Stats, facts and future trends – January 2016

Stats, Facts & Future Trends January 22nd, 2016

This month, we look at why brands need better quality content to engage consumers, why brands still aren’t good users of social media, and which platforms UK marketers are distributing their content on.

Brands must improve content experience

Distracted, multi-screening consumers have little patience for a poor content experience, with most choosing to abandon it rather than persevere, a new study has shown. Adobe surveyed more than 12,000 consumers across the US, UK, Germany, France, Australia and Japan, and found that:

  • More than eight in ten digital device users would stop engaging with content that was too long or hard to view across devices.
  • People use an average of five different devices, with most (83%) using multiple devices simultaneously.
  • Around three quarters of respondents were open to content recommendations from brands based on past behaviour.
  • Just 23% of respondents said they trusted content from companies whose products they don’t buy, but that nearly doubled to 43% if the source was a company from whom they have purchased.

“This is a wake-up call for content marketers everywhere,” said Brad Rencher, senior vice president and general manager, Digital Marketing, Adobe. “To break through, brands need to earn consumers’ trust, use great design and apply smart, predictive connections that add value to the experience.”

Sources: Warc, Adobe

To read the full article, click here.

Social marketing needs to grow up

The marketing industry regards Coca-Cola as being one of the few brands that is using social media effectively, according to a new survey. The survey, by the Internet Advertising Bureau UK (IAB) also states that social marketing has a lot of growing up to do. Other findings include:

  • Nearly 3 in 10 (28%) of industry respondents still don’t believe social media plays an important role in the marketing function.
  • Half of brands said they don’t ever measure the ROI of social, while one quarter only do it some of the time.
  • Agencies were more clued up on social metrics, with just 18% saying they never measured ROI.
  • 20% of industry respondents thought Coca-Cola was one of three brands “doing social particularly well”, followed by Nike (15%) and Virgin (12%).

Alex Kozloff, the IAB’s Director of Marketing & Communications, described social as being “still a teenager” in terms of marketing disciplines. “It still has a lot of growing up to do in convincing a significant part of the marketing industry that it has an important and beneficial role to play,” he said.

Sources: Warc, IAB

To read the full article, click here.

Most brands on Instagram post daily content

It’s no secret that brands are highly engaged with social media, and according to research by L2 Think Tank, more than three quarters of brands with Instagram accounts post content daily. The report found that:

  • 78% of brands that have Instagram accounts post content daily.
  • 74% of brands post on Twitter daily.
  • 64.7% of brands post content daily on Facebook.
  • However, only 16% of brands with Snapchat accounts said they posted content daily.

Brands are not just posing content on social media sites, they‘re also advertising on them, with 72% of US marketers saying they were interested in allocating money to Instagram for advertising. In the same September 2015 survey from RBC Capital Markets and Advertising Age, Snapchat captured the interest of 36% of marketers surveyed.

Sources: eMarketer, L2 Think Tank, RBC Capital Markets, Advertising Age

To read the full article, click here.

Mobile video ads drive brand awareness and engagement

Mobile video advertising brings a lot of value to marketers, primarily increasing brand awareness, but it also helps with lead generation and better engagement, according to a December 2015 survey. The survey, by Trusted Media Brands (TMB) and Advertiser Perceptions, asked US media decision-makers to choose their top three benefits of mobile video ads and found that:

  • Almost half of respondents (47%) said that increasing brand awareness was one of the primary benefits of mobile video ads.
  • 34% said that better engagement and interaction was a primary benefit.
  • Other benefits of mobile video ads include ‘Suited to mobile consumption behaviours’ (31%) and ‘Better user experience’ (29%).

According to eMarketer, mobile video ad spending is growing faster than any other digital advertising format in the US. Spending on mobile video advertising will grow more than 70% to reach $2.62 billion in 2015, with over a third of the estimated $7.77 billion to be spent on digital video ads. By 2019, eMarketer estimates, mobile’s share of total digital video ad dollars will reach 47.7%.

Sources: eMarketer, Trusted Media Brands, Advertiser Perceptions

To read the full article, click here.

More B2B marketers view content marketing as an effective tactic

The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this increased emphasis on content marketing, these marketers have evolved in their approach and strategies, and are looking at the long game. The study, by the Content Marketing Institute and MarketingProfs, found that:

  • 76% of B2B marketers expect to create more content in 2016 than they did in 2015.
  • Allocated budgets will follow suit, with over half of B2B marketers planning to spend more on content marketing over the next 12 months.
  • In a different study, 43% of B2B marketing professionals said that content marketing was one of the most effective tactics for lead generation.

