The Personalization Imperative for Content Marketing, based on a survey of 1,500 US consumers by OneSpot, a supplier of content marketing software, and consultancy Marketing Insider Group, concluded that personalisation is becoming a "strategic priority" for brands.
Eighty-eight percent (88%) of respondents said that personally relevant content improves how they feel about a brand, while 78% said such content increases their purchase intent for a brand's products and services.
And half (50%) indicated that they would pay more for products and services from those brands that do a good job of providing personally relevant content.
"More than ever, consumers expect and demand a personally relevant experience wherever they go and whatever they do digitally," said Adam Weinroth, chief marketing officer, OneSpot.
"Findings from this research reinforce the need to make personalisation a strategic priority for brands to remain relevant to consumers," he added.
Amazon leads the way in this respect, with 55% of respondents believing that the online retailer sets the standard for delivering personalised digital experiences; Google (39%) and Facebook (38%) lagged some way behind in their estimation.
The sort of content on which consumers placed the greatest value was that which "informs" (40%) and "educates" (28%); far fewer attributed significance to content that "entertains" (17%) or "inspires" (11%). And quality ranked marginally higher than relevance (81% vs 78%).
The study further found that the most important category for personally relevant content was Health & Wellness (72%), closely followed by Food (71%) and then Electronics & Technology (66%).
"Attention has become the currency of all digital experiences," said Michael Brenner, chief executive officer and founder, Marketing Insider Group.
"Increasingly, the best way to attract attention is through high-quality content delivered through an individually personalised experience for consumers."
Data sourced from OneSpot; additional content by Warc staff