Nearly 58% of respondents said being able to automatically mine consumer insights—that is, collecting data on content viewers—would save their team the most time. January 2015 research by Curata also highlighted the positive effect tech has on the creative process. When US marketers were asked which content marketing process areas would benefit from technology investment, production ranked No. 1, followed by organization.
Visual marketers polled by Digiday also gave some insight into the data that automation tools would need to collect. Demographic information was the most essential, followed by psychographics. However, nearly half of marketers also viewed audience segmentation as essential—something that’s time-intensive when done manually—and about four in 10 said the same about purchase data, which is difficult and expensive to get.
Marketers looking to draw in consumers with visuals should consider turning to technology that helps with data collection and gathering—so they have time to create that superb content they’re aiming for. Read the rest at eMarketers.