the personalization imperative - OneSpot

THE PERSONALIZATION IMPERATIVE FOR CONTENT MARKETING 1 , 5 0 0 U . S . C O N S U M E R S ’ AT T I T U D E S , P R E F E R E N C E S A N D E X P E C TAT I O N S F O R C O N T E N T 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

T A B LE OF C O NT E NT S

EXECUTIVE SUMMARY

3

FOREWORD

5

HOW DO CONSUMERS DISCOVER, PERCEIVE AND ENGAGE WITH BRANDED CONTENT?

7

HOW DOES PERSONALLY RELEVANT CONTENT FROM BRANDS INFLUENCE WHAT CONSUMERS THINK, FEEL AND DO IN RESPONSE?

15

WHAT IS AT RISK IN PROVIDING BRANDED CONTENT THAT IS NOT PERSONALLY RELEVANT?

23

THE PERSO NALIZATION I M P ER AT I VE FOR CON T EN T M AR KETI N G

DECEMBER 2016

2

EX ECU T I V E S U MMA RY

C

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? O NTENT MAR KE TI N G HAS TAKE N

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:


DECEMBER 2016

3

EX ECU T I V E S U MMA RY

Brands risk alienating consumers by not making content personally relevant. • Nearly half (45%) of consumers won’t spend

• 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.

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.


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

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

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.

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

DECEMBER 2016

4

FOR EW OR D

Marketers Can No Longer Afford to Defer Personalization BY MICHAEL BRENNER, CEO AND FOUNDER, MARKETING INSIDER GROUP

T

O DA Y’S BU Y E R S AN D CO N S U ME R S 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

Michael Brenner CEO and Founder, Marketing Insider Group


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.

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.

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.

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.

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.

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.

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

(Continued)

DECEMBER 2016

5

FOR EW OR D

PERSONALIZING THE CONTENT EXPERIENCE As you’ll see in the research following, nearly

Marketers must create the right content,

half of consumers won’t engage with a brand

for the right person, on the right channel,

that doesn’t provide content mapped to their

at the right time, in order to deliver a truly

interests and needs. And more than three-

personalized content experience.

quarter of consumers see personally relevant content as the key to engaging more deeply

So if you are still spending the majority of

with a brand and considering the products

your marketing dollars on ad campaigns or

and services they provide.

promotional messages, and not on creating

“

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

personally relevant content experiences, With the average consumer engaging in

you are missing out on the large majority of

This marketing mandate has enormous

multiple content touch points, personalized

content being consumed and shared online.

implications on the way we build and evolve

content is not the goal. But rather the goal

And you are missing the opportunity to build

brand-owned digital websites, and how we

for marketers is to deliver personalized

your brand’s awareness and your product’s

distribute content across email and social

content experiences.

purchase intent.

platforms, on the technology we use, on the content we create, and on the data

Email, search and social continue to

Your audience has many choices today.

we aggregate in order to build the kind of

dominate the content landscape, as a majority

They choose the topics that are interesting

customer insights required to deliver on

of consumers cited these channels as the

to them, the types of content they want to

the dream of personalization.

ones they use most to discover the content

consume, the formats they prefer and

that is relevant to them.

the channels they use.


DECEMBER 2016

So what are you waiting for?

6

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

T HE D I SCOVE RY C H A NNE L S

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

TOP CHANNELS FOR DISCOVERING BRANDED CONTENT

Respondents were asked to choose their top three companies

F A CE BO O K

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.

EMAIL SE A R CH Y O UT UBE A D V E R T I SI NG AD VERT O R I A L/ NA T I V E

45%

90+56

WO R D O F M O UT H

42%

35%

26%

25% 15% 0%

MI L L EN N I ALS

P I NT E R E ST

YOUTH-TUBE When looking at Millennials only (age 18 to 34) we see YouTube vastly more frequently cited at 42% vs 26% for all respondents.

I NST A G R A M TWITTER LI NKE D I N T E X T / SM S SNA P CH A T

ALL RESP ON DEN TS


OTHER

DECEMBER 2016

500100 + 50% 29% 290310 + 29% 290310 + 26% 260340 + 21% 210390 + 20% 200400 + 12% 120480 + 10% 100500 + 7% 70530 + 5% 50550 + 5% 50550 + 4% 40560 + 3% 30570 + 4% 40560 + 8

CON SUM P TI O N J U NC T I O N

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

51+51+26+183+ +0

When asked to identify the top two channels where they access

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

branded content, consumers indicated evenly websites (51%)

perhaps due to less penetration of content promotion capabilities within

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

those products.

