This IDC Survey Spotlight presents extracts from IDC's European Customer Experience (CX) Survey involving 300 European marketing decision-making respondents from France, Germany, the Nordics, Spain, Benelux, Austria/Switzerland, and the U.K. conducted in March and April 2018. In this IDC Survey Spotlight, we discuss enterprise content publishing priorities. Digital innovation has produced a plethora of new content publishing techniques and communications channels to market. These include webcasts, social media, blogs, podcasts, and online advertising. Marketers have embraced these tools for the most part with enthusiasm. The question being asked here is the degree to which these tools have replaced or complemented traditional tools such as flyers and leaflets as well as TV advertising in marketers' priorities.
"Although blogs and online advertising have risen to the top of marketers' content publishing priorities, this does not necessarily mean that traditional methods are being entirely replaced," said Gerry Brown, research director, IDC Europe. "For example, over 40% of marketers still rate leaflets, flyers, and hardcopies as important publishing tools. Marketers are increasingly experimenting with combined online and offline communications mixes using contextual creative content to differentiate their offers and engage customers, rather than rely on online digital promotional offer response alone."