CMOs back machine learning, voice search, QueryClick

Retail brands are investing in new technology more than ever before to improve their digital marketing campaigns as competition intensifies.

QueryClick surveyed over 150 Chief Marketing Officers for UK consumer brands with a revenue of over £150 million and an e-commerce offering. It found that 66% have plans to invest in machine learning to enhance their digital marketing strategies within the next 12 months. And 53% will put money into voice search technology.

Overall, 75% of CMOs said their brand will change its SEO strategy to ensure it appears in voice-led search results. Only 3% of those surveyed have already done so, however. Retailers will also continue to invest in influencer marketing. 63% of CMOs will be doing this within the next 12 months.

“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,” says Chris Liversidge, Founder and CEO, QueryClick (pictured above). “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.”