Stats, facts and future trends – February 2016

Stats, Facts & Future Trends February 22nd, 2016

This month, discover the positive impact content marketing has on brands, why short-form video delivers more engagement than long-form, and how marketers measure engagement.

Content marketing pays dividends

Content-led marketing can significantly improve consumers’ positivity towards advertising brands, according to a study by the BBC. BBC Storyworks, the content marketing arm of BBC Advertising, used facial coding technology to understand the emotional impact and effectiveness of content-led marketing. The results, published in The Science of Engagement report, indicated that:

  • Exposure to content marketing gave a 77% increase in explicit positivity and 14% increase in subconscious positivity.
  • 64% said they were happy to read content-led marketing as long as it was clear which brand was presenting it.
  • Rejection for labelled brand-presented content was 7% below the average benchmark, while rejection for non-labelled content was 18% above the average.
  • 63% of respondents were happy to see the content as long as it mirrored the quality of the provider’s editorial content.
  • 30% were more likely to believe content-led marketing on premium news providers would be more informative and accurate than on non-premium news providers.

“In a time when advertisers are increasing their spending on content-led marketing, it’s important that they also feel confident in its effectiveness and understand the significant positive impact this kind of content has on their brand,” said Richard Pattinson, SVP/Content, BBC Advertising and head of BBC StoryWorks.

Sources: Warc, BBC Worldwide, Biz Community

To read the full article, click here.

Facebook Messenger usage leaps ahead of Snapchat

Snapchat may be gaining ground on Facebook in terms of video views, but when it comes to usage Facebook reigns supreme. According to GlobalWebIndex’s Q3 social media landscape research, over 37% of adults globally have used Facebook’s Messenger app over January 2016, compared to just 7% that had used Snapchat.

  • Whatsapp, which hit the million user milestone last month, was the second most used messaging service at 33%, followed by Skype which had been used by 21%.
  • Though Snapchat failed to top the chart in terms of global usage, the report noted that 43% of teens aged 16 to 19 in the US use the service.
  • In November 2015, Snapchat confirmed it was clocking up 6bn video views per day (compared to Facebook’s 8bn), having tripled its viewing figures over a six-month period.

The figures come as further research indicates that consumers are speaking more time on messaging apps. Facebook Messenger has been a dominant player in the arena for the past two years, having grown its user base by 600 million over the past 12 months. In terms of straight-up social apps, Facebook was the most used at 51%, while YouTube and Google+ took second and third place ahead of Instagram.

Sources: The Drum, GlobalWebIndex

To read the full article, click here.

Marketers drowning in content

Senior marketers around the world are struggling to manage the sheer volume of digital content that is now being produced, a new survey has revealed. Accenture, the professional services firm, polled senior marketers from 17 countries who work in 15 different business disciplines, and found that 92% reported dealing with more digital content than they did two years ago. The survey also found that:

  • 83% of the marketers surveyed expected the volume of digital content to increase over the next 24 months.
  • 50% said they have more content than their marketing organisations can manage effectively while 53% said they spend more time on operational details, such as legal issues, than on core marketing and branding.
  • 73% said their organisations spend more than $50m a year on content management alone.
  • However, only 45% reported that they are very confident that their digital content investments will achieve business objectives.

“The problems marketers are pointing out are symptoms of a broader issue,” said Donna Tuths, global managing director of content services at Accenture Interactive. “There is a finite amount of content you can create and manage using current approaches. Organisations need to recognise content as an enterprise issue that does not belong purely to marketing, IT or any other stakeholder.”

Sources: Warc, Accenture

To read the full article, click here.

Short-form video drives engagement

A new study has found that short-form mobile video creative of about six to eight seconds delivers on average 36% higher engagement levels than long-form, and it also delivers the best return on driving traffic. Mobile ad platform Opera Mediaworks analysed campaigns by ten leading brands in the EMEA region, including those from eBay, automaker Mitsubishi, Stella Artois beer and TomTom, and found that:

  • A six-second ad used by Stella Artois, as part of its sponsorship of the Wimbledon tennis tournament, delivered 60% higher engagement compared to a 15-second version.
  • Short-form video attracted 25% longer dwell time than its longer-form counterpart.
  • However, when it came to product-focused campaigns featuring a call to action, video ads lasting between 15 and 30 seconds delivered engagement rates 30% higher than shorter form content.
  • A product-focused campaign for TomTom, which encouraged people to click onto a microsite, saw long-form video of 15 seconds deliver a 62% increase in engagement.

