Online Branding Tactics Effectiveness, May 2013 [CHART]
70% of brands and 77% of agencies have employed branded content marketing for advertising purposes in the past year, and about two-thirds of each group say that branded content marketing has become very or most important to their marketing mix, according to a MailOnline survey of more than 600 online marketing and advertising executives. With branded content now perceived by brands as being among their most effective branding tactics, 72% report having increased their spending on it in the past year, and 69% plan to pour more money into branded content in the coming year.
Agencies similarly report increased spending by their clients: 71% say their clients have spent more on branded content in the past year, and 73% expect more spending in the next year.
Interestingly, while brands indicate that they most often create branded content for their website or email marketing (83%), about 7 in 10 also said they distribute branded content in digital media beyond their own website or emails. Read the rest at MarketingCharts.