Veronis Suhler Stevenson recently published its annual Forecast Mid-Term Update and found that targeted content marketing campaigns are driving massive growth in the communications industry. Investment in internet-related media is driving the largest share of growth, with this segment expected to rise 18.1 percent.
At the beginning of the year, VSS pegged the communications industry to see 3.1 percent growth in 2012. However, it has revised its expectations to 3.8 percent based on activity in the first quarter of the year.
Among the primary reasons for increased spending, according to VSS, is the goal of making branded content more easily accessible and relevant to smartphone and tablet users. “What’s resulted is an increase in spending within the U.S. communications industry as both consumers and businesses begin to expand their use of a variety of communications platforms and tools such as mobile devices and tablets,” the company said in a release.
Businesses have been more aggressive than most expected in adjusting their web marketing strategies with more opting to create original custom content optimized for audiences with a variety of devices.
Developing original marketing material helps organizations populate their website with content that informs prospects and existing customers of new trends within the industry, which can catch the interest of the growing number of mobile searchers who look for product information via branded sites while shopping.
Overall, custom content helps improve a site’s standing within search regardless of the devices people are using.
Brafton recently reported that search engine use has continued its growth among consumers, with more than 70 percent of consumers using Google regularly. A separate Brafton report found that 89 percent of consumers said they rely on search engines to conduct research for purchase decisions, while B2B buyers are similarly reliant on the channel for information.
