Download - THE PERSONALIZATION IMPERATIVE - OneSpot · 1,500 u.s. consumers’ attitudes, preferences and expectations for content marketing personalization december 2016 the personalization

1,500 U .S . C O N S U M E R S’ AT T IT U D E S , P R E F E R E N C E S A N D E X P E CTAT I O N S F O R

C O NT E NT M A R K E T I N G P E R S O N A L I Z AT I O N

D E C E M B E R 2016

THE PERSONALIZATION IMPERATIVE

FOR CONTENT MARKETING

T H E P E R S O N A L I Z A T I O N I M P E R A T I V E F O R C O N T E N T M A R K E T I N G D E C E M B E R 2 0 1 6 2

E X E C U T I V E S U M M A R Y

F O R E W O R D

H O W D O C O N S U M E R S D I S C O V E R , P E R C E I V E A N D E N G A G E W I T H B R A N D E D C O N T E N T ?

H O W D O E S P E R S O N A L L Y R E L E V A N T C O N T E N T F R O M B R A N D S I N F L U E N C E W H A T C O N S U M E R S T H I N K , F E E L A N D D O I N R E S P O N S E ?

W H A T I S A T R I S K I N P R O V I D I N G B R A N D E D C O N T E N T T H A T I S N O T P E R S O N A L L Y R E L E V A N T ?

T A B L E O F C O N T E N T S

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ONTENT MARKETING HAS TAKEN the digital marketing world by storm. With barriers to content creation and brand publishing still crashing down around us, there’s now more branded content than ever, creating an overwhelming amount of choice and variety for consumers. How are consumers dealing with the avalanche of content and what do they expect of the brands publishing it? Based on responses from 1,500 U.S. consumers, this research seeks to understand how consumers perceive the purpose and usefulness of branded content and the extent to which personalization factors into that value equation. Do consumers feel that marketers are delivering on their expectations for personally relevant digital content experiences that have been set by Internet leaders like Amazon, Google, Netflix and others? And what’s at stake in not excelling at personalization, specifically as it relates to content marketing?

Several notable themes emerged from our findings, but following are the key takeaways:

C


Brands risk alienating consumers by not making content personally relevant.

• Nearly half (45%) of consumers won’t spend

time with branded content if it’s not relevant

to their interests.

• Forty-two percent (42%) of consumers are

less interested in a brand’s products and

services if the content the brand provides is

not personally relevant.

• More than half (51%) of millennial consumers

(age 18 to 34) are less interested in a brand’s

products and services if the brand’s content

isn’t personally relevant.

Consumers are more inclined to purchase and pay more for products from brands that personalize content marketing.

• Eighty-eight percent (88%) of consumers say that

personally relevant content improves how they

feel about a brand.

• Seventy-eight percent (78%) say that personally

relevant content increases their purchase intent

for a brand’s products and services.

• Fifty percent (50%) say that they would pay

more for products and services from brands

who do a good job of providing personally

relevant content.

Not all digital channels are created equal when it comes to content discovery; Facebook stands above the others.

• Half (50%) of consumers surveyed cited

Facebook as a primary discovery channel

for branded content.

• Email and Search tied for the second

top discovery channel at 29%.

• Millennial respondents (age 18 to 34) cited

YouTube (42%) as a primary channel for

branded content discovery.

Amazon sets the gold standard in providing a personalized digital experience followed by Google and Facebook.

• At a significant margin, 55% of consumers

indicated that Amazon sets the standard for

delivering personalized digital experiences

followed by Google (39%) and Facebook (38%).

Consumers place the most value on content that informs and educates them.

• Consumers find content that “informs” (40%) and

“educates” (28%) to be the most valuable. Only

17% say content that “entertains” is the most

valuable and 11% say content that “inspires”

is the most valuable.

• Eighty-one percent (81%) of consumers say that

content “quality” is somewhat or very important,

and 78% of consumers say that “relevance” is

somewhat or very important.

• When citing the most important categories for

personally relevant content, consumers ranked

Health and Wellness at the top with 72%,

followed closely by Food (71%) and Electronics

and Technology (66%).

