新闻稿发布的ROI效果评估――年度调查报告

中国企业内容传播趋势与ROI调查报告2014新媒体环境下企业内容传播趋势与ROI效果评估12014ROICopyright©2013PRNewswireLimited.AllRightsReserved.目录前言………………………………………………………………………2研究方法与问卷说明……………………………………………………3趋势与变化………………………………………………………………4一、内容传播专项调查部分…………………………………………881419二、新闻稿发布专项调查……………………………………………212124三、多媒体专项调查…………………………………………………2525201326四、新媒体专项调查……………………………………………………27273132五、企业内容传播ROI效果评估………………………………………35ROIRESULTS35基础调查信息…………………………………………………………3722014ROICopyright©2013PRNewswireLimited.AllRightsReserved.2013BusinessobjectivesContentobjectivesC-suite1,176ContentMarketingROI(ReturnOnInvestment)前言32014ROICopyright©2013PRNewswireLimited.AllRightsReserved.31PRNewswire研究方法与问卷说明过往完整报告下载20102012201142014ROICopyright©2013PRNewswireLimited.AllRightsReserved.1126485.3%/Minisite76.6%73.5%285.6%247.6%57%47%3KPI412KPI趋势与变化过去12个月6485.6%285.6%6+52014ROICopyright©2013PRNewswireLimited.AllRightsReserved.1/minisite31%265%24.2%31256%50.9%69%487.9%(ROI)31%31%未来12个月62014ROICopyright©2013PRNewswireLimited.AllRightsReserved.过去12个月未来12个月微博/微信/移动新闻客户端是企业最重视的新媒体类型企业平均使用超过6种内容传播工具企业拥有2个及以上的社会化媒体官方帐号企业表示将减少在传统媒体渠道的投入企业表示将进一步加大对微信的使用和投入24.2%457%47%47.6%1385.6%85.3%76.6%73.5%31%65%+6+企业内容传播向视觉化、人性化、即时化、互动化、社交化、移动化的趋势迅速演变内容进化论72014ROICopyright©2013PRNewswireLimited.AllRightsReserved.过去12个月未来12个月更多的预算投入要求更多的投资回报企业对内容传播的效果和转化率仍有更大的期待企业在内容传播方面的成本与投入都在上升(ROI)表示将增加对“微信”的费用预算投入的企业比例为56%表示将增加对“微博”的费用预算投入的企业比例从去年的69%下降到50.9%KPI56%50.9%69%可量化的指标仍然是KPI考核的重点微信衡量新闻稿发布效果最重要的KPI指标87.9%的企业进行内容营销的目的是到达媒体覆盖的广度+质量品牌知名度+促进销售ROI微博1263.7%53.4%47.8%46.5%24.2%28.2%30.3%15.3%17.4%16.6%10.7%9.2%13%6.6%82014ROICopyright©2013PRNewswireLimited.AllRightsReserved.（一）使用现状与未来趋势/Minisite//EDM//Apps/SNS//使用比例认为有效回报一、内容传播专项调查部分在过去12个月，企业平均使用超过6种内容传播工具，而为企业带来最有效回报的不超过4种，新闻稿（85.3%）、网站/Minisite（76.6%）、微博（73.5%）等，仍是企业最常使用的内容传播工具或手段，不同行业、规模、类型、商业模式的企业对各项工具的使用依然分化显著。过去12个月85.3%76.6%73.6%59.7%49.3%48%45.8%37.8%36.8%32.9%27.5%23.2%22.3%19.9%92014ROICopyright©2013PRNewswireLimited.AllRightsReserved.B2B141266.243.6885.3%64%93.1%73.3%12/minisiteEDM201249.3%24.2%57%47%20132.72124%200/59.7%/46.5%B2B/B2C11SNS23.3%19.9%201310CMI(ContentMarketinginstitute)2014(SocialMedia)(Articles)EDM(eNewsletters)(In-personEvents)(Videos)(Blogs)(MobileContent)B2BB2C2014CMI:B2BB2C102014ROICopyright©2013PRNewswireLimited.AllRightsReserved.B2C/B2B//EDM1055.9%B2C41.3%B2C656.7%B2BB2B71.2%/B2C3056.1%B2B///B2B30.2%18.2%8%B2C//4%/////8B2B/IT////NGO90%7/40.5%6773.7%52.4%/行业方面B2B与B2C企业对各种内容传播工具的使用情况分化明显112014ROICopyright©2013PRNewswireLimited.AllRightsReserved.12B2BB2C88.4%67.7%83.3%58.0%/Minisite80.7%55.1%70.7%42.0%72.3%38.9%80.7%56.0%/71.2%56.1%44.0%31.3%42.1%18.6%56.7%30.7%/43.7%26.5%50.7%28.7%EDM52.3%37.5%38.0%25.3%/29.5%12.7%45.3%26.7%35.4%18.7%36.3%16.3%/Apps25.1%12.7%36.7%20.1%/24.6%8.4%28.0%9.3%SNS17.9%4.6%28.7%16.7%//30.2%18.2%8.0%4.0%19.6%4.9%20.7%8.0%¹124.7%2872B2BB2C94%72%B2B12122014ROICopyright©2013PRNewswireLimited.AllRightsReserved./Apps/Minisite//EDM////SNS0%10%20%30%40%50%60%70%80%90%100%未来12个月在未来12个月，企业将进一步增加对微信、移动媒体/Apps、企业网站/Minisite、微博、图片、视频、新闻稿等内容传播工具的使用频率，表示增加的比例分别超过或接近半数。企业内容传播向视觉化、人性化、即时化、互动化、社交化、移动化的趋势迅速演变。/Apps45%56.6%20136CNNIC4.64PCStatCounter2013717.4%26.6%65%32.4%2.6%56.6%37.9%5.5%56.1%38.6%5.4%53.3%43.2%3.5%52.7%43.5%3.8%49.7%42.2%8.1%49%43.3%7.7%33.1%56.9%10%29.6%55.3%15.1%24.9%63.7%11.4%24.2%64%11.8%23.9%62.8%13.3%22.7%65.5%11.8%12.6%65.6%21.8%132014ROICopyright©2013PRNewswireLimited.AllRightsReserved.65%1257%/Apps2073%53.3%1274%B2C66.7%B2B51.2%/////90.5%/86.4%///////Apps//SNS658.3%54.4%40.9%38.2%/12ForresterResearch(prnewswire.com)–(prnasia.com)15%5000行业方面APPs12≤100101-9991000-4999≥500061.7%56.8%53.8%52.9%70.4%68.6%59.2%51.5%APPs47.7%46.2%45.6%36.8%///SEO87.9%66.4%77.5%35.6%34.8%19.9%142014ROICopyright©2013PRNewswireLimited.AllRightsReserved.87.9%91%/58%66.4%77.5%/73%SEO31%35.6%（二）传播策略与预算投入品牌公关层面仍是企业进行内容营销最主要的目的，87.9%的企业进行内容营销的目的是提高媒体曝光量与品牌知名度，与去年相比，企业对内容营销在转化方面的期待略有提升。目的CMI2014(BrandAwareness)(LeadGeneration)(CustomerAcquisition)152014ROICopyright©2013PRNewswireLimited.AllRightsReserved.881.1%B2BB2C70.7%B2C29.1%B2B8/83.6%81.1%谁来负责内容营销的管理？70.2%56.2%16.6%44.1%10.9%//CEO/C-suite/(Agency/Consultingfirm)在品牌目标保持一致的情况下市场与品牌、公关部仍是企业内容营销的主导部门，相比去年，企业销售/客服部与公司高管层(C-suite)参与比例在加大，而由第三方机构(Agency)负责管理机参与内容营销活动的比例稍有减少。≤1010-5050-100100-500≥500非常重要不重要20122013162014ROICopyright©2013PRNewswireLimited.AllRightsReserved.75.5%/49.2%27.9%10006.9%991%12/预算投入45%46%5%2%2%23.2%26.8%22.3%19%28%29%19%15%9%8.7%172014ROICopyright©2013PRNewswireLimited.AllRightsReserved.61.2%125031.7%1010044.2%500221%12/////5016.7%50044.5%100201231%23.5%5001238.3%56.6%25%12/SandraZorattiRicoh0.7%7.5%11.7%27.5%6.6%20.9%25.1%100%1%-4%5%-9%10%-24%75%-99%50%-74%25%-49%50-50034%41.4%71.8%50%50%-74%5/182014ROICopyright©2013PRNewswireLimited.AllRightsReserved.121256%50.9%69%1271%75.5%50.9%69%55.7%1244.5%/AppsB2C/Apps56.5%B2C121231%//42.7%40.9%/AppsSNS/0%20%40%60%80%100%AmitSinghalGoogle75.4%22.9%1.7%55.8%42%2.2%50.9%44.9%4.2%44.5%51.7%3.8%39%53.6%7.4%32.9%56.9%10.2%18%68.7%13.3%16.8%52.2%31%15.2%67.8%17%今年，企业在内容生产和投资回报衡量方面的挑战进一步上升，74.6%的受访者表示“如何生产足够丰富的、不同类型的内容去影响接触客户/消费者