Super Bowl Commercials Are Proof that Investing in Content Is Key

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Customer Engagement
Marketing
Super Bowl's ad extravaganza is long over, but the content lives on. This year's commercials ran the gamut with many highlights and lowlights. Whether you favored Doritos' Ultrasound Baby or Mountain Dew's PuppyMonkeyBaby, one thing is for sure: You can watch them over and over again if you choose.

Super Bowl's ad extravaganza is long over, but the content lives on. This year's commercials ran the gamut with many highlights and lowlights. Whether you favored Doritos' Ultrasound Baby or Mountain Dew's PuppyMonkeyBaby, which coincidentally was ranked the least favorite commercial, but the most-watched on YouTube, one thing is for sure: You can watch them over and over again if you choose.

Today's Super Bowl commercials take on a life of their own in the digital realm. ChannelMeter reports the top 10 Super Bowl commercials garnered 3,287,828 YouTube views from February 7 to February 14. Such stats point to the importance of content resonating with customers in digital marketing campaigns.

According to a new report, however, marketers may have more content than they can handle, risking a disconnect with their intended consumers. Accenture's Interactive's study "Content: The H2O of Marketing" published last week surveyed 1,078 senior marketing leaders across 17 countries. The findings showed that despite heavy investments in managing a rush of digital content, the operational side of that content management is taking up too much of marketers' time.

Some of the findings include:

- 92% deal with more digital content than two years ago.
- 83% predict volume will further increase in the next 24 months.
- 50% have more content than their marketing organizations can effectively manage.
- 73% spend more than $50 million on content management

Despite the glut of content, the report reveals a disassociation between the content and strategic goals and customers' needs.

- 45% are confident their investment will achieve business goals
- 58% of organizations report that they have a content strategy that meets current and future needs.
- 78% of respondents feel the need for better alignment with IT because they feel that marketing today relies more on technology than ever before.

Content marketing goes beyond promotions and discounts to engender long-term engagement. Storytelling that resonates with consumers for the long term creates intimacy and personal connections with customers. To give content marketing legs, organizations must break down the barriers that prevent them from mastering digital content, collaborate across technology and marketing, and invest in the strategies and technologies to ensure content is resonating beyond the first click.

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