OneSpot：2016年內容營銷研究報告（32頁）.pdf

1、1,500 U.S. CONSUMERS ATTITUDES, PREFERENCES AND EXPECTATIONS FOR CONTENT MARKETING PERSONALIZATION DECEMBER 2016 THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 20162 EXECUTIVE SUMMARY FOREWORD HOW DO CONSUMERS DISCOVER, PERCEIVE AND

2、 ENGAGE WITH BRANDED CONTENT? HOW DOES PERSONALLY RELEVANT CONTENT FROM BRANDS INFLUENCE WHAT CONSUMERS THINK, FEEL AND DO IN RESPONSE? WHAT IS AT RISK IN PROVIDING BRANDED CONTENT THAT IS NOT PERSONALLY RELEVANT? TABLE OF CONTENTS 3 5 7 15 23 THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DEC

3、EMBER 20163 EXECUTIVE SUMMARY ONTENT MARKETING HAS TAKEN the digital marketing world by storm. With barriers to content creation and brand publishing still crashing down around us, theres now more branded content than ever, creating an overwhelming amount of choice and variety for consumers. How are

4、 consumers dealing with the avalanche of content and what do they expect of the brands publishing it? Based on responses from 1,500 U.S. consumers, this research seeks to understand how consumers perceive the purpose and usefulness of branded content and the extent to which personalization factors i

5、nto that value equation. Do consumers feel that marketers are delivering on their expectations for personally relevant digital content experiences that have been set by Internet leaders like Amazon, Google, Netflix and others? And whats at stake in not excelling at personalization, specifically as i

6、t relates to content marketing? Several notable themes emerged from our findings, but following are the key takeaways: C THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 20164 Brands risk alienating consumers by not making content personally relevant. Nearly half (45%) of consumers wont

7、 spend time with branded content if its not relevant to their interests. Forty-two percent (42%) of consumers are less interested in a brands products and services if the content the brand provides is not personally relevant. More than half (51%) of millennial consumers (age 18 to 34) are less inter

8、ested in a brands products and services if the brands content isnt personally relevant. Consumers are more inclined to purchase and pay more for products from brands that personalize content marketing. Eighty-eight percent (88%) of consumers say that personally relevant content improves how they fee

9、l about a brand. Seventy-eight percent (78%) say that personally relevant content increases their purchase intent for a brands products and services. Fifty percent (50%) say that they would pay more for products and services from brands who do a good job of providing personally relevant content. Not

10、 all digital channels are created equal when it comes to content discovery; Facebook stands above the others. Half (50%) of consumers surveyed cited Facebook as a primary discovery channel for branded content. Email and Search tied for the second top discovery channel at 29%. Millennial respondents

11、(age 18 to 34) cited YouTube (42%) as a primary channel for branded content discovery. Amazon sets the gold standard in providing a personalized digital experience followed by Google and Facebook. At a significant margin, 55% of consumers indicated that Amazon sets the standard for delivering person

12、alized digital experiences followed by Google (39%) and Facebook (38%). Consumers place the most value on content that informs and educates them. Consumers find content that “informs” (40%) and “educates” (28%) to be the most valuable. Only 17% say content that “entertains” is the most valuable and

13、11% say content that “inspires” is the most valuable. Eighty-one percent (81%) of consumers say that content “quality” is somewhat or very important, and 78% of consumers say that “relevance” is somewhat or very important. When citing the most important categories for personally relevant content, co

14、nsumers ranked Health and Wellness at the top with 72%, followed closely by Food (71%) and Electronics and Technology (66%). The full analysis follows, putting into perspective the mindset, motivations and stages of maturity relative to content marketing. EXECUTIVE SUMMARY THE PERSONALIZATION IMPERA

15、TIVE FOR CONTENT MARKETING DECEMBER 20165 FOREWORD ODAYS BUYERS AND CONSUMERS ARE fully in control of their customer journey and online experiences. With the proliferation of content marketing and branded content platforms, the challenge for marketers has shifted from how to create the content their

16、 audience actually wants to read and share, to how to break through the digital and social noise. And reach customers where they consume content, in the way they want, and targeted directly to their needs. Companies like Amazon present us with personalized content experiences “Related to,” and “Insp

17、ired by” the items you viewed. And “Recommended for you” based on your shopping history. Netflix recommends shows you might like based on your previous viewing habits. Google “auto-fills” suggestions based on searches youve previously made. Facebook tailors your news feed based on the items youve en

18、gaged with. Maybe you have even landed on a corporate website that tells you the current forecast for your location, or presents a content suggestion based on the IP address of your company. These examples have served to increase the expectations from consumers and buyers who block online ads, fast-

