Understanding the future of global content marketing From WMG
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Marketers around the world are paying more attention to brand action because they want to use content campaigns to resonate with consumers, according to a new global study. World media group is an alliance of leading international media organizations, including the economist, Reuters and the Wall Street Journal. According to the group’s survey, marketers now see social consistency (18%) as one of the three big benefits of content advertising, along with brand engagement (34%) and change of opinion (20%).
World Media Group’s findings from a survey of 269 industry experts (42% from marketing agency experts and 34% from media) in nine markets in the first week of September and October 2019.
80% of respondents expect content driven marketing to continue to grow in the next two years.
90% of respondents believe they will use audio / podcasts in their activities over the next 12 months, followed by voice technology and augmented reality (both 89%), personalization (88%), event marketing (85%) and virtual reality (84%).
Respondents also expect more use of live video and 360 ° video, and fewer traditional long and short videos.
When studying the KPI of content-based marketing activities, the survey found that industry practitioners still think brand awareness is important (27%), but they think highly of KPI related to the change of brand cognition (31%) and the time of visiting content (28%).
In another key finding, respondents stressed the importance of the “think global, act locally” approach. 71% of respondents who did so adopted international stories in their local markets. 80% of the respondents used international advertising agencies instead of local agencies.
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