Post on 10-Aug-2015
CHANGING BUYING BEHAVIOURS
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Changing generational characteristics
Generation X • Sceptical • Pragmatic • Adaptable • Self reliant • Informal • Tech-literate • Diversity-minded • Focused on today
Generation Y
• Tech-savvy and connected
• Optimistic
• Confident
• Very self-reliant
• Entrepreneurial
• Success-driven
• Inclusive
• Environmentally-minded
Source: Generation Y: Powerhouse of the global economy, Deloitte
Two types of brand benefits
1. Business value
• Functional benefits
(e.g. efficiency)
• Business outcomes
These will drive
consideration
2. Personal value
• Professional benefits
(e.g. promotion)
• Social benefits
(e.g. popularity)
• Emotional benefits
(e.g. confidence)
Over twice as important in
influencing purchase!
To download the full report go to ceburl/GoogleB2B
Importance of content marketing
Base: All respondents (98)
Q: How important a role does content play in your marketing activity?
43%
44%
13% 1%
71%
0
29% Critical
Important
Of some
importance
Of limited or
no importance
2014
2013
N.B. ‘Important’ removed as option in 2014
Amount of content created in last 12 months
Q: Over the last 12 months, has the amount of content you and your team have created increased, decreased
or stayed the same?
Stayed the same – 9%
3%
Slightly
decreased
Don’t know –
2%
52%
significantly
increased
34% slightly
increased
Effectiveness – compared to 2013
Base: All respondents (98)
Q: How effective do you feel each of these is in engaging your target audience(s)? 24
2%
18%
9%
9%
23%
19%
17%
21%
31%
42%
30%
8%
10%
11%
23%
29%
34%
35%
37%
39%
46%
47%
Podcasts
Press releases
Advertorials
Webcasts
Infographics
Blog posts
Extended opinion…
Reports
White papers
Case studies
Video
2014
2013
Who is involved in content marketing?
Base: All respondents (98)
Q: How involved would each of the following teams be in content marketing in your
organisation?
11% 12% 18%
39% 50% 52%
8%
41%
57%
65% 26%
33% 37%
90%
48%
31%
16%
36%
17% 11%
Marketing Expertswithin the
company
Seniormanagement
Sales Editorial Externalagency
JuniorStaff/intern
Closely involved Involved to some degree Not involved at all
Are all departments encouraged to
contribute?
Base: All respondents (98)
Q: To what extent would you say all departments in your organisation are encouraged to contribute to
content creation?
24%
35%
40%
1%
Strongly encouraged
Encouraged
Not encouraged but
allowed
Not allowed to
contribute
I don't know
Who ultimately ‘owns’ content marketing?
Q: And who has ultimate responsibility for the success of your organisation’s content
marketing?
Figures = 99% because of rounding up
72%
12% 6%
2% 1% 1% 5%
28
Biggest challenges – (vs. 2013)
Q: What would you say are your three biggest challenges in relation to content marketing?
0%
13%
17%
23%
19%
21%
24%
34%
23%
27%
29%
30%
25%
42%
46%
34%
1%
4%
8%
12%
12%
13%
17%
17%
18%
19%
19%
21%
29%
29%
34%
37%
None of the above
Other
Difficulties in localising content
Choosing the best format or channel
Creating a content marketing…
Lack of internal expertise
Sufficient budget
Getting colleagues to…
Enabling sales activity
Personalising content
Creating an integrated approach
Time management
Selecting topics of interest
Generating leads
Measuring ROI
Engaging target audience
2014
2013
29
How to stand our from the crowd
Base: All respondents (98) and all who do find it a challenge and answering question (72)
Q: Do you find standing out from the crowd a challenge due to all the noise on the internet?
84% find standing out from the crowd a
challenge
Tailored
content
13%
More
relevant/
commerciall
y useful
content
42% Visually
attractiv
e
10%
Using the
right
platform for
audience
19%
Originali
ty
13% SEO
4%
Integrat
ed
campaign
s
6%
Engaging
content
7%
Work
closely
with
customers
7%
Content
easy to
consume
6%
Have
authority
on
subject
7%
3%
Collaborate with other
organisations
4%
Different angle to
competitor
Other
7%
Joel Harrison
Editor-in-chief
B2B Marketing
Tel: +44 207 014 4923
Email: Joel.harrison@b2bmarketing.net
Twitter: Joel_b2beditor
LinkedIn: www.linkedin.com/in/joelharrison
Contact information