Digital Marketing Research Publications for week 11 2014
Estimated reading time: 5 minutes, 52 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 11.
Digital Marketing General
Influencer marketing, considered by some to be a buzzword, is proving to be a beneficial relationship for both the marketers doing it and the influencers who participate, according to a January 2014 study by Augure
UK consumers are taking to streaming music services in growing numbers—to the detriment of both digital downloads and physical music sales. However, very few of these listeners pay to subscribe to such services; rather, they are willing to accept advertising in order to continue streaming music for free. The opportunity for marketers to reach these consumers is huge, though imprecise targeting could be harmful to their chances of success, according to a new eMarketer report, “UK Digital Music: Marketing Opportunities Coming into Focus as Consumers Go ‘Full Stream Ahead.’”
Different types of blog post bring different benefits to your website. Through painstaking research into all the blog content of one website, E-Consultancy has been able to identify clear patterns that should help you think about ways to plan your content strategy.
Digital marketing software provider Silverpop recently commissioned a study conducted by Forrester Consulting, showing that businesses that skilfully manage their buyers’ behaviours in order to improve the customer’s end experience have the competitive edge.
Another day, another study of Millennials. Or so it seems. And this one, produced by Crowdtap and Ipsos [download page], shows that in general, Millennials are more likely to trust user-generated content (UGC) than other types of media, also tending to find UGC more memorable.
Social Media Marketing
Socialbakers surveyed over 500 marketing professionals, spanning 82 countries and 20 industries to better understand where social media is heading in 2014. The State of Social Marketing, Part One, concerned the priorities and practices of marketers. Part Two defines the state of social media advertising, from how Fortune 500 companies operate with no social advertising budget to why Twitter struggles to attract advertisers.
LinkedIn announced this week that it has passed 15m members in the UK, a 50% increase from 10m members in September 2012.
Each Tweet represents an opportunity to show your voice and strengthen that relationship with your followers. Adding a hashtag, photo or video to Tweets undoubtedly makes them richer, but does it bring you more user engagement?
To measure Twitter’s global impact, Gnip, a social data firm, studied the firehose of posts over the years. The above chart tracks tweets from users who selected a primary language in their profiles since the service went live in 2006. Last year, among people who told Twitter they had a preferred language, almost 49 percent of tweets were from users who chose Japanese, Spanish, Portuguese and other languages other than English.
Online product and service videos positively affect brand image and drive purchase decisions, say respondents to a survey from Animoto.
New video services are rapidly emerging and as a result, consumers’ TV viewing habits are evolving. How are consumers leveraging these new services? How are these affecting Pay-TV providers? What adjustments should Pay-TV providers implement?
Consumers aged 16-24 are the least likely to buy products via PCs and laptops (58%, compared to 25-34s with 68%), according to a report from GlobalWebIndex.
The internet doesn’t yet touch all parts of society in Spain, but where it does reach, it’s now central to the lives of those who use it, according to polling by the Asociación para la Investigación de Medios de Comunicación (AIMC).
Mobile ad spending in the UK continues to show significant growth and is expected to rise 90.0% this year to nearly £2.26 billion ($3.53 billion), up from about £1.19 billion ($1.86 billion) in 2013, according to eMarketer’s latest UK ad spending estimates. By 2018, eMarketer expects mobile to claim more than one-third of total paid media spending in the UK.
UK consumers are far ahead of Europe in terms of using smartphones for online shopping.Out of 18 European countries surveyed, the UK has the highest percentage of people who make a monthly purchase on their smartphones, with 32%. This is compared to just 8% in France, 15% in Germany and 19% in Sweden.
Six out of ten Brits will switch between two devices to get online every day, with more than a fifth of the country’s population using three gadgets a day, such as a smartphone, a tablet and a PC.
TV ad spending will grow at a fairly steady single-digit pace over the next several years. The growth rates are not exciting, but they are impressive given the sheer size of the market, according to a new eMarketer report, “US TV Ad Spending: Factors Shaping Today’s Television Market.”
Out-of-Home advertising revenue rose 4.2% in 2013 compared to the previous year, accounting for $6.9 billion, based on figures released by the Outdoor Advertising Association of America.
Desktop search in the US is poised for a significant decline this year as paid clicks on Google shift toward mobile devices, according to new figures from eMarketer.US mobile search ad spending grew 120.8% in 2013, contributing to an overall gain of 122.0% for all mobile ads. Meanwhile, overall desktop ad spending increased just 2.3% last year, according to eMarketer.