Digital Marketing Research Publications for week 10 2014
Estimated reading time: 5 minutes, 7 seconds
State of Digital wants to provide you with the best information out there. And in Digital things keep changing all the time, so it’s difficult to keep up-to-date. But we are here to help you!
Every Friday we will be giving you an overview of research done around the world, published on the web somewhere. Research you can then use in your marketing efforts, whether it’s optimising a campaign or making sure your superiors will walk the route you plan to walk.
Here’s the overview of research in week 10.
Digital Marketing General
About 9 in 10 global client- and supply-side marketers from around the world (but primarily based in the UK) agree that “real-time marketing is essential as behavior, device, place and time come together.” That’s according to a new report from Econsultancy.
Companies around the world are failing to meet the needs of “aging consumers,” details Nielsen in a recent report based on a global online survey.
Temkin asked 10,000 U.S. consumers to rate their recent interactions with 268 companies across 19 industries. Consumers evaluated their experiences with these firms across three dimensions: functional, accessible, and emotional. On an industry level, grocery chains, fast food chains, parcel delivery services, retailers, and banks all earned “good” ratings on average, whereas TV service providers, health plans, Internet service providers, and rental car companies received “poor” ratings on average.
Social Media Marketing
The 2014 awards season came to a conclusion last night with the airing of the Academy Awards, and a February 2014 study by Influenster found that more than nine in 10 US female internet users had planned to watch the event. Respondents didn’t plan to just watch the awards, though: 97% said they would use social media while viewing the Oscars.
Mercedes-Benz has been among the most active automotive brands on Facebook, and with over 3 million added is a leader in Fan growth last year. Mercedes-Benz dominates Facebook Fan interactions among automotive brands, the platform’s most competitive segment.
60% of Twitter users engage with newsbrands on the social network that they wouldn’t read in print, study says
More than half (59 per cent) of Twitter users follow at least one UK national newspaper or journalist on the site, according to research from Newsworks
A recent survey of advertising agencies found that while social media and streaming/online video were major areas of focus for advertisers in the fourth quarter of 2013, the majority of agencies are unsure of the value these channels are delivering to clients.
Getting a good deal isn’t top of mind for shoppers. In a February 2014 study by Duke University’s Fuqua School of Business, “superior product quality” was the top priority among US marketers.
eMarketer expects nearly 190 million people in Western Europe to buy via digital channels in 2014, and a greater percentage of those purchases will be made on mobile devices, thanks to widespread increases in smartphone and tablet usage.
Research published by BIA/Kelsey in February 2014 reported that US Hispanic internet users relied on digital devices for local shopping far more than their non-Hispanic counterparts.
Social media may be great for announcing new products and fielding customer complaints, but research from YouGov found that setting out a stall on social networks may also have a downside, at least for retailers.
The Indian online retail market is still nascent, yet it is growing rapidly. Despite all of the existing challenges — underdeveloped logistics and supply chain operations, poor last-mile connectivity, delivery rejections at the doorstep when cash-on-delivery payments are used, and low conversion rates — online retail in India grew by 67% in 2013.
The mobile phone is proving to be indispensable in the UK when organizing a holiday. Of the 1,550 UK smartphone owners surveyed by mobile payments and marketing group Weve, nearly nine in 10 used their phones to research and plan their vacations.
Rising time spent with mobile applications over the past year means that Americans now spend more time on a monthly basis with apps than they do accessing the internet from desktops, says comScore in new data.
For the second consecutive year, a report from Experian Marketing Services covering Q4 email activity has found that emails sent during off-peak hours – when the volume of emails was lowest – enjoyed the best response rates.
African-American consumers are more likely than the average American to consider a range of advertising types as purchase influencers, while being less likely to rely on word-of-mouth, finds Experian Marketing Services in a new study.
Nearly two-thirds of organizations in North America have adopted Social Media Analytics Tools, according to a January 2014 study by Demand Metric sponsored by NetBase. And this group responded quickly to the release of such tools—over half of takeup had occurred in the previous two years.