Editor’s note: Updated with additional quotes and information from IMMedia.

IMMedia, a marketing tech (MarTech) company based in Singapore and Australia, has raised a Series A round funding from Saxby Capital and Intuitive Australia. The funding amount is undisclosed, although Richard Jones, Chief Operating Officer and Partner at IMMedia, shared that it is a significant figure. “The seven-figure investment will allow accelerated development of the proprietary IMMediate platform, and its expansion to new markets across Asia and the globe,” he told TechNode Global.

With this funding round, the investors are also joining IMMedia in forming a holding company, IMMedia Holdings, which will become the parent company of IMMedia and IMMediate, an artificial intelligence- and machine learning-driven marketing solution that optimizes content strategy for customers. The platform creates new audience engagement metrics with actionable recommendations and predictions to increase the effectiveness of content across multiple complex markets, delivering maximum audience engagement, conversions, leads and long-term ROI.

In a statement sent to TechNode Global, Peter Bakker, Managing Director and Partner at IMMedia, emphasized the company’s data-driven approach to content strategy. “Our unique approach to data and insights through our innovative IMMediate platform, paired with our editorial team will enable our clients to optimise their content marketing strategies in 2021 and beyond. The investment by our new partners reaffirms the confidence in our business as the future of the content marketing industry.”

Richard Jones, Chief Operating Officer and Partner at IMMedia, highlighted the timeliness of the investment, as it empowers IMMedia to “improve the effectiveness of digital content, through the creation of new, unique metrics and actionable insights.” Jones added that “companies around the world embrace digitization and expect the best from the content they create.”

The global content marketing industry is forecast to grow to $270 billion from 2020 to 2024, and it has grown at a CAGR of at least 16 percent during the pandemic, according to content marketing analysis by Research Dive. “The global content marketing industry is mainly driven by the growing omnichannel messaging and implementation of content marketing software by the vendors. Moreover, continuously growing, new content marketing technologies are anticipated to provide huge opportunities for the new participants into the global market,” the research stated.

When asked what kind of tools will best support their insight generation and sharing in 2021, marketers replied: 75 percnet want Data Visualisation tools, and 73 percent want better Search Data Analysis tools. “Now’s a great time to try digital intelligence solutions for gathering insights of this kind,” cited research by Brandwatch, The Marketer of 2020 and The Marketer of 2021.

“Content marketing is not easy to implement: Marketers have an increasing desire for the right data and tech in 2021. The above market data and insights indicate the timing is right for IMMediate; an innovative tech solution that enables any type of business to maximise their returns from content marketing,” Jones told TechNode Global. “This view was echoed by our investors, who are as energised as the team at IMMedia and our clients, to redefine and transform the global content marketing industry,” he added.

Jones highlights how the platform aims to drive value for clients and audiences alike: “IMMediate will redefine global content marketing, by assisting marketers to move to a data-driven, audience-centric approach to creating content. It will disrupt and transform the global content marketing industry, an industry that has for too long been dominated by strategy developed from short-term brand-driven campaign metrics, the noise of social media and PR-centric social listening platforms.”

IMMedia’s clients include PropertyGuru, StandardChartered, Trax, KPMG, Hilton, UOB, f5, Rohde & Schwarz, Prime Practice, and Engie, Starhub, National Gallery Singapore, and A*STAR, according to its website.