Companies prioritise content marketing over clients

July 18, 2016 by Eain
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A new survey has shown that many of the world’s businesses place coming to grips with new technology and conducting content marketing as a higher priority than finding more clients. In the report from media services company Publicitas, it was shown that publishers and agencies are focussing on content as a way to drive their firms forward. Though the strategies and advertising components varied amongst the agencies, of the publishers and marketers asked, all agreed that content marketing was to be their main priority when finding success in the modern, digital world.

Conducting the latest survey in April 2016, Publicitas questioned firms around the world about 24 major opportunities and threats that faced their businesses, including the much-discussed increasing use of ad blocking technology. Surprisingly, despite this topic being the focus of much scrutiny in the media, it seems as if the creative content industry is not giving this much concern. Across the board, ad-blocking was not mentioned, with advertisers, agencies and publishers instead placing content marketing as their top priority. This was closely followed by ad personalisation, rich media ad formats, mobile video and programmatic technology for publishers. Agencies, meanwhile, want to focus on programmatic tech, mobile video, cross-device targeting and accurate audience measurement, whilst advertisers will base their focus on content quality, content relevance, ad personalisation and accurate audience measurement.

Publicitas also found that many global marketers strongly believe that if they create content that’s increasingly relevant and insightful to their audiences, the ad-blocking trend can be countered somewhat. In fact, 81 per cent of respondents agree that developing the right environment and providing relevant content can prevent ad-blocking.

The vast majority of the 672 firms questioned also agreed that being able to harness the power of mobile devices was important. In addition, developments in this industry are set to influence how they conduct business operations over the coming 12 months. Meanwhile, 70 per cent believe that virtual reality will become a major technology in the immediate future, and will drive technological use and, therefore, a business’s approach to marketing. However, there’s mounting evidence that firms are equipped with the right skills to handle new tech, with many clients suggesting that they’re confident in keeping up with software changes. However, 86 per cent did admit that “technology change is increasing at a faster pace than our ability to track it,’ though, interestingly, more agencies and publishers agreed with the statement than marketers.

Publicitas’ global head of digital product, Andy Vogel, said: “Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realised if the application and monetisation models are in place to move these mainstream. It will be interesting to carry out this survey in another year, compare the priorities and industry problems and see if by using engaging content and the latest technologies, we are any closer to aligning businesses with consumer expectations and needs.”

For strategies to remain successful, the right content has to be used. And, it seems, this importance has not gone unnoticed by the world’s marketers.

Eain