The full analysis follows, putting into perspective the mindset, motivations and stages of maturity relative to content marketing.



F O R E W O R D

ODAY’S BUYERS AND CONSUMERS ARE fully in control of their customer journey and online experiences.

With the proliferation of content marketing and branded content platforms, the challenge for marketers has shifted from how to create the content their audience actually wants to read and share, to how to break through the

digital and social noise. And reach customers where they consume content, in the way they want, and targeted directly to their needs.

Companies like Amazon present us with personalized content experiences “Related to,” and “Inspired by” the items you viewed. And “Recommended for you” based on your shopping history.

Netflix recommends shows you might like based on your previous viewing habits. Google “auto-fills” suggestions based on searches you’ve previously made. Facebook tailors your news feed based on the items you’ve engaged with.

Maybe you have even landed on a corporate website that tells you the current forecast for your location, or presents a content suggestion based on the IP address of your company.

These examples have served to increase the expectations from consumers and buyers who block online ads, fast-forward TV commercials

or “cut the cord” completely on their cable subscription.

Attention has become the currency of the digital, social and mobile web. And the only way to attract a customer’s attention today is through the production of high-quality content that is relevant and personalized to the reader.

Marketers have fully embraced the goal of content marketing: to attract an audience with quality content vs. buying or interrupting them with ads and offers that are not relevant to them. Now, more than ever before, marketers are tackling the challenge of personalizing the content experience. Quality and relevance are the goals of the online content consumer. Personalization is the only way to achieve this goal and gain the attention of your potential customers.

Michael BrennerCEO and Founder, Marketing Insider Group

Marketers Can No Longer Afford to Defer Personalization

TB Y M I C H A E L B R E N N E R , C E O A N D F O U N D E R ,

M A R K E T I N G I N S I D E R G R O U P

(Continued)


P E R S O N A L I Z I N G T H E C O N T E N T E X P E R I E N C E

As you’ll see in the research following, nearly

half of consumers won’t engage with a brand

that doesn’t provide content mapped to their

interests and needs. And more than three-

quarter of consumers see personally relevant

content as the key to engaging more deeply

with a brand and considering the products

and services they provide.

With the average consumer engaging in

multiple content touch points, personalized

content is not the goal. But rather the goal

for marketers is to deliver personalized

content experiences.

Email, search and social continue to

dominate the content landscape, as a majority

of consumers cited these channels as the

ones they use most to discover the content

that is relevant to them.

Marketers must create the right content,

for the right person, on the right channel,

at the right time, in order to deliver a truly

personalized content experience.

So if you are still spending the majority of

your marketing dollars on ad campaigns or

promotional messages, and not on creating

personally relevant content experiences,

you are missing out on the large majority of

content being consumed and shared online.

And you are missing the opportunity to build

your brand’s awareness and your product’s

purchase intent.

Your audience has many choices today.

They choose the topics that are interesting

to them, the types of content they want to

consume, the formats they prefer and

the channels they use.

This marketing mandate has enormous

implications on the way we build and evolve

brand-owned digital websites, and how we

distribute content across email and social

platforms, on the technology we use, on

the content we create, and on the data

we aggregate in order to build the kind of

customer insights required to deliver on

the dream of personalization.

So what are you waiting for?

F O R E W O R D

Marketers need to move beyond just creating quality content. They need to build personalized content experiences across the customer journey.“

How do consumers discover, perceive and engage with branded content?


90+56

Half of consumers say they discover branded content via Facebook. Email, online search and YouTube also play an important role in branded content discovery.

T H E D I S C O V E R Y C H A N N E L S

When asked to choose the top three channels where they come across branded

content, 50% of respondents cite Facebook, with a significant margin over the other

sources. Email and online search are cited by 29% each, with YouTube following

closely behind at 26%. Advertising and advertorial/native placements earn 21% and

20% respectively, followed by a long tail of less frequently cited sources.

Y O U T H - T U B E

When looking at Millennials only

(age 18 to 34) we see YouTube

vastly more frequently cited at

42% vs 26% for all respondents.

