​A survey finds that Americans prefer to shop and engage with brands on the web over in-store experiences.

​Brands are increasingly using the internet to drive website conversions, and optimizing content for the internet can show immediate results. While marketers may not be able to increase sales right away with content marketing, they can improve the overall user experience for site visitors to develop long-lasting relationships – and new research suggests many people look at the web as a preferred medium for brand interactions.

25 percent of internet users feel comfortable engaging with branded websites compared to 18 percent who prefer in-store experiences.

However, businesses can improve their content ​efforts by regularly shifting strategies to take advantage of user insights. Recently, Kentico worked with SurveyMonkey to understand consumer sentiment toward brands online. The infographic’s findings can help marketers tailor their content efforts to maximize reach, impact and results. According to the report, 25 percent of internet users feel comfortable engaging with branded websites compared to 18 percent who prefer in-store experiences. The tides have changed – people will forego in-person experiences to find timely resolutions to their questions and concerns online. Marketers must create blog articles that provide site visitors with information built to answer pertinent questions. This type of content creation can increase site traffic and bolster time on site to establish more lead nurturing opportunities through daily blog and news updates.

Perhaps more important for businesses looking for fast results from internet marketing is that 56 percent of surveyed shoppers are more likely to buy online compared to 24 percent who purchase items in-store or 10 percent via mobile devices. Marketers who want to speed up their marketing efforts and generate more leads must realize that their websites have become essential resources for sales, and content marketing helps improve the value of their sites for long-term results. Many brands have already discovered the benefits of web content – approximately 84 percent of B2Cs and 83 percent of B2Bs publish industry-relevant media to their sites to engage audiences.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.