New research from IntelligenceBank unpacks what marketing greatness looks like today and how brands can adapt to dominate in the future.
A new report from IntelligenceBank using amalgamated data from 800,000 users in 55 countries details how stunning new AI capabilities, shifting buyer preferences and game-changing privacy and regulatory requirements are changing marketing at a faster clip than ever before.
Download the full report here.
Despite pressure on marketing budgets, marketing teams increased content production by 54.4 per cent year-over-year, uploading a whopping 2.1 million assets. Brands are increasingly behaving like publishers to deepen customer relationships. In particular, digital content that enables brands to engage buyers directly is essential as Google moves to deprecate the 3rd-party cookies that many marketing teams have become reliant on.
AI-powered productivity gains are helping to drive the trend. Marketers using IntelligenceBank increased AI-generated tags and associated metadata by 117 per cent year-over-year, while teams are also ramping up AI-generated video transcription, image-based objection recognition and other advanced workflow techniques. This growth is in lockstep with the Content Marketing Institute finding that 78 per cent of marketers are integrating AI into their marketing workflows.
Video creation is also skyrocketing as brands deliver what media-hungry customers are asking for. A staggering 44 per cent of all videos on the 14-year-old platform were uploaded within the past 12 months alone. The report also details how video content increases engagement across various social media channels, making clear the need for increased usage of video for brands and influencers alike. To learn more about best practices for video content creation, get the report here.
On a related note, the report covers announcements related to upcoming regulations governing AI-generated content. The power to create videos that are trained on real humans, but are in fact created using AI, is now affordable. The report details how lawmakers in Australia, the U.S. and elsewhere are preparing to roll out guidelines that every marketer will need to monitor.
Similarly, the report covers how a rise in marketing compliance penalties – many around deceptive advertising – threaten to upend marketing budgets and operations worldwide. In Australia, a new ACCC sweep recently reviewed influencers across seven sectors. A whopping 96 per cent of fashion influencers and 73 per cent of gaming and technology posts were deemed to have not made proper disclosures. In the U.S., the SEC alone filed 784 enforcement actions, obtained orders for nearly $5 billion in penalties.
Accordingly, content marketing technology budgets are rising as teams adopt advanced marketing operations software to move fast while staying in brand and legal compliance. A staggering 142,379 approval requests were put through the IntelligenceBank platform over the past 12 months. Teams using standardised creative briefs, streamlined approval processes, digital proofing and other advanced collaboration tools were able to get a master creative brief approved in an average of just one hour, while assets have a median approval time of just 3 hours – no easy feat when marketers are often reliant on approvers in legal or compliance offices. Happily, marketing teams are obviously doing great work: 78 per cent of assets submitted for approval in the past 12 months were approved.
Read IntelligenceBank’s full 2024 Content Marketing Trends Report here.
