tag:www.econsultancy.com,2008:/topics/facebook Latest Facebook content from Econsultancy 2017-09-11T14:01:00+01:00 tag:www.econsultancy.com,2008:BlogPost/69410 2017-09-11T14:01:00+01:00 2017-09-11T14:01:00+01:00 Verizon wants customers to give up their data for targeted ads, and it's willing to pay Patricio Robles <p>As The Wall Street Journal <a href="https://www.wsj.com/articles/verizon-wants-to-build-an-advertising-juggernaut-it-needs-your-data-first-1504603801">detailed</a> on Monday, Verizon has launched a new program called <a href="https://www.verizonwireless.com/rewards/verizon-up/">Verizon Up</a> that offers users rewards like free music, Uber rides, sports gear, coffee and discounts on new phones. There are also "amazing once-in-a-lifetime experiences and front-row tickets" to concerts, movies and sporting events.</p> <p><img src="https://assets.econsultancy.com/images/0008/8822/verizonupreward.png" alt="" width="517" height="368"></p> <p>Verizon boasts that "no points or levels [are] required" in its new rewards program. For every $300 spent on a Verizon Wireless monthly bill, customers receive one credit.</p> <p>Oh, and there's one more thing: to participate in Verizon Up, customers have to opt into Verizon Selects, a program that "uses information about your web browsing, app usage, device location, use of Verizon services and other information about you (such as your postal/email addresses, demographics, and interests) and shares information with Oath (formed by the combination of AOL and Yahoo)" to "personalize your experiences and make advertising you see more useful across the devices and services you use."</p> <p>In other words, to score rewards, Verizon customers have to allow Verizon to use the data it has about them to deliver targeted ads.</p> <h3>A new kind of truth in advertising?</h3> <p>Naturally, Verizon Up is going to have its critics, but the company believes it is actually being more transparent and honest with its customers than many other digital advertising players are with their users.</p> <p>Verizon's CMO, Diego Scotti, pointed to Google and Facebook, telling the Wall Street Journal, "Some of our competitors, they have exactly the same thing, it's just buried in the terms and conditions of the service. We are not hiding anything."</p> <p>It's not a bad point.</p> <p><a href="https://www.econsultancy.com/blog/69381-the-google-facebook-duopoly-extends-to-mobile-apps-what-can-marketers-do">Google and Facebook</a> are under increasing scrutiny as their digital ad dominance grows. Both companies track users across the web and across devices. And in most cases, average users don't know when they're being tracked or how to control the data collected even when they have the ability to. In July, a judge in California dismissed a lawsuit against Facebook over its tracking of users even when logged out. Users don't have an expectation of privacy, the judge ruled.</p> <p>Google and Facebook, of course, offer a lot of value to users and the argument is that users allow these companies to collect data and advertise to them as payment for their otherwise free services. "If you're not paying for it, you're not the customer, you're the product" the saying goes.</p> <p>For years, some argued that users should be paid for their data as part of a so-called information market. As Vasant Dhar, a professor at New York University's Stern School of Business has <a href="http://money.cnn.com/2012/10/18/technology/social/facebook-should-pay-you/index.html">argued</a>, Facebook in particular would benefit by being more transparent given the amount and type of data it collects. "If users aren't making a conscious choice about what happens with their data, they end up feeling violated," he stated.</p> <p>But despite years of this kind of talk, there has been literally no movement on the part of advertising giants to compensate their users for their data. Even though its rewards are tied to dollar spend, Verizon Up is arguably one of the first major programs in which a major company is seeking to get customers to voluntarily give up their data for advertising purposes by giving them something of value in return other than access to a free service.</p> <p>Will it work? And will Verizon refuse to take and use valuable data from customers who don't sign up for Verizon Up?</p> <p>How those questions are answered could very well determine if a different future is possible for the digital advertising market.</p> tag:www.econsultancy.com,2008:BlogPost/69408 2017-09-08T09:24:38+01:00 2017-09-08T09:24:38+01:00 Birchbox's UK Managing Director on content, personalisation & forays into physical retail Nikki Gilliland <p>I recently caught up with Savannah Sachs, who is Birchbox’s UK managing director, to gain more insight into this – plus her perspective on personalisation, <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing">influencers</a>, and <a href="https://econsultancy.com/training/courses/topics/customer-experience/">customer experience</a>. Here’s a run-down of our conversation.</p> <h3>Using content to shape the customer experience</h3> <p>I first asked whether Birchbox sees content as a key differentiator, and something that sets it apart from competitors. Savannah agreed, explaining exactly how this is the case in relation to the brand’s ‘try, learn, and buy’ business model. </p> <p>It all starts with the monthly subscription box, she said, with customers signing up and filling in a beauty profile that includes details such as skin and hair type, beauty concerns, and individual style. From this data, Birchbox is able to send customers five beauty samples every month. </p> <p>The customer experience doesn’t end there. This is where the ‘learn’ part comes in, as each box contains tips and tricks relating to the products inside. This then continues across all of Birchbox’s social and digital channels, allowing customers to tap into content related to the products they’re using in real-time.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">How To: shape your brows with a brow pencil <a href="https://t.co/AkBr8rfNHu">https://t.co/AkBr8rfNHu</a> <a href="https://t.co/GvxDJ70zWt">pic.twitter.com/GvxDJ70zWt</a></p> — Birchbox (@BirchboxUK) <a href="https://twitter.com/BirchboxUK/status/877188062543065088">June 20, 2017</a> </blockquote> <p>Savannah explained that this is important because – while beauty is part of their life – customers are also likely to be busy and looking for more convenient ways to make beauty easy and fun. </p> <p>Finally, the ‘buy’ part of the business model is how the brand offers a really seamless path to purchase, with its relating ecommerce store offering an easy way for customers to buy full-sized items they might have tried in a box.