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10 superb digital marketing stats from this week

10 superb digital marketing stats from this week

January still dragging on? 

Luckily, we’ve got a fine set of stats to see you happily through to February.

This week we’re covering news about cart abandonment, adspend, dodgy ads, and lots more. Don’t forget to download the Internet Statistics Compendium for even further info.

76% of marketers see ad blocking as a positive

According to a survey by YouGov and the Chartered Institute of Marketing, the majority of marketers believe that ad blocking will be a positive for the industry, encouraging better practice and greater levels of creativity.

On the other hand, 38% of respondents believe that it could lead to a decline in online marketing.

Other key stats from the research include the key areas of focus for the year ahead, with 42% of marketers citing personalisation, 37% citing data-driven marketing and 31% saying influencer marketing.

Emojis generate 17% more interaction on Instagram

A new study by Quintly has revealed that emojis result in 17% higher interaction when used on Instagram.

From analysis of 22,000 profiles and 6.2m posts, those which included emojis were found to have a 2.07 interaction rate compared to 1.77 for those without.

Other findings include the most popular emojis of 2016, with the most-used being the camera emoji, followed by the ‘OK’ hand signal and the pink hearts.

43% of marketers still experimenting with influencer marketing

According to Altimeter’s Traackr report, 71% of marketers rate influencer marketing as a strategic or highly strategic area of marketing.

However, 43% of those that agree are still experimenting with the practice, and 28% are only involving influencers at campaign level.

The report also found the influencer budgets are still small compared to other areas of focus, but a shift in prioritisation means that 55% of marketers plan to spend more on influencers in 2017.

Trump’s inauguration generates 15m social media engagements

4C has revealed how social media users reacted to Donald Trump’s inauguration.

The day’s event saw over 15m engagements across Facebook and Twitter, with the new President generating over 5m of them.

Engagement peaked for the inauguration when the Obamas met the Trumps at the White House – a moment that’s now famous for Michelle Obama’s awkward reaction towards that Tiffany box.

While the #inauguration hashtag generated 2.6m engagements on the day itself, the #womensmarch hashtag drew 7.3m engagements the day after.

Google removes 80m misleading ads in 2016

Google’s Bad Ads report has revealed that 80m bad ads were removed in 2016 for deceiving, misleading or shocking users with false information or clickbait headlines.

Similarly, Google also took down 7m bad ads for intentionally trying to scam consumers or deliberately trying to trick its detection systems.

In 2016, 1.7bn ads were removed overall, which is double the amount of ads removed the year previous.

82% of customers over 55 feel undervalued

A new study by ICLP has found that customers over the age of 55 often feel overlooked, with 82% saying that retailers do not understand their needs.

Consequently, 95% of over 55s would consider abandoning their favourite retailers in favour of others.

ICLP’s survey also discovered what would make this demographic more loyal. The results found stronger reward programmes, communication and reliability to be the top three factors.

Adding touch to mobile ads increases engagement

In a study of 1,137 Android users, IPG Media Lab discovered that capitalising on consumer’s sense of touch during mobile video ads can produce a 50% uplift in brand favourability.

While a standard video ad achieved happiness and excitement levels of 37% and 30% in consumers, video ads with touch-enabled elements resulted in rates of 44% and 38% respectively.

This also resulted in a halo effect, with a 6% increase in positive brand perception overall.

Global cart abandonment rates up 2.4%

SalesCycle’s Remarketing Report details the latest global cart abandonment stats. It shows that global cart abandonment rates were 76.8% in Q4 2016, a figure up 2.4% on the previous quarter.

In terms of industry, fashion cart abandonment remains the lowest at 67.4%. Meanwhile, utilities is the highest, with an abandonment rate of 84.4%.

58% of B2B buyers distrust vendor claims

Research from TrustRadius has found that tech vendors are failing to keep up with expectations, as nearly 60% of B2B buyers cite vendor-provided materials as the least trustworthy source.

Despite many feeling sceptical over claims, buyers still acknowledge that vendors play a significant role in the purchasing process, with 62% saying they help answer questions, facilitate basic demos, and provide technical support.

Additionally, the report found product demos and free trials to be the best and most trustworthy resources for buyers.

UK adspend increases following Brexit

According to the latest figures from the Advertising Association, UK adspend increased 4.2% in the quarter following Brexit.

This news comes on the back of a Deloitte survey which found that 22% of advertising businesses have lost contracts since last June, and 62% believe the decision has negatively affected their business.

On the other hand, the survey also found that 23% see Brexit as an opportunity for growth, and as a result, 8% plan to increase investment in the UK.

(Why?)
Published at Fri, 27 Jan 2017 14:56:00 +0000

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