- Marketers say they don’t have the time they need to manage every aspect of their online campaigns, with 40% naming lack of time their biggest challenge.
- Almost half (49%) of the marketers surveyed by content marketing specialist Zmags said that rich media content was “most critical” to getting customers’ attention.
- The survey says that images and video are most important in making an impression, since most (55%) page views last no more than 15 seconds.
While retailers already account for more than a fifth of digital ad spend, they don’t have the time to manage or expand their campaigns, says content marketing firm Zmags. Naming rich content, timely messaging, and multiple-channel messaging their most critical challenges, the marketers surveyed said they didn't have the time to do everything they want to do in the digital realm.
Marketers want to be in digital to leverage consumers’ initial research into sales. Four-fifths (80%) of store shoppers check prices online before going to a store, according to MIT research, and $1.1 trillion in retail sales are influenced by the web. With more than half (56%) of web content consisting of quick-to-process images and video, Zmags said, the rich content marketers seek tends to be visual in nature.