</p> <blockquote> <p>We really see Birchbox as offering a 360-degree customer experience, with content being one of its core elements.</p> </blockquote> <h3>Creating personalisation that disappears</h3> <p>So where does personalisation come into play?</p> <p>Savannah explained how the beauty profile allows Birchbox to serve the most relevant content to individual customers. By stipulating what beauty products will suit them or that they’d like to try, Birchbox is able to tailor products and recommendations, also meaning each person will get a different box to their best friend, for instance.</p> <p>Alongside the benefit for customers, this also gives Birchbox’s brand partners a really powerful opportunity to target new customers.</p> <p>For example, Birchbox recently worked with Estee Lauder to specifically target a younger demographic in the UK. It sent products to customers between the ages of 24 and 34, as Estee Lauder particularly wanted to focus on millennials. </p> <p><img src="https://assets.econsultancy.com/images/0008/8809/estee_lauder.JPG" alt="" width="780" height="516"></p> <p>As well as introducing younger consumers to something they might not have considered before, the initiative was hugely beneficial for Estee Lauder, allowing it to align a new product launch and marketing strategy with a super-targeted demographic. </p> <p>Birchbox also takes a channel-by-channel approach to personalising content. For example, it recognises that Instagram Stories is more fun and playful, so it uses this channel to post raw, unedited, and spur-of-the-moment content. </p> <p>In contrast, it typically uses a more educational approach for its online blog, perhaps taking a deep-dive on a specific product. Essentially, it takes into account how long users spend on a particular channel as well as what they’re looking for from each.</p> <p>Another example of this is how Birchbox recently created a personalised email campaign focusing on skin type.</p> <p>Customers are able to pick a product in their beauty box each month – in July, it was offering the chance to pick between two different shades of a Benefit tint. In order to help customers choose the right shade for them, each email contained an image of a woman with a skin tone that matched the customer’s own, based on data from their beauty profile. From this, they could then easily see which product might look the best on them, without too much thought or deliberation.</p> <p>This is an example of what Birchbox calls ‘personalisation that disappears’.</p> <blockquote> <p>It is seamless, easy and feels right. It doesn’t require any work from the customer other than filling in their beauty profile – we then make use of that data throughout the customer journey.</p> </blockquote> <h3>The importance of user generated content</h3> <p>User-generated content is also critical for Birchbox. Savannah explained how the brand considers its subscribers to be its influencers, and a powerful way to help its growth. This is because Birchbox drives a good amount of acquisition organically, but also because word-of-mouth helps to make its paid acquisition activity much more efficient. </p> <p>In order to generate this type of content, the brand is focused on creating a monthly box experience that customers love and will want to share with friends on their social channels. In also means asking questions like ‘what’s going to make this month's box design super Instagrammable?’ or ‘why would a person feel proud to show this off?’</p> <p><img src="https://assets.econsultancy.com/images/0008/8806/Birchbox_Insta.JPG" alt="" width="780" height="500"></p> <p>Next, it focuses on amplifying this organic word of mouth – and that’s typically been done via Facebook and Instagram, where the brand focuses the majority of its paid acquisition work. That being said, Birchbox is not entirely against using paid influencers to help attract new customers, doing so on a relatively small scale.</p> <p>Interestingly, Savannah said that the reason that it prefers user-generated content over paid influencers is all down to targeting. It aims to target a different kind of customer than other traditional beauty brands. </p> <p>Instead of the ‘beauty junkie’ – someone who is knowledgeable, trend-aware, and who follows all the top influencers – Birchbox is going after the ‘beauty majority’.</p> <p>This is because while the beauty junkie spends a lot of her disposable income on cosmetics, research indicates that she only makes up about 20% of women. In contrast, the more casual beauty consumer – who is willing to invest but needs help to figure out what’s right for her – makes up the rest. This consumer truly values having Birchbox as a sort of ‘beauty editor best friend’, to recommend and steer her in the right direction. </p> <blockquote> <p>In terms of appealing to this customer profile, Birchbox strives to be approachable, meaning it makes more sense to focus on the everyday woman rather than the expert influencer.</p> </blockquote> <h3>Translating the CX offline</h3> <p>Birchbox has a physical retail store in New York City, with imminent plans to open one in Paris. </p> <p>I asked Savannah how Birchbox is able to translate the customer experience into physical retail, especially considering that part of its USP is all about the convenience of delivery and laid-back discovery. In this sense, will customers seek out physical stores? </p> <p>Savannah assured me that, as a company which is about driving discovery and purchase online, Birchbox will always be digital-first. However, taking into consideration everything it has learned about its customer-base, it also realised that it has something quite unique to offer in terms of a bricks and mortar experience. </p> <p>The main innovation of its physical stores is that it does in fact mirror the online shopping experience. Its stores are merchandised by product type and category rather than brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/8804/Birchbox_bricks_and_mortar.JPG" alt="" width="780" height="442"></p> <p>The reason being is that it does not believe the beauty majority has enough expertise to walk into a department store, with tens of thousands of products merchandised by brand, and know where to start. Instead, the beauty majority walks into a store and thinks ‘I’d love to get a new mascara’ or ‘I’ve never used a highlighter – where do I begin?’