More than two decades ago, the dot-com boom ushered in a new era of content marketing. It was a watershed moment for brands and marketing teams. Newfound digital mediums combined with the growing proliferation of connected devices greatly expanded the space available for advertisements and opened up new possibilities for content streams and formats.
Now, technology is once again revolutionising digital advertising and branded content. Generative AI and data analytics are transforming the way that content is created and directed to potential consumers. Nearly three in five marketers are already deploying generative AI tools in written content creation and copywriting.
At the same time, social media is changing the way consumers discover and explore content. Google and social platforms such as Facebook and TikTok are now de facto gatekeepers that determine which content is likely to be seen and by whom. Understanding and adapting to the algorithms used to make those decisions is a full-time job at some organisations.
Rapid advances in technology are also raising customers’ expectations of brand experiences. For instance, each time a marketing team uses technology to achieve a higher, more consistent standard of content personalisation, the base expectation for content personalisation everywhere is raised.