Ceros industry research report uncovers gaps and barriers to immersive content creation

Ceros, an interactive SaaS design platform, launched an extensive industry report “The Embrace of Immersive Content.” The report uncovers current marketing strategies and use of immersive content based on a survey of more than 1,000 marketing, PR, and design professionals at a variety of companies and in different industries.

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“The Embrace of Immersive Content” breaks down findings into four sections highlighting success strategies and roadblocks of those who excel in a content strategy and those who do not. Key findings from the report include:

• 90% agree content designed to create an experience performs better, yet most are producing more static content than interactive
• Top three barriers to immersive content creation include difficulty securing budget (52%), lack of in-house skills (36%) and little to no leadership buy-in (23%)
• 7 out of 10 professionals agree that playing it safe is the biggest risk today’s marketers face

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“The biggest learning from this report is that today’s marketers know and understand the value of immersive content, but struggle to put a strategy in play because they don’t have the proper tools, resources, or internal buy-in,” said Alex Kelly, Director of Digital Marketing Ceros who led the survey. “Eighty-one percent said they wished their company published more interactive and engaging content — that number makes me cringe! It’s up to the leadership teams to empower marketers and designers with the resources and creative freedom they need to burn those barriers.”

Participants in the survey consisted of marketing, PR and design professionals across small, mid-size, and large companies from five different countries. Seniority within companies included individual, manager, director, C-level, owner and other.

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