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

51%

51%

26%

18%

3%

DESKTOP

S OCIAL S ITE

WEB SI TE

OR APP


DECEMBER 2016

EM AIL

OTHER

OTHER

MO BI LE / T A BLE T

9

MOR E THAN

2 /3 OF C ON S U M E RS S A Y T HAT C ON T E N T M A RKE T I N G I S A T I T S B E S T WHE N I T

E D U C A TE S OR I N FOR MS TH E M.

CON T EN T U S E C A S E S

When it comes to content marketing, most consumers place greater value on UTILITY over entertainment. 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+17114

TOP CONSUMER USE CASES FOR BRANDED CONTENT

4%

OTHER

11%

INSPIR ES ME

40% I NF O R M S ME

17%

ENTERTAINS ME

“

IN THEIR WORDS 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.” —SURVEY RESPONDENT


DECEMBER 2016

28%

EDUCATES ME

11

W HA T ’ S M O S T I MP O RT A NT I N C O NT E NT

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

“

IN THEIR WORDS 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.” —SURVEY RESPONDENT

attractiveness and familiarity with the brand trailing behind.

IMPORTANCE OF CHARACTERISTICS OF BRANDED CONTENT Q UALI TY R E L EV AN CE C H AN N EL LEN G TH A T T R A C T I V EN ESS B R A N D F A MI L I ARI TY S HA R E D / R E C O MM EN DED

42% 840 + 39% 780 + 13% 260 + 4% 40+ 2% 80 36% 720 + 42% 840 + 14% 280 + 5% 60 100 + 3% 37% 740 + 40% 800 + 16% 320 + 4% 60 80 + 3% 28% 560 + 42% 840 + 22% 440 + 5% 60 100 + 3% 21% 420 + 49% 980 + 21% 420 + 6% 60 120 + 3% 15% 300 + 40% 800 + 32% 640 + 9% 80 180 + 4% 13% 250 + 38% 750 + 31% 620 + 12% 140 240 + 7%


DECEMBER 2016

V E R Y I M P O R T A NT SO M E W H A T I M P O R T A NT NE I T H E R SO M E W H A T UNI M P O R T A NT V E R Y UNI M P O R T A NT

12

CR I T I CAL C A T E G O RI E S

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

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 GE T TING CONTENT PERSONALIZATION RIGHT BY MARKE T CATEGORY HE A L T H + WELLN ESS F OOD E L E C T R O N I C S + T EC HN OLOG Y TRAV EL ME D I A + E N T E RTAI N MEN T F I N A N C I A L SERV I CES A UTOMOTI V E HO ME + R E AL ESTATE F A S HI O N + B EAUTY

34% 700 + 38% 760 + 18% 360 + 5% 80 100 + 4% 29% 580 + 42% 840 + 21% 420 + 4% 80 80 + 4% 24% 480 + 42% 840 + 25% 500 + 6% 60 120 + 3% 22% 460 + 41% 800 + 25% 480 + 9% 80 180 + 5% 21% 420 + 41% 800 + 27% 540 + 7% 90 140 + 4% 26% 540 + 30% 600 + 29% 580 + 8% 120 160 + 6% 21% 420 + 33% 660 + 30% 600 + 10% 120 200 + 6% 20% 420 + 30% 600 + 33% 660 + 9% 140 180 + 7% 17% 10% 340 + 30% 600 + 31% 620 + 12% 200 240 +


DECEMBER 2016

V E R Y I M P O R T A NT SO M E W H A T I M P O R T A NT NE I T H E R SO M E W H A T UNI M P O R T A NT V E R Y UNI M P O R T A NT

13

T HE S T A N D A RD B E A RE RS

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

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.

