tag:www.econsultancy.com,2008:/topics/ad-networks Latest Ad networks content from Econsultancy 2017-11-13T03:44:20+00:00 tag:www.econsultancy.com,2008:TrainingDate/3364 2017-11-13T03:44:20+00:00 2017-11-13T03:44:20+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:www.econsultancy.com,2008:TrainingDate/3353 2017-11-13T03:01:49+00:00 2017-11-13T03:01:49+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:www.econsultancy.com,2008:TrainingDate/3352 2017-11-10T08:41:33+00:00 2017-11-10T08:41:33+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:www.econsultancy.com,2008:BlogPost/69554 2017-11-03T11:05:06+00:00 2017-11-03T11:05:06+00:00 A B2B lead gen case study: Which channels achieve the most qualified leads? Jack Ford <p>Best practice tips are heartily encouraged, but this is more about showing you what we did and the results we achieved.</p> <p>A few months ago I wrote my first <a href="http://www.salecycle.com/the-cart-abandonment-email-playbook/" target="_blank">marketing eBook</a> for SaleCycle (yay go me!) and launched an online lead generation campaign including paid social media and third-party publishers. The goal was to generate as many <strong>qualified</strong> leads as possible. </p> <p><em>N.B. I also used email, PPC and retargeting campaigns but wanted to focus this post on social media and third-party lead generation as these seemed the hardest to find numbers on.</em></p> <h3>The channels </h3> <ul> <li>Twitter (promoted tweet and lead generation card)</li> <li>Facebook (lead generation ad)</li> <li>LinkedIn (sponsored content)</li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/0066/1.LinkedIn_Playbook_Ad.png" alt="LinkedIn Sponsored Ad" width="566" height="479"></p> <p><img src="https://assets.econsultancy.com/images/0009/0067/2._Twitter_lead_gen_card.png" alt="Twitter Lead Generation" width="611" height="435"></p> <p>I used two separate third-party publishers to promote the eBook to their database, one primarily with US contacts and the other with a UK bias.</p> <h3>The other kit</h3> <p>For the landing pages for the eBook I used the excellent <a href="https://unbounce.com/" target="_blank">Unbounce</a> integrated with our marketing automation software <a href="https://www.pardot.com/" target="_blank">Pardot</a>.</p> <p>I tried to set myself some benchmarks for these activities in terms of total number of leads I could expect and cost per <strong>qualified</strong> lead. That turned out to be much harder than I’d originally bargained for (i.e. a Google search).</p> <p><img src="https://assets.econsultancy.com/images/0009/0068/3._Google_search.gif" alt="Google Search" width="786" height="354"></p> <p>Before you inundate me with links that show the cost per lead or cost per action of various lead gen activities (<a href="http://www.wordstream.com/blog" target="_blank">WordStream</a> have got some great posts on these) - note my emphasis on “<strong>qualified</strong>” lead.</p> <h3>The challenges of B2B</h3> <p>Working in B2B marketing often means that not everyone will be the perfect fit as a client, therefore not every lead is going to be qualified.</p> <p>To make sure our clients get the best possible service (not to mention results), we (SaleCycle) target enterprise brands looking to boost their online sales. So that means while we may appeal to smaller companies, it wouldn’t make business-sense for either of us to work together. (No hard feelings though).</p> <p>This is the first job I’ve had where we’ve had to pass potential customers on to someone else who can better meet their needs (or most commonly; budgets). It took a while to get used to, but when you see the numbers behind it all, it makes sense for us.</p> <p>For a first pass of qualifying marketing leads we use traffic estimators such as <a href="https://www.alexa.com/siteinfo" target="_blank">Alexa</a> and <a href="https://www.similarweb.com/" target="_blank">SimilarWeb</a>. Neither are 100% perfect so we throw in some common sense and brand “X factor” into the mix too.</p> <p>However this challenge came through in bucketfuls during my lead generation campaign for the eBook. Let’s look at some of the numbers...</p> <p><em>So as not to give away all the ingredients in SaleCycle’s “secret marketing sauce” these numbers are taken from the first $1,300 (or £1,000) spent in each channel. There’s no discernible increase or decrease in effectiveness for the spend after this, so these are pretty close to being representative numbers and percentages.</em></p> <h3>How much exposure did each channel provide? (per $1,300 spent)</h3> <p><img src="https://assets.econsultancy.com/images/0009/0069/4_Ad_views_and_ctr.jpg" alt="Ad Views and CTR" width="550" height="369"></p> <p>Twitter was able to provide the largest audience for our ads, with the (now discontinued) lead generation card giving the biggest reach - almost a hundred times bigger than the UK publisher. However this smaller and more targeted audience generates a much better click through rate than its competitors.</p> <p>This small audience was made up of people who had visited the publisher’s ecommerce topic pages in the last 30 days. This really matched with our target market and goes beyond the usual “60% of subscribers are client-side” demographics usually provided.</p> <p><em>For the lead generation ads on Twitter and Facebook I’ve not included a CTR as the action is in the ad not on a landing page.</em></p> <h3>What about the downloads?</h3> <p><img src="https://assets.econsultancy.com/images/0009/0071/6._Downloads.jpg" alt="Downloads" width="550" height="460"></p> <p>Okay, so this table is almost like "the upside down" from Stranger Things when you compare the ranking for views with the ranking for conversion rate. On the surface it looks rosy for the social media channels with lots of views and a good number of downloads. But something unseemly is going on with the conversion %. </p> <p>In comparison, the publishers are setting world records for conversion rates from their subscribers.</p> <p>But at the end of the day I’m looking for qualified leads so the social media channels still have the highest chance of providing these.</p> <h3>Where is the quality?</h3> <p><img src="https://assets.econsultancy.com/images/0009/0072/8._Leads.jpg" alt="Leads" width="550" height="369"></p> <p>Well that didn’t quite work out for the social behemoths did it? Really small numbers of qualified B2B leads coming via Twitter and Facebook despite a healthy number of downloads.</p> <p>For these social campaigns I employed the various types of targeting available such as look-a-like followers, followers of relevant accounts, locations, interests, custom audiences etc. It’s disappointing to see that this painstaking work didn’t reap more qualified leads to pass in to our nurture program and primed sales team.</p> <p>It’s certainly an area I need to dig into for my next campaign to understand how this can be improved. I think on reflection, the lead generation card was perhaps not an ideal activity for a B2B campaign targeting business email addresses. It relies on people using their work emails for the social accounts. Something I don’t do.</p> <h3>Where should the money be spent next time?</h3> <p>So after looking through those metrics it’s time to get fiscal...</p> <p><img src="https://assets.econsultancy.com/images/0009/0073/9._Cost_Per_Lead.jpg" alt="CPL" width="550" height="369"></p> <p>As I mentioned before, this data comes from the first $1,300 (£1,000) spent in each channel, nonetheless the results above are eye-opening.</p> <p>For us the CPL (cost per lead) is the metric we will focus on as a benchmark for future campaigns.