TOP CHANNELS FOR DISCOVERING BRANDED CONTENT

Respondents were asked to choose their top three companies

100+500 310+290 310+290340+260390+210400+200480+120500+100530+70550+50550+50560+40570+30560+40

F A C E B O O K

E M A I L

S E A R C H

Y O U T U B E

A D V E R T I S I N G

A D V E R T O R I A L / N A T I V E

W O R D O F M O U T H

P I N T E R E S T

I N S T A G R A M

T W I T T E R

L I N K E D I N

T E X T / S M S

S N A P C H A T

O T H E R

5 0%

29%

29%

26%

2 1%

20%

1 2%

1 0%

7%

5%

5%

4%

3%

4%

M I L L E N N I A L S A L L R E S P O N D E N T S

4 2%45%

25%

35%

1 5%

26%

0%


51+51+26+18+3+0D E S K T O P

W E B S I T E

5 1%

S O C I A L S I T E

O R A P P

5 1%

26%

1 8%

3%

E M A I L O T H E R

M O B I L E / T A B L E T

O T H E R

C O N S U M P T I O N J U N C T I O N

When asked to identify the top two channels where they access

branded content, consumers indicated evenly websites (51%)

and social media sites/apps (51%). More than a quarter (26%)

When consuming content, it’s not just about desktop websites. Social sites and apps comprise a critical channel where consumers access branded content.

TOP DIGITAL CHANNELS FOR ACCESSING/CONSUMING CONTENT MARKETINGRespondents were asked to choose their two top channels.

identified email. Other mobile/tablet apps were less popular at 18%,

perhaps due to less penetration of content promotion capabilities within

those products.

O F C O N S U M E R S S A Y T H A T C O N T E N T

M A R K E T I N G I S A T I T S B E S T W H E N I T

E D U C A T E S O R I N F O R M S T H E M .

M O R E T H A N

2 /3

T H E P E R S O N A L I Z A T I O N I M P E R A T I V E F O R C O N T E N T M A R K E T I N G D E C E M B E R 2 0 1 6 1 1

When it comes to content marketing, most consumers place greater value on UTILITY over entertainment.

C O N T E N T U S E C A S E S

When asked about the best thing content marketing does

for them, consumers indicate far and away that they

find content that Informs to be the most valuable (40%).

Right behind that role is Education at 28%, showing that

knowledge is power in content marketing. Only 17% say

that Entertainment is most valuable, and a scant 11% put

Inspiration at the top of the use cases. These splits show

that more than two thirds of consumers place greater value

on content that enriches the brain versus just stimulating it. 40+28+17+11+4TOP CONSUMER USE CASES FOR BRANDED CONTENT

I really like how-to videos. Showing common and unusual

uses for a brand gets me thinking about how I might be

able to solve one of my own problems with the brand.”“I N T H E I R W O R D S

4 0%I N F O R M S M E

4%O T H E R

1 1%I N S P I R E S

M E

1 7%E N T E R T A I N S

M E

2 8%E D U C A T E S

M E— S U R V E Y R E S P O N D E N T


IMPORTANCE OF CHARACTERISTICS OF BRANDED CONTENT

W H A T ’ S M O S T I M P O R T A N T I N C O N T E N T

While consumers find several factors to be important in judging the value

of branded content, Quality and Relevance are the top two they indicated

are somewhat or very important. 81% of consumers indicate that Quality

is somewhat or very important, while 78% of consumers indicate relevance

is somewhat or very important. Channel (“available where I need it”) is also

deemed somewhat or very important (77%), with other factors like visual

attractiveness and familiarity with the brand trailing behind.

Quality and Relevance are most important in judging branded content’s value.

