Content marketing agency Immedia launches martech platform Contrend

Singapore and Australian-based content marketing agency Immedia has introduced Contrend, a martech platform which is powered by artificial intelligence and machine learning.

The announcement:

Following a year of double-digit (16%) growth in content marketing1 impacted by the pandemic’s digitisation of all industries, Singapore and Australia based content marketing agency Immedia has launched martech platform Contrend.

The artificial-intelligence and machine learning (AI and ML) powered platform gives true insights on how content marketing campaigns are landing with audiences.

“We cannot approach content strategy without the right technology lens because life is complicated, so naturally, our data footprint will be complicated too. Contrend is the first platform to address this pain point by interrogating content data in ways it never has before to go beyond a simplistic snapshot of an individual’s social shadow. The truth is people are more than their social media touchpoints and the way that brands engage them has to evolve to recognise this tectonic shift in the relationship,” said Peter Bakker, CEO & Partner of Immedia.

The martech platform’s standout feature is its proprietary AI and ML-driven platform that builds complete content data sets from public and readily available data to identify true audience engagement, competitor insights and trends.

This means content marketers can develop audience-centric strategy, make data-backed decisions based on true audience affinity, not short-term social media spikes.

The traditional approach to content strategy relies on social media and SEO data to understand audience interests. Such traditional strategies miss out on insights about how video, audio, layout or use of imagery impacts content strategy as they are derived from reactive data pointing to an engagement footprint biased towards a noisy 9 per cent2 of audiences. In this model, competitor comparisons are skewed towards direct and known competitors, which results in little differentiation from an already competitive content set.

Companies like Hilton Hotels, Standard Chartered Bank, KPMG, UOB and Trax Retail have used the unique platform underpinned by AI and ML to understand the impact their content is having on audiences, and make changes to engage more customers with greater effectiveness.

“Contrend is an opportunity for companies to deliver content that their customers are looking for, build credibility and a reputation as a thought-leader. This is the first platform that gives brands confidence in making truly informed AI and ML-backed decisions around their content strategy. We are excited to support the team’s growth and look forward to seeing them address pain-points and develop the new industry standard for content,” said Guna Kaliannan, CEO of The O4 Company, an investor in Contrend.

The announcement follows Immedia’s US$1 million Series A fundraise to support the launch of Contrend and Immedia’s global expansion in 2021. To support the global interest from Contrend’s multinational customers, Immedia has launched offices in Europe and the United States.

“Across Asia Pacific – arguably one of the most fragmented and challenging content markets – we’re already seeing exciting performance results for the companies who have deployed our solution, showing much promise for our global expansion,” said Peter Bakker, CEO & Partner of Immedia.

Source: Explore Communications media release


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