19、forward TV commercials or “cut the cord” completely on their cable subscription. Attention has become the currency of the digital, social and mobile web. And the only way to attract a customers attention today is through the production of high-quality content that is relevant and personalized to the

20、 reader. Marketers have fully embraced the goal of content marketing: to attract an audience with quality content vs. buying or interrupting them with ads and offers that are not relevant to them. Now, more than ever before, marketers are tackling the challenge of personalizing the content experienc

21、e. Quality and relevance are the goals of the online content consumer. Personalization is the only way to achieve this goal and gain the attention of your potential customers. Michael Brenner CEO and Founder, Marketing Insider Group Marketers Can No Longer Afford to Defer Personalization T BY MI CHA

22、 EL BR E N N E R , CE O AN D F OUN D E R , MA R KETI N G IN SID E R G R OUP (Continued) THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 20166 PERSONALIZING THE CONTENT EXPERIENCE As youll see in the research following, nearly half of consumers wont engage with a brand that doesnt provi

23、de content mapped to their interests and needs. And more than three- quarter of consumers see personally relevant content as the key to engaging more deeply with a brand and considering the products and services they provide. With the average consumer engaging in multiple content touch points, perso

24、nalized content is not the goal. But rather the goal for marketers is to deliver personalized content experiences. Email, search and social continue to dominate the content landscape, as a majority of consumers cited these channels as the ones they use most to discover the content that is relevant t

25、o them. Marketers must create the right content, for the right person, on the right channel, at the right time, in order to deliver a truly personalized content experience. So if you are still spending the majority of your marketing dollars on ad campaigns or promotional messages, and not on creatin

26、g personally relevant content experiences, you are missing out on the large majority of content being consumed and shared online. And you are missing the opportunity to build your brands awareness and your products purchase intent. Your audience has many choices today. They choose the topics that ar

27、e interesting to them, the types of content they want to consume, the formats they prefer and the channels they use. This marketing mandate has enormous implications on the way we build and evolve brand-owned digital websites, and how we distribute content across email and social platforms, on the t

28、echnology we use, on the content we create, and on the data we aggregate in order to build the kind of customer insights required to deliver on the dream of personalization. So what are you waiting for? FOREWORD Marketers need to move beyond just creating quality content. They need to build personal

29、ized content experiences across the customer journey. “ How do consumers discover, perceive and engage with branded content? THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 20168 90+56 Half of consumers say they discover branded content via Facebook. Email, online search and YouTube al

30、so play an important role in branded content discovery. THE DISCOVERY CHANNELS When asked to choose the top three channels where they come across branded content, 50% of respondents cite Facebook, with a significant margin over the other sources. Email and online search are cited by 29% each, with Y

31、ouTube following closely behind at 26%. Advertising and advertorial/native placements earn 21% and 20% respectively, followed by a long tail of less frequently cited sources. YOUTH-TUBE When looking at Millennials only (age 18 to 34) we see YouTube vastly more frequently cited at 42% vs 26% for all

32、respondents. TOP CHANNELS FOR DISCOVERING BRANDED CONTENT Respondents were asked to choose their top three companies 100+500 310+290 310+290 340+260 390+210 400+200 480+120 500+100 530+70 550+50 550+50 560+40 570+30 560+40 FACEBOOK EMAIL SEARCH YOUTUBE ADVERTISING ADVERTORIAL/NATIVE WORD OF MOUTH PI

33、NTEREST INSTAGRAM TWITTER LINKEDIN TEXT/SMS SNAPCHAT OTHER 50% 29% 29% 26% 21% 20% 12% 10% 7% 5% 5% 4% 3% 4% MILLENNIALSALL RESPONDENTS 42% 45% 25% 35% 15% 26% 0% THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 20169 51+51+26+18+3+0 DESKTOP WEBSITE 51% SOCIAL SITE OR APP 51% 26% 18% 3%

34、 EMAILOTHER MOBILE/TABLET OTHER CONSUMPTION JUNCTION When asked to identify the top two channels where they access branded content, consumers indicated evenly websites (51%) and social media sites/apps (51%). More than a quarter (26%) When consuming content, its not just about desktop websites. Soci

35、al sites and apps comprise a critical channel where consumers access branded content. TOP DIGITAL CHANNELS FOR ACCESSING/CONSUMING CONTENT MARKETING Respondents were asked to choose their two top channels. identified email. Other mobile/tablet apps were less popular at 18%, perhaps due to less penet

