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

Digital Solutions for Industrial & Manufacturing Firms

Executive leaders of fast-moving consumer goods (FMCG) are seeking guidance on how to apply new business technology in their manufacturing operations. CIOs and CTOs are tasked with gaining insight into the best solutions for digital transformation. ABI Research evaluated the impact politics, regulation, the economy, supply chain, ESG, and technology are having on FMCG, pharma, producers of steel, chemicals, pulp and paper -- as well as the mining and oil & gas sectors. Digital Transformation Market Development "Our assessment found that the FMCG sector is under pressure from all sides," says Michael Larner, industrial & manufacturing research director at ABI Research . Securing raw materials is challenging considering lockdowns in China and limited grain supplies from Ukraine. Supply shocks are raising input costs, and operating costs are rising with higher energy costs coupled with the pressure to pay higher wages and work sustainably. "We all hoped that with th

5G Fixed Wireless Access Revenue to Reach $24B

Available Internet access at an affordable cost is essential for everyone to participate in the Global Networked Economy. The deployment of fifth-generation (5G) wireless communications infrastructure is enabling the introduction of lower-cost broadband services in some markets. Fixed Wireless Access (FWA) allows mobile network operators (MNO) to deliver high-speed Internet connections in areas that have either insufficient or no prior wireline broadband access services. It's also used in urban, suburban, and rural areas where fiber optic communication is considered too expensive to install and maintain. With this new technology, MNOs have the potential to provide broadband capability at similar levels to fiber optic networks. Fixed Wireless Access Market Development Therefore, FWA can be used to supplement existing wired broadband Internet service offerings, provide additional broadband capacity, or act as a backup service for home or business applications. Although FWA is well es

Why the C-Suite Craves Digital App Acceleration

Business model evolution and growth are still top priorities for forward-thinking leadership. In fact, 70 percent of surveyed boards of directors will accelerate digital business initiatives, steering the organization to digitally-enabled growth. Chief Financial Officers (CFOs) also plan to protect their digital transformation investments as they cut costs elsewhere in their operations, according to the latest market study by Gartner. Among technology priorities, CFOs have particularly prioritized back-office business automation technology as a key to driving down costs in the face of ongoing inflation and supply chain challenges. Digital Applications Market Development A survey of CFOs found that digital business app acceleration was the top spending priority over the next 12 months, with 98 percent of respondents saying they will protect digital investments. Meanwhile, 66 percent of surveyed CFOs said they plan to increase their digital app investments. A separate survey of CEOs high