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The use of native advertising and other types of content marketing—in the most general sense, the creation and distribution of content that aims to offer consumers a deeper relationship with brands—to boost both loyalty and sales will be a major trend in the UK this year, according to a new eMarketer report, “UK Key Digital Trends for 2014: Mobile Usage, Big Data and Ad-Buying Options Influencing Digital Ecosystem.”
Content marketing is so widespread in the UK that in January 2013, 88% of marketers polled by the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) said they were already using it to increase their appeal to consumers.
A separate study from August 2013 found that average spending on content marketing amounted to 31% of budgets among UK marketers that used content to some degree. Seventeen percent of respondents said they spent between one-quarter and one-half of their marketing budgets on content, while 11% spent between 50% and 74%.
In the CMI/DMA survey, content marketers in the UK used a broad spectrum of tactics and placements in 2013. Social media, blogs, website articles and newsletters were the top choices, though by a relatively small margin.
UK marketers took their cue from various indicators when creating content for specific audiences in 2013, the CMI and DMA found. Six in 10 tailored content according to industry trends, and 57% based their tactics on profiles of individual decision-makers. Over half (55%) used company characteristics to assess what would interest recipients. Interestingly, only 32% said they took personalized content preferences on board during this process.
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