36、ration of content promotion capabilities within those products. OF CONSUMERS SAY THAT CONTENT MARKETING IS AT ITS BEST WHEN IT EDUCATES OR INFORMS THEM. MORE THAN 2/3 THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 201611 When it comes to content marketing, most consumers place greater

37、 value on UTILITY over entertainment. CONTENT USE CASES When asked about the best thing content marketing does for them, consumers indicate far and away that they find content that Informs to be the most valuable (40%). Right behind that role is Education at 28%, showing that knowledge is power in c

38、ontent marketing. Only 17% say that Entertainment is most valuable, and a scant 11% put Inspiration at the top of the use cases. These splits show that more than two thirds of consumers place greater value on content that enriches the brain versus just stimulating it. 40+28+17+11+4 TOP CONSUMER USE

39、CASES FOR BRANDED CONTENT I really like how-to videos. Showing common and unusual uses for a brand gets me thinking about how I might be able to solve one of my own problems with the brand.”“ IN THEIR WORDS 40% INFORMS ME 4% OTHER 11% INSPIRES ME 17% ENTERTAINS ME 28% EDUCATES ME SURVEY RESPONDENT T

40、HE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 201612 IMPORTANCE OF CHARACTERISTICS OF BRANDED CONTENT WHATS MOST IMPORTANT IN CONTENT While consumers find several factors to be important in judging the value of branded content, Quality and Relevance are the top two they indicated are

41、somewhat or very important. 81% of consumers indicate that Quality is somewhat or very important, while 78% of consumers indicate relevance is somewhat or very important. Channel (“available where I need it”) is also deemed somewhat or very important (77%), with other factors like visual attractiven

42、ess and familiarity with the brand trailing behind. Quality and Relevance are most important in judging branded contents value. If your content doesnt grab me as relevant IMMEDIATELY, you have no hope. I wish I had a nickel for every video that Ive only seen four seconds of, or every article that Iv

43、e never read past the headline.” “ IN THEIR WORDS 40+80+260+780+840 60+100+280+840+720 60+80+320+800+740 60+100+440+840+560 60+120+420+980+420 80+180+640+800+300 140+240+620+750+250 2% 3% 3% 3% 3% 4% 7% 42% 36% 37% 28% 21% 15% 13% 39% 42% 40% 42% 49% 40% 38% 13% 14% 16% 22% 21% 32% 31% 4% 5% 4% 5% 6

44、% 9% 12% QUALITY RELEVANCE CHANNEL LENGTH ATTRACTIVENESS BRAND FAMILIARITY SHARED/RECOMMENDED VERY IMPORTANT SOMEWHAT IMPORTANT NEITHER SOMEWHAT UNIMPORTANT VERY UNIMPORTANT SURVEY RESPONDENT THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 201613 Health and Wellness, Food and Electroni

45、cs/Tech are most often cited by consumers as the categories where getting content personalization right is important. CRITICAL CATEGORIES When asked about the importance of personally relevant content by category, Health and Wellness tops the list with 72% of consumers indicating that personally rel

46、evant content is somewhat or extremely important. Seventy one percent (71%) indicated Food and 66% indicated Electronics and Technology as important categories for content personalization. Financial Services also stands out since 26% of consumers indicate that its extremely important to deliver pers

47、onally relevant content for that category. IMPORTANCE OF GETTING CONTENT PERSONALIZATION RIGHT BY MARKET CATEGORY 80+100+360+760+700 80+80+420+840+580 60+120+500+840+480 80+180+480+800+460 90+140+540+800+420 120+160+580+600+540 120+200+600+660+420 140+180+660+600+420 200+240+620+600+340 4% 4% 3% 5%

48、4% 6% 6% 7% 10% 34% 29% 24% 22% 21% 26% 20% 21% 17% 38% 42% 42% 41% 41% 30% 30% 33% 30% 18% 21% 25% 25% 27% 29% 33% 30% 31% 5% 4% 6% 9% 7% 8% 9% 10% 12% VERY IMPORTANT SOMEWHAT IMPORTANT NEITHER SOMEWHAT UNIMPORTANT VERY UNIMPORTANT HEALTH + WELLNESS FOOD ELECTRONICS + TECHNOLOGY TRAVEL MEDIA + ENTE

49、RTAINMENT FINANCIAL SERVICES AUTOMOTIVE HOME + REAL ESTATE FASHION + BEAUTY THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING DECEMBER 201614 Amazon leads the pack as the digital company who consumers feel does the best job in creating a personally relevant digital experience. DIGITAL COMPANIES CONSUMERS SEE AS BEST AT PERSONALIZING ONLINE EXPERIENCES Respondents were asked to select their to