NEW YORK, July 30, 2014 /PRNewswire/ -- A new survey of 400 marketers uncovers that targeting precision is the top attribute that marketers value (65%) when it comes to distribution of the content marketing campaign and nearly half (47%) of respondents said that they are not satisfied with their ability to target content distribution to the right audience. Yet, when scrutinizing the reasons behind this dissatisfaction, the study reveals that the number one method of distribution for content marketing programs is simply a company's own web site (87%).
Conducted by OneSpot, the content advertising company that combines content marketing with the scale and data intelligence of digital advertising, and The 614 Group, a global digital management consultancy, the research also shows that 1 in 5 marketers currently are not making use of any targeting approach for placing their content. For example, despite its strength in targeting precision, less than 60 percent of marketers are currently using paid channels for content distribution. Other key distribution opportunities cited at the bottom of their list include:
- Publisher native offerings (24%)
- Content discovery/recommendation platforms (18%)
- In-feed native platforms (7%)
Even with those remarkably low numbers, more than two thirds (69%) of marketers feel that native advertising is interesting and valuable as a niche form of advertising, and 22 percent believe native is where all advertising is heading.
Content creation currently enjoys the greatest share of content marketing budgets (37% on average), but with distribution not delivering on marketers' goals, there is a shift on the horizon: When asked which content marketing budget area they expected to increase the most in the next 12 months, content distribution took the lead.
"Clearly, there is a strong opportunity for brands to take better advantage of the benefits that come with creating, distributing and optimizing content," said Steve Sachs, CEO of OneSpot. "Based on this survey, marketers face significant hurdles in getting their content fully into market and driving business outcomes. However, the survey shows that conviction and commitment are stronger than ever and change is on the way."
"Marketers and publishers both need to pay attention to this upcoming shift in budget allocation," said Rob Rasko, CEO and Founder, The 614 Group. "There is no question that content marketing and native advertising are in the forefront of the minds of marketers. But, clearly there is a huge opportunity for publishers as marketers seek scaled distribution channels for delivery of these executions."
The report also points to stark differences in the priorities of B2B and B2C content marketers. While B2C marketers name Brand and Product Engagement (28%) as their top content marketing priority, only 9 percent of B2B marketers place the same objective at the top of their list. Conversely, B2B marketers say Lead Generation is their top objective (38%), while only 11 percent of B2C marketers identify it as "most important."
OneSpot marries content marketing with the power, data intelligence, and scale of online advertising. The OneSpot platform automatically turns owned and earned content into online advertising and leverages proprietary technology for programmatic placement – building meaningful online audiences and driving business outcomes. Leading B2C and B2B brands rely on OneSpot to transform their owned media investments and earned media wins into high performance marketing assets. Privately funded and based in Austin, Texas, OneSpot is an AlwaysOn Global 250 Winner, an EContent 100 company and a member of the Interactive Advertising Bureau (IAB). To learn more about OneSpot, visit http://www.onespot.com.
About The 614 Group
A global digital management consultancy, The 614 Group leverages digital media know-how and an expansive industry network to help clients drive revenue and results through real-world tactics and hands-on support. Going beyond simply handing over recommendations and strategy, its team enables clients' internal capabilities to empower their people, products, and future. Located in New York, the United Kingdom, and Germany, the group is a practice-based consultancy with deep expertise across a broad range of categories - such as content monetization and revenue strategy, brand safety and education, technology and digital systems integration, and corporate development/restructuring. For more information, visit 614group.com.
Dave Struzzi for OneSpot
Nicholas Graham for The 614 Group