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Here they are folks, the finest digital marketing stats we've seen this week.

It includes the impact of Panda 4.0, the soft skills revolution, email marketing, showrooming and a tale that shows the power of social media.

And for more digital marketing stats, download the Econsultancy Internet Statistics Compendium...

The soft skills revolution

  • Research conducted for Econsultancy’s new Skills of the Modern Marketer Report indicates that marketers are attributing more value than ever to so-called ‘softer skills’, alongside the more traditional vertical expertise that recruiters look for.
  • For example, three-quarters (75%) of marketers said that the ability to embrace change was important, while almost two-thirds (63%) highly value the ability to spot opportunities and adapt strategies quickly.

How important would you say the following softer skills or behaviours are to being an effective marketer in the modern digital world? 


  • Not so much a digital stat as a heart-warming tale of social media users clubbing together to get one lucky guy a trip to Vegas.
  • A security guard from the Arcadia retail group was the unwitting hero of a viral campaign after his holiday request was accidentally sent to the companies 3,500 staff.
  • The hashtag #GiveGregTheHoliday trended in the UK for most of Thursday 22 May, resulting in TrekAmerica offering him a free trip to Las Vegas. 
  • Several other brands also got involved to offer him products to such as a suit and cosmetics. You can read all about it here.

How should email marketers spend their time?

  • Data from a new Econsultancy/dotMailer Email Marketing Speed Imperative Study reveals that email marketers are spend most of their time working on creative/content.
  • The report is based on an online survey of more than 500 client-side and agency email professionals across a range of sophistication, company size and sector, conducted in the fourth quarter of 2013.

How does the average email marketer divide their time?

Almost half of UK shoppers like to showroom

  • Almost half of British consumers regularly practice ‘showrooming’, according to new research by EE. 
  • The survey suggests that more than 20m consumers (equivalent to 44% of total shoppers) now visit physical stores to browse products while using mobile devices to find the best deals online.
  • Demographically, the trend is most popular with young people – 53% of 18 to 34 year olds say they showroom while out shopping.
  • The results are based on an online survey of 2,000 UK consumers conducted during March 2014.

The real reason your marketing costs are increasing

  • Differing user behaviours are leading to an increase in marketing costs, according to analysis of client data by Fusion Unlimited.
  • It looked at data from a range of clients and compared path length reports from Q1 2013 to Q1 2014.
  • The results showed that nearly 80% of the clients were seeing an increase in visits to purchase YoY, with an overall average increase of 8% and several over 20%.
  • One and two visit journeys still make up 50%-80% of conversion volume, but this was down on average by 4% and 1% respectively YoY.
  • The most significant trend though was in longer journeys to sale. Journeys of 10 steps were up 30%, 11 steps 50% and 12 or more steps were up a huge 85% on average YoY.

Old people aren't afraid of the web

  • Stereotypes of old technophobes being left behind by tech-savvy youth are unfounded, according to new research from iProspect.
  • The survey found that internet usage actually increases with age, with 63% of 70+ spending 11-30 hours per week online, compared with 60-69 (47%), 50-59 (43%) and 30-49 (39%).
  • Furthermore, younger and older generations are similarly confortable with the level of data security on most popular and recognised websites – 66% of 30-49 year olds and 67% of 50+ don’t see data security as a barrier when shopping online, rising to 69% among 60-69 year old and 70+. 

Mobile traffic does not equal mobile conversions

  • New research from Econsultancy and Adobe shows that even now many companies still haven’t implemented an effective mobile strategy.
  • In fact only a third of respondents (36%) agree that they have a mobile strategy compared to 45% who disagree.
  • The Finding the Path to Mobile Maturity Briefing Report also show that mobile traffic does not equal mobile conversions.
  • On average, businesses surveyed for this study reported that 31% of their web traffic comes via mobile, however 71% of company respondents achieve less than 20% of overall ecommerce revenue through mobile devices.
  • The report is based on a global survey of 600 client-side and agency marketers carried out in March and April 2014.

How much of your / your clients’ total website traffic is via mobile devices? (including tablets and smartphones) 

Ebay bashed by Panda 4.0

  • Google rolled out another Panda update this week, impacting 7.5% of English search queries.
  • Preliminary research by Searchmetrics shows that eBay and ask.com appear to be the most high profile sites affected by the update.

Pace of video sharing has increased massively

  • Research published by Unruly shows that the pace of social video sharing has almost doubled in 12 months and 42% of video shares now happen in the first three days of launch.
  • The average number of shares on the day following launch, when the most shares usually happen, has almost doubled from 10% to 18% over the last 12 months, while shares in the first week have also risen from 37% to 65% during the same period.

And finally…

Here is a rather lovely infographic on content marketing in the UK form MSLGROUP...

David Moth

Published 23 May, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1687 more posts from this author

Comments (1)



Great insight.

over 2 years ago

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