Curata has released the results of its third annual content marketing benchmark study.
Almost half of marketers wanted increased conversion rates (47%) and increasing and improving brand awareness (46%).
Brand awareness and customer engagement were the top social marketing objectives among marketing professionals worldwide for the upcoming year.
38% of US Facebook and 43% of Twitter marketers were more concerned with the quality of audience members added via social efforts.
Although social media users’ top methods of discovering, researching and keeping in touch with brands vary, they rely heavily on social networks throughout the entire customer life process.
Presented with a list of 6 objectives, a leading 41% of B2B respondents chose lead generation as their top goal.
Almost three-quarters of marketing professionals worldwide planned to increase their spending on branded video content or video ads in the next year.
About 7 in 10 respondents recalled receiving at least a single promotional product in the prior 12 months, with 88% of those recalling the advertiser and 62% the message.
The overwhelming majority, 86.5%, said they were unaware of Vine.