Most display campaigns now include RTB as fairly standard practice. Our media team discuss the advantages
One of the effects of the recent Google algorithm updates, particularly Panda, has been the realisation amongst the industry that creating quality content is now vital to ensure a strong web presence. The increasing influence of 'content marketing' can be seen in the Google Insights Search Trend graph for this term:
This content shift was further highlighted in an interesting survey published by econsultancy this month, based on the insights of more than 1,300 marketers working for brands, agencies, and publishers. This highlighted the rise in importance of content marketing. Amongst the main findings of the report were:
-90% believe content marketing will become more important over the next 12 months
-73% of digital marketers agree that 'brands are becoming publishers'
- 64% of in-house marketers agree that content marketing is 'becoming its own discipline'
-38% currently have a defined content marketing strategy in place
-55% of in-house respondents and 58% of agency respondents are saying that they (or their clients) are working on a content marketing strategy
This shift to content-based strategies will require all strands of the internet marketing circle to work together - with input from SEO, Social Media and PR specialists required in order to maximise the potential impact of any content produced.