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TECH SUPPLIER Mar 2018 - IDC Survey Spotlight - Doc # US43483418

Will Content Marketing Investment Continue to Grow?

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

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Abstract

This IDC Survey Spotlight discusses the trend of rising investment in content marketing. In IDC's 2017 Tech Marketing Investment Survey, content marketing spending eclipsed direct marketing, making content the third most allocated program category (behind advertising and events). Does this show a permanent shift in marketing program strategy or a situation unique to the current time? This Survey Spotlight examines what this trend means to tech marketers and provides guidance for managing this important investment.


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