If your content doesn’t grab me as relevant

IMMEDIATELY, you have no hope. I wish I had a nickel

for every video that I’ve only seen four seconds of, or

every article that I’ve never read past the headline.”“

I N T H E I R W O R D S

40+80+260+780+84060+100+280+840+72060+80+320+800+74060+100+440+840+56060+120+420+980+42080+180+640+800+300140+240+620+750+250

2%

3%

3%

3%

3%

4%

7%

42%

36%

3 7%

28%

2 1%

1 5%

1 3%

39%

42%

40%

42%

49%

40%

38%

1 3%

1 4%

1 6%

22%

2 1%

32%

3 1%

4%

5%

4%

5%

6%

9%

1 2%

Q U A L I T Y

R E L E V A N C E

C H A N N E L

L E N G T H

A T T R A C T I V E N E S S

B R A N D F A M I L I A R I T Y

S H A R E D / R E C O M M E N D E D

V E R Y I M P O R T A N T

S O M E W H A T I M P O R T A N T

N E I T H E R

S O M E W H A T U N I M P O R T A N T

V E R Y U N I M P O R T A N T

— S U R V E Y R E S P O N D E N T


Health and Wellness, Food and Electronics/Tech are most often cited by consumers as the categories where getting content personalization right is important.

C R I T I C A L C A T E G O R I E S

When asked about the importance of personally relevant content by category, Health and

Wellness tops the list with 72% of consumers indicating that personally relevant content

is somewhat or extremely important. Seventy one percent (71%) indicated Food and 66%

indicated Electronics and Technology as important categories for content personalization.

Financial Services also stands out since 26% of consumers indicate that it’s extremely

important to deliver personally relevant content for that category.

IMPORTANCE OF GETTING CONTENT PERSONALIZATION RIGHT BY MARKET CATEGORY

80+100+360+760+70080+80+420+840+58060+120+500+840+48080+180+480+800+46090+140+540+800+420120+160+580+600+540120+200+600+660+420140+180+660+600+420200+240+620+600+340

4%

4%

3%

5%

4%

6%

6%

7%

1 0%

34%

29%

24%

22%

2 1%

26%

20%

2 1%

1 7%

38%

42%

42%

4 1%

4 1%

30%

30%

33%

30%

1 8%

2 1%

25%

25%

2 7%

29%

33%

30%

3 1%

5%

4%

6%

9%

7%

8%

9%

1 0%

1 2%

V E R Y I M P O R T A N T

S O M E W H A T I M P O R T A N T

N E I T H E R

S O M E W H A T U N I M P O R T A N T

V E R Y U N I M P O R T A N T

H E A L T H + W E L L N E S S

F O O D

E L E C T R O N I C S + T E C H N O L O G Y

T R A V E L

M E D I A + E N T E R T A I N M E N T

F I N A N C I A L S E R V I C E S

A U T O M O T I V E

H O M E + R E A L E S T A T E

F A S H I O N + B E A U T Y


Amazon leads the pack as the digital company who consumers feel does the best job in creating a personally relevant digital experience.

DIGITAL COMPANIES CONSUMERS SEE AS BEST AT PERSONALIZING ONLINE EXPERIENCES

Respondents were asked to select their top three choices

T H E S T A N D A R D B E A R E R S

Consumer expectations for how personally relevant their

online experiences should be are influenced greatly by

the digital companies and platforms they spend time and

attention with. When asked to choose the three companies

that are best at being personally relevant, Amazon leads

the list by a wide margin, with 55% of people citing them as

a leader. Google and Facebook also score high marks with

39% and 38% respectively, with Netflix following closely

behind at 33%. We then see a significant drop-off with

Pinterest, Apple, Pandora and others moving into the “tail”

of the group.

450+550610+390620+380670+330840+160850+150860+140900+100920+80940+60950+50950+50960+40960+40O T H E R

5 5%

39%

38%

33%

1 6%

1 5%

1 4%

1 0%

8%

6%

5%

5%

4%

4%

How does personally relevant content from brands influence what consumers think, feel and do in response?


IMPACT OF PERSONALLY RELEVANT CONTENT ON HOW PEOPLE FEEL ABOUT THE BRAND

Eighty-eight percent of consumers say that personally relevant branded content positively influences how they feel about the brand.

F E E L I N G T O W A R D S T H E B R A N D

Sixty percent (60%) of consumers indicate that if a brand

does a good job of providing personally relevant content,

it somewhat improves how they feel about that brand.

