Automation could solve ‘content crush’ | WARC | The Feed

Automation could solve ‘content crush’

The past year’s dash to digital has fuelled increasing demand for content as marketers seek to cut through on crowded online channels – and keeping up is proving a concern.

Why it matters

Marketers appear to be increasingly open to the use of technology and automation as tools to scale content creation, according to the State of Branding report by digital asset management company Bynder. Its survey of 1,600 marketing and creative respondents across major European markets highlights a sharp shift in marketer sentiment.

What the survey found

• Most (89%) respondents believe technology will help creativity at their organisations, while also allowing them to maintain output. 
• Only 1% of respondents reported that branding cannot be automated – a steep decline from 23% in 2020. 
• More than half (58%) plan on implementing digital experience technologies. 

Key quote

“While marketers were more reserved about automation’s potential impact on branding in the past, the acceleration of digital transformation wiped away any lingering doubts about the need to apply automation to creative processes. Marketers are now ready to tap its potential to meet the demand for growing volumes of content and achieve the agility required for digital marketing” – Andrew Hally, CMO at Bynder.

Sourced from Bynder