SDL, a leader in global content creation, management, translation and delivery, today announced its Five Future States of Content, a series of disruptive content trends for brands to watch in 2018. With content at the heart of every customer journey, SDL predicts content will hit a new dimension of organizational importance, with Artificial Intelligence (AI) and Machine Learning (ML) playing a leading role in automating content creation, translation, organization and delivery.
Think about how the world has changed around you. Around 90% of the world's data has been created in the past two years, and it's showing no signs of abating. That's an incredible amount of information when you think about it, so it's no surprise businesses are struggling to make any sense of it – let alone use it to their competitive advantage. But advances in artificial intelligence (AI) and machine learning (ML) are changing the game, and creating opportunities, for B2B marketers. Business customers – regardless of industry – want access to information in their own language, and on their device of choice.
SDL a global leader in content creation, translation and delivery, today calls on brands to rethink current content strategies, and prepare for a digital future where content supply chains are autonomous, machine-first and human optimized, for greater impact with worldwide audiences, across any language and device. Companies are struggling to handle the growing volume and velocity of content required to engage with global audiences. And it's expected to get worse: 93% say the content they produce will increase in the next two years. SDL's Enabling the Future of Content report addresses these challenges, offering insights on how companies can move towards an autonomous content supply chain of the future, capable of delivering any type of content to global audiences. Peggy Chen, CMO, SDL said, "Engaging with customers globally requires content, and lots of it.
Nothing is more annoying to a consumer when browsing online than completely irrelevant content appearing on screen. Interrupting what would be an otherwise seamless, informative browsing experience with unwanted information can trigger an understandably negative reaction among consumers – compromising a brand's reputation in the process.
The recommendation engine is one of the biggest martech innovations of the last few years, and it's shaping our entire digital experience. For example, let's say I visit the Harvard Business Review website and read about manufacturing marketing tactics (as one does). When I fire up Netflix, I know that my experience is going to be managed in part because Netflix knows I've been binging on the show Haven and it's going to suggest other supernatural crime fighting series. The development of recommendation engine technology has brought digital personalization to a whole new level. For brands developing content marketing and martech strategies, it's critical to pay attention to this emerging technology and understand where trends are headed when shaping the user experience.