CMOs endorse Custom Content.

A new study commissioned by the Custom Content Council—surveying CMOs in major industry sectors including healthcare, technology, finance, retail, communications and insurance—showed a marked improvement across all categories of usage, receptivity and results. The survey, which was conducted by Roper GfK by telephone in January, provides new benchmarking data for a similar study conducted in 2006.

Since then, content has become an integral part of marketing campaigns.. “Whether it’s in print, digital, video, social or mobile, custom content has become the cornerstone for customer relations,” said Keith Sedlak, Chief Marketing Officer, Meredith Integrated Marketing & President, Custom Content Council. “CMOs have now told their story and we’re pleased to share the results with the rest of the marketing industry.”

Among the survey highlights:

– More than 8 in 10 (83%) say they are receptive toward using custom content in their marketing plans, representing a 16 point increase since the last study.

– Almost 9 in 10 CMOs say they see value in the service provided by custom content, representing a 15 point increase from 2006.

– More than 9 in 10 CMOs believe that custom content has a positive effect on audience attitudes, strengthening the bond with consumers.

– 9 in 10 say that they believe a majority of consumers find useful information in custom media and 85% believe that consumers who receive custom content will be more likely to buy from the sponsoring company again.

– A majority of CMOs believe that custom media will capture a larger proportion of marketing budgets over the next couple of years. Fifty-nine percent % report having shifted marketing funds away from traditional advertising in the last year toward custom content, representing an 18 point increase from 2006.

– Close to half (47%) strongly agree, and 91% strongly/somewhat agree that custom content should be an integral part of the marketing mix for any business. 84% strongly/somewhat agree that custom content represents the future of marketing.

“As the content market continues to rapidly expand across multiple media channels, this new data confirms what we already know: content is king, queen and jack of all [marketing] trades,” said Lori Rosen, Executive Director, Custom Content Council. “Content has become the mantra for today’s savvy marketers.”

For more information at http://www.customcontentcouncil.com/>