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Missing the Mark:
Global Content Survey of
Brand Marketers and
their B2B Audiences
Developed in association with
Debunking...
Developed in association with
Evolution of our Content Survey…
2
PHASE 1
A survey of 500 global B2B executives and
500 glo...
Developed in association with
400 GLOBAL B2B EXECUTIVES WITH UP TO 10 YEARS OF
PROFESSIONAL EXPERIENCE. (GENERATION NEXT)
...
Developed in association with
of MARKETERS say they will be
responsible for the full customer
experience in 3-5 YEARS.
75%...
Developed in association with
GLOBAL BUSINESS EXECUTIVES
ARE SEEKING SUBSTANCE.
WHILE MARKETERS ARE
LARGELY MARKETING.
5
Developed in association with
75%
Phase I: Marketers are Missing the Mark.
6
of marketers connect their content
directly t...
Developed in association with
Phase I: Why the Disconnect?
7
of brands measure the effectiveness of
their content by the n...
Developed in association with
Phase II: Veterans and Generation Next
seek content that broadens their perspectives.
8
Both...
Developed in association with
Both say traditional articles are the best
length.
9
Generation NextVeterans
75% 60%
Developed in association with
But then they begin to diverge.
10
Significant difference in
importance placed on
research r...
Developed in association with
Search still critical, but losing ground.
11
Veterans Generation Next
Online Search
33% 21%I...
Developed in association with
Still early days for business social .
12
SOCIAL NOT YET A
BUSINESS DESTINATION
But continue...
Developed in association with
VETERANS PREFER TABLETS
AFTER DESKTOPS/LAPTOPS.
GENERATION NEXT PREFER SMARTPHONES
AFTER DES...
Developed in association with
BOTH SPEND MORE THAN 4 HOURS A WEEK
CONSUMING BUSINESS CONTENT
BOTH PREFER TEXT TO VIDEO AND...
Developed in association with 15
while
35%
Pay attention to shifts in building trust.
Veterans
care about
Generation Next
...
Developed in association with 16
The survey was conducted with the Economist
Intelligence Unit’s Opinion Leaders Panel, ma...
17
ABOUT
In an era of information overload, The Economist Group Content Solutions help
organizations be heard by the world...
18
ABOUT
Helping clients see around the corner and determine what's next sets
Peppercomm apart from other integrated commu...
Thank you.
Jeff Pundyk
Global VP, Content Solutions, The Economist Group
@jpundyk
Ted Birkhahn
President, Peppercomm
@tedb...
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Debunking the Myths of Generational Content Marketing

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Older and younger business executives overwhelmingly prefer traditional articles over multimedia, but there is a significant gap in how and why these groups look for content. This is according to a study by The Economist Intelligence Unit that explores how business executives of different generations and experience levels find and consume business content.

Published in: Marketing
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Debunking the Myths of Generational Content Marketing

