A new study has found that content marketing remains the number-one marketing consideration globally in 2017. It has not retained its dominance in all regions or sectors, however.
NEWBASE’s Marketing Priorities 2017 report quizzed more than a thousand brand marketers, agencies and publishers. It found that content marketing was cited as the top marketing priority by 49% of respondents, up from 44% in 2016.
ROI and accountability was the second-highest consideration, cited by 44% of respondents globally. This was the number-one consideration in the Americas, while in EMEA (Europe, the Middle East and Africa), programmatic was the top priority. Content marketing came out top in Asia-Pacific and second in the other regions as well as being the number-one consideration overall.
The report also noted that traditional ad spend continues its decline, with two-thirds of global brand marketers expecting to reduce print investment in the next 12 months and the proportion expecting to increase TV ad spend falling from almost a third (29%) in 2016 to just over a fifth (22%) this year.
A sizeable amount of marketing money is being channelled into mobile, with 85% of global agencies and brand marketers saying that they expect to up their ad spend within the next 12 months. Overall, 78% said that they were likely to increase spend on mobile web presence, just behind the 83% who were looking to up their investment in social media. While traditional TV spend was on the slide, 74% of marketers and agencies said that they would be increasing their spend on digital video content.
Mike Jeanes, Global Head of Insight at NEWBASE, said of the study: “The growing urgency for marketers to move ad spend to digital channels has not allowed them any time to prioritise what have now become industry issues, which have emerged with prominence in this year’s research.
“Accuracy, measurement, viewability and ad fraud are the highest-growing themes for the industry in 2017, and these findings provide the hard numbers that quantify many of the conversations in the industry right now around trust and transparency,” he added.