</p> <p>I’ve included the cost per download as an email address is often enough for a lead generation campaign, regardless of whether it is a business or personal account. Unsurprisingly (for me at least) the Facebook and Twitter lead generation ads came out as the cheapest per download.</p> <p>However their CPL is so high it’s going to take a serious review of the ads and targeting before I put more money on these channels for a similar campaign. Lots of experts claim Facebook is the place to be for B2B. </p> <p><img src="https://assets.econsultancy.com/images/0009/0074/10._Google_Facebook_B2B.png" alt="Google FB B2B" width="700"></p> <p>It’s interesting to see that the publishers produced the most economical leads and shows that if you can pinpoint a publisher or two that have the interest of your target market they are a great source of qualified leads. Like any battle-hardened marketer, I did some haggling on their prices to get to something I was comfortable with; a mix of targeting and value for money.</p> <p>Despite being <em>the</em> business network I was fairly (and pleasantly) surprised about the performance of LinkedIn and feel there are more gains to be made there next time. I will be trying out the text ad option for my next campaign to see how the clicks and conversions compare to a sponsored update.</p> <p><img src="https://assets.econsultancy.com/images/0009/0075/11._LinkedIn_text_ad.png" alt="LinkedIn Text Ads" width="700"></p> <p>The next step of measurement will be for me to keep tracking the value of opportunities and closed deals influenced by these campaigns. It’s currently sitting at over $50,000 for these leads which gives a potential ROI of nearly 700% for the first year of the deals.</p> <p>I don’t have any benchmarks but those numbers make me smile!</p> <h3>What did I learn?</h3> <p>There’s a few quick takeaways that jumped out at me during the campaign that I think are worth sharing and may help other B2B marketers.</p> <h4>1. Be clear on what makes a qualified lead.</h4> <p>The results above show that the social media giants of Facebook and Twitter can easily provide downloads, but don’t appear to be great at targeting qualified B2B prospects.</p> <p>In comparison, the third-party publishers charge per download but some will offer a greater amount of targeting to ensure more of these downloads qualify as leads. The UK publisher used for this campaign provided a really targeted audience and that shows in the results.</p> <h4>2. Stay on top of the social media campaigns.</h4> <p>This one didn’t really hit home until after my campaigns had ended and I was pulling the results together. But it can’t be overstated how easy it is to change and optimize social media lead generation campaigns.</p> <p>I believe I could have generated more leads from these channels if I’d changed the targeting, budget and ads as I learnt more throughout the campaign.</p> <h4>3. Take the time to look at the numbers.</h4> <p>Again, this one only really became clear after the campaign while I was writing this post, but it’s the key one to help me learn for the next campaigns.</p> <p>Without taking the time to review the numbers and what they really boiled down to I could be ploughing my money into Facebook and Twitter; their cost per download is pretty decent and they gave me the biggest reach. But I would have missed the fact that the real gems were the third-party publishers and the opportunity to improve the LinkedIn numbers too.</p> <p>There’s rarely a quiet time to do this kind of analysis but I’m sure it’ll help improve my future campaigns.</p> <h3>What’s next?</h3> <p>I think most of you are more than ready to agree with my opening statement that this post isn’t a how-to or a best practice guide, but I’ve certainly learnt a lot to take into my next campaigns. </p> <p>My three main points to focus on next time will be:</p> <ul> <li>Social media targeting - how can I do it better?</li> <li>Landing pages - how can I increase qualified leads (and decrease the others) at this stage?</li> <li>Results - be more reactive to in-campaign results and trends. Do ads or channels need ditching and switching?</li> </ul> <p>The purpose of this post was to provide a set of numbers other B2B marketers can use to frame their results or help plan their campaigns with. I hope it helps my peers out there. Please let me know any thoughts and don’t be too quick to jump in to point out any glaring rookie-mistakes ;-)</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/69396-three-ways-b2b-marketers-can-drive-more-traffic-to-their-sites/"><em>Three ways B2B marketers can drive more traffic to their sites</em></a></li> <li><a href="https://www.econsultancy.com/blog/69512-b2b-digital-transformation-key-trends-recommendations"><em>B2B Digital Transformation: key trends and recommendations</em></a></li> <li><em><a href="https://econsultancy.com/blog/69363-how-to-score-more-leads-with-the-b2b-messaging-equation/">How to score more leads with the B2B messaging equation</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69548 2017-10-27T16:26:00+01:00 2017-10-27T16:26:00+01:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>UK marketers eager to capitalise on data pooling</h3> <p>A new <a href="http://www2.criteo.com/vibrant-future" target="_blank">Criteo study</a> has revealed that most UK marketers think data pooling is a positive, with 76% of survey respondents agreeing that it offers a huge opportunity to improve the customer experience. </p> <p>Meanwhile, for UK marketers looking to boost multi-channel CX and sales, collaborative data pooling (i.e. the anonymous sharing of data sets) is also a growing priority. 83% of survey respondents think successful data aggregation can improve ease of purchase, while 75% believe it can lead to more relevant deals.</p> <p>UK marketers also appear much more eager to capitalise on pooled data, with 82% willing to contribute online search data to a pool compared to 71% of global respondents.</p> <h3>Ad fraud predicted to peak in Q4</h3> <p>According to <a href="https://www.whiteops.com/q4-ad-fraud-surge" target="_blank">White Ops</a>, half of all ad fraud in 2017 will take place as we head into the holiday season, leading to a potential $3.5bn in losses.</p> <p>Analysis of last year revealed that ad fraud spiked to 13.5% between October and January, which is more than double the previous quarter. It also found that fraud increased during key holiday periods, such as Black Friday and Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0009/0023/Ad_Fraud.JPG" alt="" width="780" height="379"></p> <h3>54% of travellers want better mobile tech on holiday</h3> <p>New research from <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> has found that over half of travellers think the sector needs to offer customers more ways to utilise their mobile devices while on holiday.</p> <p>In a survey of 1,000 people who have taken a trip in the last 12 months, 50% said they want to see more mobile check-ins in airports, as well as the ability to check-in at hotels via mobile.</p> <p>37% of travellers also want a mobile digital hub containing all the travel information they need, e.g. for transport, accommodation and visitor attractions. Lastly, 38% would like better tools to help them with language translations, and a quarter would like to be able to use mobile payments more.