Content marketing forms a vital cog in the overall strategic marketing machinery

60 percent of the APAC marketers and agencies believe in making it their top priority for the industry

e4m by Ronald Menezes
Updated: Aug 23, 2017 7:28 AM

Content marketing is laying deep roots for the future as more brands begin supporting it today. Leading brands like Microsoft and P&G have used content marketing to generate profitable customer action.

According to a global report by NewBase (formerly known as Publicitas,) 60 percent of the APAC marketers and agencies believe in making content marketing their top priority for the industry. On the other hand only half of the world’s agencies and marketers considered it as a top focus.

Ad blocking, brand safety and transparency are pertinent issues for brands. While programmatic was one of the most important and pressing issues for the EMEA region, the problem was not serious for the PAC region, according to the report. Further the report adds that APAC’s content marketing surge was partially due to consumers’ increasing adoption of mobile phones.

“Content marketing still remains the primary marketing consideration but its dominance in 2017 has been squeezed with an increased focus on accountability, measurement and personalisation,” stated the report.

Experts speak

Almitra Karnik, Head of Marketing, Clevertap, said, “In today's hypercompetitive environment, content is 'king' for multiple reasons. Whether you are in the B2C, B2B or B2G segment; the reality is that brands are catering to the latent and explicit needs of an increasingly discerning, demanding, empowered and digitally-connected customer base. Offering relevant and timely content to your target audience helps brands drive higher top-of-mind recall, customer engagement, retention and consequent profitability. The key is to ensure that your content educates and empowers customers to make more informed engagement or purchase decisions without overwhelming them with over-information or unwarranted privacy intrusions. You might have the greatest product or service on offer but without understanding the significance of targeted content to your customer base, brands are liable to become vulnerable and eventually, obsolete. Thus, content marketing forms a vital cog in the overall strategic marketing machinery for any brand today.”

Neelima Burra, CMO and Business Head – Health and Wellness, Cargill Foods India, said, “Consumers today are bombarded with more adverts and messages than ever before, so the impact of more traditional channels is somewhat diluted. Content marketing has the capacity to resonate more powerfully with your customers because it’s carefully tailored to their needs and interests. It’s a way of conveying your brand’s personality and offering without being overtly promotional, which can go a long way towards building brand trust among your audience.”

Prince Thomas, Head Brand Marketing,, said, “Content marketing helps in engaging customers for longer than usual. It also helps in educating them as brands can share detailed information, unlike a 30 sec TVC, and gains trust by highlighting points that affect all of them. Brands can also experiment with different formats on various platforms, making it more edible for the audience. With online media consumption increasing day-by-day, content marketing is an obvious choice which drives relevant traffic and boosts the performance.”

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