. </p> <p>It’s much easier to go to a shelf with all the mascaras side by side, to touch and try and compare. And albeit without the touch element, that’s exactly how customers navigate online shopping. </p> <blockquote> <p>An online customer will click into make-up, then eyes, then mascara – they would not typically navigate by brand. Our key innovation is bringing that online experience and navigation into the brick and mortar store – to make it easy for the customer to find the right product for them.</p> </blockquote> <h3>Channels of focus</h3> <p>I finished by asking Savannah where Birchbox’s <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content strategy</a> might be heading next. </p> <p>Interestingly, she cited Facebook Live as a big focus. The brand currently streams on the platform once a week, typically using a casual, Q&amp;A-style format to encourage interaction. Videos are always fronted by Birchbox employees to make it feel authentic and approachable. </p> <p>It’s clear the channel is proving successful. Birchbox now sees about 4x the engagement on Facebook Live than it does for other types of Facebook content. What’s more, its Facebook Live content is getting about 5x the views and engagement as it did a year ago.  </p> <p>A recent Facebook Live called ‘Three ways to mermaid’ generated 18,000 views, proving that there is an appetite for this kind of fun and lightweight content. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBirchboxUK%2Fvideos%2F1415131011870060%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Finally, mobile is also an incredibly important focus for Birchbox, with 65% of UK traffic coming from mobile devices. Savannah emphasised that everything the brand does from a content perspective has to be mobile-first. While cutting down on copy, making sure images are optimised, and limiting vertical scroll is not rocket science, these elements are vital to the customer experience.</p> <p>Similarly, in order to truly engage customers, the content needs to be relevant to where they’re going to view it, and that is increasingly on a smartphone. </p> <blockquote> <p>Something that’s core to our overall strategy, but specifically in terms of digital content and social, is making sure everything we do is optimised for mobile.</p> </blockquote> <p><em><strong> Related reading:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69016-why-beauty-brands-are-betting-on-augmented-reality">Why beauty brands are betting on augmented reality</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68689-how-the-beauty-industry-is-embracing-the-internet-of-things">How the beauty industry is embracing the Internet of Things</a></em></li> <li><em><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry">Seven ways social media is shaping the beauty industry</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69409 2017-09-07T14:00:00+01:00 2017-09-07T14:00:00+01:00 What's up with Facebook's estimated reach numbers? Patricio Robles <p>According to Pivotal Research Group's Brian Wieser, the audience reach estimates Facebook frequently displays to advertisers vastly exceed those of the number of people who are actually in those groups.</p> <p>CNBC <a href="https://www.cnbc.com/2017/09/06/facebook-inflates-ad-reach-claims-pivotal-research-analyst.html">explained</a>:</p> <blockquote> <p>Facebook's Ads Manager claims a potential reach of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.</p> </blockquote> <p>This raises a huge question: how can advertisers trust the reach estimates if they indicate there are far more users on Facebook in a particular group than there are living, breathing people in that group?</p> <p>One possible answer: non-human users, or bots.</p> <p>As one commenter <a href="https://news.ycombinator.com/item?id=15187001">suggested</a> on Hacker News, "I doubt that Facebook is purposefully lying about their numbers, but the fact that they estimate their reach to be greater than the census results means there must be a lot of bot accounts on Facebook."</p> <p>He added:</p> <blockquote> <p>Assuming that Facebook isn't lying, and they actually see as many accounts as they claim to reach this data would suggest that at least 25% of the accounts on Facebook are alt accounts or bot accounts. And that is assuming that everyone in the target demographic who was in the census is on Facebook. Facebook must be greater than 25% bots.</p> </blockquote> <p>While bots are one possible explanation for the discrepancy between Facebook's reach estimates and census data, other possiblities include users with multiple Facebook accounts and underage users who Facebook's algorithms have lumped into older age groups.</p> <p>Technically, Facebook, like most social platforms, isn't open to users under the age of 13, but that doesn't mean they don't use the social network. <a href="http://www.telegraph.co.uk/news/health/children/12147629/Children-ignore-age-limits-by-opening-social-media-accounts.html">According to one survey</a>, the majority of 10- to 12-year-olds use social platforms despite the rules and 49% of those surveyed said they use Facebook.</p> <p>For its part, Facebook says its reach estimates "are designed to estimate how many people in a given area are eligible to see an ad a business might run. They are not designed to match population or census estimates." Facebook's estimates are based on "user behavior, user demographics and location data from devices."</p> <p>The company revealed that its reach estimates include people who visit a geographic area but don't live there, but given the significant gaps that appear to exist between Facebook's estimates and census figures, it's hard to know just how much this accounts for the discrepancies.</p> <p><strong>Which highlights the real problem advertisers face: Facebook's reach estimates, like many of its other metrics, are often generated by black boxes that advertisers have little visibility into the workings of.