Brands in east Asia deemed content as one of their most effective marketing channels last year, but the majority are still struggling to run and manage campaigns effectively due to a lack of skills and resources, according to a new study published by marketing network GetCRAFT.
Overall, 150 brands in major cities in the Philippines were surveyed for their opinions about content and the challenges that they currently face. The use of insightful, creative articles, videos and other resources to reach and engage with consumers featured in the top three of the most effective marketing channels along with social media and social media ads.
While brands have embraced content endeavours, nearly 60 per cent said that there are various challenges that are holding them back from delivering relevant campaigns that provide the return on investment that they need. The most cited issues include a lack of digital tools, weak performance indicators and a lack of clear goals and strategies.
A similar number are also struggling to match up content marketing efforts with wider business objectives, with 22 per cent admitting that they had no clear goals at all. This suggests that marketers would benefit from working more closely with execs to ensure that content is working for the business and is driving the results required.
This is highlighted by the fact that 80 per cent of brands are mainly using content to increase awareness, which could limit other positive gains and consign campaigns to merely driving action at the beginning of the consumer lifecycle.
“Besides creating brand awareness, content marketing can also help generate leads, nurture leads into actual clients as well as engage and retain existing customers,” GetCRAFT’s Group CEO, Patrick Searle, said.
Digital ad spend is also expected to grow in the Philippines during the next 12 months due to improvements in Internet infrastructure, mobile dominance and increasing brand knowledge. “As digital ad spend rises, so will pressure on marketers to demonstrate ROI. This requires a clear understanding of business objectives and the role digital efforts, including content marketing, play,” GetCRAFT’s Managing Director for the Philippines, Kate Delos Reyes, added.