</p> <h3>Seasonal product marketing generates 10% rise in email open rates</h3> <p>As Starbucks and other brands re-introduce Autumnal ranges, a Mailjet test found that email open rates rose 10% in instances where popular flavourings like pumpkin spice were mentioned. </p> <p>In the US, email subject lines mentioning pumpkin spice generated the highest open rate, with a 90% higher open rate than a regular email sent around the same time.</p> <p>Meanwhile, with Halloween on the horizon, Mailjet has found that marketers are successfully engaging consumers on the back on anticipation for the new Stranger Things series. Email open rates were 74% higher when the TV show was directly mentioned in the subject line.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Handcrafted. <a href="https://twitter.com/hashtag/MaplePecanLatte?src=hash&amp;ref_src=twsrc%5Etfw">#MaplePecanLatte</a> <a href="https://t.co/89fURSIOvu">pic.twitter.com/89fURSIOvu</a></p> — Starbucks Coffee (@Starbucks) <a href="https://twitter.com/Starbucks/status/918181475723259905?ref_src=twsrc%5Etfw">October 11, 2017</a> </blockquote> <h3>UK ad viewability hits 18-month high</h3> <p>According to the latest benchmark report from <a href="https://www.meetrics.com/en/benchmark-reports/" target="_blank">Meetrics</a>, UK ad viewability has hit its highest level for 18 months. </p> <p>In the third quarter of 2017, the amount of banner ads served that met minimum viewability standards rose from 51% to 52% – the highest level since Q1 2016. This also follows a rise from 47% to 51% in the previous quarter.</p> <p>Despite this, Meetrics says that the UK still lags behind other European countries on ad viewability. Italy and Austria lead the way, with 68% and 67% viewability respectively, while Switzerland and Poland are the closest to UK levels with 55%. </p> <p><img src="https://assets.econsultancy.com/images/0009/0024/Country_comparison_chart.PNG" alt="" width="774" height="534"></p> <h3>34% of APAC consumers visit Amazon each month</h3> <p>Research by GlobalWebIndex has revealed that Amazon is now in the top three commerce platforms in the regions of Asia-Pacific, Latin America, and the Middle East. </p> <p>Its latest report states that 34% of internet users in Asia Pacific are visiting Amazon each month, closing in on rival Alibaba, which draws in 42%.</p> <p>Globally, 75% of digital consumers are now purchasing at least one product online every month. However, APAC is the top region for purchasing online, with 77% of internet spend coming from India, 79% from Indonesia, and 83% from both South Korea and China. </p> <h3>Only 8% of consumers pre-order new products</h3> <p>With pre-orders starting on Apple’s iPhone X, HotUKDeals has been investigating how consumers spend on newly-launched products.</p> <p>Interestingly, just 8% of British consumers say that they usually pre-order new products, while 53% that they prefer to wait to see if the price drops before purchasing. 11% usually purchase at the time of launch (when products are available) and 29% say that it differs depending on the product.</p> <p>Consumers who generally pre-order new products tend to be younger shoppers, with 14% of 16 to 24-year olds doing so. Meanwhile, 9% of the people who usually pre-order are men, compared to 6% of women.</p> <h3>Halloween generates 260% spike in online traffic</h3> <p>New research from BazaarVoice suggests that Halloween is now viewed as the start of the holiday shopping season, with the event generating 260% more online traffic than normal, and steady increases taking place in the lead-up to Christmas.</p> <p>People are said to start planning their costume about six weeks before Halloween, with increased page views for costumes starting around the third week of September.</p> <p>Black Friday and Cyber Monday see the next largest spikes after Halloween, before a peak in the week before Christmas generating 800% more traffic than normal.</p> <p><img src="https://assets.econsultancy.com/images/0009/0021/BazaarVoice.JPG" alt="" width="450" height="518"></p> <h3>Increase in US children using mobile technology</h3> <p>A report by <a href="https://www.commonsensemedia.org/research/the-common-sense-census-media-use-by-kids-age-zero-to-eight-2017" target="_blank">Common Sense</a> has revealed that American children aged eight and under are spending more time than ever using mobile technology. </p> <p>Kids reportedly spend 48 minutes a day on mobile devices – up from just five minutes in 2011 – with 42% also owning their own tablet device, compared to just 1% in 2011. </p> <p>The report also states that 49% of children aged eight or under typically watch TV or play video games in the hour before bedtime, and 10% of this group have a ‘smart’ toy that connects to the internet or a voice-activated virtual device.</p> <p><img src="https://assets.econsultancy.com/images/0009/0022/Mobile_Devices.JPG" alt="" width="540" height="472"></p> <h3>Mobile consumers more willing to engage during holiday season</h3> <p>Finally, a new study by <a href="https://liftoff.io/resources/" target="_blank">Liftoff</a> suggests that mobile marketers should capitalise on low acquisition costs and high rates of engagement in the period of October to January.</p> <p>Research found that last December, acquisition was at a low of $54.63 while engagement rates were at 6.81%. In contrast, engagement fell to 5.4% at the beginning of March, with the cost to acquire users going on make a purchase rising to $65.06.</p> tag:www.econsultancy.com,2008:BlogPost/69491 2017-10-17T10:00:00+01:00 2017-10-17T10:00:00+01:00 Why digital out-of-home advertising is not really digital (yet) Nick Hammond <p>With this investment comes greater impact (e.g. increasing use of video), flexibility and of course income for the vendors. Alongside this burgeoning focus on digital creative delivery, there is attention on how the medium could be sold more efficiently – more like other digital channels and less like traditional out of home. </p> <p>Moving from a cost-per-panel approach and with access to more detailed, real time audience information on the horizon (rather than periodic panel data) the ability to trade on an audience model isn’t far off. For example, in Canada Outfront Media has launched its own real-time analytics platform, having agreed a partnership with mobile network Cellint.</p> <p>By tapping into available data, the platform will allow tracking of hourly impression numbers, including the proportion of those that are unique views. In the UK Transport for London has a considerable amount of data garnered from 5.6m mobile phones connected to Wi-Fi on the Tube. This mobile data can be used to track interchanges, and even walking routes and platform use within a station.</p> <p><img src="https://assets.econsultancy.com/images/0008/9753/dooh.jpg" alt="" width="470" height="353"></p> <p>Whilst these developments provide considerable opportunities for advertisers and OOH vendors alike, a recent piece <a href="http://www.campaignlive.co.uk/article/jcdecaux-we-ensure-outdoor-doesnt-fall-pitfalls-digital-media/1446445?bulletin=campaign_breakfast_briefing&amp;utm_medium=EMAIL&amp;utm_campaign=eNews%20Bulletin&amp;utm_source=20171005&amp;utm_content=Campaign%20Breakfast%20">in Campaign</a> highlights how out of home’s convergence with the digital world could have its downsides. </p> <p>OOH vendor JCDecaux has launched a brand charter which is seeking to avoid problems that have been plaguing the mainstream digital sector. These include accountability, viewability, measurability, transparency and brand safety. JCDecaux commented at launch, 'we must ensure outdoor doesn't fall into the pitfalls of digital media'.