Another 28% say that it greatly improves how they feel

about the brand, while only 13% say that personally

relevant content doesn’t improve how they feel. 28+60+122 8%G R E A T L Y I M P R O V E S H O W I F E E L

6 0%S O M E W H A T

I M P R O V E S H O W I F E E L

1 2%D O E S N ’ T

I M P R O V EH O W I F E E L


Seventy-two percent of consumers say that when a brand does a great job of delivering personally relevant content, they see the brand itself as relevant.

F E E L I N G T O W A R D S T H E B R A N D

Nearly three quarters (72%) of consumers see brands

as relevant if they do a great job of delivering personally

relevant content. Sixty-seven percent (67%) of consumers

draw a positive connection between content relevance

and brand likability, and 60% of consumers feel a stronger

connection with the brand as a result of content relevance.

When we look at how Moms compare to

the general audience, we see that they are

significantly more likely to both trust and

feel more connected to brands (by 9 and 10

points respectively) when brands do a great

job of delivering personally relevant content.

M O V I N G M O MS ’ M I N D S

FEELINGS TOWARD BRANDS WHEN THEY PROVIDE PERSONALLY RELEVANT CONTENT

30+40+210+510+21030+30+260+510+17030+40+320+470+140 40+60+340+440+12040+60+350+420+13040+70+380+390+120

2 1%

1 7%

1 2%

1 3%

1 2%

5 1%

50%

46%

45%

4 1%

39%

22%

26%

32%

34%

35%

38%

4%

3%

4%

6%

6%

7%

S T R O N G L Y A G R E E

S O M E W H A T A G R E E

N E U T R A L

S O M E W H A T D I S A G R E E

S T R O N G L Y D I S A G R E E

I S E E B R A N D A S R E L E V A N T

I L I K E T H E B R A N D

I P R E F E R T H E B R A N D

I F E E L C L O S E R T O T H E B R A N D

I F E E L M O R E L O Y A L T O T H E B R A N D

I T R U S T T H E B R A N D

1 4%

3%

3%

3%

4%

4%

4%


Eighty-six percent of consumers say that personally relevant content makes them more interested in the brand’s products and services.

I N T E R E S T I N P R O D U C T S A N D S E R V I C E S

Eighty-six percent (86%) of consumers indicate that if a

brand does a good job of providing personally relevant

content, it makes them more interested in that brand’s

products and services. Sixty-three percent (63%) say they’re

somewhat more interested, 24% say they’re significantly

more interested, and 14% say their level of interest is

unaffected.

IMPACT OF PERSONALLY RELEVANT CONTENT ON INTEREST IN PRODUCTS AND SERVICES

24+62+142 4%S I G N I F I C A N T L Y M O R E I N T E R E S T E D

6 3%S O M E W H A T

M O R E I N T E R E S T E D

1 4%D O E S N ’ T I N F L U E N C EL E V E L O F I N T E R E S T

O F C O N S U M E R S S A Y T H A T

P E R S O N A L L Y R E L E V A N T C O N T E N T

I N C R E A S E S T H E I R P U R C H A S E I N T E N T .

78

%


P U R C H A S E I N T E N T

Seventy-eight percent (78%) of consumers indicate that if

a brand does a good job of providing personally relevant

content, it somewhat or significantly increases their intent

to purchase that brand’s products or services. Fifty-nine

percent (59%) say their intent increases somewhat, 19% say

their intent increases significantly, and 22% say their level

of intent is unaffected.

Seventy-eight percent of consumers say that personally relevant content increases their intent to purchase the brand’s products or services.

IMPACT OF PERSONALLY RELEVANT CONTENT ON PURCHASE INTENT

19+59+221 9%S I G N I F I C A N T L Y I N C R E A S E S I N T E N T

5 9%S O M E W H A TI N C R E A S E S

I N T E N T

2 2%D O E S N ’ T

I N F L U E N C EI N T E N T


Half of consumers would be willing to pay more for a brand’s products or services if the brand does a great job of delivering personally relevant content.

