Brafton has reported that consumers prefer organic results, and it seems many marketers take this idea to heart. A survey from The Society of Digital Agencies reveals that marketers plan to increase their investment in unpaid and earned media this year, as well as their social media marketing efforts.
According to the report, 61 percent of marketers will devote more resources to unpaid and earned media in 2011. Content creation that affords brands editorial influence is deemed a top priority, with Victor Mehren, an advisory board member for Digital Marketing Outlook, saying earned media is “always about the creative.”
This sentiment is validated by the results of a comScore survey from last fall. As Brafton reported, comScore found that quality content increases brands' competitiveness. One brand even gained 2 percent share in a key market simply by upping the ante with its ad content.
Now, marketers are increasingly investing in creating quality content for nonpaid media. In fact, the Society of Digital Agencies survey found that 43 percent of marketers will decrease their investment in paid media this year.
As content investment is on the rise, so too is investment in social outreach. More than two-thirds of marketers (69 percent) will increase their investment in social media and apps this year.
Brands that combine quality content with social media may find they are poised for success this year. As Brafton has reported, unique, branded social content is a competitive necessity, as 73 percent of businesses currently offer original content to social fans.