Phrasee, the leader in brand language optimisation, has surveyed 300 leading marketers. The results highlight that professionals in the industry are increasingly prioritising brand language to enhance cross-channel customer engagement.

The survey has also discovered that marketers are anxious about the need to create consistently high-quality content and have an increasing appetite for, and faith in, new technologies including artificial intelligence (AI) to alleviate these challenges.

Parry Malm, CEO of Phrasee, said: “The penny has finally dropped about the importance of brand language as more and more brands focus on developing their unique voice. The challenge marketers face now is optimizing and scaling their brand language for maximum impact across the customer journey, all while staying true to that unique voice.

“Constant turbulence and a lack of resources have made this already time-consuming task even more difficult, with most senior marketers struggling to keep customers consistently engaged across all digital channels. Our survey results show an increasing willingness to turn to data-led approaches to solve these issues, but it remains to be seen whether brands will follow through on their intentions.”

Key takeaways

  • 91% of senior marketers agree that brand language is a core part of marketing strategy.
  • A large majority of marketers (88%) say they believe their brand language helps their brand connect, compared with 74% in 2020.

Despite this confidence, constant change has marketers feeling challenged to consistently develop on-brand, sensitive messaging

  • Almost two-thirds (63%) say their organization consistently revises language to ensure sensitivity to world events.
  • 61% struggle to keep brand language interesting and engaging.
  • 68% are under more stress about striking the right tone compared to a year ago.
  • 55% consider a lack of resources one of the internal barriers that prevents the creation of good content.

Brands are not doing enough to test, learn, and optimize their messages

  • Only about 1 in 4 marketers does any testing to understand what’s resonating with customers.
  • 48% of marketers consider testing too time-consuming.
  • 31% claim that top management does not support their trial of new technology.

Trust in AI is increasing

  • 82% believe that their organization would benefit from data that provides insights into how consumers respond to brand language.
  • AI is playing an increasing role in marketers’ technology investment, with three in five (63%) saying they would consider investing in AI to generate and optimize copy – an increase from only 36% of respondents in 2020.
  • Compared to a year ago, 65% of marketers have more trust that AI can help generate desirable brand language.

Click here for full results of the survey.