A new survey has indicated that the budget for content marketers around the world is likely to increase.
Carried out by the Brand Activation Association and Booz & Co, the survey gathered the opinions of 60 executives, and indicated that at a time when TV and trade promotion budgets were expected to remain flat, content marketing was the key growth area in terms of company promotion. 68% of those surveyed said that they expected to escalate their spending.
MediaPost also generated some interesting statistics on the same topic, noting that all consumer brand manufacturers surveyed expected to increase their mobile marketing spend, with 44% projecting increases of more than 10%. Mobile marketing remains a key up-and-coming sector in the digital marketing world.
Spend on social media and shopper marketing was also expected to grow, with 96% of those surveyed stating that they would increase their budgets, and two thirds of that figure claiming it would be by more than 5%.
The report, interestingly, did notice the importance of approaching content marketing with a “strategic” view, especially in terms of how it might combine with shopper marketing in today’s marketing model.
Another key point was that marketers are beginning to create content that could be syndicated across reader’s digital assets in order to “jointly engage shoppers and create higher-quality experiences that build the brand and drive conversion”, with the brands themselves acting as a form of “digital captain” with regards to the campaign.