</p> <p>This charter aims to set a gold standard of best practice across the digital out-of-home industry and in this brave new world JCDecaux will ensure its metrics and measurements are independently verified by Price Waterhouse Coopers; who will provide a quarterly compliance report to ensure transparency.</p> <p>This is an interesting development as out of home has a history of being one of the more opaque advertising channels in terms of the buying process, audience measurement and invoicing.</p> <h3>OOH automation </h3> <p>In the UK, digital buying practices are moving into the OOH sector in the shape of increased automation. </p> <p>From the Campaign piece – ‘Also mirroring the wider digital market, JCDecaux has launched a new external smartsuite platform, SmartBRICS, which allows advertisers and agencies to place their own DOOH campaigns for the first time. The platform has been used internally for the past two years but (now).. will be available to external users through an API. Users will now be able to plan, budget and create their own campaigns based on the platforms in-depth rules and filters on its dashboard.’ </p> <p>So, what are the challenges and opportunities for digital practitioners? We are already seeing digital experts’ influence spreading across traditional channels such as TV, which is increasingly being bought <a href="http://www.thedrum.com/opinion/2017/06/13/get-ready-programmatic-tv-advertising">in an automated fashion</a> (see <a href="https://www.skyadsmart.co.uk/">Sky AdSmart</a>), and this is beginning to happen with OOH as well, as observed above.</p> <p>Clever recent activational examples in DOOH were featured in <a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do">this Econsultancy piece</a>. I particularly liked the FT’s use of digital billboards at Heathrow’s Terminal 5 to target passengers travelling to six pre-selected US cities. It was achieved by tapping into Heathrow's flight data via an API.</p> <p><img src="https://assets.econsultancy.com/images/0008/9752/FT_heathrow.jpg" alt="" width="568" height="400"></p> <p>Guinness devised a dynamic campaign in London that allowed posters to direct RBS 6 Nations fans to nearby pubs to watch the games. </p> <h3>Is DOOH digital?</h3> <p>So, just how digital is digital out of home? For DOOH to become fully digital in terms of trading (as well as delivery of creative), the key area will be around improved audience assessment. It is achieving this, which will allow a mainstream programmatic digital approach including real-time bidding, behavioural and contextual targeting.</p> <p>Because of the size of the OOH medium, the variety of locations and the challenge and cost of quantifying and assessing audience behaviour, the measurement of OOH has traditionally been restricted to periodic panel research – OSCAR, then <a href="https://www.research-live.com/article/news/postar-to-measure-90-of-outdoor-media/id/2000079">POSTAR</a>, and now <a href="http://route.org.uk/research/">ROUTE</a>.</p> <p>The resultant audience information is therefore nowhere as detailed and current as that available across other digital channels. JCDecaux’s charter is well timed, especially in terms of brand safety, but from an audience perspective the PWC verification is only happening on a quarterly basis.  </p> <p>For DOOH to really align with digital media, it will need to achieve accurate, real time, detailed consumption data that can fuel truly digital trading methodologies.</p> <p><strong><em>For more on this topic, see:</em></strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing"><em>Six case studies that show how digital out-of-home advertising is changing</em></a></li> <li><a href="https://econsultancy.com/blog/67414-is-this-the-next-step-in-programmatic-out-of-home"><em>Is this the next step in programmatic out-of-home?</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69351 2017-08-18T14:21:00+01:00 2017-08-18T14:21:00+01:00 10 superior digital marketing stats we’ve seen this week Nikki Gilliland <h3>59% of Instagram Stories leads to a shopping cart</h3> <p>New research from <a href="http://klear.com/blog/instagram-stories-conversion/" target="_blank">Klear</a> shows that 59% of brands' Instagram Stories link to a shopping cart or shoppable page.</p> <p>In contrast, just 23% of brands link their Stories to other social platforms, while 10% link to a blog post.</p> <p>Klear also found that 36% of brand Instagram Stories involve some form of product promotion, making it the most popular type of post. 22% of Stories involve an 'insider look' at the brand, and 14% involve an influencer takeover.</p> <p><img src="https://assets.econsultancy.com/images/0008/8341/Klear.JPG" alt="" width="705" height="476"></p> <h3>42% of all US business trips extended for leisure</h3> <p>A new report by <a href="https://info.advertising.expedia.com/custom-research-bleisure-travel-market?utm_campaign=2016+Bleisure+Custom+Research&amp;utm_medium=email&amp;_hsenc=p2ANqtz-95eaQxjOzd1Wm5VMuR1rk8GpeXcXmlEqI5VyE4c0E936EhBaZ413dK_VHQxo3mDwsC1QszbOJw10YgbY-rQbFF3Yc6ZeBPe57BpU9teRl92GzRveM&amp;_hsmi=40388954&amp;utm_content=40388954&amp;utm_source=hs_automation&amp;hsCtaTracking=71e4538a-6c18-405f-9307-1eba7186fefa%7C7e4357af-3125-4efe-831c-afc5ee46c7c9" target="_blank">Expedia Media Solutions</a> has highlighted the growing trend for ‘bleisure’ trips – i.e. travel that combines both business and leisure.</p> <p>It has found that 42% of all business trips within the US are extended for leisure, with this increasing to 52% when employees have to travel overseas for work. Expedia also suggests that trips to attend conferences and conventions are more likely to turn into leisure trips, as opposed to travel for client meetings or presentations.</p> <p>Lastly, it found that the leisure portion of a trip can often equal or exceed the length of the business portion, making ‘bleisure’ trips much longer than a typical business trip.</p> <p><img src="https://assets.econsultancy.com/images/0008/8332/Expedia_stat.JPG" alt="" width="780" height="284"></p> <h3>55% of consumers prefer shopping direct from brands than retailers</h3> <p>A new study by <a href="https://astoundcommerce.com/us/2017/08/15/global-brand-research/" target="_blank">Astound Commerce</a> has found that over half of consumers prefer visiting a brand or manufacturer’s website rather than shopping from multi-brand retailers. </p> <p>In a survey of over 1,000 consumers, 54% said they would turn to brands over retailers for more comprehensive product information, improved customer service, better value and more chance of personalisation. </p> <p>45% of millennials said they expect a more engaging, holistic experience on a brand’s website than a retailer’s, while 59% of shoppers would visit a physical store to seek out the full brand experience they don’t believe they can get online.</p> <p><img src="https://assets.econsultancy.com/images/0008/8335/Astound.JPG" alt="" width="730" height="325"></p> <h3>UK sees surge in search interest for electric cars</h3> <p>New data from Hitwise suggests that there has been a surge of interest in electric cars in the UK, following on from the launch of Tesla’s ‘Model 3’ car.</p> <p>In July, there was a 345% increase in searches for the new ‘Tesla Model 3’, as well as a 346% increase in people searching for ‘electric cars’ in general. This comes on the back of the news that there has been a 10.3% drop in new car sales and an increase in used cars sales in 2017.</p> <p>Hitwise also found that people aged 18-24 were the demographic most likely to be searching for ‘Tesla’, and the third most-asked question to be: “What electric cars are available in the UK?”