OTHER


DECEMBER 2016

55% 550450 + 39% 390610 + 38% 380620 + 33% 330670 + 16% 160840 + 15% 150850 + 14% 140860 + 10% 100900 + 8% 80920 + 6% 60940 + 5% 50950 + 50950 + 5% 40960 + 4% 40960 + 4%

14

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

FEELI N G T O WA RD S T H E B RA ND

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

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

28+60+12 12%

DOES N’T IM PROVE HOW I FEEL

28%

G R E A T LY IMPROVES HOW I FEEL

60%

S OM EWHAT IM PROVES HOW I FEEL


DECEMBER 2016

16

FEELI N G T O WA RD S T H E B RA ND

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.

MOVING MOMS’ MINDS

Nearly three quarters (72%) of consumers see brands

significantly more likely to both trust and

as relevant if they do a great job of delivering personally

feel more connected to brands (by 9 and 10

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

points respectively) when brands do a great

draw a positive connection between content relevance

job of delivering personally relevant content.

When we look at how Moms compare to the general audience, we see that they are

and brand likability, and 60% of consumers feel a stronger connection with the brand as a result of content relevance.

FEELINGS TOWARD BRANDS WHEN THEY PROVIDE PERSONALLY RELEVANT CONTENT I S E E B R AN D AS RELEV AN T I LI KE THE B RAN D I P REF ER THE B RAN D I F E E L C L O SER TO THE B RAN D I F E E L MO R E L O YAL TO THE B RAN D I TRUST THE B RAN D

21% 210 + 51% 510 + 22% 210 + 4% 30+ 40 17% 3% 170 + 50% 510 + 26% 260 30+30+ 14% 140 + 46% 470 + 32% 320 +4% 30+ 40 12% 120 + 45% 440 + 34% 340 + 6% 40 60 + 13% 130 + 41% 420 + 35% 350 + 6% 40 60 + 12% 120 + 39% 390 + 38% 380 + 7% 40 70 +


DECEMBER 2016

3% 3% 3% 4%

ST R O NG LY A G R E E SO M E W H A T A G R E E NE UT R A L SO M E W H A T D I SA G R E E

4%

ST R O NG LY D I SA G R E E

4%

17

IN T ER ES T I N P RO DU C T S A ND S E R VI C E S

Eighty-six percent of consumers say that personally relevant content makes them more interested in the brand’s products and services. 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+14 14%

DOES N’T INFL UENCE L EVEL OF INTER EST

24%

SI G NI F I CA NT LY M O R E I NT E R E ST E D

63%

S OM EWHAT M OR E INTERESTED


DECEMBER 2016

18

78

%

OF C ON S U M E RS S AY T HA T P E RS ON A LLY RE LE VAN T C ON T E N T

I N CR E ASE S THE I R PU R C HASE INTENT .

P UR CHASE I NT E NT

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

IMPACT OF PERSONALLY RELEVANT CONTENT ON PURCHASE INTENT

19+59+22 22%

DOES N’T INFL UENCE INTENT

19%

SI G NI F I CA NT LY I NCR E A SE S I NT E NT

59%

S OM EWHAT INCREAS ES INTENT


DECEMBER 2016

20

T HE P R I CE I S RI G H 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. 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.


DECEMBER 2016

PERSONALLY RELEVANT CONTENT’S PRICE INFLUENCE

6+44+50 6%

W I LLI NG T O P A Y A LO T M O R E

50%

NOT WIL L ING TO PAY M OR E

44%

W I LLI NG T O P A Y SLI G H T LY M O R E

21

R ELEV AN CE E A RNS RE C O MME ND ATION

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.

PERSONALLY RELEVANT CONTENT’S IMPACT ON RECOMMENDATION LIKELIHOOD

18+47+35 17%

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

M UCH M O R E LI KE LY

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

35%

brand if it does a great job of delivering personally relevant

NOT M OR E L IKEL Y

content. Thirty-five percent (35%) of consumers are not more likely to recommend the brand in the same case.

47%

SO M E W H A T M O R E LI KE LY


DECEMBER 2016

22

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

CON T EN T A T T E NT I O N

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

REACHING FOR A HIGHER BAR 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.