  1. 1. Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences Developed in association with Debunking the Myths of Generational Content Marketing
  2. 2. Developed in association with Evolution of our Content Survey… 2 PHASE 1 A survey of 500 global B2B executives and 500 global marketers on how they use and perceive branded content PHASE 2 A second survey explores the generational differences among content users
  3. 3. Developed in association with 400 GLOBAL B2B EXECUTIVES WITH UP TO 10 YEARS OF PROFESSIONAL EXPERIENCE. (GENERATION NEXT) 300 GLOBAL B2B EXECUTIVES WITH MORE THAN 10 YEARS OF EXPERIENCE. (VETERANS) 3 PHASE 2: METHODOLOGY SURVEYED ACROSS VARIOUS GEOGRAPHIC REGIONS & INDUSTRIES.
  4. 4. Developed in association with of MARKETERS say they will be responsible for the full customer experience in 3-5 YEARS. 75% 4 We are in an Age of Engagement. WE LOOKED AT BOTH SIDES OF THE ENGAGEMENT DIVIDE. Veteran global executives Early career executives (Generation next) Source: Economist Intelligence Unit, “The Future of Marketing”
  5. 5. Developed in association with GLOBAL BUSINESS EXECUTIVES ARE SEEKING SUBSTANCE. WHILE MARKETERS ARE LARGELY MARKETING. 5
  6. 6. Developed in association with 75% Phase I: Marketers are Missing the Mark. 6 of marketers connect their content directly to a product or service93% 71% of business executives turn to content to research a business idea of business execs said the main reason content didn’t make a positive impression is because it seemed like a sales pitch
  7. 7. Developed in association with Phase I: Why the Disconnect? 7 of brands measure the effectiveness of their content by the number of calls from prospects or customers 70% say the primary reason for creating content is to build brand and positive perceptions of the company 85% yet
  8. 8. Developed in association with Phase II: Veterans and Generation Next seek content that broadens their perspectives. 8 Both look for content that helps simplify complex issues Both were turned off by content that seemed like a sales pitch 61% 42% 69% 46% Veterans Generation Next
  9. 9. Developed in association with Both say traditional articles are the best length. 9 Generation NextVeterans 75% 60%
  10. 10. Developed in association with But then they begin to diverge. 10 Significant difference in importance placed on research reports and whitepapers Veterans Generation Next 65% 30%Research reports 37% 19%Whitepapers Multimedia Use 21%12%Video 24% 12% Infographics
  11. 11. Developed in association with Search still critical, but losing ground. 11 Veterans Generation Next Online Search 33% 21%Importance 62% 45%Use search often
  12. 12. Developed in association with Still early days for business social . 12 SOCIAL NOT YET A BUSINESS DESTINATION But continue to watch this space 8% go to Twitter 2% go to LinkedIn Generation Next 2% go to Twitter 4% go to LinkedIn Veterans
  13. 13. Developed in association with VETERANS PREFER TABLETS AFTER DESKTOPS/LAPTOPS. GENERATION NEXT PREFER SMARTPHONES AFTER DESKTOPS/LAPTOPS. 13 TIME SPENT & DEVICES USED TO ACCESS CONTENT VARIES ACROSS GENERATIONS.
  14. 14. Developed in association with BOTH SPEND MORE THAN 4 HOURS A WEEK CONSUMING BUSINESS CONTENT BOTH PREFER TEXT TO VIDEO AND AUDIO CONTENT 14 LOOKING AHEAD, MORE CHANGES ARE COMING. GENERATION NEXT ARE MORE THAN TWICE AS LIKELY TO OPEN VIDEO COMPARED TO SENIOR EXECUTIVES but
  15. 15. Developed in association with 15 while 35% Pay attention to shifts in building trust. Veterans care about Generation Next care about Company reputation41% Company is a recognized leader in the field 28% Company reputation 28% Colleague recommendations 27% OF VETERANS FIND MEDIA ARTICLES TRUSTWORTHY SOURCES OF CONTENT VS. 23% FOR GENERATION NEXT OF GENERATION NEXT FIND WORK COLLEAGUES MORE TRUSTWORTHY VS. 17% FOR VETERANS
  16. 16. Developed in association with 16 The survey was conducted with the Economist Intelligence Unit’s Opinion Leaders Panel, made up of more than 100,000 global executives. More than 40% of the business executives surveyed are C-level, representing a wide array of industries, geographies, and company sizes. For complete data and demographics visit: missingthemark.ads.economist.com
  17. 17. 17 ABOUT In an era of information overload, The Economist Group Content Solutions help organizations be heard by the world’s most influential people. With 60 years experience of delivering content to clients, bolstered by 650 expert analyst and editors worldwide across 200 countries - underpinned by an unrivalled in-house survey panel that bolsters the qualitative and quantitative analysis we undertake – we have the depth and breadth to deliver vital business intelligence which can rise above the noise. See our work here.
  18. 18. 18 ABOUT Helping clients see around the corner and determine what's next sets Peppercomm apart from other integrated communications and marketing firms. It also enables us to push boundaries while mitigating risk for clients in financial services, consumer, B-to-B and multi-industry sectors. Our unique approach enables us to attract the best people who, in turn, help us win and retain the best clients. And, while we've won countless awards, our shining moment is being named Best Place to Work in New York City by Crain's New York Business. We were founded in 1995 and maintain headquarters in New York, with offices in London and San Francisco. Go to www.peppercomm.com for additional information.
  19. 19. Thank you. Jeff Pundyk Global VP, Content Solutions, The Economist Group @jpundyk Ted Birkhahn President, Peppercomm @tedbirk94

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