</p> <h3>Transparency now a pressing priority for brands</h3> <p>In light of last year’s Media Transparency report by the ANA, a large number of global brands are in the midst of making changes to their media governance practices.</p> <p>In a survey of global marketers in 35 multinational companies, the World Federation of Advertisers found transparency to be a top priority for 47% of brands, while 51% said it is rising up the list. </p> <p>Brand safety is also a hot topic, with 70% saying it has escalated as a priority in the last 12 months. As a result, 74% have suspended investment in ad networks where they felt there was an unnecessary risk to their brands. Meanwhile, 89% are also limiting or plan to limit investment in ad networks that do not allow use of third-party verification.</p> <h3>Global cart abandonment increases 1.3% on previous quarter</h3> <p><a href="https://blog.salecycle.com/stats/the-remarketing-report-q2-2017/" target="_blank">SaleCycle</a> has released its Remarketing Report for Q2 2017, highlighting key cart abandonment stats from April to June.</p> <p>It shows that the global cart abandonment rate for Q2 was 76.9%, which is up 1.3% on the previous quarter. Meanwhile, the average retail conversion rate was 3.29%.</p> <p>In terms of sectors, gaming websites had the lowest abandonment rates at 67.4%, while finance had the highest at 83.7%. This was closely followed by non-profit – a sector which faces ongoing challenges in optimising online conversions. </p> <p><img src="https://assets.econsultancy.com/images/0008/8333/SalesCycle.JPG" alt="" width="760" height="420"></p> <h3>88% of consumers value speed of delivery over choice of brand</h3> <p>A <a href="https://info.salmon.com/buying-tomorrow-report" target="_blank">new report</a> by Salmon has revealed that 88% of consumers see the speed of delivery as more important than the brand being ordered. Additionally, it found that modern-day consumers also like to shop in new ways, with 45% currently using a digital assistant like Alexa or Google Home to do so.</p> <p>Other stats from the report include the fact that almost a quarter of consumers make all their purchases online, while 37% of total online spend is now done through Amazon.</p> <p>Lastly, it is clear that consumers are becoming more digitally obsessed than ever before, with 57% believing they are more digitally advanced than the retailers that serve them.</p> <h3>Searches for ‘make up’ increase over 200% in three years</h3> <p>According to research by <a href="https://www.pi-datametrics.com/resources/market-performance-reports/beauty/?mc_cid=af12c67cd5&amp;mc_eid=bdac343de4" target="_blank">PI Datametrics</a>, the UK beauty market saw a 76% increase in search volume growth from 2013 to 2016. The term ‘make up’ specifically has grown a whopping 203% in these three years.</p> <p>Insight suggests that this growth can be put down to the popularity of bloggers and vloggers within the category, plus the rise of visual social media and its influencers. With make-up sales being worth an estimated £1bn in the UK in 2017, the opportunity for retailers continues to grow.</p> <p>Interestingly, the report also revealed that the top four performers within the beauty market are all retailers (as opposed to make-up or beauty brands themselves), with Boots.com owning 9.1% of the entire market and competitor Superdrug owning 8.7%.</p> <p><img src="https://assets.econsultancy.com/images/0008/8331/PI_Data.JPG" alt="" width="650" height="509"></p> <h3>77% of APAC mobile ads delivered via apps </h3> <p>A new study by <a href="http://www.vpon.com/en/events/2017H1AsiaReport/index.html?utm_source=VPON_EN&amp;utm_medium=EN_PPR&amp;utm_term=TH&amp;vpadn_src=EN_PPR_TH" target="_blank">Vpon</a> has revealed that mobile advertising in Asia-Pacific heavily relies on apps, with 77% of such ads being delivered in-app, and just 23% via the mobile web.</p> <p>This figure rises to 90% in Indonesia, where app usage is at its highest. Similarly, 86% of ads are delivered via apps in India, while the same goes for 85% in Thailand and 82% in Malaysia.</p> <p>In contrast, countries in East Asia are leaning more towards mobile web, with China and Japan delivering just 34% and 33% of ads in apps respectively.</p> <h3>Private Eye is the UK’s most-read current affairs title</h3> <p>The Audit Bureau of Circulation (<a href="https://www.abc.org.uk/" target="_blank">ABC</a>) has named Private Eye as the most-read news and current affairs magazine in the UK, with a circulation of 249,927 per issue, and a growth of 8.6% year-on-year.</p> <p>For the same category, circulation of the Economist was up 5% in the UK to 248,196, while Prospect grew substantially with a rise of 37% to 44,545.</p> <p>In contrast to the popularity of some news titles, ABC noted a decline in women’s weekly magazines, which dropped almost 11% from the same period last year. Look magazine suffered a 35% drop in circulation to 58,561, while Now fell almost 21% to 84,588.</p> <p>Elsewhere, TV Choice was found to have the biggest readership in the UK overall, with a circulation of 1.2m.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our circulation is up 9% on this time last year, with an ABC of 249,927. Thanks to all of you for buying/subscribing!</p> — Private Eye Magazine (@PrivateEyeNews) <a href="https://twitter.com/PrivateEyeNews/status/895621655615086593">August 10, 2017</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/69331 2017-08-11T14:16:13+01:00 2017-08-11T14:16:13+01:00 10 stupendous digital marketing stats we’ve seen this week Nikki Gilliland <h3>Revenue from affiliate marketing increases 16% YoY</h3> <p style="font-weight: normal;"><a href="http://info.conversantmedia.eu/download-the-cj-affiliate-holiday-report" target="_blank">CJ Affiliate</a> has revealed that revenue from affiliate marketing within global publishers and advertisers increased by 16% year-on-year in November/December 2016, with an average 4% increase in the number of orders.</p> <p style="font-weight: normal;">The US market saw revenue growth of 16%, partly due to strong growth in overall basket value. The UK market experienced the strongest year-on-year growth in orders, with a 12% increase.</p> <p style="font-weight: normal;">In the UK, Black Friday and Cyber Monday saw levels of shopping demand to rival the US, with growth in orders increasing by 76% on Cyber Monday. The fact that UK retailers prepared for the holiday season earlier than in other markets also resulted in a stronger start to sales.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8212/CJ_Affiliate.JPG" alt="" width="697" height="536"></p> <h3>Thursday at 4pm found to be the ideal time to send an email</h3> <p style="font-weight: normal;">In order to find out the worst and best times to send emails, <a href="https://www.getresponse.com/resources/reports/email-marketing-benchmarks.html" target="_blank">GetResponse</a> has analysed almost 2bn emails in 126 countries and across 19 industries.</p> <p style="font-weight: normal;">It found Thursday to be the best day, with emails shared seeing a 23.13% open rate and a 3.52% click through rate – the highest of any day of the week. Interestingly, it noted that the most emails are currently sent on Wednesday.</p> <p style="font-weight: normal;">4pm is apparently the best time of day to send emails, as messages sent at this time drove an open rate of 25.13% and a click-through rate of 3.82% - higher than any other time.</p> <h3>20% of global commercial email fails to reach the inbox</h3> <p style="font-weight: normal;">In other email-related news, Return Path’s <a href="https://returnpath.com/downloads/2017-deliverability-benchmark-report/?sfdc=70137000000EUhC" target="_blank">2017 Deliverability Benchmark Report</a> has revealed that 20% of all commercial email is still being diverted to spam folders or being blocked.