The digital marketing challenger agency, QueryClick, has found a significant number of retailers plan to invest in transformative technology, including machine learning and voice search, to enhance their digital marketing campaigns.
The CMO Performance Report 2018, which includes a survey of over 150 Chief Marketing Officers for UK consumer brands with a revenue of over £150 million and an e-commerce offering, found that 66 per cent of CMOs for large retail brands have plans to invest in machine learning to enhance their digital marketing strategies within the next 12 months.
The survey also found that over half (53%) of retailers will invest in voice search technology within the next 12 months.
Overall, 75 per cent of CMOs said their brand will change its SEO strategy to ensure it appears in voice-led search results. Of those, 43 per cent said they would do this within the next 12 months. 32 per cent said they would make the changes in over 12 months’ time.
Only 3 per cent of brands surveyed have already adapted their SEO strategies to ensure their brand appears in voice-led search results, despite consumers already making 50 billion voice searches per month today.
Chris Liversidge, Founder and CEO of QueryClick said,“consumer attention is under an unprecedented assault from brand messaging and content across more channels than ever before, and retailers are fiercely competing for their share. Amidst the challenges however lie opportunities for retailers able to rebuild their strategies using data science to truly understand what consumers want, and consistently engage with them.
“An investment in digital, including machine learning technology, that allows retailers to track and unify the customer journey across all channels, and allows them to deliver timely, targeted messages to capture demand, is fundamental to their success.”
Another growing trend, the study found, is that retailers will continue to invest in influencer marketing to promote their brand and products. 63 per cent of CMOs for large retailers said they will be investing in influencer marketing within the next 12 months. This follows reports that influencer marketing grewby 198 per cent in 2017.