A survey, conducted in conjunction with Roper GfK, confirms content management officers (CMOs) in major industry sectors, including healthcare, technology, finance, retail, communications and insurance, are embracing custom content more than ever.
- More than 8 in 10 (83%) say they are receptive toward using custom content in their marketing plans, representing a 16 point increase since the last study.
- Almost 9 in 10 CMOs say they see value in the service provided by custom content, representing a 15 point increase from 2006.
- More than 9 in 10 CMOs believe that custom content has a positive effect on audience attitudes, strengthening the bond with consumers.
- 9 in 10 say that they believe a majority of consumers find useful information in custom media and 85% believe that consumers who receive custom content will be more likely to buy from the sponsoring company again.
- A majority of CMOs believe that custom media will capture a larger proportion of marketing budgets over the next couple of years. Fifty-nine percent report having shifted marketing funds away from traditional advertising in the last year toward custom content, representing an 18 point increase from 2006.
- Close to half (47%) strongly agree, and 91% strongly/somewhat agree that custom content should be an integral part of the marketing mix for any business. 84% strongly/somewhat agree that custom content represents the future of marketing.
For more information on the Custom Content Council, please visit www.customcontentcouncil.com.
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