Analysis from Bynder’s inaugural State of Content material report has revealed that regardless of the present financial local weather, 69% of worldwide advertising groups have elevated or maintained their spend on content material creation, administration, and distribution this 12 months.
The survey of 1,297 international CMOs discovered that the elevated funding in content material creation, administration, and distribution was a tactical determination to be extra agile and adaptable throughout unsure instances.
Bynder’s survey additionally revealed CMOs are planning to overview their present martech stacks to determine and take away redundant or unused providers, and put money into know-how that unites numerous options right into a linked ecosystem. Extra particularly, 83% of entrepreneurs are centered on consolidating their know-how techniques and lowering company spend this 12 months.
Along with this, streamlining the creation of digital content material experiences was additionally prime of thoughts, with a staggering 98% of these surveyed prioritising sooner time to market and the supply of content material experiences throughout a number of platforms this 12 months. Particularly, rushing up time to market was famous as a prime precedence for 2 thirds of entrepreneurs worldwide.
The info additionally revealed that 85% of entrepreneurs supposed to put money into a digital ecosystem powered by DAM.
Warren Daniels, CMO at Bynder, mentioned: “Content material is a strategic enterprise asset, and regardless of powerful financial headwinds, our State of Content material report has proven that international advertising groups are growing or sustaining their spend on content material creation, administration and distribution, as that is the place they consider they are going to see essentially the most return on funding.
“The demand for focused content material throughout a lot of contact factors can be rising at a sooner fee than ever earlier than, so having a single supply of fact within the type of a digital asset administration system is the important thing to unlocking higher content material experiences for patrons as it might probably present efficiencies and insights that may actually gas advertising efforts.”
The State of Content material report additionally delved into the attitudes of skilled entrepreneurs in the direction of content material targets, challenges, and future funding.
Nearly all of entrepreneurs recognised the cost-saving advantages of repurposing content material, notably throughout powerful financial instances, with 84% of entrepreneurs planning to scale back inefficiencies and save prices by repurposing present content material on owned channels.
Over half of entrepreneurs (54%) recognized bettering localisation and personalisation efforts as key aims in 2023. The survey revealed that enhancing personalisation is perceived as extra mission-critical at an govt degree, with greater than half (60%) of CMOs throughout industries prioritising this.
Taken with listening to main international manufacturers focus on topics like this in particular person? Discover out extra about Digital Advertising and marketing World Discussion board (#DMWF) Europe, London, North America, and Singapore.
