As consumers, marketers rely heavily on unbranded content to make purchase decisions, but at work they continue to allocate almost half their budgets to traditional advertising.
Newscred, a supplier of content marketing software, surveyed marketing leaders from Fortune 1000 brands who were attending its recent #ThinkContent Summit and obtained responses from 463 of the more-than 1,200 present.
And it uncovered what it described as “an interesting dichotomy” as it noted a major disconnect between what marketers spend their time, budget, and resources creating and what they themselves actually want as a consumer.
Specifically, the overwhelming majority (97%) of Fortune 1000 marketers spent over an hour researching and consuming content before making a purchase decision; half (51%) claimed to spend more than four hours on this activity.
Just 17% said they headed to a brand’s website, while a mere 10% looked at social media.
But two thirds (64%) indicated that they relied on non-biased, unbranded information before making a purchase. And 70% said user reviews resonated the most when they were making a purchase decision, far ahead of product demos (13%) and user review websites (7%).
Bron en volledig artikel: Warc