Skip to main content

Editorial Content Marketing Preferred by Consumers


Editorial content marketing approaches are gaining momentum in the online marketplace. eMarketer reports that U.S. Internet users are more likely to act after viewing ads in editorials, according to longitudinal research conducted by the Opinion Research Corporation for ARAnet.

The survey found respondents were most likely to act based on reading an online article with brand information, at 53 percent -- up from 51 percent last year.

In addition, nearly six in 10 Internet users said they searched for products and services they read about in online articles at least somewhat frequently.

According to the March 2010 survey, brand-related articles interest key demographic groups, with younger and higher-income users more likely than average to take action after reading them.

"We're seeing that article-based advertising rates highest with these important and discerning audiences," said ARAnet president Scott Severson. "Compared to other online advertising options, consumers prefer reading an article, evaluating it, and then deciding to click through for more information."

I believe that the same approach that's proven to work well for B2C marketers is equally effective -- if not more so -- for B2B procurement scenarios. Particularly with complex products and services, such as those within the technology marketing sector.

Sponsored search links also appealed to younger and higher-income targets, with 23 percent of 25- to 34-year-old consumers saying they were very likely to act on such ads -- compared with 11 percent of respondents overall.

Banner ads and e-mail offers appealed most to the 18-to-34 age group, as well as the Hispanic and African-American market segments.

Popular posts from this blog

AI-Driven Data Center Liquid Cooling Demand

The rapid evolution of artificial intelligence (AI) and hyperscale cloud computing is fundamentally reshaping data center infrastructure, and liquid cooling is emerging as an indispensable solution. As traditional air-cooled systems reach their physical limits, the IT industry is under pressure to adopt more efficient thermal management strategies to meet growing demands, while complying with stringent environmental regulations. Liquid Cooling Market Development The latest ABI Research analysis reveals momentum in liquid cooling adoption. Installations are forecast to quadruple between 2023 and 2030. The market will reach $3.7 billion in value by the decade's end, with a CAGR of 22 percent. The urgency behind these numbers becomes clear when examining energy metrics: liquid cooling systems demonstrate 40 percent greater energy efficiency when compared to conventional air-cooling architectures, while simultaneously enabling ~300-500 percent increases in computational density per rac...