Stats, Facts & Future Trends: December 2016

Stats, Facts & Future Trends January 5th, 2017

This month, we discover why social advertising is the number one way to promote content, the importance of personalisation, and the staggering proportion of online campaigns that miss their intended audience.

Most UK marketers rely on paid social ads to promote content

UK marketers are more than three times as likely to use social advertising to promote content than they are to use native advertising or content discovery tools, according to a survey by the Content Marketing Institute (CMI). The survey also found that:

• UK marketers were more than twice as likely to use social advertising (76%) than they were traditional online banner ads (33%).
• Search engine marketing came second to social advertising, with 57% of respondents using it.
• 50% of the respondents use print or other offline promotion for their content.
• One in five respondents don’t use any paid methods at all to promote content.

When it comes to which channels UK marketers prefer to distribute their content through, 88% of respondents said they use email, while 84% said they used LinkedIn and 82% said they used Twitter. Nearly seven in 10 do so via Facebook and more than half do so via YouTube, while fewer than 40% said they use Google+, SlideShare, Instagram, Tumblr and Snapchat.

Source: Content Marketing Institute
To read the full article, click here.

Personalisation a ‘strategic priority’

Image result for personalisation

Personally relevant content increases consumers’ purchase intent for a brand’s products and services, according to a new study. Based on a survey of 1,500 US consumers, The Personalisation Imperative for Content Marketing report concluded that personalisation is becoming a “strategic priority” for brands. The report also found that:

• 88% of respondents said that personally relevant content improves how they feel about a brand.
• 78% said such content increases their purchase intent for a brand’s products and services.
• 50% indicated that they would pay more for products and services from those brands that do a good job of providing personally relevant content.
• The sort of content on which consumers placed the greatest value was that which “informs” (40%) and “educates” (28%). Far fewer attributed significance to content that “entertains” (17%) or “inspires” (11%).

“More than ever, consumers expect and demand a personally relevant experience wherever they go and whatever they do digitally,” said Adam Weinroth, chief marketing officer, OneSpot. “Findings from this research reinforce the need to make personalisation a strategic priority for brands to remain relevant to consumers.”

Source: OneSpot
To read the full article, click here. 

Product launches target social

Marketers are no longer looking to traditional above-the-line campaigns when launching new products and services. Instead they are turning first to social, according to new research. Using interviews with more than 730 senior marketers across the UK, US and Australia, launch marketing agency Five by Five  found that:

• 74% prioritised social media in their launch marketing plans.
• Sales promotion ranked second among the most important channels, with more than half of marketers (55%) citing it. Email campaigns came in third at 53%.
• TV advertising only ranked sixth, behind press advertising and PR – a finding that reinforced earlier research which reported that only 6% of consumers saw TV advertising as a key factor in whether or not they bought a new product.
• Around half of marketers (46%) believed that the biggest benefit of social channels is in generating awareness before the product actually launches.

“Shareable content and social engagement allow brands to create a groundswell of pre-launch interest in a way no other channel can match,” said Martin Flavin, creative director at Five by Five.

Source: Five by Five
To read the full article, click here.

Social is a top-down broadcast platform

According to a new Warc report, the most effective social campaigns are using these platforms as broadcast channels to distribute brand-generated content. In Seriously Social 2016, marketing consultant Peter Field scrutinises data attached to entries to the 2016 Warc Prize for Social Strategy and found that:

• There are four major global social marketing trends, one of which is a shift towards ‘top-down’ (brand-generated content) and away from ‘bottom-up’ (consumer-generated content).
• Top-down accounted for 93% of winning cases in this year’s Prize.
• There has also been a marked increase in the use of content in social campaigns, with 79% of entrants using content in their social strategy in 2016 compared with 41% in 2015 and just 22% in 2014.
• Increasingly, social is becoming a broadcast channel, with almost three quarters (73%) of entrants using video as part of their social strategy.

“Four or five years ago we were told that the future of marketing was about giving consumers control,” said Field. “Marketers have voted with their feet and decided that is nonsense. In an age of massive risk aversion, people have gone towards the tried-and-tested.”

Source: Warc
To read the full article, click here.

UK kids tune into YouTube

Related image

Research has found that the vast majority of children and teens watch YouTube weekly. September 2016 data from Futuresource Consulting highlights just how engaged with the platform children and teens are in the UK, finding that:

• 49% of children aged 3-16 spend 3 hours or more watching YouTube in a typical week.
• Only 13% of children didn’t watch something on YouTube.
• It’s estimated that there will be 7.6 million digital video viewers under the age of 18 in the UK in 2016, accounting for 18.1% of the country’s total digital video viewers
• According to Ofcom, just under three-quarters of UK children aged 5-15 had used YouTube. Among 12- to 15-year-olds the proportion was 87%.

In a January 2016 survey from Logicalis UK, YouTube was far and away the most popular digital content platform among 13-to-17-year-old internet users in the UK, cited by 87% of respondents.

Sources: Futuresource Consulting, eMarketer, Ofcom, Logicalis UK
To read the full article, click here.

Half of online campaigns miss audience

A report by Nielsen has found that half of the UK’s online campaigns are missing their intended target audience. The research firm studied 3,400 UK campaigns that ran between April and June 2016, which formed part of wider analysis of more than 44,000 campaigns across 17 countries, and found that:

• Just 53% of ad impressions in the UK are viewed by the intended target audience.
• This is lower than Germany (58%) and Italy (57%), although significantly better than France (43%).
• Travel is the marketing category most likely to reach its online target audience in the UK, viewed by 66% of the target audience, followed by entertainment (64%) and business & consumer services (63%).
• However, just 42% of retail marketers reach their desired audience in the UK, rising to 49% in the EU, while the UK and EU rates for FMCG digital marketing campaigns stand at 40% and 42% respectively.

“Although 100% accuracy is likely to remain a pipe dream, a school report on digital technology’s ability to hit specific audiences might read ‘could do better’,” said Barney Farmer, Nielsen’s marketing effectiveness director in the UK & Ireland.
“However, it’s more precise than traditional media, and performance is improving all the time, particularly on mobile whose superiority in reaching narrower audiences reinforces its status as the most highly personal ad medium.”

Source: Nielsen
To read the full article, click here.

IoT device users are open to ads

A new survey by the Interactive Advertising Bureau (IAB) has revealed that US consumers who own at least one Internet of Things (IoT) device, such as a smart TV or fitness tracker, would be receptive to ads on their device. The survey found that:

• 62% of US consumers own at least one IoT device, such as a smart TV or fitness tracker.
• 65% say they’re willing to receive ads on IoT screens.
• More than half (55%) of these consumers say they would be open to ads on smart devices if marketers offered incentives, such as coupons (44%), extra features (30%) or access to exclusive games (19%).
• Connected TV (39%) is the top choice for consumers considering whether to buy an IoT device, followed by a connected car (37%), wearable health trackers (32%), home control devices and internet-enabled voice command systems (31% each) and internet-enabled appliances (30%).

Patrick Dolan, IAB’s Executive Vice President and Chief Operating Officer, said consumers are becoming more interested in IoT devices as they get more familiar with them, and that brands should pay attention to the development. “To access the coveted IoT audience that is already open to receiving ads on their devices, advertisers need to consider ‘added incentives’ for their messages,” he said. “As adoption continues and marketers learn to weave the Internet of Things into their strategies, tomorrow’s prospects for IoT as a marketing platform will be very bright.”

Source: Interactive Advertising Bureau

To read the full article click here.

Commissioned by The CMA

  Share: Posted in Stats, Facts & Future Trends