Content marketing was the most successful strategy for brands by a considerable margin during the last 12 months, according to a new study from Times Internet and DMAasia.
The CMO Perspective report for 2017-18 found that content has now surged ahead of social as the primary outlet for brands. It is not a close run thing either, as 57% of marketers said that content marketing “worked well” for them, compared to just 36% who said the same about social media.
The comprehensive study polled the opinions of 150 marketers in various sectors. Digital marketing is on the up as 42% of respondents said that their business now allocates more than a quarter of total marketing spend to this area, though 32% said that securing more investment is a major challenge.
The drop off in social media marketing during the last year is significant. 66% said that it was successful in the previous study, but it is now almost in line with other strategies such as performance marketing and email marketing. 26% said that SEO worked well in 2017.
Data and analytics have been a hot topic in marketing in recent months, but 27% said that they are still struggling to determine the return on investment (ROI) for their efforts. A similar number also admitted that they are finding it difficult to identify the right technologies.
Times Internet Limited’s CEO Gautam Sinha said: “As we move forward at full throttle toward a more digitally inclined audience, marketers need to have a keen ear to the ground, to identify the trends and evolved mediums that their customers prefer.”