Content Marketing Research: what influences consumers decisions most?

Content marketing research shows that quality core content is a key to successful online content marketing. In this study 73% of respondents said they would make a purchase from a brand that regularly gave them useful information in their advertisements.

Today, digital platforms and social networks have changed the relationship between brands and consumers. Consumers have more choice than ever before and are engaged even in creating content. Reaching and engaging these new, active and connected consumers—Generation C (YouTube Generation), is a constantly evolving challenge. However, for brands that embrace this challenge, it is also an opportunity to bond with people more strongly than ever.

A six-month survey (full report here) interviewed nearly 2,500 consumers who’d recently purchased products in the auto, beauty and smartphone categories.

Here is a list of the top ten “points of influence”:

  • Word of mouth (74%)
  • Retailers and store visits (69%)
  • You Tube – how-to videos, product visualization, entertainment (64%)
  • Twitter (61%)
  • Company/brand websites (59%)
  • Facebook (56%)
  • Pinterest (56%)
  • Newspapers and magazines (55%)
  • TV and movies (51%)
  • Search (51%)

New consumers are looking much more substantially than they have in the past to media to match the purpose with which they lead their lives. More than ever, this perspective helps them fulfill their needs, passions and interests. The new driver of consumer purchasing is purpose - the days of impulse buying are over. Consumers select brands that engages them on their passions and interests 42% more often than just making a purchase based on impulse.

Read the full report here.