The Role of Advanced “Martech” in Content Personalization and Digital Media

Posted by on Sep 16, 2017 in Insight

The giant shift towards custom personalized content has been ramping up for years, however, the time has finally come. Advanced technology will be helping to take personalized content to the next level well into 2018.

Analytics and advanced digital media solutions will allow users to better target buyer personas, generate more personalized content and recommendations, and distribute it via digital signage channels for a bigger and better impact. In fact, some marketing experts predict that businesses will have invested in various personalization channels, outselling those businesses that haven’t by approximately 20 percent.

So, what does this mean for marketers and content creators? Here is what we can expect to see come from advanced “Martech” solutions in 2018 and beyond.

Live Video Streaming via Social

In 2017, we saw the introduction of live streaming features across just about every major social media platform. Although static written content still plays a crucial role in many content strategies, you don’t want to miss the opportunities that are waiting to arise from the live video trend. In fact, according to a recent survey, 82 percent of consumers surveyed claimed that they favor live video over other types of social posts and content.

With the availability of digital signage, streaming live video via social media presents numerous opportunities to connect with audiences at a larger scale, broadcasting a message in real-time nature of live video to thousands of people.

Artificial Intelligence Enhancing Content

In addition to live video, many content creators and marketers are turning to and investing in AI to streamline their efforts. As a result, AI will be playing a HUGE role in marketing in 2018 with a variety of tools, such as analytics, natural language processing (NLP), and generation algorithms to create and drive more personalized and effective content.

Digital signage content management systems are one example of software and applications that will likely integrate AI technology and tools to help create content for various digital screens. In fact, within the next five years, many marketing experts predict that more than half of all content created will be generated by machines. Humans will step in and edit content as necessary.

Content: Why It’s Still Important…

If as a marketer or content creator you are reading this while nervously wiping the beads of sweat from your forehead, know that content is still important, and will be for the foreseeable future. In fact, not only is content still crucial to any marketing strategy, personalized content plays an even greater role.

Content marketing extends well past simply writing and managing a blog. Remember, the whole goal behind content is to increase conversion rates. Even with the rise in AI technology and digital signage, personalized content is important for ads, and need to be tailored accordingly to each location where it appears on a digital display.

Fresh Content Isn’t Complete without Digital Signage

It’s true that audiences still love fresh content, in addition to live videos, including millennials. Creating and distributing new, fresh, personalized and strategically targeted content via digital signage will make an impact that is bound to turn heads.

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