the emergence of AI and machine learning could change the future of content creation once again.
Create and optimise.
In 2018, 14% of companies said that creating compelling content was the most exciting opportunity, only behind optimising the customer experience (19%).
AI and machine learning.
In 2019, 17% of businesses that use AI and machine learning were using it for content creation.
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More reasons to make it personal.
Data has opened the doors to personalisation and a better understanding of the customer. With this source of insights, most industries are now tailoring their digital experiences through email, website and mobile to deepen the relationship with their audience and create more compelling content.
Budgets are going up.
55% of businesses in 2018 said that they are planning to increase budgets for ‘personalisation’.
One step further.
In 2019, 23% of businesses who said they used artificial intelligence and machine learning told us that they are using it to personalise the experience on their website.
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The difference between B2B and B2C priorities.
Businesses have been exploring digital trends such as content marketing and customer experience, regardless of whether they are targeting consumers or other businesses. However, we have seen some interesting differences between B2B and B2C when it comes to their priorities for the future.
Importance of the individual.
In 2019, 21% of B2C companies said data-driven marketing that focuses on the individual was the most exciting opportunity. But only 12% of B2B companies agreed.
The internet of things.
In 2019, 25% of B2B companies were using connected devices within their businesses, while only 18% of B2C companies were adopting the same technology.