Most Marketers Shift Toward Branded Content

eMarketer, 12/7/10

Majority consider it a tool for education

Marketers are recognizing the value of magnetic content over traditional disruptive forms of advertising, according to research from the Custom Content Council in partnership with branded-content newsletter ContentWise.

Overall, 68% of companies said they were shifting from traditional forms of marketing to more emphasis on branded content, including 61% who reported a moderate shift and 7% who said their shift was “aggressive.”

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