Bynder's 2021 State of Branding Report Finds that Marketers are Ready to Embrace Automation in Branding to Support Digital Experience

As digital experiences increase content demands, marketers and creative professionals no longer hesitate to embrace technology's potential Brands undertook an immense amount of digital transformation in the span of a year. Half of the marketers surveyed reported that they accelerated digital transformation and digital experience initiatives in 2020, and an impressive 24% of respondents report they are already “fully digital.” However, nearly 10% still don't have any initiatives in place,...

AMSTERDAM, 29/04/2021 (informazione.news - comunicati stampa - editoria e media)

Brands undertook an immense amount of digital transformation in the span of a year. Half of the marketers surveyed reported that they accelerated digital transformation and digital experience initiatives in 2020, and an impressive 24% of respondents report they are already “fully digital.” However, nearly 10% still don't have any initiatives in place, and nearly 20% report that digital initiatives slowed or came to a standstill.

The rise in digital initiatives means success depends more than ever on brand story and a flawless digital experience powered by compelling, personalized content. At the same time, 8 in 10 marketers saw an increase in the demand for content as a result of the pandemic, and not a single respondent working in video, design, or a creative role reported a decline in demand at their organization. As content needs soar, it's clear that marketers need new tools and processes to fuel the creative content necessary to power the digital experience.

According to the research, they are ready to turn to technology to solve these challenges. The vast majority of respondents (89%) believe technology will help creativity at their organizations, while also allowing them to maintain output. Further, only 1% of respondents reported that branding cannot be automated - a steep decline from 23% in 2020 - and 58% plan on implementing digital experience technologies.

“Marketers have long embraced technology across most aspects of marketing. We've seen it across email, programmatic advertising, and more. Yet, automation hasn't yet been broadly applied to upstream creative work, resulting in a 'content crunch' that leaves brands struggling to keep up,” said Andrew Hally, CMO at Bynder. “While marketers were more reserved about automation's potential impact on branding in the past, the acceleration of digital transformation wiped away any lingering doubts about the need to apply automation to creative processes. Marketers are now ready to tap its potential to meet the demand for growing volumes of content and achieve the agility required for digital marketing. With the right technology in place, their creative teams can stay focused on the higher value creative work needed for powerful brand storytelling.”

The 2021 State of Branding Report also identified other key trends, summarized below: 

Bynder commissioned independent market research specialist Vanson Bourne to undertake the research for this report. A total of 1,600 marketing and creative respondents, including senior/C-suite employees, were interviewed during January, February and March 2021, with representation in the US (600), the UK (400), Germany (225), France (225), and the Netherlands (150). The full report is now available for download here . 

About Bynder
Bynder is a global leader in digital asset management (DAM), providing brands with the most powerful and scalable SaaS solution enabling brands to delivering personalized digital experiences. Recognized for its intuitive user experience, Bynder helps more than 1.4M users across over 2100 organizations, including Spotify, Puma and Icelandair, provide the right, on-brand assets across the enterprise. Founded in 2013, Bynder has since grown to over 400 employees in seven offices around the globe, including the Netherlands, USA, Spain, UK and UAE. The company is backed by Insight Partners. For more information, visit www.bynder.com .

Media contact 
Samantha Hird 
Bynder 
samantha.hird@bynder.com  

Jackie Blundell 
Red Lorry Yellow Lorry 
bynder@rlyl.com