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Saturday Stat Series: Diversify Your Content, Multiply Your ROI


Post Date: May 10, 2014
By: Casey Hampsey

Welcome back to DMA’s Saturday Stat Series! On Saturdays, we’ll be bringing you one interesting fact or statistic from our 2014 Statistical Fact Book to look at in detail, and spark a discussion. We hope that these posts deliver interesting insights to you!

These days, it’s all about content-driven marketing. Consumers see more advertisements in a single day—in a single hour—than ever before, and they respond the most to marketing that they perceive to deliver relevance to their lives. So what kind of content should marketers invest in?

In the chart below, marketing professionals were asked to choose which types of content delivered the greatest ROI. Check it out: SATURDAY STATS - PART 1 - Chart

It would seem that most marketing professionals claimed that featured articles delivered the best ROI, followed by video, white papers, and photos. What immediately jumps out is that these four top content channels represent all types of media: print (white papers), visual (video, photos ), interactive (video), and online (featured articles, usually on blogs or news aggregate sites). There is no one best channel—rather, a marketer seeking to maximize ROI ought to push content in a number of different streams.

If you want to know more about how to improve the integration of your marketing channels, don’t worry! There is still time to register for Integrated Marketing Week ‘14, the event for integrated marketing in the customer experience era. Powered by DMA, with keynote speakers such as Penry Price, Vice President, Marketing Solutions, LinkedIn, and Alexis Maybank, Founder and Chief Strategy Officer, Gilt Groupe, IMW ’14 offers insights into how to make your market strategy data-driven, fully integrated, and multichannel. Check out the full list of keynote speakers here.

If you have any stories or insights to share about which content stream your company found to deliver the greatest ROI, tell us in the comments! See you next Saturday!

Our Saturday Stats come to you every week from the DMA 2014 Statistical Fact Book. We’ll be sending up Saturday Stats every weekend until October 25, the beginning of the DMA2014 Annual Conference. We hope to see you there! To take a deeper dive into the Statistical Fact Book, click here for more information.

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