Is Content Marketing a successful approach? Advertisers seem to think so.
According to a study conducted by Activis / ADLPerformance with a hundred directors and digital marketing managers from major companies, they are even largely convinced of the ROI of Content Marketing.
It appears that 86% of them consider Content Marketing to be a real performance lever.
Furthermore, 96% of them consider Internet users to be more receptive and more determined to buy products or services from a brand that produces personalized content!
"There's no longer any room for doubt: Content Marketing is now unanimously considered effective." (Jayson DeMers, founder of AudienceBloom)
When it comes to content marketing ROI, advertisers judge the effectiveness of formats in this order:
Despite this stark observation, budgets allocated to Content Marketing remain limited in France.
36% of those surveyed saying they spend less than 10% of their total Marketing budget on it.
The gap with advertisers in the United States is striking: across the Atlantic, the share of content marketing budgets will reach 59% of all spending in 2017!
Here are the details of the study:
In conclusion, the will is definitely there, but the momentum is not accompanied by a real investment program.
Marketers, get started!