Marketing tech firm Marketo has launched a new AI tool that is designed to engage each customer with the most relevant content across channels.
In addition, the solution uniquely predicts the content most likely to convert each audience, helping marketers develop data-driven content marketing plans.
ContentAI lets marketers auto-discover and catalogue website assets, using AI to determine the best content to display to each audience.
Marketers personalise their websites, mobile experiences, and email with ease through drag-and-drop content placement, while maintaining control over what is delivered through each channel.
These AI-driven capabilities help brands move toward the goal of one-to-one engagement without requiring a significant increase in resources to tailor experiences at scale. The solution is built natively on the Marketo Engagement Platform, leveraging the platform’s customer data repository for more precise and personalised experiences at every touchpoint.
“Today’s customers expect and demand that brand interactions are relevant, personalised, and delivered at right the moment. Marketo’s survey of more than 2,000 global marketers and consumers found that the number one reason customers do not frequently engage with brands is irrelevant content,” said Manoj Goyal, chief product officer, Marketo. “With Marketo ContentAI, marketers make every interaction with each customer more valuable, and this engagement drives revenue. In fact, we discovered that, on average, brands who leverage the ContentAI solution experience a nearly 75% increase in clicks compared to a traditional, rules-based approach.”
According to Marketo’s latest report, The State of Engagement, nearly 40% of marketers plan to leverage emerging technologies, such as AI and machine learning, to enhance content used throughout the customer journey. This AI-powered technology is essential, as 72% of marketers are expected to prioritise the use of personalised messages and content to engage with their customers.
“Marketo ContentAI is built for marketers, taking the guesswork out of determining what content will resonate best with each person who interacts with our brand,” said David Van Everen, vice president, corporate marketing, Mirantis. “The solution enables us to engage with speed and precision by leveraging our audience insights to tailor each experience in the moment and at scale. This gives our marketing organisation the control and transparency we need to test and trust the outcomes of our personalised customer experiences.”