</strong></p> <p>According to Pivotal Research Group's Weisner, "Conversations with agency executives on this topic indicate to us that the gap between Facebook and census figures is not widely known." But even now that this has been brought to their attention, they'll probably have a limited ability to really understand what's going on because it's unlikely Facebook is going to provide much more in the way of detail about its reach estimates.</p> <p>"We think that awareness of general measurement issues causes larger advertisers to require the use of third-party measurement services, including Nielsen's DAR and comScore's vCE, to provide the basis against which Facebook is paid," Weisner suggested. </p> <p>He added, "While Facebook's measurement issues won't necessarily deter advertisers from spending money with Facebook, they will help traditional TV sellers justify existing budget shares and could restrain Facebook's growth in video ad sales on the margins."</p> <p>While it remains to be seen whether advertisers will really shy away from Facebook, with companies pouring more and more money into Facebook and the cost of Facebook ads jumping by nearly a quarter year-over-year in the second quarter, the stakes are increasingly high.</p> tag:www.econsultancy.com,2008:BlogPost/69395 2017-09-07T10:56:00+01:00 2017-09-07T10:56:00+01:00 The best social media stories and campaigns from August 2017 Nikki Gilliland <h3>Instagram Stories reaches 250m daily users</h3> <p>Instagram Stories celebrated its first birthday at the beginning of the month, taking the opportunity to announce that 250m people are now using Stories every day.</p> <p>As well as surpassing Snapchat’s 166m daily users, Instagram Stories has also contributed to an overall rise in users on the platform, with people naturally taking to sharing disappearing content.</p> <p>Users under the age of 25 are now said to spend more than 32 minutes a day on Instagram, while users aged 25 and older spend more than 24 minutes a day.</p> <p><img src="https://assets.econsultancy.com/images/0008/8684/Instagram_Stories.JPG" alt="" width="650" height="554"></p> <h3>Obama’s response to Charlottesville becomes most-liked tweet in history</h3> <p>In the wake of the tragic violence in Charlottesville Virginia, Barack Obama responded with a tweet that has gone on to become the most-liked in history. Quoting Nelson Mandela alongside a photo of himself greeting children, the tweet generated over 2m likes in just a few days.</p> <p>Currently, it stands at 4,571,083, surpassing Ariana Grande’s tweet in response to the Manchester bombings.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"No one is born hating another person because of the color of his skin or his background or his religion..." <a href="https://t.co/InZ58zkoAm">pic.twitter.com/InZ58zkoAm</a></p> — Barack Obama (@BarackObama) <a href="https://twitter.com/BarackObama/status/896523232098078720">August 13, 2017</a> </blockquote> <h3>Ikea’s ASMR video</h3> <p>Ikea is the latest brand to jump on board the weirdly enjoyable <a href="https://www.econsultancy.com/blog/68306-what-is-asmr-and-why-are-brands-like-kfc-getting-involved" target="_blank">phenomenon that is ASMR</a>. As part of its ‘Oddly Ikea’ campaign, it created a 25-minute video promoting its new range of ‘back to school’ items for college and university accommodation. </p> <p>The video involves a woman narrator gently caressing pillows and delicately grazing her nails over a lamp, all the while explaining the products’ various features.</p> <p>If you’re a fan of ASMR, you’re bound to enjoy it – just don’t blame us if you start purchasing Ikea bedding in your sleep. </p> <p><iframe src="https://www.youtube.com/embed/uLFaj3Z_tWw?wmode=transparent" width="854" height="480"></iframe></p> <h3>National Lottery’s #Represent campaign backfires</h3> <p>The UK National Lottery obviously didn’t learn anything from Walker’s <a href="https://econsultancy.com/blog/69153-how-big-brands-coped-with-social-media-crises" target="_blank">spectacular Twitter fail</a> earlier this year. Its recent social media campaign, #Represent, suffered exactly the same fate thanks to an almost identical spate of pranks.</p> <p>The idea was that people would leave messages of support for the British Athletics team, which would then be incorporated into images featuring the athletes. Instead, users recognised that the tweets would be automatically generated, and took the opportunity to leave a series of offensive messages and slogans – just like they did with Gary Lineker. </p> <p>Seriously, do people have nothing better to do?</p> <p><img src="https://assets.econsultancy.com/images/0008/8683/National_Lottery.JPG" alt="" width="515" height="578"></p> <h3>CNN starts daily streaming on Snapchat</h3> <p>CNN premiered The Update on Snapchat Discover in August – a new daily news show featuring breaking stories and reports from around the world. </p> <p>The decision comes hot on the heels of NBC’s Stay Tuned program, as well as publishers like Buzzfeed, the New York Times, and Vice, who also post breaking news content on the platform.</p> <p>CNN is hoping that the show will resonate with millennials looking for bite-sized and reliable news content on mobile. </p> <h3>Facebook adds logos to links to fight fake news</h3> <p>Facebook has taken another step towards fighting fake news, announcing that it is to add brand logos next to article links in Trending and Search. The decision is a result of research that found a large percentage of users are unable to determine the original source of news, as well as whether or not it is reputable.</p> <p>Only approved publisher Pages will be able to upload their own logos, which means that unreliable or deliberately fake news publishers will be kept at bay. </p> <p><img src="https://assets.econsultancy.com/images/0008/8723/Facebook_fake_news.JPG" alt="" width="560" height="591"></p> <h3>Trivago ads spook Londoners</h3> <p>Despite a number of fun and creative ads around in August, there’s only one that’s been standing out to Londoners – and not for the right reasons.</p> <p>Trivago has taken to plastering its posters all over the city's tube stations, so much so that the Trivago lady (you know her, she wants to find your ideal hotel for the best price) has been haunting people’s dreams.</p> <p>According to reports, she’s also been filming a number of Trivago TV adverts in recent months, which means we’re far from rid of her yet. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Trivago, you're making us all very, very scared. <a href="https://twitter.com/hashtag/SheHauntsMe?src=hash">#SheHauntsMe</a> <a href="https://twitter.com/hashtag/TrivagoWoman?src=hash">#TrivagoWoman</a> <a href="https://t.co/H8qI5rnyr5">pic.twitter.com/H8qI5rnyr5</a></p> — Sabrina Rodriguez (@sabrodriguez1) <a href="https://twitter.com/sabrodriguez1/status/902944862001135616">August 30, 2017</a> </blockquote> <h3>Always #LikeAGirl campaign tells us to keep going </h3> <p>Procter &amp; Gamble resurrected its ‘Like a Girl’ campaign in August, this time basing it around a startling new statistic – that 50% of girls feel paralysed by fear of failure during puberty, while 75% of girls agree that social media contributes to this fear.</p> <p>Always’ new campaign ‘Keep Going’ sends the message that failure is okay, because it helps people to learn and to grow.  </p> <p>Alongside an 80-second video, the campaign has also involved work with UK influencers talking about their own experiences of failure, including Hannah Witton and Alesha Dixon.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">NEW VIDEO</p> <p>Dealing with the fear of failure | A Chatty GRWM <a href="https://twitter.com/hashtag/LikeAGirl?src=hash">#LikeAGirl</a> <a href="https://twitter.com/hashtag/ad?src=hash">#ad</a></p> <p>Hope you enjoy!<a href="https://t.co/gZSgBqR195">https://t.co/gZSgBqR195</a> <a href="https://t.co/ReFEllSWED">pic.twitter.com/ReFEllSWED</a></p> — Hannah Witton (@hannahwitton) <a href="https://twitter.com/hannahwitton/status/898152332302725120">August 17, 2017</a> </blockquote> <h3>Match.com creates male model pop-up</h3> <p>Match.com launched its very own ‘Model Male’ pop-up shop in August, allowing women to browse a selection of its male members in 3D model form. </p> <p>Apparently the initiative was meant to encourage women to make the first move, and to counteract negative dating traits including ‘ghosting’ and ‘breadcrumbing’. In other words, to represent Match.com’s commitment to forging long-lasting relationships. </p> <p>(In case you’re wondering, breadcrumbing doesn't refer to when a partner eats biscuits in bed, but when a person deliberately leads someone on).</p> <p><iframe src="https://www.youtube.com/embed/TWpwafvaflU?wmode=transparent" width="854" height="480"></iframe></p> <h3>YouTube introduces ‘Breaking News’ feed</h3> <p>August also saw YouTube introduce a ‘breaking news’ carousel to its homepage and mobile app, suggesting that the platform wants to offer users a different way of browsing.</p> <p>It also indicates that the platform wants to edge into Twitter’s territory, following on from the latter positioning itself as a place to come for breaking news.</p> <p>YouTube has not yet indicated whether or not its news section will be curated or determined by its algorithm, however, it's bound to be an interesting development for 24-hour news broadcasters who already publish content on the site.</p> <p><img src="https://assets.econsultancy.com/images/0008/8727/YouTube.JPG" alt="" width="483" height="457"></p> <p><em><strong>To learn more on this topic, check out Econsultancy's range of <a href="https://econsultancy.com/training/courses/topics/social/">social media training courses</a>.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69381 2017-08-30T15:00:00+01:00 2017-08-30T15:00:00+01:00 The Google-Facebook duopoly extends to mobile apps: What can marketers do? Patricio Robles <p>For marketers supporting brands that have invested in building their own mobile apps, the numbers highlight the significant challenges that exist when trying to get consumers to download, install, use and keep those mobile apps.</p> <p>Solving those challenges can require big outlays of cash. <a href="https://www.digitalcommerce360.com/2017/06/23/it-costs-more-than-60-to-acquire-an-app-customer/">According to</a> mobile app marketing firm Liftoff, across all app categories, it now costs marketers more than $4 to deliver a mobile app install, more than $30 to drive a mobile app account registraion and more than $75 to produce a mobile app purchase.</p> <h3>But it gets worse.</h3> <p>90% of the time consumers spend in apps takes place within their top five apps. And all told, half the time spent in apps is now taking place in the five mobile apps with the highest usage overall.</p> <p>For all age groups age 25 and up, the top five apps are all owned by Google and Facebook. In the 18 to 24 age group, all but one of the top five apps, Snapchat, is owned by Google and Facebook.</p> <p>Much has been made of the Google-Facebook digital advertising duopoly and perhaps nowhere is the power wielded by these two companies more evident than in their mobile app dominance.</p> <p>For marketers, this dominance creates a stark reality: if you want to reach consumers on mobile, you are going to have a very hard time doing so if you're not active in the Google and Facebook advertising ecosystems. In other words, if you want to reach consumers on mobile, you now realistically have to go through Google and Facebook.</p> <p>That explains why, for instance, <a href="http://www.adweek.com/digital/facebook-now-makes-84-of-its-advertising-revenue-from-mobile/">over 80% of Facebook's ad revenue now comes from mobile</a> despite the fact that five years ago, its mobile ad revenue was nil and everybody was debating whether or not the world's largest social network could ever figure out how to monetize its mobile usage.</p> <h3>So what should marketers do?</h3> <p>As it relates to reaching consumers via mobile, the better question is: what <em>can</em> marketers do? The dominance of Google and Facebook makes it all but impossible to market at scale on mobile without spending money with these behemoths. But there are still other opportunities.</p> <p>There are numerous app categories such as music, weather, games and personals, in which at least three-quarters of digital time spent takes place in mobile apps. Google and Facebook aren't the dominant players in these categories, and some of the companies that are, such as <a href="https://econsultancy.com/blog/66344-spotify-unveils-new-playlist-based-ad-targeting/">Spotify</a> and <a href="https://econsultancy.com/blog/66288-bud-light-turns-to-dating-app-tinder-for-whatever-usa-campaign">Tinder</a>, are increasingly building out their own ad businesses.</p> <p>There are also other app categories that are on the rise. For example, comScore says that news apps now account for 41% of the time consumers spend consuming news through digital channels. That's a six point gain from a year ago. So marketers will have more plentiful opportunities to find non-Google and non-Facebook opportunities in this category too.