SYDNEY – Engagement marketing software provider Marketo, Inc has unveiled Marketo ContentAI, an artificial intelligence-powered solution that engages each customer with the most relevant content across channels.
Chief product officer Manoj Goyal said: “In addition, the solution uniquely predicts the content most likely to convert each audience, helping marketers develop data-driven content marketing plans.
“Today’s announcement reinforces Marketo’s commitment to providing marketers with leading-edge AI solutions that empower them to win in the ‘engagement economy’.
“ContentAI is the only solution that makes content personalisation scalable for marketers by auto-discovering and cataloguing website assets and 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.
“The number one reason customers do not frequently engage with brands is irrelevant content.”
“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 2000 global marketers and consumers found that the number one reason customers do not frequently engage with brands is irrelevant content.
“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.”
The following ContentAI capabilities are now available as part of the Marketo Q3 2017 product release:
- Automated content discovery for easy set up and fast time-to-value without burdening IT
- The industry’s only AI-powered recommendation engine that predicts the best-performing content for each audience to guide content planning and improve campaign results
- AI-powered content delivery, which automatically inserts the content most likely to engage and convert each recipient, across email, web, and mobile devices
- Audience insights for every content asset, so marketers can better understand who their content attracts
- Key metrics showcasing top content views, conversions, and more to measure the business impact of each content asset
Acording 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,”
David Van Everen, vice president, corporate marketing at California-based B2B cloud computing services company Mirantis, said: “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.
“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.”
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