Original Research is Helping Marketers Achieve Top Objectives

New data suggests that more marketers are now conducting their own original research, but what are the key benefits of doing so?

To learn more about marketers, their original research, and the advantages that come with conducting research in-house, Mantis Research in partnership with Buzzsumo recently published the “How Marketers Create and Publish Original Research in 2018” report. Nearly half of the respondents (47 percent) claimed that they had created and published original research over the past 12 months.

Of the types of research they are conducting, most (58 percent) cited survey-based research. This was followed by analyzing owned data (54 percent) and analyzing data from third-party sources (42 percent).

The majority of marketers (46 percent) claimed that their research met the majority of or all of their expectations, and 92 percent said they intended to conduct original research again within the next 12 months.

Through their original research, most respondents (74 percent) stated that they have benefited through the amount of website traffic they have received. Sixty-three percent have benefited in the form of social shares, and 56 percent have received an advantage in the form of mentions from media, PR, influencers and bloggers.

Marketers Remain Dedicated to Original Video Content

In terms of original content, marketers appear to be focused on video, according to previous research.

Recently, IAB conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report to determine exactly how much money marketers intend to funnel toward original video content. The statistics found that marketers will spend upwards of $10 million on digital/mobile video advertising in 2018. About $4.7 million will specifically go toward original content, which is a year-over-year increase of 68 percent dating back to 2016.

In 2018, an average of 47 percent of digital video budgets will go toward producing original content.