95% of brands are struggling to innovate and integrate disruptive tech advances into their content marketing strategies, a new study published by digital knowledge platform Yext has found.
The “Brand Control in the Age of AI” study canvassed the thoughts and opinions of 400 marketers on cutting-edge tech such as artificial intelligence and their ability to successfully adapt strategies and campaigns to leverage it to its fullest potential. The main takeaway is that the vast majority are finding the transition difficult.
All but 5% said that the sheer scale of the disruption is throwing up new challenges that were not prevalent a few years ago. Search engine optimisation (SEO) appears to be a particular problem due to the arrival of voice-based search, and 28% are constantly worried that their content is not sufficiently visible on Google or Bing.
The disruption runs far and wide though, as 81.3% say that they have deficiencies across marketing strategies to address, while only 6% say that they have a fully comprehensive strategy in place.
“This research helps us see where brands are excelling and where they’re struggling to catch up. What we’re seeing is that many businesses have a long way to go in providing perfect information and a great customer experience everywhere,” Yext’s Chief Strategy Officer Marc Ferrentino said.
The study found that brands allocate just over 16% of their annual revenue on marketing budgets each year, but are generally not seeing that investment translate to mature or successful strategies.