T H E P R I C E I S R I G H T

Half (50%) of consumers indicate that if a brand does a

good job of providing personally relevant content, they’re

willing to pay more for the brand’s products or services.

Forty-four percent (44%) say they’d be willing to spend

slightly more, 6% say they’d be willing to spend a lot more

and 50% say they would not be willing to pay more.

PERSONALLY RELEVANT CONTENT’S PRICE INFLUENCE

6+44+504 4%W I L L I N G T O P A Y S L I G H T L Y M O R E

5 0%N O T W I L L I N G

T O P A Y M O R E

6%W I L L I N G T O P A Y A L O T M O R E


Nearly two thirds of consumers say they are more likely to recommend a brand if it does a great job of delivering personally relevant content.

R E L E V A N C E E A R N S R E C O M M E N D A T I O N

Forty-seven percent (47%) of consumers are somewhat

more likely, and 17% are much more likely to recommend a

brand if it does a great job of delivering personally relevant

content. Thirty-five percent (35%) of consumers are not

more likely to recommend the brand in the same case.

PERSONALLY RELEVANT CONTENT’S IMPACT ON RECOMMENDATION LIKELIHOOD

18+47+354 7%S O M E W H A T M O R E L I K E L Y

3 5%N O T M O R E

L I K E L Y

1 7%M U C H M O R E L I K E L Y

What is at risk in providing branded content that is not personally relevant?


Nearly half of consumers say they won’t spend time with branded content that isn’t relevant to their interests.

C O N T E N T A T T E N T I O N

Forty-five percent (45%) of consumers indicate they won’t

spend their time with branded content if it’s not personally

relevant to their interests. Forty-six percent (46%) say they’ll

sometimes give branded content a chance even if it’s not

relevant to their interests, and 9% say they’ll give any branded

content a chance regardless of its relevance to their interests.

While 45% of consumers say they won’t spend their time with

branded content that’s not personally relevant, that figure is only

39% when it comes to publisher or media content. This difference

points out that brands may need to work even harder than bona

fide publishers and media companies in creating a personally

relevant content experience — if they want to earn the consumer

attention and engagement they’re seeking.

R E A C H I N G F O R A H I G H E R B A R

WILLINGNESS TO SPEND TIME WITH CONTENT THAT’S NOT RELEVANT

9+46+454 6%W I L L S O M E T I M E S G I V E I T A C H A N C E E V E N I F N O T R E L E V A N T

4 5%W O N ’ T S P E N D T I M E W I T H I T

9%W I L L G I V E A N Y B R A N D E D C O N T E N T A C H A N C E , R E G A R D L E S S O F R E L E V A N C E

O F M I L L E N N I A L SA R E L E S S I N T E R E S T E D I N A B R A N D ’ S

P R O D U C T S A N D S E R V I C E S I F T H E C O N T E N T

T H E Y P R O V I D E I S N ’ T P E R S O N A L L Y R E L E V A N T .

1/2M O R E T H A N


Forty-two percent of consumers say they’re less interested in a brand’s products or services if the brand offers content that’s not personally relevant.

Forty-two percent (42%) of consumers say they’re less interested

in the products and services of brands who offer content that’s

not personally relevant, with 32% being somewhat less interested

and 10% being significantly less interested. Fifty-eight percent

(58%) say a lack of personal relevance in content doesn’t influence

their level of interest.

P R O D U C T A N D S E R V I C E I N T E R E S T

While 42% of our general audience

is less interested in the products

and services of brands who don’t

provide them with personally

relevant content, that figure jumps

to 51% for Millennials (age 18 to 34).

