Wednesday, June 18, 2014

Cross-Device Functionality Top of Mind for B2C Content Marketers

Content marketing has emerged as a well-accepted practice, blending brand-beneficial messaging into a non-advertising package in order to fit in with modern media platforms like social media, digital video or mobile search, according to a new eMarketer report, “B2C Content Marketing 2014: More Money, More Pressure to Perform.” 

But in a marketing world driven ever more by data, content marketing remains very much an art form, especially in the business-to-consumer arena. The difference between a viral hit and an invisible flop is still a coin toss for agencies or brands to predict. And, trickier still, there are no universal principles for proving return on investment to justify growing content marketing budgets. 

(via)

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