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Pedro Gonçalves

Sweden's Advertisers Warm to Content Marketing - eMarketer - 0 views

www.emarketer.com/...1010460

Online Marketing Content Marketing

shared by Pedro Gonçalves on 18 Dec 13 - No Cached
  • A majority of Sweden’s advertisers now use some form of content marketing to enhance their brands
  • While 69% of those polled said they knew what content marketing was, nearly one-quarter (23%) said they had heard of it but didn’t know about it.
  • Among marketers who had content strategies, 80% said that form of marketing was at least somewhat effective at strengthening their brand, and a similar number said it nurtured existing customer relationships. More than half said it was effective for finding new customers. It was less good at generating direct sales, according to this sample.
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  • Nearly all the advertisers polled (92%) said they aimed content marketing at their customers, and 54% targeted prospects. Six in 10 also created content designed for journalists or others in the media. The most popular approach—mentioned by 65%— involved placing content on both print and digital platforms, while 43% used only digital channels.
  • Facebook was the runaway winner when it came to distributing branded content; 84% of advertisers said they had used it, and a further 11% planned to do so in the future.
  • More than three-quarters (78%) of those polled said they had produced newsletters, and 12% intended to do so, while 74% had posted content on properties such as partner websites. Pinterest was one of the least compelling propositions for these advertisers. Just 8% said they had used it to post content, and 3% planned to do so; 73% said they weren’t even considering it at the moment. Despite the growing enthusiasm for content marketing, content-related budgets remain rather low, judging by this research. More than two in five respondents (42%) reported that their company spent less than SEK1 million ($147,711) on these initiatives, and 24% spent between SEK1 million and SEK5 million ($738,552). Yet only 6% said they had no funds at all for content marketing. In another vote of confidence for content, 53% of advertisers said their content budgets would increase in 2014.
Pedro Gonçalves

Nearly Half of Western Europeans Will Use Mobile Web This Year - eMarketer - 0 views

www.emarketer.com/...2

Mobile Mobile Web

shared by Pedro Gonçalves on 07 Jan 14 - No Cached
  • In Norway, the leading country in the region, 63.5% of the population will use a mobile phone to access the internet at least once per month in 2014. With Denmark and Sweden a few points behind, and Italy lagging other countries with an expected 42.7% of the population using the mobile internet via phone, Western Europe will average 48.2% mobile phone internet penetration this year.
  • Western Europe’s mobile phone internet user base is expected to undergo steady growth, primarily driven by smartphone adoption. Between 2013 and 2017, the penetration rate of mobile phone internet users among mobile phone users will rise from 49.0% to 77.8%.
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