</p> <p>For marketers tasked with supporting a brand mobile app, the trends are not favorable, but that doesn't mean that brands can't succeed with their own mobile apps. It does, however, mean that end user value proposition is more important than ever. Simply offering a mobile app of marginal utility and throwing lots of money at marketing it is not good enough. Consumers need to see value if they're going to download, install and use a new app.</p> <p>With this in mind, it's worth noting that the most widely used mobile wallet today is the Starbucks app. Because it's integrated with the coffee chain's loyalty program, and is actually required to be used to earn rewards, Starbucks customers have a compelling incentive to use the app. Marketers need to be able to offer a similarly compelling incentive to their target audiences to be successful today.</p> tag:www.econsultancy.com,2008:BlogPost/69377 2017-08-29T09:19:00+01:00 2017-08-29T09:19:00+01:00 10 marvellous digital marketing stats we’ve seen this week Nikki Gilliland <p>In the meantime, let’s get down to business.</p> <h3>46% of consumers have used social media to ‘call out’ brands</h3> <p>A new report by <a href="https://sproutsocial.com/insights/data/q3-2017/" target="_blank">Sprout Social</a> has revealed that 81% of consumers think social media has increased accountability for brands, with 80% also saying that it helps to uncover unfair behaviour.</p> <p>75% of consumers also think social has increased power for consumers, while 65% also think that it helps to amplify issues. </p> <p>Consequently, 46% of consumers say they have used social media to hold brands to accountability, with millennials being particularly quick to do so. 56% of millennials have used social media to call out or complain about a brand compared to just 39% of other generations.</p> <p><img src="https://assets.econsultancy.com/images/0008/8551/Sprout_Social.JPG" alt="" width="650" height="416"></p> <h3>Ecommerce brands should send between 21-30 holiday-related emails</h3> <p><a href="https://www.klaviyo.com/blog/holiday-email-campaign" target="_blank">Klaviyo</a> has been researching the optimum amount of holiday-related marketing emails for ecommerce companies.</p> <p>Taking into account the average revenue generated by emails sent, it found that companies across industries including fashion, beauty and food saw the most success when sending in the range of 21-30 emails. Brands within this bracket saw an increase in revenue of up to 77 times compared to sending between 1-10 emails.</p> <p>The study also found that fashion brands tend to perform well when including a percentage of money off in the subject line, while beauty brands see an increase in conversion when they include a sense of urgency.</p> <h3>Educating internet users could help improve CRO </h3> <p>Research by <a href="http://content.digitalmediastream.co.uk/blog/transparency-could-be-key-to-conversion-rate-optimisation" target="_blank">Digital Media Stream</a> has found that levels of trust in digital marketing channels is often dependent on the user’s understanding of how that channel works.</p> <p>In a study of 2,000 regular internet users, it found users with a moderate or high comprehension of how cookies work to be nearly three times more likely to click on a retargeted advert than those with low or no comprehension.</p> <p>56% of high comprehension users said they’re comfortable with seeing adverts that are based on their browsing behaviour, while 17% of users with low comprehension said they can find it alarming to see adverts with high relevance.</p> <h3>65% of consumers are fed up with irrelevant communication</h3> <p>Conversant’s 2017 <a href="http://info.conversantmedia.eu/2017-holiday-retail-outlook-report" target="_blank">Holiday Retail Outlook Report</a> has revealed that 65% of consumers say they are sent too many irrelevant messages from brands.</p> <p>Most consumers want personalised communication, with 87% of those aged 25-34 saying they’d be more likely shop with a retailer if it offered personalised offers, and 60% of younger shoppers wanting these personalised offers on mobile.</p> <p>Mobile is also a preferred device for millennials, with 35% of millennials aged 18-24 apparently preferring to communicate with retailers via text message.</p> <h3>Email click-through rates fall in 2016</h3> <p>According to the latest email benchmarking report from the DMA, UK email <a href="https://www.emarketer.com/Article/UK-Emails-Seeing-Their-Clickthrough-Rates-Fall/1016392" target="_blank">click-through rates fell in 2016</a>. </p> <p>While there was an open-rate of 14.2% – a similar figure to 2015 – click-through rates dropped from 1.8% to 1.6%. What’s more, click-to-open rates declined from 13.3% to 11% on the previous year.</p> <p>It’s been suggested that this could be due to a lack of compelling content, as well as consumers only clicking-through for certain types of businesses, such as travel and utilities.</p> <h3>Consumers are switching utility suppliers in search of ethical brands</h3> <p>According to <a href="https://www.echo-ms.com/uploads/resources/retaining-customers-in-a-world-of-choice.pdf" target="_blank">Echo Managed Services</a>, more than one in 10 consumers say they are likely to switch to a service provider or utility supplier that is seen to be more ethical than the competition.</p> <p>When it comes to evaluating a provider, 12% of consumers say that corporate social responsibility is now the main issue they’d consider. </p> <p>16% also say they would switch providers if their current supplier became involved in a public scandal, such as one that exposed poor customer service.</p> <p>Naturally, price still has a huge bearing on brand loyalty. 61% of consumers say they would switch to avoid a price increase, while 36% would review their bills and providers due to stretched household budgets.</p> <h3>Two out of three luxury shoppers prefer to use mobile</h3> <p>A new report by <a href="http://go.contentsquare.com/luxury-report" target="_blank">Content Square</a> has revealed that luxury shoppers are increasingly browsing on mobile, with two out of three preferring to shop via their smartphone.</p> <p>The research also found that 13% of luxury site visitors view more than six product pages during their first visit alone, and reportedly spending 12 seconds on each product page.