In Contently's new report, "State of Content Marketing 2014," we examine which brands, vendors, and voices are driving the brand storytelling movement, and analyze the four key trends will decide the future of advertising.
As interest in content marketing swelled over the past few years, old-schoolers have struggled with the urge to turn out thinly disguised advertorials, or to spike helpful content with vinegary product placement. Transparency is something they have tried to avoid.
One-third of Millennials now watch absolutely no broadcast TV, according to a 2014 New York Times study. And this is causing a lot of brands to panic. But not all of them.
Fifty-four out of a hundred consumers now say they would consider ending a relationship with a retailer that fails to directly deliver tailor-made, relevant content to them.