By Erin O’Bannon
Today, marketers’ biggest challenge is maintaining market share in the saturated digital landscape.
If large brands do not consistently advertise and spread their message, they risk losing market share to other large competitors with big budgets or smaller, more nimble startups.
Making matters worse, brands must keep up with dwindling consumer attention and increasing competition. The number of platforms seems to increase daily, while the number of publishers now includes anyone with an account.
One-hundred years ago, marketers only had three different media options: print, radio, and direct mail. Television became popular in the 1950s. A few more decades later came the internet, bringing websites, banner advertising, and search.
But things took off from there: email, Facebook, Twitter, online video, LinkedIn, Pinterest, Instagram, Vine, Snapchat, and more all came onto the scene within the past 15 years.
Each platform has its own audience and function. Brands have to create unique content tailored to each of those audiences and purposes.
The number of pieces of content marketers have to create has increased 100-fold in the last 20 years.
Put simply, we went from producing around 10 unique pieces of marketing content per year, to needing 19 different content types, and 14,000 content pieces per year.
We have no reason to believe the introduction of new media platforms will slow down. The need for more content will only increase along with it.
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