</p> <p><img src="https://assets.econsultancy.com/images/0008/8548/Luxury_shopping.JPG" alt="" width="780" height="314"></p> <h3>Brands that avoid or condemn Trump see boost in positive sentiment</h3> <p>Since Under Armour’s CEO Kevin Plank revealed that he is to leave Donald Trump’s manufacturing council, the brand’s sentiment score has stood at a positive 89.4%.</p> <p>This is according to Brandwatch, which has also been monitoring the sentiment score of other companies that walked out on the manufacturing council. Social media conversation relating to Intel has been similarly positive, currently standing at 88.6%. </p> <p>In contrast, President Trump’s sentiment has taken a hit on social media, with the most-used hashtag in relation to this topic being #ImpeachTrump, garnering over 33m impressions.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I love our country &amp; company. I am stepping down from the council to focus on inspiring &amp; uniting through power of sport. - CEO Kevin Plank <a href="https://t.co/8YvndJMjj1">pic.twitter.com/8YvndJMjj1</a></p> — Under Armour (@UnderArmour) <a href="https://twitter.com/UnderArmour/status/897250195787964416">August 15, 2017</a> </blockquote> <h3>Average Facebook interaction rate for brands is 0.21%</h3> <p><a href="https://www.quintly.com/blog/2017/08/average-interaction-rate-facebook-industry-insights/" target="_blank">Quintly</a> has analysed the average Facebook interaction rate for a number of industries, helping brands to gauge how and to what extent their content is driving action.</p> <p>It found the average interaction rate on Facebook across all the industries analysed to be 0.21%. Electronics and Media saw the lowest average interaction rate with 0.20%, while Health &amp; Beauty and Food &amp; Drink saw the highest with 0.44%.</p> <p>Interaction rate was fairly low across the board, however Quintly also discovered that the smaller the Facebook page – the higher the interaction rates tends to be. </p> <p><img src="https://assets.econsultancy.com/images/0008/8549/Quintly.JPG" alt="" width="400" height="509"></p> <h3>More than 80% of young people access mainstream online news content </h3> <p><a href="http://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/UKOM-Insights-18-24s-and-Traditional-News-Brands?utm_campaign=EMEA_GB_AUG2017_GDOTHR_UKOM_TRADITIONAL_NEWS&amp;utm_medium=email&amp;utm_source=comscore_elq_EMEA_GB_AUG2017_GDOTHR_UKOM_TRADITIONAL_NEWS&amp;elqTrackId=5d4d1c02802648ba90e788dd4ab4a9d8&amp;elq=e345f3e1824f42a6b726353d29f77b89&amp;elqaid=5768&amp;elqat=1&amp;elqCampaignId=3631" target="_blank">ComScore</a> has been looking at the significance of traditional news brands for young online consumers in the UK. Data shows that in June 2017, 94.5% of those aged 18-24 accessed content from either a major online daily news title, BBC News or Sky News online. Meanwhile, 89% accessed content from more than one. </p> <p>Looking at the top six online newspapers, 84% of 18-24s accessed news channels (where news is separate from other categories like entertainment or sport) during this period, with 33% viewing content from two or more titles. </p> <p>So, while this demographic is not buying traditional newspapers, this data shows that mainstream media still plays a huge role in bringing news content to young people.</p> tag:www.econsultancy.com,2008:BlogPost/69375 2017-08-25T11:25:15+01:00 2017-08-25T11:25:15+01:00 With focus on delivering ROI, Facebook makes changes to paid post boosting Patricio Robles <p>For instance, in response to an advertiser boycott over ads being displayed on offensive YouTube videos, Google said it would hire more employees to moderate content and offer advertisers new tools to better control where their ads show up.</p> <p>And Google isn't alone in trying to clean up its act.</p> <p>The world's largest social network, Facebook, has announced that it is removing the ability for advertisers to pay to boost certain kinds of posts made on their Facebook Pages. Facebook's explanation for the change:</p> <blockquote> <p>In order to ensure businesses get the most value from their Facebook ads, we are removing the ability to boost some post types that are rarely used and are not tied to advertiser objectives. This change will allow us to improve and expand our most effective ad products, and help advertisers identify solutions to help them reach their goals.</p> </blockquote> <p>The <a href="https://www.facebook.com/business/help/420508368346352">17 post types that will no longer be available to boost</a> as of September 15 include shares of polls, place recommendations, changes of Profile pictures and videos or images uploaded through the Facebook camera.</p> <p>Facebook says that few advertisers boosted these types of posts, so removing the ability for brands to post them was probably not a difficult decision financially. That said, the fact that Facebook is telling advertisers that it won't even accept their money to boost these posts is a move worth noting, as it signals a growing emphasis on making sure that advertisers realize an ROI on their ad spend.</p> <p>Indeed, in the company's most recent earnings call, Facebook COO Sheryl Sandberg boldly stated "our goal is to be the best dollar" any advertiser spends. To achieve that goal, Facebook obviously needs to ensure that every dollar an advertiser spends on its platform produces a return well in excess of that dollar.</p> <h3>Beyond vanity metrics</h3> <p>That's important, because while many advertisers have for years invested in social believing that social engagement would ultimately lead to increased revenue, more and more of them are now demanding to see the proof. </p> <p>For companies advertising on Facebook, that means that while having tons of Likes on a business Page or lots of comments on a post is great, if engagement doesn't translate into sales or other key metrics that drive their businesses, these are little more than <a href="https://www.econsultancy.com/blog/68666-five-things-social-media-marketers-like-and-five-things-they-don-t">vanity metrics of questionable value</a>.</p> <p>While post boosting falls under Facebook's Page Post Engagement offering, and is pitched to advertisers as a way to "get more people to like, share and comment on the posts you create", Facebook is increasingly focused on making sure that the engagement produces more than just virtual goodwill.