South Africa, Oct. 16 -- Modern marketing is becoming harder to coordinate as brands contend with more channels, more audiences, more formats, more markets and greater pressure for speed and personalisation. Adobe research among more than 1,600 marketers found that 96% had seen content demand at least double over the previous two years, while 71% expected it to grow more than fivefold by 2027, one indicator of the broader scale and complexity now confronting marketing teams.

For marketers, that means more content and assets, across more channels, for more audiences, with greater speed and personalisation, often without budgets and resources increasing at the same rate.

Clockwork believes this pressure has created a new problem for the i...