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2023年营销技术趋势报告【英文版】.pdf
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2023年营销技术趋势报告【英文版】.pdf
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In 2022, our Content Matters Martech Trends Report revealed just how central marketing
technology was to the discipline across industries and organization types. We found the very
act of content creation was bound up in marketing technology: 89% of orgs in our survey
integrated martech tools directly with their content management system (CMS). There was a
hunger for great solutions and seamless tools integration.
Now, in 2023, our ndings show that organizations have leaned even more fully into the
trends that emerged in 2022, with big impacts on content investment and expectations.
Nowhere is that more evident than with articial intelligence. We asked respondents how
they’re currently using, and what they expect from, generative AI. What they shared revealed
an industry that has already embraced this technology, while remaining thoughtful about its
impacts both micro (e.g., workplace eciency) and macro (e.g., ethics and morality).
Elsewhere, we see data-driven cultures dominating the landscape—organizations
increasingly expect content to drive measurable business outcomes. Here, the platforms and
tools they use to build their tech stacks really do count, especially when securing executive
buy-in and budget. We found this is particularly evident with the analytics tools organizations
are adopting to showcase the impact of content.
Finally, we also saw a surge of adoption in various categories—personalization, multivariate
testing, digital asset management—making them near-ubiquitous.
As you’ll read, content has never mattered more—and the tools that comprise an
organization’s marketing tech stack have never been more important.
2 | WPVIP.COM
Section I:
Marketing Technology: AI
AI isn’t coming. It’s here. 3
What AI looks like for tech stacks 4
Expectations and hopes 5
Section II:
Orgs and People
Revenue and investment 6
Measurement and testing 8
Section III:
Tools and Usage
Revenue expectations 10
Analytics tools 11
Pain points with analytics tools and processes 12
Marketing automation 13
Customer data platforms 15
Personalization 16
Multivariate testing 17
Digital asset management (DAM) 18
Conclusion 19
Methodology and Demographics 20
Content matters,
and the right tools have
never been more important
INTRODUCTION
6 | WPVIP.COM
In the short time since AI burst into the zeitgeist,
it has already become ubiquitous.
Of our respondents, only 3% said they don’t use
AI, or don’t know how their team uses AI.
Creative assistance tops the use cases among
our respondents: 41% use it for design and
illustration, 39% for creating social media assets,
and 38% for writing copy.
And there’s signicant usage for the content
“backend”: metadata generation (25%), content
personalization and recommendation (35%),
and taxonomy/classication (29%).
AI isn’t coming.
It’s here.
MARKETING TECHNOLOGY: AI
Hot take:
When discussing AI disruption, there is much attention
paid to the need for workers to upskill. Our data shows
that those building martech platforms are going to
need to uplevel their oerings, too. The widespread
enthusiasm for this technology means that users will
expect pervasive AI integrations. Platforms that don’t
oer this will risk being abandoned.
Design, illustration, and image creation 41%
Social media content generation 39%
Writing copy/content creation 38%
Personalization and recommendation 35%
Translation and localization 31%
Content classication (categories, tagging, etc.) 29%
Metadata generation 25%
Coding (related to content marketing) 24%
SEO 22%
Sales and support (including chat) 18%
Video creation 15%
AI tools not used/don't know 3%
What AI tools are used for
3 | WPVIP.COM
MARKETING TECHNOLOGY: AI
What AI looks like
for tech stacks
The eects of the AI revolution are already
showing up in the types of tools teams
use—and how they allocate budget.
ChatGPT is the most widely adopted AI
tool, with almost 40% of respondents
using it. But there is a robust ecosystem
of emergent tools for dierent use cases
bursting on the scene, giving martech
companies many ways to win. Of note:
Parse.ly and HubSpot are using AI to
enhance their existing oerings. It won’t
just be purpose-built AI for AI’s sake that
thrives in the years ahead.
More than half of respondents expect to
spend more than $5,000 on AI tools
this year; 9% expect that number to
exceed $50K.
Hot take:
One theme our research
uncovered is the far-reaching
impact platform selection
can have on enthusiasm for
innovation. We expect to see that
borne out in AI spending going
forward, especially at those
businesses that already exhibit
data-driven cultures.
AI tools used
ChatGPT 39%
Chatfuel 20%
Brand24 18%
DALL-E 17%
HubSpot SEO 16%
Albert.ai 15%
Acrolinx 13%
Deepl 13%
SEMrush 12%
Grammarly 12%
Empli.io 11%
FullStory 10%
Parse.ly Smart Tags 8%
Instatext 8%
Parse.ly API 8%
$0 3%
Less than $500 8%
$501-$1,000 13%
$1,001-$5,000 20%
$5,001-$10,000 23%
$10,001-$25,000 15%
$25,001-$50,000 11%
$50,001-$100,000 4%
$100,000+ 5%
Amount spent on AI tools this year (in USD)
4 | WPVIP.COM
MARKETING TECHNOLOGY: AI
Expectations
and hopes
When we asked our participants to
expound on AI, we found widespread
optimism about the technology’s
potential, tempered with concerns
about its implementation.
Respondents generally nd AI helpful
in improving work eciency, expanding
human intelligence theory, and making
tasks easier. However, there are worries
about AI's maturity, accuracy, and
potential ethical issues. Also top of
mind were transparency, interpretability,
data security, AI's decision-making
process, interaction with humans, and
resource requirements.
Hot take:
Users of AI technology are asking the right
questions, giving us hope that, as developers
make new tools, they’ll be responsive to user
feedback and subsequently design products
emphasizing ethics, privacy, and security.
“AI has really contributed immensely to
content creation for my organization.”
“It is very convenient to use, but some aspects
are still immature and need personnel to polish.”
“It has made work easier for us in so many ways.”
“Fear of privacy disclosure, [it’s] not safe [to use].”
“I hope the security is higher.”
5 | WPVIP.COM
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