If It Isn't Memorable, Is It Content (Marketing)? - eMarketer

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If It Isn't Memorable, Is It Content (Marketing)?

A UK survey finds many don’t recall the information they’ve seen

April 26, 2017

Marketers may be investing heavily in content marketing, but their efforts may not be very memorable to people who come across it.

An April 2017 study of internet users in the UK, conducted by software company Prezi and Censuswide, found that eight in 10 respondents forgot the branded content they had seen just three days prior.

What’s more, roughly half couldn’t remember a single detail about it.

Attributes that Help UK Internet Users Remember Branded Content, April 2017 (% of respondents)

But there are attributes that can help consumers remember the content they see—and they’re not at all surprising.

Roughly a quarter of respondents said that if they saw content that told them something new—or if it taught them something new—then that would help them better remember it.

Branded content that inspires, entertains or even shocks would also be more memorable.

Events and celebrity content may also be appealing, at least according to October 2016 research from Kantar Millward Brown, which looked at the different types of branded content that UK internet users prefer.

For the most part, branded content has a better chance of appealing to teens than to older internet users in the UK. And many respondents had a very positive or somewhat positive attitude toward branded events and celebrity content.

Rimma Kats

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