Marketing professionals believe that content designed to create experiences performs better

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 26, 2020, 10:14 AM UTC

Playing it safe is the biggest risk marketers face, as per Ceros’ The Embrace of Immersive Content report.

As the demand for digital content increases, 90% of marketing, PR and design specialists believe that content designed to create experiences performs better, as per the report. Most professionals believe that content is more effective when crafted to elicit active participation and higher engagement rates.

81% wish for their organisations to publish more multimedia and immersive content. However, securing budgets (52%), lack of in-house skills (36%) and little to no leadership buy-in (23%) were found to be the leading barriers for immersive content creation.

Of those polled, 56% produce static content on average. Only 33% of marketing professionals create interactive content. Also, obstacles like social media fatigue (43%) and changing marketing landscape and burnout at 32% were identified as challenges to marketing.

Read the original article

[2 minute read]