Source: Acronym Media / Forrester Consulting [download page]
Notes: Among US digital marketers who use keyword data to inform content and digital marketing efforts, most (59%) do so to inform paid media efforts and to understand customer intent (51%). When asked about the impact of encrypted data, almost two-thirds said it will negatively impact their understanding of customer intent, while roughly 6 in 10 see a negative impact on how they inform their paid media efforts (62%), determine content placement (61%) and identify themes to address with content (60%). Without keyword-level search data to identify searcher intent, digital marketers are most likely to turn to web analytics data (76%), paid search data (keyword performance used in paid search; 67%).
About the Data: In the study, Forrester conducted an online survey of 102 organizations in the US to evaluate the state of content marketing in the wake of changes to Google’s data encryption policies. Survey participants were all digital marketing decision-makers. The study began in March 2014 and was completed in April 2014.