Immedia launches Contrend martech platform

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 users insights on how content-marketing campaigns are landing with audiences.

 

Contrend—the name combines the words ‘content’ and ‘trend’—was originally developed by Immedia as Immediate. Contrend was developed as a new iteration after the R&D team discovered opportunities to develop the platform beyond what was originally set out. Increased levels of automation and unassisted learning were introduced to improve insights and accessibility.

 

New capabilities include:

“We cannot approach content strategy without the right technology lens because life is complicated,

so naturally, our data footprint will be complicated too," said Peter Bakker, CEO and partner of Immedia. "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 traditional approach to content strategy relies on social media and SEO data to understand

audience interests. Such strategies miss out on insights about how video, audio, layout or

use of imagery impacts content strategy, according to the company. The firm claims that companies like Hilton Hotels, Standard Chartered Bank and KPMG have already used the platform.