There is becoming a trend in marketing where there is being a greater importance placed on cause marketing. Cause marketing in simplest terms is just marketing with regards to a cause that affects many people such as environmental issues like climate change. Brands are now aligning themselves with a specific cause that many people are either interested in, or support and that is causing them to have a higher customer engagement rate. Many people believe that investments in content-led marketing will continue to grow over the next few years and it'll continue to play a major role in marketing in general.
- Customer engagement and the ability to change perceptions are two of the most important key performance indicators for marketers, and causes can benefit both.
- Over three quarters of survey respondents expect their investment in content marketing to grow in the near term.
- Podcasts, live video, augmented reality and virtual reality are all predicted to grow more prominent for marketers.
"Compared to last year’s survey results, marketers are finding that measuring shifts in brand perceptions and time spent with content are more important than brand awareness."