Consumers are demanding more personalized content from marketers, giving publishers an opportunity to expand their branded content studios or other custom publishing operations.
of executives from a cross-section of industries said they had seen greater demand for content in the past year, according to a survey by Lucidpress, a web-based brand templating platform. Media Daily Newsreported on the survey yesterday.
survey’s 452 respondents said effective personalized content could boost brand revenue by an average of 48%. However, they identified several impediments to realizing that growth.
About three-quarters (77%) of respondents said their companies used off-brand content. The finding suggests a missed opportunity for revenue growth from brand consistency.
32% of executives said most of their content is personalized, but 43% said the majority of their customer base demands personalized content.
Measurement also is a concern, with 28%
of respondents saying the effect of content on consumer decisions was less than 25%. About one-quarter of executives (27%) said they consistently track the return on investment for their
Marketers also face constraints in creating content, with 39% of respondents saying they needed at least a week to fulfill content requests, while only 11% were able to create
content within a day.
The survey findings suggest that many marketers recognize the need for customized content, but may not have the know-how or capacity to create it. As consumers
seek more information about products and services before making a purchase decision, branded content can help to differentiate brands from rivals.
Publishers that provide these services to
marketers have an opportunity to fill a growing need for customized content.