Content beats advertising. The key is strategy
Posted: Wed Dec 04, 2024 4:15 am
Strategy
In a world where consumers are tired of intrusive advertising, valuable content plays a decisive role in changing users' perspective towards brands. Therefore, we can question whether content surpasses advertising today .
Successful Content Marketing Strategies
Excessive and annoying. These are the main adjectives that consumers use to describe the advertising they receive every day, regardless of the medium: TV, Internet or social networks. This is according to the latest study carried out by GlobalWebIndex (GWI) and World Advertising Research Centre (Warc). In figures, the study found that 32% of respondents consider the ads they receive to be “excessive”, 31% say they are “annoying” and 27% say they are “intrusive”. Only 10% describe them as “memorable”.
The widespread use of adblockers also reflects consumers' rejection of intrusive advertising. In the United States, for example, 45% of consumers keep their adblockers active when browsing the web. Moreover, according to figures from GWI, nearly 50% of Internet users worldwide use ad blockers. And their use will intensify in the coming years, according to marketing specialists.
Figures like these are a clear example that traditional advertising , which we have been accustomed to for many years, no longer works the same way. On television, for example, consumers do not like their favorite content to be interrupted by advertising; that is why they change channels during the advertising period.
Traditional advertising messages – focused on highlighting the presence of the brand, showing its product or service and persuading to sell – are no longer effective on traditional platforms; they also do not bear vp purchasing officer email lists fruit in the digital scenario. However, there are still those who insist on bringing the old traditional advertising format to the Internet and 2.0 platforms. In fact, nearly 25% of users regret that the advertising they receive on social networks or the Internet is not very different from television advertisements in terms of personalization.
Using the same communication strategy in different formats lacks creativity. And consumers penalize it. 52% of respondents in the GWI and Warc study claim to have a negative perception of advertising brands due to the excess and lack of personalization of their advertising.
However, all is not lost. According to Demand Metric, 70% of consumers prefer to learn about a product through valuable content rather than watching ads. Furthermore, 60% of digital consumers say they are inspired to try a product after reading about it on a blog.
Does this mean that any brand that creates content is successful? Not at all. Not all content is successful, and writing an article or developing a blog for a brand does not mean that it has a content marketing strategy . Content must be focused on the customer, on their experience and on how brands can add value with it. It must also meet the needs of users. This is a completely different way of doing marketing .
Successful Content Marketing Strategies
Advantages of content over digital advertising
There are other data points that show the additional advantages of content compared to digital advertising. Not only when you consider what consumers think, but what they think on Google and what important indicators point to brands. One of these is the return on investment (ROI).
In a world where consumers are tired of intrusive advertising, valuable content plays a decisive role in changing users' perspective towards brands. Therefore, we can question whether content surpasses advertising today .
Successful Content Marketing Strategies
Excessive and annoying. These are the main adjectives that consumers use to describe the advertising they receive every day, regardless of the medium: TV, Internet or social networks. This is according to the latest study carried out by GlobalWebIndex (GWI) and World Advertising Research Centre (Warc). In figures, the study found that 32% of respondents consider the ads they receive to be “excessive”, 31% say they are “annoying” and 27% say they are “intrusive”. Only 10% describe them as “memorable”.
The widespread use of adblockers also reflects consumers' rejection of intrusive advertising. In the United States, for example, 45% of consumers keep their adblockers active when browsing the web. Moreover, according to figures from GWI, nearly 50% of Internet users worldwide use ad blockers. And their use will intensify in the coming years, according to marketing specialists.
Figures like these are a clear example that traditional advertising , which we have been accustomed to for many years, no longer works the same way. On television, for example, consumers do not like their favorite content to be interrupted by advertising; that is why they change channels during the advertising period.
Traditional advertising messages – focused on highlighting the presence of the brand, showing its product or service and persuading to sell – are no longer effective on traditional platforms; they also do not bear vp purchasing officer email lists fruit in the digital scenario. However, there are still those who insist on bringing the old traditional advertising format to the Internet and 2.0 platforms. In fact, nearly 25% of users regret that the advertising they receive on social networks or the Internet is not very different from television advertisements in terms of personalization.
Using the same communication strategy in different formats lacks creativity. And consumers penalize it. 52% of respondents in the GWI and Warc study claim to have a negative perception of advertising brands due to the excess and lack of personalization of their advertising.
However, all is not lost. According to Demand Metric, 70% of consumers prefer to learn about a product through valuable content rather than watching ads. Furthermore, 60% of digital consumers say they are inspired to try a product after reading about it on a blog.
Does this mean that any brand that creates content is successful? Not at all. Not all content is successful, and writing an article or developing a blog for a brand does not mean that it has a content marketing strategy . Content must be focused on the customer, on their experience and on how brands can add value with it. It must also meet the needs of users. This is a completely different way of doing marketing .
Successful Content Marketing Strategies
Advantages of content over digital advertising
There are other data points that show the additional advantages of content compared to digital advertising. Not only when you consider what consumers think, but what they think on Google and what important indicators point to brands. One of these is the return on investment (ROI).