IDG Enterprise partnered with the B2B Technology Marketing Community on LinkedIn to conduct the annual B2B Content Marketing Survey to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Key findings include:
Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. (Click to Tweet)
Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. (Click to Tweet)
The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. (Click to Tweet)
Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. (Click to Tweet)
LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). (Click to Tweet)
This new Content Marketing Report is based on over 600 survey responses from marketing professionals.
According to a new study from Edelman, brands are failing to perform in the areas consumers consider most important to building and maintaining connections with them. The researchers surveyed 11,000 online consumers, in 8 countries, who participated in a minimum of one brand engaging activity in the previous year. The study found that 90% of people want marketers to more effectively share their brands. Yet on average, only 10% of people think any given brand does it well.
Shared dialog is the first step toward brand sharing with people of all ages. On average, 40% of people want the selected brand to engage in more meaningful conversations with them. By age group, share preference is as follows:
Age 18-29 33%
Marketing Charts, in reporting on the study, says that the biggest gap between importance and performance came in the area of “communicating openly and transparently about how products are sourced and made.” While 54% of respondents considered that an important area (Top 2 of 5) for brands to build and maintain connections with them, just 12% believed that the statement applied to the brands in question.
Average time spent with digital media per day will surpass TV viewing time for the first time this year, according to eMarketer’s latest estimate of media consumption among US adults.
The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, eMarketer estimates, compared to 4 hours and 31 minutes watching television. Daily TV time will actually be down slightly this year, while digital media consumption will be up 15.8%.
The most significant growth area is on mobile. Adults will spend an average of 2 hours and 21 minutes per day on nonvoice mobile activities, including mobile internet usage on phones and tablets—longer than they will spend online on desktop and laptop computers, and nearly an hour more than they spent on mobile last year.
SAN MATEO, Calif., August 2013 – As expected, worldwide tablet shipment growth slowed in the second quarter of 2013 (2Q13), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. Worldwide tablet shipments finally experienced a sequential decline as total volumes fell -9.7% from 1Q13. However, the 45.1 million units shipped in the second quarter was up 59.6% from the same quarter in 2012, when tablet vendors shipped 28.3 million devices.
Shipments of smart phones and tablets buoy overall market
FRAMINGHAM, Mass., August 5, 2013 – According to the new International Data Corporation (IDC) Worldwide Black Book Query Tool, Version 2, 2013 (Doc #242462), the economic slowdown in China has driven IDC to lower its expectations for worldwide IT spending growth this year. IDC now forecasts IT spending growth of 4.6% in constant currency for 2013, down from the previous forecast of 4.9% growth and a sharp deceleration from last year’s growth of almost 6%. Despite the lower forecast, IDC expects IT spending will reach $2 trillion for the first time ever in 2013. Meanwhile, total ICT spending, including telecommunications services, will increase by 3.8% at constant currency to $3.6 trillion.
In new ABM report, marketing spend shifting from print faster than readers.
ABM has released a market report that aims to quantify the core tenet of b-to-b media: Connecting buyers and sellers. As the media market continues to fracture across different content platforms and access preferences change among readers, marketers are adjusting their spend accordingly. In its wide-ranging survey, ABM looks at those two core aspects—how readers are accessing b-to-b content and how marketers are valuing the various platforms.
You can access the full report here, but among the topline results, ABM found that media users are not necessarily picking one content platform over another. According to the report, 74 percent use both traditional and digital media.
Mobile occupies a big chunk of media user attention, with 63 percent using websites or apps designed for the mobile platform, says the report.
Print is at the center of an interesting dynamic between publishers, marketers and readers. It’s still the biggest revenue driver for publishers, says ABM’s report—a metric that’s confirmed by FOLIO:’s own research—and readers still value print. Sixty-one percent of respondents say that “print magazines will stay constant or grow in importance over the next five years,” says the report.
However, marketer respondents have already moved on. Only 11 percent say they’ll increase print ad budgets over the next year—a third plan to cut print ad budgets.
LONDON: UK advertising expenditure picked up by 2.4% in the first quarter of 2013 to reach £4.14bn, as the sector continued to build on its return to pre-recession levels at the end of last year. The latest Advertising Association/Warc Expenditure Report forecast a 2.6% increase for the full year with accelerated growth of 4.9% in 2014.
The Expenditure Report is based on AA/Warc’s own quarterly survey of national and regional newsbrands and consumer and business magazine brands, alongside data compiled in conjunction with UK industry trade bodies and organisations, including the Internet Advertising Bureau, the Outdoor Media Centre, the Radio Advertising Bureau and the Royal Mail.
Internet pure play spending, which excludes digital spending in newsbrands and magazine brands, grew particularly strongly, up by an estimated 11.1%, helped by the increase in mobile advertising.
47 per cent of Australians provide inaccurate information about themselves to websites as a privacy precaution, a paper by the Australian Communications and Media Authority has found. The report is on privacy and personal information. It found that More than a third (36 percent) of respondents said they would rather not use a service than give inaccurate information. Only 17 percent said they are happy to provide accurate data about themselves. “Privacy remains an enduring concept in the media and communications environment,” ACMA chairman Chris Chapman said. “Citizens remain highly sensitive to intrusions on their privacy and the mishandling of their personal data.
How best to capture and leverage mobile data is a question of critical importance to advertisers. App analytics and advertising firm Flurry approached it from numerous angles at its SourceDigital13 conference last week. AdExchanger caught up with CEO Simon Khalaf to talk about the company’s new mobile RTB platform and what’s top of mind for mobile ad buyers.
AdExchanger: What’s going on with your new mobile RTB platform, Flurry Marketplace?
SIMON KHALAF: We’re on target to go live by the end of July. Our goal is to have 20 DSPs when we flip the switch. We’ll be passing a lot of data through the DSPs and we’re working with them to take advantage of that data. That’s the challenge: how do we create segments that DSPs are interested in and also signals that they can interpret?
What kind of data do you provide?
We provide location, age, gender, and about 40 segments that we have computed. For example, is this a first-time mom, soccer mom, car enthusiast, gambler etc. We have this type of data compiled for about 1.1 billion consumers worldwide. That will give the buyer, the DSP, insight into the context so they can decide what kind of ad unit they want.