</p> <p style="font-weight: normal;">While deliverability has improved slightly on last year’s global rate of 79%, it means that a significant amount is still missing the mark. </p> <p style="font-weight: normal;">The US saw the lowest inbox placement of any country, with just 77% of messages reaching inboxes, while Canadian marketers achieved one of the highest inbox placement rates in this study, seeing an average of 90%.</p> <p style="font-weight: normal;">Marketers in Europe generally exceeded the global inbox placement rate, with averages of 82% in France and Spain and 84% in the UK. </p> <h3>Half of firms avoid investing in new sales tech because of cost</h3> <p style="font-weight: normal;">A new study by <a href="https://files.sugarcrm.com/resources/analyst-reports/2017-SalesTech-Survey-Report.pdf" target="_blank">CITE Research</a> has found that 48% of businesses are putting off investing in technology for their sales teams because of concerns over cost.</p> <p style="font-weight: normal;">While 63% of UK companies still spend at least £1,200 on tech annually per sales employee – equipping them with technology like smart phones, laptops, CRM systems - 34% of respondents admit to being worried about the complexity of introducing new tech systems, and 20% are concerned about a lack of skills in using the tools.</p> <p style="font-weight: normal;">Sixty three percent of firms are also worried about the cost and effort needed to keep systems up to date, while 69% are concerned about the need for training staff.</p> <p style="font-weight: normal;"><em>"Why are you not yet using new technologies for your sales team?"</em></p> <p style="font-weight: normal;"><em><img src="https://assets.econsultancy.com/images/0008/8211/Why_aren_t_you_investing_in_tech.JPG" alt="" width="730" height="373"></em></p> <h3>Mobile traffic to ecommerce sites grows 23% YoY</h3> <p style="font-weight: normal;"><a href="https://www.demandware.com/shopping-index/" target="_blank">Salesforce’s Q2 17 Shopping Index</a> has highlighted how mobile continues to be a disruptive force in ecommerce, with the news that the global mobile traffic share has jumped 23% year-on-year to reach 57%. </p> <p style="font-weight: normal;">In the UK, mobile phones saw the biggest increase in buying intent (buyers as opposed to 'active shoppers') with a growth of 48% year-on-year. </p> <p style="font-weight: normal;">Eight percent of UK mobile traffic was driven solely by social apps such as Snapchat and Instagram – which is more than any other country globally.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8214/Global_buying_intent.JPG" alt="" width="760" height="321"></p> <h3>Marketers are failing to keep up with offline consumer needs</h3> <p style="font-weight: normal;">A survey of 153 senior marketers by CMO Council found that just 16% believe they are responsive to consumer needs outside of the digital space. </p> <p style="font-weight: normal;">Less than one in five participants say they can make rapid alterations to products, experiences, services, and packaging based on demands.</p> <p style="font-weight: normal;">However, insight suggests that this is due to the increasingly focus placed on the digital realm, where 43% of brands saying they can respond to customer feedback about marketing campaigns in less than 24 hours online. </p> <h3>Brits spend over a quarter of time online on Facebook and Google</h3> <p>Verto Analytics has revealed that Google and Facebook account for one of every three and a half minutes Brits spend online. </p> <p>Analysis shows that British adults spend a total of 42.7m days a month across Google channels – including search, YouTube and Gmail – which is the equivalent of 17% of total UK internet time. </p> <p>Meanwhile, around 11% of time (or 28.4 million days) is spent on Facebook-owned platforms including WhatsApp and Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0008/8210/Table_-_dominant_parent_co_s_by_time.PNG" alt="" width="511" height="534"></p> <h3>Brands are failing to reach women online</h3> <p>From analysis of 60,000 campaigns across 20 countries, <a href="http://www.nielsen.com/uk/en/insights/reports/2017/digital-ad-ratings-benchmarks-and-findings.html" target="_blank">Nielsen</a> has found that only half of UK online ad impressions targeting women actually reach them. </p> <p>In contrast, Nielsen noted a 62% success rate for campaigns targeting men. Just 22% of ad impressions reached women aged 18 to 34 compared with 33% reaching men of the same age.</p> <p>The overall hit rate for women in Europe is even lower than the UK, coming in at 46%. Just 45% of ad impressions reached women in Germany, and 49% in France.</p> <h3>Nine in 10 of Mum’s favourite sites offer poor mobile UX</h3> <p>There are nearly three million millennial mums in the UK, however new research by Equimedia has shown that many baby and parenting retailers are failing to deliver a positive mobile experience. This comes despite the fact that 94% of millennial mums are said to browse online primarily using their mobile.</p> <p>Equimedia found that 91% of the brand websites handpicked by mothers have poor mobile site speeds. What’s more, only two of the top brands listed in Babycentre’s recommended products list achieved a ‘good’ rating on mobile.</p> <p>With 40% of mums saying they would abandon a site if it takes more than three seconds to load – retailers are risking losing out on this valuable demographic.</p> <h3>Summer holidays sparks download surge on Amazon</h3> <p>School’s out for summer in Britain, which means many people are turning to Amazon to cure their August boredom.</p> <p>Hitwise has found that a massive 14.7m transactions took place on Amazon’s site last week – mirroring the number of transactions made during Prime Day. Meanwhile, there was a 13% increase in visits to Netflix.com from the weekend to Wednesday, and an 8% increase in visits to BBC’s iPlayer.</p> <p>Thankfully, it appears Brits aren’t just spending their summer glued to the telly – three of the top search terms across the whole of Amazon includes ‘books’ and ‘kindle books’.</p> <p><img src="https://assets.econsultancy.com/images/0008/8213/Hitwise_Amazon.JPG" alt="" width="648" height="200"></p> tag:www.econsultancy.com,2008:BlogPost/69313 2017-08-04T10:26:00+01:00 2017-08-04T10:26:00+01:00 10 thrilling digital marketing stats we’ve seen this week Nikki Gilliland <h3>Users spend nearly 30 minutes on Instagram every day</h3> <p>Thanks to the popularity of Instagram Stories, which is now a year old, <a href="http://blog.instagram.com/post/163728483085/170802-storiesbirthday" target="_blank">Instagram</a> has revealed that people are spending more time on the platform overall.</p> <p>Users under the age of 25 are said to spend more than 32mins a day on Instagram. Similarly, users aged 25 and older use the app for more than 24mins a day.</p> <p>Stories has 250m daily users, with teenagers consuming four times more stories and producing six times more stories than non-teens.</p> <p>Brands have also been quick to see the value of Instagram Stories – 51% of monthly active businesses have posted a story in the last 28 days.