Ten Compelling Digital Marketing Statistics for November 2014
It can be argued that the world of online marketing is one that never assumes a defined character; instead factoring in the prevalent societal attitudes and the fluctuating trends of the day in order to take on the appropriate shape for its audience. The reality is that the digital advertising terrain of today will unquestionably vary from the month before, and the best businesses are the ones who recognise this and change the infrastructure and strategy of their business on the basis of empirical evidence each and every month.
In order to make beneficial and credible value judgements about how to make such alterations to the manner in which you market your business and engage with your customers, it is vital that you analyse the statistical resources available to you on a monthly basis. Being able to examine the key changes to trends over a fixed period and identify which types of marketing are the most effective during different seasons is pivotal to ensuring your company is moving forward at all times and is taking the necessary measures to outstrip its competitors.
With this in mind, we’ve prepared a list of the most intriguing and compelling statistical pieces of information from the digital marketing landscape this month, including figures which illustrate how the industry continues to expand as well as essential data for holiday marketers to consider.
- Forrester Research posited that overall interactive spend will attain a 12% compound annual growth rate, amounting to a staggering $103 billion by 2019. This occurrence will be heavily driven by positive growth in the search, display and social media branches of marketing, though the largest contributor to interactive growth will come from the expansion in mobile advertising during the next few years. As researching organisation Cambridge pointed out, mobile marketing is expected to comprise 66% of total growth across interactive spend during the next 5 years.
- Smart phone and tablet devices will be used to make a whopping $1.6 billion worth of purchases on Thanksgiving, Black Friday and Cyber Monday this year. According to Adobe, businesses will collectively accumulate $6.5 billion in sales from mobile and PC devices alone during those three days, highlighting the importance of optimising your appearance and site usability on smaller devices. “We may be too low with [the mobile numbers],”said Tamara Gaffney, principal analyst for Adobe Digital Index. “The reason why is the iPhone 6 and 6 Plus weren’t factored into our research.”
- Adobe’s research also concluded that 18% of mobile marketers intend to utilise iBeacon technology to target prospective customers in the next year. For all who are unfamiliar with this is, it is simply wireless Bluetooth technology which serves to provide location-based information to different users of Apple devices. It is possible that the accessibility of such information to the marketing community will completely revolutionise the manner in which they target on-the-go consumers and create huge new potentialities for heightened profit in-take. As Gaffney points out, iBeacon technology is expected to catch on like fire, with the 18% figure of this month forecasted to “double” over the next year”.
- Despite being subjected to heavy criticisms across social media channels, it appears that McDonald’s currently enjoys the title of the globe’s biggest brand on Facebook. Social Flow outlined that McDonald’s have accumulated a monumental 51,037,243 likes on their Facebook posts since they began their social media marketing campaign on the platform. This is considerably higher than KFC, Subway and many other industry counterparts and raises questions over whether their decision to release more promotional content on Facebook than their rivals is the driving factor behind their superiority within it.
- Despite no one quite being certain why #AlexFromTarget generated so much heat last week, it is undeniable that the statistical feats it attained were impressive. Target himself managed to get 46,000 mentions on Twitter during the initial 24 hours of the trend and a further 77,500 re-tweets and favourites across the rest of the week. Such figures suggest that were Target to delve into the business world right now, he would find it far easier to generate publicity and interaction with his endeavours, solely down to the effectiveness of the # campaign at creating a brand for himself. The data also illustrates just how great an impact viral content can have on the reputation and consumer engagement of your brand; opening up a whole corridor of opportunities by simply creating a concept that gets people around the world talking about you.
- The Best advertising company in the world? According to Phoenix Marketing International, the answer is Mercedes Benz – though only marginally. 30% of those the organisation polled for their study identified that the carmakers brand resonated in their minds after viewing their advertisements, compared to the 29% average who said the same across the rest of the upmarket motor industry.
- Inaccurate or incomprehensive location information has continued to hinder and undermine the results of marketing companies. xAd highlighted this week that they currently chuck away 80% of its total itinerary from publishers primarily because of invalid location information. It appears that figures from mobile firm ThinkNear reinforce the credibility of this notion, compellingly displaying that just 34% of advertisement requests made on the basis of latitude & longitude information are actually accurate by a reasonable distance. “One of the big players in this space, we saw 85 percent of all impressions served [in a campaign] were not within the location that we specified for our client,” noted Jon Hook, head of mobile at Mediacom International. “I’m not talking about minor discrepancies—these are significant discrepancies that we’re seeing.”
- Whether you agree with it or not, figure have illustrated that a titanic 428, 675 viewed proprietor Mark Zuckerberg’s Facebook video about assisting the cause against Ebola during the initial 5 hours after it was released. And after Mr Zuckerberg annihilated a critic who questioned his motives behind the request, this figure only went up even higher.
- Econsultancy and Acxiom conducted an investigation into the complexity of the data terrain and looked at this in regards to marketing and the imperativeness of nailing this in the mind of the consumer.
Appropriately titled “Delivering Value in the Data Exchange” the study results were based on various discussions with high up figures responsible for branding in top companies, as well as a digital survey polling over 1000 British consumers. While usually marketers are apprehensive to include features on their site which ask for their customers personal data, the study suggests that they may not need to take such caution towards this area. 43% of those polled actually argued that it is actually worth sharing personal data from time to time whilst a further 14% said that this rung true all of the time.
- Mobile devices are now the main way for people to find information about products, according to the IAB, whose published research found that most 16-34 years are now in favour of using smaller devices to do their browsing on. Of the people surveyed, 41% said they used mobiles to find product info, 35% said PC’s or laptops, 7% said they directly went to a store and 17% found info through other sources.