Since the beginning of the age of mass media, advertisements and commercials have been commonplace in the entertainment environment. While there's certainly a lot of evidence that ads work on a matter of scale, businessperson owners and marketers wonder how to improve the efficiency of their marketing campaign. A new study from Rapt Media suggest that connecting to consumers with relevant content may be a more effective way to market an organization.

According to The Future of Content: Rethinking Content Consumption, a recently released national survey report, consumers want to discover digital content on their own and are skeptical of brands pushing online ads through interruptive channels.

The case for content marketing boils down to the fact that more and more consumers are avoiding traditional advertising vectors. According to the research, 19 out of 20 (95%) take action to avoid seeing or receiving online ads. Now this m Now y sound damning, but as anyone who uses the internet knows, you can attempt to avoid ads, but you are going to see some ads eventually.

While ads are unavoidable, the general dislike of them are a good reason to consider content marketing. Also, many of the specific reasons the survey respondents gave for not liking ads are things content marketing ameliorates.

To illustrate, 57% of millennials block ad content because it is too pushy. The takeaway from this is that marketers need to find ways to create ads and content that consumers will find engaging.

Nearly two out of five, (43%) say online ads are not personalized to their interests. While this means more than half of consumers do find some ads personalized to their interests.

But the data shows that content marketing is more effective at getting relevant content to target consumers. According to the Rapt Media, 62% of consumer say the content they discover on their own is personalized. Similarly, 61% say that even if content is customized, they still prefer to find it on their own.

The case for content creation can be summed up in one telling statistic. Though creating content for consumers to find online can be time consuming, it's a worthwhile investment for retailers. The Rapt Media study found that nearly half (46%) of the consumers they surveyed said content they find on their own influences their purchase decisions.

"Programmatic push messaging is implicit personalization perceived by consumers as irrelevant and inauthentic," said Erika Trautman, founder and CEO of Rapt Media, according to a press release. "Explicit content personalization through choice and discovery builds trust, increases engagement, and delivers a truly valuable experience starting at the point of creation. Millennials, in particular, are embracing the value of content discovery, forcing marketers to rethink the way content is created, distributed and consumed."

Unless a new model for funding free content online is discovered, it's likely that the current love-hate relationship consumers have with ads will remain. People will try hard to avoid ads, but content publishers will find new ways to serve them ads.

The case for content creation boils down to the fact that content that people find on their own can be more persuasive than any ad for people who have become jaded to traditional ads. Retailers should download The Future of Content: Rethinking Content Consumption survey report from Rapt Media to see more data on "how content discovery is driving purchases, trust and loyalty from consumers".

And for more recent research that business owners can use to improve their internet marketing, read this article on why better data is leading to reduced cart abandonment for online retailers.