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Celebrating one year of Instagram Stories <a href="https://t.co/GTJaFW7KdW">https://t.co/GTJaFW7KdW</a></p> — Instagram (@instagram) <a href="https://twitter.com/instagram/status/892748576195043329">August 2, 2017</a> </blockquote> <h3>Marketers willing to pay Facebook influencers £75k per post</h3> <p>Research by Rakuten Marketing has revealed that UK marketers are willing to pay influencers more than £75,000 for a single Facebook post mentioning their brand. This figure rises depending on the industry, with premium fashion marketers saying they’d be willing to pay up to £160,000 per post. </p> <p>Earnings also differ by platform, as celebrity influencers on Facebook are said to earn an average of 12% more than their YouTube peers. And while Snapchat is ranked fifth in terms of earnings, marketers still say they are willing to pay stars as much as £53,000 per Snap.</p> <p>This news comes despite the fact that 86% of marketers admit they aren’t entirely sure how influencer fees are calculated, and 38% cannot tell whether a campaign drives sales.</p> <h3>Brands must offer more to build loyalty with younger customers</h3> <p>A new study by <a href="http://thoughtleadership.ricoh-europe.com/uk/triple-r/digital-innovation-key-for-smes-pursuing-customer-relationship-excellence/" target="_blank">Ricoh UK</a> has highlighted the generational differences when it comes to attitudes about customer service.</p> <p>Research found that older age groups are less forgiving to brands, with 62% of those aged over 55 saying they would be prepared to walk away from a brand with a laborious sales process compared to 43% of those aged 16-24.</p> <p>Meanwhile, younger customers expect far more information at the consideration stage and post-sales interaction – 43% of those aged 16-24 rated third party reviews and recommendations as the factor that impresses them most, compared to only 20% of people aged 55+.</p> <p>Out of all age groups, 55% of customers say they would abandon a purchase if they found the process difficult.</p> <p><img src="https://assets.econsultancy.com/images/0008/8088/Capture.JPG" alt="" width="473" height="197"></p> <h3>Brands send more holiday-themed emails despite lower open rates </h3> <p>A new <a href="http://www.yeslifecyclemarketing.com/who-we-are/news-and-events/news/study-q4-2016-holiday-themed-emails-may-produce-lower-open-rates" target="_blank">study</a> by Yes Lifecycle Marketing, which involved the analysis of almost 8bn emails sent in Q4 2016, found that holiday-themed emails generated a 14.6% lower open rate than standard emails.</p> <p>Despite this, brands sent 14.5% more emails to subscribers during the period, with 55% of all brands partaking in holiday-themed campaigns. </p> <p>The research also suggests that customers do not particularly value discounts in holiday-themed emails. Emails that didn't include an offer achieved higher open rates than those that promised money off.</p> <p><img src="https://assets.econsultancy.com/images/0008/8087/holiday_emails.JPG" alt="" width="738" height="226"></p> <h3>UK’s June heatwave sparked a 200% increase in Fitbit searches</h3> <p>It might feel like a distant memory now, but analysis by Summit has revealed how retailers benefited from the recent spell of hot weather in the UK.</p> <p>As temperatures reached 34.5 degrees this June, consumers purchased more goods relating to fitness and the great outdoors. Argos sold enough paddling pools to hold over 70m litres of water during the heatwave.</p> <p>Meanwhile, Fitbit searches saw a 200% increase in demand, and camping-related search terms increased by 86%, driving the biggest increase in demand in nine years. Lastly, searches for fishing equipment more than doubled, seeing a 193% increase, and demonstrating how changes in temperature can influence purchasing decisions.</p> <h3>Discounts on direct hotel bookings increase average order value</h3> <p>Research conducted by <a href="https://www.hotelchamp.com/blog/boost-direct-bookings-build-guest-relations/" target="_blank">Hotelchamp</a> has shown that discounts can result in higher conversion rate and average order value for direct hotel bookings.</p> <p>It found that hotels offering a 5% discount (rather than no discount) resulted in an 11% increase in conversion rate and a 12% increase in average booking value. When this was increased to a 10% discount, it found a 50% increase in conversion rate and an 11% increase in average booking value. </p> <p>So, despite offering a discount to guests in both instances, the average booking value always increased by over 10%, meaning that customers were naturally more inclined to purchase upsell features such as breakfast or a room upgrade.</p> <h3>A quarter of US consumers stop buying from brands due to political beliefs</h3> <p><a href="https://www.ipsos.com/en-us/knowledge/society/brand-risk-in-new-age-of-populism" target="_blank">Ipsos</a> has found that the political preferences of consumers have an increasing impact on their buying behaviour. </p> <p>In a survey of 2,016 US adults, it found that a quarter of American consumers have stopped using products and services due to boycotts or a company’s political leanings.</p> <p>The study also revealed that there has been an uptick in online search traffic for the term ‘boycott’ since Trump was officially elected in November 2016. Meanwhile, it found that the firms with the highest rate of consumer boycotts also registered the worst stock market performance between November 2016 and February 2017.</p> <p><img src="https://assets.econsultancy.com/images/0008/8086/boycott.JPG" alt="" width="637" height="298"></p> <h3>UK ad viewability reaches highest level in over a year</h3> <p>According to analysis by <a href="https://www.meetrics.com/en/benchmarks-uk/" target="_blank">Meetrics</a>, UK ad viewability has risen for the first time in nine months.</p> <p>This appears to be due to a significant increase in the amount of banner ads that meet minimum requirements – rising from 47% to 51% of ads in the second quarter of 2017. This is the highest level since Q3 2016, when 54% of ads met the minimum standard. </p> <p>Despite this news, the UK is still lagging behind in viewability levels compared to elsewhere in Europe, where countries like Austria and France have an average of 69% and 58% respectively. </p> <p><img src="https://assets.econsultancy.com/images/0008/8089/meetrics.JPG" alt="" width="680" height="267"></p> <h3>UK consumers positive about personal job security</h3> <p>In a survey of 2,000 UK consumers, <a href="http://www.lloydsbankinggroup.com/media/economic-insight/economic-research-library/spending-power-report/" target="_blank">Lloyds</a> found that 64% of people were feeling positive about their personal financial situation in June – up from 63% in May and just two percentage points lower than in June of last year.</p> <p>Despite the value of the pound falling since then, UK consumers appear relatively unfazed when it comes to their own personal prospects, with 80% saying they feel optimistic about their own job security, and 53% saying they are positive about employment prospects nationally.</p> <p>Howoever, the survey did highlight some disparity between attitudes about personal finances and the national economy as a whole, with just 33% saying they feel good about the UK’s financial situation compared to 45% in June 2016.</p> tag:www.econsultancy.com,2008:BlogPost/69296 2017-07-28T14:34:27+01:00 2017-07-28T14:34:27+01:00 10 superb digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Only 25% of data is being used for real-time customer engagement</h3> <p>Despite 60% of UK organisations believing that real-time customer engagement can deliver a 10%-40% increase in revenue, those same organisations are collecting less than a third of relevant data on their customers.