“It’s long been suspected that the length of mobile video creative has a direct impact on audience engagement rates, and it’s reassuring to have a specific measure of this,” said Mark Slade, managing director for EMEA at Opera Mediaworks. “Mobile video continues to be a huge growth area for advertising, considering the ubiquity of smartphones and the changing habits of how we consume content.”

Sources: Warc, Opera Mediaworks

To read the full article, click here.

Business metrics drive personalisation

Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, a new report has claimed. The study from the CMO Council included input from 179 senior marketers from both B2B and B2C businesses, and found that:

  • 40% believed that the new business measures they were using meant they were evolving their ability to demonstrate the impact of customer experience investments.
  • One third felt they were already doing this well.
  • 49% were optimistic that personalised engagements and campaigns would help create lasting relationships with customers, while 26% were totally confident that personalisation is the path to customer gratification and retention.
  • 21% said they were delivering one-on-one relationships with their customers, personalising experiences both online and offline.

Liz Miller, SVP/Marketing for the CMO Council, noted that clicks and views still had a role in measuring real-time campaign success, “but to measure customer experience success and the overall impact of marketing on the business, marketers are turning to financial KPIs: revenue, costs, conversions and impact on the bottom line”.

Sources: Warc, CMO Council

To read the full article, clcik here.

Influencer marketing rapidly gaining popularity

As concerns about ad blocking grow, influencer marketing is becoming more important to brands, according to a new eMarketer report. The report, titled Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators, found that:

  • The top tactic used by marketers to engage with influencers is content promotion, with 67% employing this strategy.
  • This is followed by product launch (59%), content creation (59%) and event management (45%).
  • Almost 70% of influencers prefer to be compensated by money, with just 11.5% preferring free products and 4.1% ads on their blog.
  • 61% of US marketers planned to increase influencer marketing budgets in 2015.

“Influencers are such an important part of what brands are doing today,” said Greg Manago, co-president of content and entertainment for North America at Mindshare. “The question [from clients] isn’t, ‘We want to do something with influencers; what do you think?’ It’s ‘What’s the influencer strategy for this program?’”

And the need for video content is a major driver. “We continue to look for partners and influencers that can help us create some of these unique pieces of

content,” said Josh Martin, director of digital and social media at fast-food chain Arby’s. “It’s not just taking 10 seconds out of a 30-second spot and slapping it on Facebook.”

Sources: eMarketer, Augure

To read the full article, click here.

How long does it take to incorporate new technologies into marketing efforts?

According to a July 2015 survey, almost a third of marketers said it takes four to six months to fully integrate new technologies into their marketing efforts. The survey by Skyword, a content marketing company, and Researchscape, a personal-services start-up, also found that:

  • 29% said it took them 4-6 months to fully integrate new technologies into their overall efforts.
  • This was followed by 2-3 months (26%) and 7-12 months (21%).
  • 7% of marketers said it took them one to two years to fully integrate new technologies into their marketing efforts and just 1% of respondents said it took them more than three years.

Overall, technology is helping marketers in a variety of areas, with 76% agreeing with the statement that it’s “making it much more straightforward to personalise at scale”, according to September 2015 research from Econsultancy and RedEye. Other statements in the survey included “You need personally identifiable information for true personalisation” (42% agree) and “Contextualisation is more important than personalisation” (41% agree).

Sources: eMarketer, Skyword, Researchscape, Econsultancy, Red Eye

To read the full article, click here.

How marketers measure customer engagement

Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to research by CMO Council, many executives are using revenue metrics to quantify the success of customer efforts. The research found that:

  • 38% of marketing executives said that revenue metrics, such as customer lifetime value, revenues per customer and overall revenue increases, were the primary type of metric they used to measure consumer engagement.
  • 30% said campaign metrics, such as clicks, conversions, shares, traffic and web analytics, were the primary type of metrics they used.
  • Fewer marketing executives said they relied on sales enablement metrics (12%), service metrics (10%) and finance metrics (10%) to measure overall customer engagement success.

Meanwhile, many consumers feel that good service makes them feel more positive about brands, with 89% of internet users worldwide agreeing with the statement in a survey by Ovum and Opinium Research LLP. Other results from the survey included 81% are only looking to have their questions answered, and 57% saying mistakes make them think about switching.

Sources: eMarketer, CMO Council, Ovum, Opinium Research LLP

To read the full article, click here.

 

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