Video shouldn’t necessarily be the first choice for marketers, says the Economist Group Global Content MD
Elena Sukacheva, the managing director of Global Content Solutions Group, part of the Economist Group, shared shocking new data today that compared millennials with marketers and C-suite executives. The results revealed that video isn’t as effective as the industry seems to think.
The study, whose results were revealed at the 4As conference earlier today, polled 500 C-level executives, 500 millennials, and 500 marketers globally and found that 75 per cent of respondents still preferred text to video when it came to consuming video content.
“Our findings confirmed that marketers are missing the mark,” said Sukacheva. For example, 93 per cent connect content to their products and services, while these are audiences who hate to be sold to.”
A large number of those polled, 60 per cent, said that they don’t enjoy consuming content that sounds like a “sales pitch.”
However, those weren’t the only surprises revealed today.
The Economist also shared that even though the industry has moved quickly toward mobile, usage of the platform is still far behind use of laptops and desktops. About 71 per cent said that they consume the majority of their content on these traditional devices.
However, it seemed the similarities between the three groups surveyed ended there.
C-suite execs said they trust established media outlets the most, while millennials revealed that they put the most value on recommendations from friends or social media.