This 2010 study reveals that content initiatives are viewed as more effective than other forms of advertising and marketing with the top reason given as driving long-term ROI through customer education and retention.
According to the study, on average, companies spent nearly
$1.4 million on developing and delivering content.
What may come as a shock, at least to die-hard electronic marketers, is that 43% of that is in print while only 35% is electronic. Of course, electronic delivery can be less expensive. However, this may instead reflect the continuing value, for a host of reasons, of print in marketing as companies continue to produce content for print brochures, sales sheets, case studies, white papers and direct mail response communications.
Keith Sedlak, CCC Chair shares that 2010 branded content spending is up 100% over 2008 and nearly 70% of companies surveyed are continuing to shift their advertising dollars to brand content creation.
A confusing study highlight includes that 66% of marketers think branded content is more effective than direct marketing and 63% think it is more effective than public relations.
These statistics seem to reflect how the respondents “feel.” Not to argue that their feelings are without meaning. Nevertheless, I am reminded of strategy and tactical meetings where a marketing, sales or copywriting suggestion is made based on domain knowledge and competitive research where the idea is rejected outright because it is not something the decision makers themselves do or respond to. Too often forgetting that what they like is not as important as what their customer likes and responds to.
It is also confusing because effective direct marketing and public relations capitalize on brand content, image and recognition to drive company goals. It would make more sense if the response indicated that branded content increased the effectiveness of direct marketing and public relations campaigns.
A well thought out marketing strategy to drive customer acquisition, customer loyalty and sales revenue views the integration of all available communication mediums- the communication tactics businesses implement to reach the right audience with the right message and right offer at the right time.
(Consider that your direct mail marketing campaign can include a way to sign up for content and offers online.)
Not surprising at all is the news that half of all companies surveyed are comfortable and count on outsourcing (freelancing) for brand content creation.
Content is King. Relevance reigns supreme. Where help is needed, help is sought.
You can read the full article and purchase the complete study here: http://www.custompublishingcouncil.com/news-industry-article.asp?ID=785
Be the hero,
Mark
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