Automation Tech: It’s the Path to Improving Content Marketing, Native Advertising, Says Research

Mobile Marketing Watch

Mobile Marketing Watch
June 3, 2015

It’s becoming a truism that content marketing and native advertising are on a major growth trajectory. But what could help? Research from PulsePoint and Digiday, which found that the growth rates for both will outpace other formats within two years, suggests it’s automation technology. “When the study asked agency and brand professionals in the UK and U.S. about barriers that were preventing them from doing more with content marketing and native advertising, lack of resources and budget to deliver high-quality content efficiently was the biggest issue, cited by 55 percent,” explains eMarketer. “Difficulty measuring and proving return on investment (ROI) was second, at half of respondents. Coming in third was the inability to target and distribute at scale.”

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