CMOs will invest more in content marketing, as they shift their priorities toward customer retention, loyalty, and advocacy. YuYu Chen, writing for ClickZ, discusses new research from The CMO Club and IBM.
According to the report, “Marketing is a (Buyer) Journey, Not a Destination,” 57% of CMOs expect their budgets to increase over the next two to three years, with a 52% traditional and a 48% digital spending split. CMOs participating in this research indicated that content generation would be their largest expenditure, accounting for 13% of their increasing budgets.
CMOs are focusing on customer retention, loyalty, and advocacy at every point in the buying journey. Building long-lasting customer relationships is important to marketers, and content marketing can provide consumers with a consistent and personalized experience during the entire purchasing journey. In addition, content marketing can serve as an educator for the brand and result in a deeper degree of engagement with consumers.
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