Increased Use of Content as a Marketing Tool

19 October, 2009

• Online Advertising

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A new marketing survey conducted by King Fish Media, in partnership with HubSpot, Junta42 and Upshot Institute shows increased use of content as a marketing tool.

According to the '2009 Survey on Marketing, Media and Measurement' study, two-thirds of marketers, both in-house and agency, believe that content from a brand or company is perceived as having the same if not more value than content from a media brand. And more and more are increasing their online and social media spend.

However, traditional advertising still plays a part in the marketing mix; the difference now is that, just like any other marketing platform, online has been assigned a specific purpose.

Image Source: Hubspot

The study reveals that:

• Custom content and media are used by over 70% of marketers to communicate with current customers, and 70% use custom media to attract prospects. Social media is used heavily for both. 44% of respondents are increasing their customer retention budget over the next 12 months.
• 50% of people can't get funding for a marketing project if it doesn't have metrics built into it.
• 86% of respondents' companies are currently creating or plan to create original content for their customers and prospects in the coming year.
• 81% believe that brands and companies can create content that is as engaging and informative as content created by media companies.
• 74% feel that original content and media are most effective for generating marketing ROI.
• 70% are spending more today to reach customers and prospects directly with branded content than they did three years ago.

Source URL
http://blog.hubspot.com/blog/tabid/6307/bid/5195/Survey-Shows-Increased-Use-of-C...