UX is the top brand differentiator among marketers in 2020


30-second abstract:

  • Bynder commissioned Survata, to conduct an nameless survey of over 1000 advertising and branding professionals in the US and UK.
  • The aim of the survey was to evaluate how advertising automation and expertise contribute to improved brand consciousness and notion.
  • Faster, extra environment friendly content material creation is the best use of selling automation.
  • Marketers, by and enormous, don’t really feel that branding may be automated as a result of it produces much less brand differentiation and diminishes creativity.
  • Respondents felt the finest use of automation for advertising/branding functions was in creating content material extra effectively and quicker.
  • Respondents indicated that person expertise was the strongest brand differentiator (over brand authenticity and superior product innovation.)
  • About 1/third of respondents plan to extend their branded content material efforts in 2020.

In December 2019, Bynder commissioned impartial analysis agency Survata, to conduct an nameless survey of over 1000 advertising and branding professionals at organizations in the US and UK. The aim of the survey was to evaluate how advertising automation and expertise contributes to improved brand consciousness and notion. The survey additionally requested marketers to call their key ache factors and deliberate investments round the subject of branding and martech.

Bynder is a digital asset administration (DAM) platform serving mid-market and enormous organizations with shoppers that embrace well-known manufacturers like Spotify, Canon, Five Guys, and Puma.

Respondent demographics had been combined. Companies ranged in dimension from 200 to over 10,000 staff and encompassed quite a lot of industries together with expertise, healthcare, client, industrial, and monetary companies. About 31% of respondents labored for B2B organizations whereas slightly below 55% had been from B2C Companies.

brand awarenessDemographic breakdown of Bynder survey respondents

Can branding be automated?

The marketers who had been surveyed answered the query, “Can branding be automated?” with a powerful no. Specifically, when respondents had been requested, “Do you think AI & automation will negatively impact your branding efforts in 2020?” 21% mentioned no, as a result of branding can’t be automated.

Another 22% felt automation would produce much less brand differentiation, 20% felt automation would negatively influence their branding efforts by eliminating jobs, and 13% felt it might diminish creativity.

Just 24% of respondents felt that AI & automation would positively influence branding.

brand awarenessSource: Bynder’s 2020 State of Branding Report

Although automation is primarily seen as destructive when it pertains to the general umbrella idea of “branding,” it was seen in a way more constructive mild when utilized to content material improvement.

When marketers had been requested about the finest use of automation for advertising and branding functions, the top response was, “creating content more efficiently and faster,” adopted by “enabling data-driven creative decision-making” and “enabling better personalization.”

brand awarenessSource: Bynder’s 2020 State of Branding Report

Some different fascinating statistics about content material creation included the following:

  • Nearly 60% of respondents plan to create from 25% to over 50% extra content material in 2020 versus 2019.
  • 39% of respondents plan to extend head depend to handle their rising content material calls for whereas 49% plan to make use of expertise to automate administrative duties.
  • 47% of respondents plan to repurpose buyer and accomplice content material in extra methods and improve collaboration with exterior companies and freelancers.

User expertise is the strongest brand differentiator

Respondents listed the top motivation for investing in new applied sciences as person expertise (UX), with 29% of respondents itemizing this as the primary brand differentiator. UX trumped brand authenticity and superior product innovation, as proven in the under chart.

brand awarenessSource: Bynder’s 2020 State of Branding Report

With person expertise listed as the top brand differentiator among these surveyed, it’s no shock that 34% of respondents indicated they plan to enhance/optimize person expertise in 2020.

This was adopted by 21% of respondents who plan to extend their branded content material efforts. Other technique of brand differentiation included: growing analysis and testing efforts (18%), activating brand advocates (15%), and investing in machine studying, AI, and technology-driven innovation (12%).

Nearly 60% of respondents indicated that safety and regulation are stopping their brand and advertising efforts from reaching their potential influence and audiences.

The function of expertise in advertising

Fully 68% of respondents indicated they plan to extend the variety of martech suppliers their brand makes use of, with slightly below 10% indicating they plan to lower the quantity. The rising ubiquity of selling expertise presents some challenges to manufacturers, the largest one being a expertise hole in the advertising staff.

Per the Bynder report, “As marketing becomes more tech-oriented, the most frequently cited challenge was “skill gaps in the marketing team” that would allow organizations to successfully make use of their tech stack—with chatbots seen as the most overhyped expertise of in the present day.”

Other martech obstacles confronted by manufacturers are knowledge overload, choice overload, lack of integrations, problem in assessing ROI and low person adoption.

Clearly, some applied sciences are extra valued than others. About 27% and 23% of respondents, respectively, indicated that chatbots and AI are overhyped.

There is confusion round who ought to be accountable for implementing new martech instruments, with 31% of respondents indicating this could fall inside the purview of the advertising staff, 30% indicating it ought to be IT’s job, and 26% indicating it ought to be a collaborative effort between the martech service supplier and the brand.

Source: Bynder’s 2020 State of Branding Report

Growing brand consciousness is a key concern

Just underneath 43% of respondents indicated that their brand’s largest concern for 2020 was rising brand consciousness. This was almost twice as many responses as the second top concern, measuring advertising worth (24%).

Customers had been listed as the group that issues most to brand notion, with 40% of respondents itemizing this group adopted by advertising and government management.

Source: Bynder’s 2020 State of Branding Report

 

This begs the query, which channels have the best influence on brand notion? The reply, overwhelmingly, was social media, with 39% of respondents itemizing this as their top branding channel, adopted by influencers and analysts and peer-to-peer evaluation websites.

The 2020 State of Branding Report may be seen or downloaded from Bynder’s web site and accommodates a extra full checklist of statistics and charts.



Source hyperlink Marketing Tips

Be the first to comment

Leave a Reply

Your email address will not be published.


*