OneSpot：2016年内容营销研究报告（32页）.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