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Research

Measurement budgets ‘critical’ to senior level content marketers…
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A new study conducted by the Content Marketing Association (CMA) has determined that measurement continues to be seen as a critical factor as dedicated spend is set to grow over the next 12 months.

Measurement is considered to be ‘very important’ to a content marketing strategy by 73 per cent of senior level marketers; with half of marketers currently spending 6-15 per cent of their content marketing budget on. Almost half of respondents (45 per cent) are planning to increase their measurement budgets within the next year, and 56 per cent have ‘automatically’ offered it as part of their strategy.

In addition, the research indicates a high demand to ‘expand the boundaries’ of content marketing measurement, with 68 per cent claiming marketers should seek to measure emotional engagement.

Managing director at the CMA, Claire Hill, said: “Measurement is central to the content marketing industry and this research proves how critical it is to senior marketers. It is great to see the industry joining together to address the key challenges, growing budgets to stay at the forefront of measurement and ROI.”

‘The Measuring Effectiveness Report’, was conducted with senior level marketers, including the CMA membership of over 40 companies, plus brands such as British Gas, Sainsbury’s Bank and Barclays UK. It is the fourth report in a series consisting: ‘Video Engagement Industry Report’, ‘The Role of Social in Content Marketing’ and ‘Content Marketing and Data Intelligence’.

 

Download the full report here

Data leading marketers to feel ‘overwhelmed’ and ‘distracted’, new report claims…
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A survey of 151 UK-based senior marketers commissioned by the Callcredit Information Group has revealed that almost three quarters (72 per cent) believe data is negatively affecting the creative aspects of their role; with 69 per cent branding data as a ‘distraction’ from core marketing duties.

‘The Data Dilemma’ study found data to be a ‘valuable asset’ for 70 per cent of respondents, but the medium is not being fully exploited within their organisations. This corresponds to the fact that only 29 per cent believe they hold the appropriate skills to analyse data effectively – prompting 44 per cent to claim they are planning on investing in further training over the next two years.

Download a full copy of ‘The Data Dilemma’ here

Are Brits over-critical of online advertising?
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A recent study published by the digital marketing software provider, Adobe, has indicated that UK consumers are among the most critical when it comes to online advertising, Marketing Week reports.

It found that 27 per cent of UK-based consumers believe, within the last three years, digital ads have ‘got worse’, ahead of France (22 per cent); the US (20 per cent); and Germany (18 per cent).

Product marketing manager at Adobe, Julia Soffa, commented on how ‘cultural reasons’ could be down to the UK’s criticism of online ads: “The volume of advertising and opportunities to be targeted by a brand are higher in the UK than the US. People in the UK see more ads and there are more touchpoints so they are more likely to be critical. Generally Europeans are more sensitive than Americans to being bombarded by advertising.”

Furthermore, 54 per cent of UK consumers describe online advertising as ‘ineffective’, compared to Germany (52 per cent); France (51 per cent); and the US (43 per cent).

 

Read more on the research here

Facebook beats its rivals to become number one for B2B purchasing info…
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Beating tough competition from the likes of LinkedIn and Twitter, Facebook has been voted as the number one social platform for B2B marketers to find information to aid sector purchasing decisions.

The joint ‘Changing Face of Influence‘ report conducted by the global communications and PR agency, Hotwire, Active Digital Marketing Communications and technology market research provider, Vanson Bourne, found that out of 1,000 B2B decision-makers, 24 per cent actively choose Facebook as their main source in finding purchasing information; compared to 17 per cent preferring to use LinkedIn.

Group head of engagement at Hotwire, John Brown, commented: “Social media has eroded these divides and created an environment where what matters is how compelling the story is, not where decision makers see the story. We need to stop making assumptions about what our audience want and allow research and insight to guide how we create multichannel campaigns. B2B businesses who ignore channels because they view them as only being for consumers are in for a rude shock when they realise no one cares about the channels they’ve lovingly invested in.”

Download the full report here