TMCNet: NewsCred Survey Reveals Marketer Disconnect: As Consumers They Rely On Content To Make Purchase Decisions, Yet Nearly 50% Of Their Budgets Still Go To Traditional Advertising

[June 21, 2016]

NewsCred Survey Reveals Marketer Disconnect: As Consumers They Rely On Content To Make Purchase Decisions, Yet Nearly 50% Of Their Budgets Still Go To Traditional Advertising

NewsCred, the world's leading content marketing platform, today announced findings from its live survey conducted at the #ThinkContent Summit in June 2016. The survey, "How Marketers Create + Consume Content," reveals that despite how marketers themselves make purchasing decisions, they are still putting their marketing budget in the channels with the least ROI.

This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20160621005846/en/

How Marketers Create and Consume Content (Graphic: Business Wire)

How Marketers Create and Consume Content (Graphic: Business Wire)

NewsCred's live survey was conducted during its fourth annual #ThinkContent Summit, attended by over 1,200 marketing leaders exclusively from Fortune 1000 brands, including IBM, Intel, JPMorgan Chase, MasterCard, and Verizon (News - Alert). The findings are the result of 463 attendee responses.

The study uncovered an interesting dihotomy; there is a major disconnect between what marketers spend their time, budget, and resources creating and what they themselves actually want as a consumer.

  • The overwhelming majority (97 percent) of Fortune 1000 marketers spend over an hour researching and consuming content before making a purchase decision. Half (51 percent) spend more than four hours researching.
  • Overall, 64 percent rely on non-biased, unbranded information before making a purchase. 70 percent of marketers said that user reviews resonate the most when they are making a purchase decision.
  • And yet, despite their own consumer behavior patterns, only 27 percent of Fortune 1000 brand marketers allocate their budgets to content marketing.
  • In fact, 45 percent of Fortune 1000 marketers claim they still spend the majority of their budgets on traditional advertising, even though a mere five percent said that it was the channel that delivers the most ROI.

"We, as marketers, know what works to connect with our audience and grow our brands - and we know what resonates for ourselves as consumers as well. It's time to reconcile the two so that we can further allocate resources to channels that our audiences care about, and that will continue to drive real business results," said Alicianne Rand, VP of Marketing, NewsCred.

To view the infographic with the full results of NewsCred's study, "How Marketers Create + Consume Content," which was produced in partnership with Column Five, please visit: https://insights.newscred.com/infographic-how-marketers-create-and-consume-content/

About NewsCred

NewsCred is on a mission to make marketing better for everyone. As the leading content marketing software, NewsCred provides the world's most ambitious brands - Pepsi, Visa, Dell (News - Alert), ConAgra, Hewlett Packard, and more - with the best solutions in content creation, marketing management, cross-channel publishing, and measurement. Everyday, marketers rely on NewsCred to orchestrate their marketing across channels, collaborate with global teams, build brand awareness, and drive sales.

NewsCred is rewriting the rules of marketing, fueling a new way for marketers to share their stories with the world. Founded in 2008, NewsCred employs 200 people in seven global offices, serving customers in over 70 countries. Learn more at newscred.com and follow us on Twitter (News - Alert) @newscred.


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