research – Editorial PR

16/Sep/2019

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The liberal use of marketing buzzwords is causing confusion for IT professionals and making it more difficult for both departments to communicate, collaborate and align objectives according to a new report released last week by CMS provider Magnolia.

The report, Straight Talking Content Management, incorporated a survey that polled 400 professionals evenly split between IT and marketing about the digital experience (DX), which is defined as the interactions between consumers and organisations facilitated by digital tech and the attitudes of the key players involved.

Buzzwords, such as SEO, micro-moments and algorithms, are now commonly used in marketing, but IT teams are struggling to keep up.

More than three-quarters say that they don’t understand the range of buzzwords marketers use, which leads to growing tensions between the two groups.

About 29% of the IT professionals surveyed believe that there are too many buzzwords being used, especially in relation to digital marketing and experiences.

Among the phrases that are causing problems include omnichannel, which 21% admit to not knowing, and call to action, a term that continues to stump 24% of respondents.

The disconnect may not appear to be a major problem in isolation, but the study found that 80% of marketers are collaborating with IT every week, while almost half are doing so every day.

With confusion often reigning in important interactions, both teams are finding it more challenging than necessary to achieve goals and objectives.

Magnolia CMO, Rasmus Skjoldan, said: “In order for brands to create great content, both IT teams and marketers must work together to understand each other’s unique pressures and objectives.

“Talking in technical jargon and marketing buzzwords isn’t helping, if anything it’s just causing more frustration for both groups.

“Too many CMS brands add to this problem, expanding rather than bridging the divide.

“As an industry we need to focus on developing straight-talking solutions that work for everyone across the business – from marketers, to developers, to customers and IT teams.”

However, the frustration is not just a one-way street, as the study, which was completed in June, also found that 84% of marketers do not fully grasp the complexities of IT and the work undertaken.

Meanwhile, 70% of IT professionals believe that they “should own the digital experience”, which suggests they do not look favourably on the interference of other departments.

A separate study released this week by Yext and Forbes found that brands are missing out on an opportunity to ‘differentiate themselves’ by providing verifiable and relevant information about products and services both on their websites and across the web, after a study that found consumers often find inaccurate information in searches.

More than half said that they prefer to navigate directly to a brand’s website rather than rely on a blurb in Google, Bing or DuckDuckGo, as they believe that they will get a better chance of finding complete and accurate information.

Yext CEO, Marc Ferrentino, added: “Our research shows that regardless of where they search for information, people expect the answers they find to be consistent and accurate – and they hold brands responsible to ensure this is the case.”

Aimee

26/Feb/2018

Content production levels are steadily increasing, but consumers still desire accurate, informative and relevant blogs and videos more than anything else, according to an extensive new report on branded content published by computer software company Adobe.

When asked to rank six characteristics of content from the most important to the least important, “accurate” came out on top, with 38% saying it was a primary factor and two-thirds placing it into their top two. With the recent rise of fake news, it seems consumers are eager for brands to serve up content that is error-free. This notion is supported in other recent studies, which found that mistakes can lead to a loss of consumer trust.

“Informative” was next on the list, which isn’t surprising, but the fact that “simple” content was the third most important factor for respondents – ahead of “entertaining,” “interactive” and “beautifully designed” content – suggests many consumers prefer more basic written word blogs and articles over flashy and media-rich formats. However, the report found that Millennials do like to see more beautiful content when compared with baby boomers.

Adobe then asked consumers about the most annoying aspects of brand content. Four in ten said they didn’t like pieces that were not relevant to them or their life situation, while a similar number said any content that was poorly written or too wordy was a common pet peeve. This result ties into the notion of “simple” content identified earlier.

These annoyances are also potentially disastrous, as two-thirds of respondents said their presence would lead them to consider not purchasing from a brand in the future. Mobile-optimised content is also important, as almost half said they abandon content online if it takes more than a few seconds to load up. A further 45% said they leave a site if it is difficult to interact with on a smartphone.

Finally, the study found that most consumers do not share content on a regular basis, but a third said they would if it was raising awareness for a good cause. Content that offers an incentive, and is informative and not promotional, is also deemed more shareable. People are more cautious about sharing content compared to five years ago, but they still trust content served by online news sources and traditional publishers.

A separate study by GlobalWebIndex has found that content plays an increasingly bigger role in the lives of Gen-Z teens, with 45% claiming they use social platforms, such as Facebook and Instagram, as a content consumption tool rather than to meet and talk with friends.

“Above all, social media serves as a content consumption tool for this young generation,” GlobalWebIndex’s report adds. “Our data shows an unexpected motivation for Gen Z – they are more likely to be using social media to fill up spare time and find entertainment, rather than to stay in touch with friends.”

Both studies indicate that marketers have a lot of work to do to deliver the right content and messages, but a common theme is that there is an ever-growing desire for engaging and relevant forms of content.

Aimee

20/Nov/2017

Thought leadership is now considered to be an essential marketing activity by the world’s largest asset management enterprises. A new whitepaper published by BackBay Communications found nine out of ten asset managers are using a diverse mix of content mediums, platforms and strategies to reach, inform and engage with target audiences.

Entitled Feeding the Beast: Content marketing nearly ubiquitous among world’s largest asset managers, the study shines a light on the emphasis that leading corporations across the globe are now placing on creative content as they look to showcase their expertise within a specific sector using news, videos, infographics and in-depth articles.

The benefits of content marketing campaigns have been known for some time, but the latest study suggests thought leadership and the desire to inspire clients and customers with innovative ideas is now pervasive in modern business. A sizeable 88% of asset managers at the 200 largest asset firms are now integrating content into PR and communications programs.

In addition to the main takeaway that content marketing is now near ubiquitous, the study also noted that engaging written content with regular insights and video are the two most popular mediums currently employed. The majority also said they are publishing new content every week.

In terms of distributing this content, social media is now a primary platform — 95% have a presence on at least one social site, while 74% are juggling content commitments on four or more of these channels. BackBay Communications President and CEO Bill Haynes believes the digital content landscape has changed dramatically in recent years.

He said: “The results of this study show a considerable shift in the attitudes of asset managers globally as it relates to marketing and how they engage with key constituencies. The nearly universal embrace of content and social media not only demonstrates the evolving digital landscape and new willingness of asset managers to connect with audiences online, but also speaks to the role of thought leadership to connect with clients in an authentic way and develop trusted relationships and, ultimately, a strong brand.”

Another interesting takeaway is that the largest firms in terms of total value of market assets are producing twice as much content compared to smaller enterprises. They are also using the full repertoire of content types and mediums to achieve their goals and objectives. Overall, 57% of asset managers said they are utilising at least five different mediums.

BackBay Communications Head of Content Development Ken MacFadyen said the goal of the study was to determine the extent to which asset managers are utilising content while teasing out certain best practices for the year ahead. He added: “What became clear is that content, today, sits at the center of an integrated communications strategy. The very best use it to inform and teach, rather than promote. In these cases, thought leadership can serve as the basis for a meaningful dialogue with clients that both builds trust and underscores the firm’s value proposition.”

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