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Content marketing versus product marketing: An analysis of consumer engagement in online advertising

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In a digital age, in which consumers have access to more information and choice than ever before, advertising cut-through is paramount. A study of 3.2 million financial services ad impressions served on an Australian property website found that content marketing aimed at consumer entertainment was more effective in engaging consumers than product marketing. When offered the chance to be entertained, consumers were 27 per cent more likely to click an ad than when offered a cheap product. The study also found that advertisements featuring people was also more likely to engage consumers than advertisements not featuring people.
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Keywords: content; content marketing; digital marketing; online marketing

Document Type: Research Article

Publication date: September 1, 2016

More about this publication?
  • Journal of Digital Banking is the major new professional journal publishing in-depth, peer-reviewed articles and case studies on how to develop a profitable, customer-focused digital banking strategy – specifically by using technology and automation to deliver efficient, secure and seamless customer experiences with lower operating costs.

    Each quarterly 100-page issue – published in print and online – will feature detailed, practical articles showcasing the latest strategic thinking on how to exploit new and existing digital banking markets, technologies and business models along with actionable advice and ‘lessons learned’ from fellow digital banking professionals on the key business, risk and operational requirements for putting that strategy into practice. It will not publish advertising but rather in-depth analysis of new thinking and practice at a wide range of financial institutions, financial technology innovators, central banks and financial regulators worldwide for readers to benchmark their organisation against, with every article being peer-reviewed by an expert Editorial Board to ensure that it focuses on the digital banking professional’s perspective, the challenges they face and how they can tackle them.

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