A recent Custom Content Council* study shows that 84 percent of CMOs strongly/somewhat agree that custom content “represents the future of marketing,” backed by the fact that 59 percent of them have moved marketing money away from traditional advertising methods and put it into custom content.
For years, we at Hammock have been tooting the custom content horn: How it drives lead generation, leads to direct sales, and aids in customer retention. So when we see results of studies that illustrate just how important other industry leaders consider it, too, we get excited.
The study surveyed CMOs in fields including healthcare, technology, finance, retail, communications and insurance. Eighty-three percent of CMOs surveyed indicated they are "receptive toward using custom content in their marketing plans," which is a 16 point increase since the previous study conducted in 2006.
The findings also indicate that nine out of 10 chief marketing officers see value in custom content and recognize its positive effect on customers, and 85 percent believe custom content leads to repeat customers.
Other highlights from the study include nine in 10 CMOs reporting their belief that “a majority of consumers find useful information in custom media,” and nearly half strongly agree (91 percent strongly/somewhat agree) that custom content “should be an integral part of the marketing mix for any business.”
*Hammock Inc. is one of six founding members of the Custom Content Council. Today, more than 75 companies -- including some of the world's largest media companies -- are members of the leading national association of content marketing and custom media providers.