Of course, getting a large number of leads is only the beginning, especially as B2B marketers consider how content marketing can pay off over time. A May 2015 Starfleet Media study found that 80% of B2B marketing professionals worldwide used the number of leads as a content performance metric last year. That percentage was down slightly from 2014, when it was 84%.Over the same period, other performance metrics gained ground, including sales conversions (from 78% in 2014 to 86% in 2015) and quality of leads (66% to 72%).

Sources: eMarketer, Content Marketing Institute, MarketingProfs, Ascend2, Starfleet Media

To read the full article, click here.

Content marketing gets a boost

Content marketing is set to move up the corporate agenda in 2016, according to Millward Brown, as the C suite wakes up to the implications of ad blocking. In its annual Digital and Media Predictions report, the research consultancy points out how content marketing can be appealing and drive consideration but cautions that even as marketers seek to engage with customers more heavily through content, they will need to measure its return on investment.

  • “The recent rise of ad blocking software means that consumer receptivity will be a big issue in 2016,” said Duncan Southgate, global brand director for Digital at Millward Brown.
  • “Brands that fail to target consumers appropriately, adapt content across formats or rely solely on paid advertising content are unlikely to build engagement and drive sales,” he continues.
  • Among the other predictions for 2016 are the closer integration of sales and media touchpoints as digital platforms increasingly blur the lines between these disciplines.
  • Three key trends are driving this opportunity: the consumer journey becoming device and channel agnostic; the transformation of e-commerce sites from pure sales channels into media touchpoints; and the transformation of ad creative that links directly to purchase opportunities on digital channels.

Brand owners have a greater opportunity than ever to deliver a seamless brand experience and drive brand, market share and sales outcomes, simultaneously and in harmony, according to the report. “Sales and media touchpoints have traditionally been separate, but changes to the digital landscape and consumer behaviour now allow marketers to unify them for the first time,” said Southgate. “In 2016 we expect advertisers to map marketing contexts to an integrated consumer journey so that sales and brand-building content complement rather than compete with each other.”

To read the full article, click here.

Brands prefer Facebook native videos

Many brands prefer to upload their videos directly to Facebook, according to data from quintly, with YouTube videos only making up around a quarter of all videos posted by brands on the social network. The study is based on a sample set of more than 1 million Facebook posts analysed between July and November 2015, and found that:

  • Almost two-thirds (65%) of brand video posts to Facebook were Facebook native.
  • 24% of video posts to the social network were links to YouTube.
  • Other video platforms such as Twitch and Vevo made up a collective share of 10%, while just 1% of brand video posts to Facebook were links to Vimeo.

A separate June 2015 study from Locowise revealed that Facebook native video reach is higher than for YouTube videos posted to the site. Facebook native videos achieved 13.2% organic reach, while YouTube-sourced videos achieved 7.9%. That study found that among all of the videos that were posted, 96.4% were Facebook native and just 3.5% were from YouTube.

Sources: eMarketer, quintly, Locowise

To read the full article, click here.

Smartphones continue to drive mobile video consumption

The latest Adobe Digital Index has revealed that mobile video viewing is growing as a share of all digital video viewing. The overall mobile share of online video starts also continues to grow, largely due to the increase in smartphone viewing. The Index found that:

  • The share of smartphone digital video starts worldwide in Q3 2015 was 18.1%, an increase from the year before when the share was 13.6%.
  • The share of digital videos viewed on a smartphone was up 33% year on year.
  • Tablet video viewing saw a decrease, with the tablet share of digital video starts at 12.6% in Q3 2015 compared to 13.5% the year previously.
  • Overall, the share of digital videos viewed on a tablet was down 7%.

Separate research from Ooyala also found that the share of mobile phone digital views worldwide has increased. In September 2013, the share of mobile phone digital video views worldwide was at 7%, which increased to 39% in September 2015. Tablet share remained relatively flat.

Sources: eMarketer, Adobe Digital Index, Ooyala

To read the full article, click here.

Where are UK marketers distributing content?

Research by the Content Marketing Institute (CMI) and Lionbridge has revealed that nearly nine in 10 marketers in the UK use content marketing, with YouTube becoming an even more important part of the landscape. The study also found that:

  • 93% of UK content marketers said LinkedIn when asked what social sites they were using to distribute content in 2015. This is slightly down from 2014.
  • Second place was taken by Twitter, with 92% of respondents saying they use it.
  • YouTube rose from 68% in 2014 to 81% of content marketers in 2015.
  • The use of video as a tactic is also up, from 73% of content marketers in 2014 to 83% in 2015.

Earlier research from the CMI found that UK content marketers focused on different social networks depending on whether their audience was businesses or consumers, with B2B marketers preferring LinkedIn and B2C practitioners more focused on Facebook.

Sources: eMarketer, Content Marketing Institute, Lionbridge

To read the full article, click here.

Commissioned by The CMA
  Share: Posted in CMA Industry News, Stats, Facts & Future Trends