68% of companies shifting to ‘branded content’
Posted by Bronwen Moore, 07/12/10
68% of companies say they are shifting from traditional forms of marketing to branded content, including 61% who reported a moderate shift and 7% who said their shift was “aggressive” according to an eMarketer report.
The branded content refered to in the study covers material ranging from blogs, online video, Twitter promo or Facebook page, to ads and online gaming.The main consideration is that consumers genuinely want to engage with the content and share it with others; that it is entertaining and of interest, rather than interuptive and annoying.
The findings relate closely to a recent survey from King Fish Media, HubSpot and Junta42 – the 2010 Social Media Usage, Attitudes and Measurability” study, which showed 73% of US companies with a social media strategy using branded content in their campaigns. Nearly half of respondents regarded original content as an “extremely important” part of a successful social media campaign.
Commenting on the survey, Keith Sedlak, chair of the Custom Content Council and CMO at Meredith Integrated Marketing said “The 2010 numbers illustrate a spending level that is nearly 100% above 2008…Add to that the fact that 68% of companies surveyed continue to shift their ad dollars to branded content. And lastly, there was a 20% increase in companies surveyed this year vs. last year that plan to grow their branded content budgets.”
| Category: online content, social media
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