Most consumers prefer to 'discover' content, not be bombarded by information

Content marketing is one of the most effective ways to build brand recognition in both B2B and B2C markets yet consumers are showing increasing mistrust for pushed content and continue to stiff-arm brands attempts to reach them.

In a recent report by Rapt Media, a survey of 1,000 consumers revealed that online ads are being rejected by 43 per cent of those surveyed, and 62 per cent say that they prefer to discover content themselves. Additionally, 95 per cent of those surveyed say they take action to avoid seeing or receiving ads, and even if content is customized they prefer to find it on their own.

Further, the report notes that 67 per cent of consumers say that brands are sending too much information, 55 per cent say it is not interesting or relevant to them, 46 per cent say it's too pushy and 42 per cent say they don't trust them.

The report also looked at a generational change that parts the sea between millennials and those over the age of 30 up to age 45. Based on the report, it appears that a true generation gap is growing when it comes to content marketing in particular as the report notes that 60 per cent of millennials say they would be more likely to make a purchase after spending more time engaging with content, versus 44 per cent of those over the age of 30. Additionally, 42 per cent say they would spend more time reading or viewing content if they could tailor it to their interests, while 30 per cent of millennials said they would tell friends about a brand/company if it delivered them personalized content, with only 18 per cent of those over age 30 and 8 per cent of those over age 60 doing the same.

The millennials, defined as those who reached adulthood around the year 2000, are driving both B2C and B2B marketing trends and their overwhelming preference for personalized content and purchasing more as a result of that engagement is a noticeable part of the generation gap.

The report notes that there is a 'gratitude effect' among younger consumers who feel and react to the quality of content they're given. This can establish a connection between the brand and the consumer with 66 per cent agreeing that if they don't view a content piece all the way through, it's because it is uninteresting and irrelevant to them. Meanwhile, 62 per cent of all of those surveyed said that if brand content were more personalized they would most likely seek out other information or content to learn more about the brand. Further, 63 per cent of consumers said they would think more positively of a brand if it gave them content that was more valuable, interesting or relevant. The challenge is that 49 per cent of those surveyed overall said they researched the product thoroughly online first, while 46 per cent said that they found content on their own. Additionally, 48 per cent of consumers said spending more time engaging with content makes them more likely to make a purchase, while 49 per cent of consumers said they've research the product thoroughly online first.

While B2B and B2C marketers continue to invest in content marketing, the report notes that content creation technologies that are becoming increasingly personalized is an area of change that could put consumers back into the driver's seat and give them what they really want. Improved content marketing technology would result in content that can not only offer deeper data and insights, but also build trust and brand loyalty with consumers, the report notes.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.