DECEMBER 2016

WILLINGNESS TO SPEND TIME WITH CONTENT THAT’S NOT RELEVANT

9+46+45 9%

W I LL G I V E A NY BR A ND E D CO NT E NT A CH A NCE , R E G A R D LE SS O F R E LE V A NCE

45%

WON’T S PEND TIM E WITH IT

46%

W I LL SO M E T I M E S G I V E I T A CH A NCE E V E N I F NO T R E LE V A NT

24

M ORE T HAN

1/ 2 OF MI LLE N N I A LS A RE LE S S I N T E RE S T E D I N A B RAN D’ S P RODU C T S AN D S E RVI C E S I F T HE C ON T E NT T HE Y P ROV I DE I S N ’ T P E RS ON ALLY RE LE V ANT.

P R OD U CT A ND S E RVI C E I NT E RE S T

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.

60%

90+66 51%

42%

3 0%

0%

MILLENNIALS

A L L R ESP ON DEN TS

MILLENNIAL MAGNIFICATION 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).


DECEMBER 2016

WILLINGNESS TO SPEND TIME WITH CONTENT THAT’S NOT RELEVANT

10+32+58 58%

DOES N’T INFL UENCE L EVEL OF INTER EST

10%

SI G NI F I CA NT LY LE SS I NT E R E ST E D

3 2%

SO M E W H A T LE SS I NT E R E ST E D

26

Background & Methodology

B A CK G R OUND & ME T H O D O L O G Y

The Personalization Imperative study was conducted by

content Sometimes, Frequently or Very Frequently. Respondents who

OneSpot and Marketing Insider Group in October 2016. The

reported consuming content Rarely or Never were screened out of the

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

survey. Following is a breakdown of respondents by key demographic

adults in the United States who reported consuming branded

characteristics:

LOCATION OF RESPONDENTS

7%

17%

W E S T NORTH C EN TRAL

E A ST NO R T H CE NT R A L

9% MOUN TAI N

6%

21%

16%

NE W E NG LA ND

11%

P ACI F I C

M I D D LE A T LA NT I C

9%

20%

W E S T SOUTH C EN TRAL

SO UT H A T LA NT I C

5% E A ST SO UT H CE NT R A L


DECEMBER 2016

28

B A CK G R OUND & ME T H O D O L O G Y C ONT.

GENDER

AGE

56+44 13+9+8101123 44%

56%

MALE

FEM AL E

23%

13%

6 0 OR OL DER

18-24

9% 25-29

9% 30 - 34

11%

55-59

8% 35 - 39

10%

50-54

8%

45 - 49


DECEMBER 2016

9%

40 - 44

29

B A CK G R OUND & ME T H O D O L O G Y C ONT.

EDUCATION

INCOME

1+11+2533921 7+9+19151286324 21%

1%

15%

SOME HIGH S CHOOL

PO S T GR A D U ATE D E GREE

UND IS CL OSED

11%

$0 - $9 , 9 9 9

9%

HIGH S CHOOL GRADUATE

$1 0 , 0 0 0 $2 4, 9 9 9

4%

9%

$2 00,000 OR M OR E

S O ME PO S T GR A D U A T E STUDIES

7%

25%

SOM E COL L EGE

2%

19%

$175,00019 9 ,9 9 9

$2 5 , 0 0 0 $49 , 9 9 9

6%

$150,000$174 ,9 9 9

6%

$12 5,000$14 9 ,9 9 9

8%

$100,000$12 4 ,9 9 9

33%

12%

C O L L E GE GR A D U A TE


$75,000$9 9 ,9 9 9

DECEMBER 2016

15%

$5 0 , 0 0 0 $7 4, 9 9 9

30

ABOUT ONESPOT

ABOUT MARKETING INSIDER GROUP

OneSpot is a technology platform for

The Marketing Insider Group is a marketing

personalizing content marketing across

strategy consultancy focused on helping

digital channels. The solution helps marketers

clients use content marketing to connect

drives personalized, repeat engagement

with audiences and generate measurable

with branded content across websites, email

results. The firm’s unique approach brings

and paid media channels, at scale. Fortune

transformative value to clients by delivering

500 brands like Nestlé, IBM, Whole Foods

content marketing strategies that engage

Market and Delta Faucet rely on OneSpot

targeted audiences, convert to results and

to build strong content-based relationships,

deliver ROI that supports overall business

uncover actionable content insights and drive

objectives. For more information visit

quantifiable business results. Privately funded

marketinginsidergroup.com

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


DECEMBER 2016

31

F O R M O R E I N F O R M AT I O N , C O N TA C T U S AT R E P O RT @ O N E S P O T. C O M