</p> <p>What’s more, just 25% of this dataset is being used in segmentation for real-time customer engagement.</p> <p>These stats come from SAS’s <a href="https://www.sas.com/en_gb/whitepapers/real-time-customer-experience-report.html" target="_blank">Age of Now</a> report, which also reveals how slow companies are to act. It says that only 16% of UK organisations can adjust their marketing communication in real-time based on customer behaviour.</p> <p><img src="https://assets.econsultancy.com/images/0008/7888/SAS.JPG" alt="" width="750" height="327"></p> <h3>42% of customers more impatient due to reliance on technology</h3> <p>A new survey by Fetch and YouGov suggests UK consumers are increasingly looking to new technology for functional purposes, with 81% of millennials being more receptive than older generations to try new tech in order to improve the speed at which they do things.</p> <p>42% of UK consumers now say they are more impatient today than they were five years ago, mainly due to an over-reliance on technology to complete everyday life activities.</p> <p>When it comes to food, 61% of Brits are unwilling to wait 45 minutes or more for a takeaway they ordered online or using an app. Similarly, 22% of consumers say they are only willing to wait between 11-15mins for a taxi service.</p> <h3>CPC costs reach an all-time high</h3> <p>iProspect has just released its <a href="https://www.iprospect.com/en/us/insights/povs/paid-search-trends-2017-q2/" target="_blank">Q2 report</a>, which includes in-depth analysis of data from more than 1,800 AdWords accounts.</p> <p>It has revealed that CPC costs continued to rise in Q2, reaching their highest recorded levels since 2014. Despite this, iProspect found year-on-year impressions and clicks declined 16% and 27.5% respectively, as advertisers were forced to pay more per click while dealing with diminishing budgets.</p> <p>Elsewhere, it found mobile CPC to be on the rise, increasing 17% from Q1 to Q2 of this year and 52% year-on-year. Similarly, mobile click share increased 22% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0008/7890/iProspect.JPG" alt="" width="743" height="547"></p> <h3>Over 60% of SMB’s attribute half or more of sales to Amazon</h3> <p>In a survey of 503 small- to mid-size retailers, NetElixir found that 60% of respondents attribute 50% or more of their ecommerce sales to Amazon. Interestingly, 26.6% are seeing a 50/50 split from their website vs. marketplaces like Amazon and eBay.</p> <p>In terms of the reasons why SMBs are choosing to sell on Amazon, 52% said that the potential for increased sales volume is the biggest benefit, 32.6% said increased brand exposure and 11.3% noted solid infrastructure. Conversely, 45% cited lower margins as the biggest downside.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">What was the biggest benefit and downside of <a href="https://twitter.com/hashtag/Amazon?src=hash">#Amazon</a>? <a href="https://twitter.com/hashtag/webinar?src=hash">#webinar</a> <a href="https://t.co/OhOnUZG67Z">pic.twitter.com/OhOnUZG67Z</a></p> — NetElixir (@NetElixir) <a href="https://twitter.com/NetElixir/status/890292060938543105">July 26, 2017</a> </blockquote> <h3>UK advertising spend grows 1.3% YoY in Q1 2017</h3> <p>WARC’s latest <a href="http://expenditurereport.warc.com/" target="_blank">Expenditure Report</a> has revealed that overall ad spend grew 1.3% to reach £5.318bn in Q1 2017. But despite being the 15th consecutive quarter of growth, it was actually the slowest rate seen in four years.</p> <p>This growth also occurred despite a 6.2% decline in total television advertising spend – TV’s first fall since 2009. However, it is forecast to recover next year with 2.5% growth in 2018.</p> <p>Meanwhile, online ad spend grew 10.1% year-on-year, and mobile growth was recorded at an impressive 36.2%.</p> <h3>Retailers wrongly assume that customers value speed over free shipping</h3> <p>According to a new report by <a href="http://www2.temando.com/l/86602/2017-07-10/4g564b" target="_blank">Temando</a>, 86% of UK shoppers prefer free delivery over fast delivery. However, the majority of retailers’ surveyed wrongly assume that customers place greater value on a fast shipping service.</p> <p>As a result of this misconception, many retailers are failing to respond to customer demands, with just 27% offering free standard shipping every day. Even worse, almost a quarter of retailers admit that that they don't use free shipping as a promotional tool.</p> <p>With 58% of shoppers stating that they’d shop more if free shipping was offered, many online retailers are still missing a trick.</p> <p><img src="https://assets.econsultancy.com/images/0008/7889/Tamando.JPG" alt="" width="780" height="439"></p> <h3>Usage of connected TV’s predicted to grow 10.1% in the US this year</h3> <p>Emarketer says that usage of connected TVs will continue to surge in 2017, with 168.1m Americans predicted to use an internet-connected television this year – up 10.1% on 2016.</p> <p>In terms of brands, it predicts that 38.9m Americans will use a Roku device at least once a month – 19.3% more than in 2016. Meanwhile, 36.9m will use a ChromeCast and 35.8m will use an Amazon Fire TV. Just 21.3m users are expected to use an Apple TV.</p> <h3>AI predicted to create over 2.5m jobs in the next 15 years</h3> <p>PwC has estimated that by 2030, 30% of British jobs will be lost to automation. On the back of this, <a href="https://joblift.co.uk/Press/artificial-intelligence-and-automation-potential-job-creation-will-fill-only-19-of-the-hole-left-by-robotic-job-replacement" target="_blank">Joblift</a> has further analysed the situation, comparing potential job creation with jobs lost.</p> <p>Research shows that 136,939 jobs dealing with AI and automation have been posted in the last 12 months, and jobs in this field have increased by an average of 0.06% each month.</p> <p>On this basis, calculations suggest that over the next 15 years, AI, automation and robotics will create 2,535,009 new jobs in total. However, by 2031, 13,375,363 jobs will be at risk from automation, meaning that newly created roles would be able to fill only 19% of the jobs lost.</p> <h3>John Lewis tops UK brand health rankings</h3> <p>John Lewis has ranked first in YouGov’s BrandIndex list of UK brand ‘health’. The ranking is based on consumer perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.</p> <p>BBC iPlayer comes in at number two on the list, followed by Sony and Marks &amp; Spencer. In contrast to these older, more heritage-based brands, the global list was topped by younger tech brands like Google, YouTube, and Facebook. </p> <p><img src="https://assets.econsultancy.com/images/0008/7892/Brand_health.JPG" alt="" width="500" height="291"></p> <h3>Cause-related ads generate more views &amp; engagement</h3> <p><a href="https://www.thinkwithgoogle.com/advertising-channels/video/cause-related-marketing-purpose-driven-ads/" target="_blank">Pixability</a> has revealed that the number of cause-related ads created by the top 100 global brands has increased four times over the past five years.</p> <p>Women’s empowerment accounted for 24% of these ads, making it the top featured issue. Meanwhile, 17% of ads were related to the topic of community aid and 14% were about sustainability.</p> <p>Pixability also found that the average number of views for cause-driven videos was almost 1m more than for those not related to a particular cause. The engagement rate was also 0.31% for cause-related ads compared to 0.29% for the rest.</p> <p><img src="https://assets.econsultancy.com/images/0008/7891/Cause_related_ads.JPG" alt="" width="750" height="384"></p>