AI & machine learning top list of new technology investments for mobile marketers, YouAppi survey finds
Eight-five percent of the marketers surveyed also indicated that they will increase their video investments across every channel.
Mobile marketers are increasing their investments in marketing technologies this year, with particular focus machine learning and artificial intelligence, according to a report released Wednesday by YouAppi.
The CMO Mobile Marketing Guide shows that 49 percent of the 425 global digital marketers surveyed by Dimensional Research plan to invest in machine learning and 36 percent in AI.
YouAppi CMO Jennifer Shambroom shared the findings at Mobile World Congress 2018.
“Emerging technology is helping to reimagine the role of the CMO,” Shambroom said. “In our second annual CMO Mobile Marketer survey we discovered that machine learning and AI are the two biggest areas of tech investments for marketers, while other tools like VR and chatbots are proving interesting as well. These technologies are delivering vast amounts of data which makes it critical for the CMO to not only understand how best to integrate tech into the customer experience, but how to map it back to internal business KPIs for maximum effect.”
The report also said that 85 percent of marketers plan to increase their video investment in 2018, up 10 percent over last year. More than three-quarters of those surveyed said that video was very important to the customer journey with 71 percent planning to use it for acquisition and 65 percent for awareness.