M I L L E N N I A L M A G N I F I C A T I O N

WILLINGNESS TO SPEND TIME WITH CONTENT THAT’S NOT RELEVANT

10+32+583 2%S O M E W H A T L E S S I N T E R E S T E D

5 8%D O E S N ’ T I N F L U E N C E L E V E L O F I N T E R E S T

1 0%S I G N I F I C A N T L Y L E S S I N T E R E S T E D

90+66M I L L E N N I A L S A L L R E S P O N D E N T S

6 0%

30%

0%

5 1%

42%

Background & Methodology


B A C K G R O U N D & M E T H O D O L O G Y

The Personalization Imperative study was conducted by

OneSpot and Marketing Insider Group in October 2016. The

study results are based on online survey responses from 1,582

adults in the United States who reported consuming branded

LOCATION OF RESPONDENTS

2 1%

content Sometimes, Frequently or Very Frequently. Respondents who

reported consuming content Rarely or Never were screened out of the

survey. Following is a breakdown of respondents by key demographic

characteristics:

1 7%E A S T N O R T H C E N T R A L

6%N E W E N G L A N D

1 1%M I D D L E A T L A N T I C

2 0%S O U T H A T L A N T I C

5%E A S T S O U T H C E N T R A L

7%W E S T N O R T H C E N T R A L

9%M O U N T A I N

1 6%P A C I F I C

9%W E S T S O U T H C E N T R A L


B A C K G R O U N D & M E T H O D O L O G Y C O N T .

AGE

13+9+9+8+9+8+10+11+232 3%

6 0 O R O L D E R

1 3%1 8 - 2 4

9%2 5 - 2 9

9%3 0 - 3 4

8%3 5 - 3 9

9%4 0 - 4 4

8%4 5 - 4 9

1 0%5 0 - 5 4

1 1%5 5 - 5 9

GENDER

56+444 4%

M A L E

5 6%F E M A L E


B A C K G R O U N D & M E T H O D O L O G Y C O N T .

EDUCATION

1+11+25+33+9+212 1%

P O S T G R A D U A T E D E G R E E

3 3%C O L L E G E

G R A D U A T E

9%S O M E P O S T -

G R A D U A T E S T U D I E S

1%S O M E H I G H S C H O O L

1 1%H I G H S C H O O L G R A D U A T E

2 5%S O M E C O L L E G E

INCOME

7+9+19+15+12+8+6+3+2+4+151 5%

U N D I S C L O S E D

1 2%$ 7 5 , 0 0 0 -

$ 9 9 , 9 9 9

8%$ 1 0 0 , 0 0 0 -

$ 1 2 4 , 9 9 9

6%$ 1 2 5 , 0 0 0 -

$ 1 4 9 , 9 9 9

6%$ 1 5 0 , 0 0 0 -

$ 1 7 4 , 9 9 9

2%$ 1 7 5 , 0 0 0 -

1 9 9 , 9 9 9

4%$ 2 0 0 , 0 0 0 O R M O R E

7%$ 0 - $ 9 , 9 9 9

9%$ 1 0 , 0 0 0 - $ 2 4 , 9 9 9

1 9%$ 2 5 , 0 0 0 - $ 4 9 , 9 9 9

1 5%$ 5 0 , 0 0 0 - $ 7 4 , 9 9 9


A B O U T O N E S P O T

OneSpot is a technology platform for

personalizing content marketing across

digital channels. The solution helps marketers

drives personalized, repeat engagement

with branded content across websites, email

and paid media channels, at scale. Fortune

500 brands like Nestlé, IBM, Whole Foods

Market and Delta Faucet rely on OneSpot

to build strong content-based relationships,

uncover actionable content insights and drive

quantifiable business results. Privately funded

and based in Austin, Texas, OneSpot is a

Forbes Top 100 Brand Publishing Solution, a

three-time AlwaysOn Global 250 Winner and

a three-time EContent 100 Winner. For more

information visit onespot.com

A B O U T M A R K E T I N G I N S I D E R G R O U P

The Marketing Insider Group is a marketing

strategy consultancy focused on helping

clients use content marketing to connect

with audiences and generate measurable

results. The firm’s unique approach brings

transformative value to clients by delivering

content marketing strategies that engage

targeted audiences, convert to results and

deliver ROI that supports overall business

objectives. For more information visit

marketinginsidergroup.com

F O R M O R E I N F O R M AT I O N, C O NTA CT U S AT R E P O RT@O N E S P OT.C O M