</p> <p>To that end, Facebook gives advertisers who boost their posts the ability to add a call-to-action button on the post. Available calls-to-action include Learn More, Contact Us, Sign Up, Download and Shop Now, and advertisers have the ability to link their call-to-action buttons to a page on their website.</p> <p><img src="https://assets.econsultancy.com/images/0008/8541/ctafb.png" alt="" width="412" height="377"></p> <h3>Will other platforms follow suit?</h3> <p>There's clearly a flight to quality taking place in the digital advertising world and with the two biggest players moving to increase the ability of their offerings to drive tangible returns, it's likely that other platforms will face pressure from advertisers to do the same.</p> tag:www.econsultancy.com,2008:BlogPost/69355 2017-08-21T13:30:00+01:00 2017-08-21T13:30:00+01:00 Is Facebook preparing to tax influencer marketing campaigns? Patricio Robles <p>Currently, influencer marketing is one of the few digital channels in which brands don't have to pay the dominant players for access to an audience. Yes, there are agencies that help facilitate deals between brands and influencers, as well as influencer marketing platforms that largely automate transactions. And some brands even ink deals directly with influencers.</p> <p>But running an influencer marketing campaign on Facebook or YouTube, for instance, doesn't require a brand to pay Facebook or Google. That, however, could soon change as Facebook has announced a new feature that will let influencers tag the Facebook Pages of the brands they're posting sponsored posts for. As part of this, brands will not only gain the ability to view analytics data for those posts, but they'll be able to pay to boost them beforehand.</p> <p><img src="https://assets.econsultancy.com/images/0008/8362/20483604_1494627323927227_1784157374995496960_n.png" alt="" width="561" height="251"></p> <p>As Digiday's Yuyu Chen <a href="https://digiday.com/marketing/influencer-marketing-facebook-get-expensive/">explains</a>, "At first glance, it seems like Facebook is simply making it easier for advertisers to run paid promotion for influencer marketing, but the worry from execs is that Facebook's algorithm will gradually suppress influencer posts if brands don't boost them."Matt Britton, the CEO of influencer marketing firm Crowdtap elaborated:</p> <blockquote> <p>Most brands are using influencers on Facebook to rely on their following base for organic reach. But now, in order for brands to support influencer posts, they have to pay to play. This means that organic reach doesn't matter anymore, and influencer marketing will not be the same.</p> </blockquote> <p>Ouch.</p> <h3>What about Instagram?</h3> <p>Facebook owns Instagram, one of the most popular platforms for influencer marketing, and for obvious reasons has increasingly sought to create a unified ad platform through which companies can easily create and execute campaigns on both Facebook and Instagram.</p> <p>As such, it's not a stretch to speculate that any move Facebook makes to monetize influencer marketing on Facebook could and probably would eventually be replicated on Instagram, and vice versa.</p> <p>Interestingly, a potential precursor to Instagram influencer monetization came last month when Instagram <a href="https://business.instagram.com/blog/tagging-and-insights/">announced</a> a new feature that allows influencers to tag their sponsored posts. Using the feature, influencers can identify the account of the brand that is sponsoring the post. In doing so, the brand is granted access to view the Insights for the post. </p> <p><img src="https://assets.econsultancy.com/images/0008/8361/18900289_103795446893725_6064813118410719232_n.jpg" alt="" width="440" height="783"></p> <p>While presented as a way to "[bring] more transparency to commercial relationships on Instagram," it's not hard to see how Instagram could eventually use the feature to monetize paid posts the same way Facebook is.</p> <h3>How expensive is too expensive?</h3> <p><a href="https://lonelybrand.com/blog/influencer-fees-per-post-2017/">According to</a> the 2017 NOTICE Influencer Marketing Study, the fees charged by influencers increased 250% year-over-year in 2016. Forbes <a href="https://digiday.com/marketing/confessions-social-media-exec-no-idea-pay-influencers/">says</a> that influencers with millions of followers can earn more than $100,000 per sponsored post on popular platforms like Facebook, Instagram and YouTube.</p> <p>But influencers, like the brands operating on these platforms, don't actually own their audiences. Facebook, Instagram and YouTube own those audiences and with the flip of the switch, they can reduce organic reach and force influencers and the brands they work with to pay up.</p> <p>If and when that happens, it could dramatically affect the cost of influencer marketing campaigns, which some are already questioning. Last year, Digiday <a href="https://digiday.com/marketing/confessions-social-media-exec-no-idea-pay-influencers/">published an interview</a> with an unnamed social media executive who confessed that brands are not only in many cases throwing "too much money" at influencers, but that the returns simply aren't there.</p> <p>He made a bold prediction – "influencers are going to start disappearing" – and explained:</p> <blockquote> <p>Brands are going to start realizing the amount of followers you have doesn't mean shit. Just because photos look good and have 200,000 followers means nothing. You can't rely on content creators all day long. For the influencers, their entire business is about relationships and friendships. Someone was at Vice, so uses their friend to do photography. Someone knows someone else at Instagram so gets featured on the trending page. We live and die by these platforms today. </p> </blockquote> <p>Even for those who disagree about the fate of influencers and the billion-dollar business they've built, it's hard to disagree with the last statement – "we live and die by these platforms today" – and it would seem that it's only a matter of time before the platforms, knowing this, are going to look to get a piece of the influencer marketing pie.</p> <p>Depending on how hungry they are, influencers and brands might need to renegotiate the terms of their relationships.</p> 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>