Chart of the Day: New research on web users' perception of ad types and formats
The Nielsen Norman Group has been helping make the web a better place through their research and advice on usability and customer experience for a long time. In fact, it's since 1998, about as long as I've been involved in advising on digital marketing. While their research usually has a solid methodology and sample, I've always felt, it often takes a 'pure usability' perspective that isn't necessarily useful to businesses and marketers who are promoting their service. But perhaps marketers need that counterpoint.
This research is a case in point. In this survey, participants were shown 23 wireframes (not actual ads) corresponding to different types of advertisements and rated how much they disliked them on a scale of 1 to 7. Here's an example:
So, which were the most hated?…
Chart of the day: 3 in 10 Wimbledon Fans are watching branded video on social media
You may have noticed Twitter has partnered with the All England Lawn Tennis Club by live streaming its Wimbledon Channel. Allowing tennis fans around the world to tune in and watch matches live.
Social Media has played a big part in the promotion of Wimbledon Championships. This chart shows how social media has helped shares and comments throughout the event.
According to Global Web Index 3 in 10 Wimbledon Fans are watching branded video online. The results below show that each country is more likely to follow the sports stars over watching or following sports on social media.
This presents a clear opportunity for brands who are looking to use video or broadcasting in their campaigns. If you have proof that your followers are engaged on social media and are…
Chart of the day: Mobile search and Mobile display have grown rapidly from 2015 to 2016 in Europe.
Mobile video rose more than 20% between 2015 and 2016, according to the Adex Benchmark from IAB and IAB Europe.
The UK leads mobile ad growth compared with the rest of Europe.
There is year on year growth of around 53% for mobile advertising.
Mobile advertising revenue globally has hit $83 billion which is over 60% increase.
Mobile display advertising grew by 52.9% to €5.4 billion in Europe, mobile search was up 52.9% amounting to €5.5 billion.
Serbia, Romania and Turkey have seen the biggest mobile display advertising growth year-on-year.
Source: IAB Adex Benchmark 2016 - published June 2017
Sample: Data provided by IHS Markit and ComScore
Recommended…
Chart of the Day: Analysis of 100 million headlines shows which are most effective
You've written a great article, but now you need a headline. It's got to tempt people to click, it's got to convey its value. It can't be too long. It's got to fit nicely into a tweet or an email subject line. It can't be too dull, or too complex. It is a tricky business this headline writing, isn't it?
Luckily the good folks at Buzzsumo have analyzed over 100 million different headlines and how many Facebook engagements each has generated. This gives us a tremendous insight into what headlines are the most effective.
One clearly stands out from the pack: 'will make you'. This may be so effective because it established that the post will impart value for the reader. E.g. 'This will make you the best at X' or 'This will make you the coolest guy in the room'. It…
Chart of the Day: As Facebook hits 2 billion only 6% don't use a mobile device
Thirteen years after its launch, Facebook has now reached the impressive milestone of 2 billion monthly active users. And when you think there are only 7.3 billion people on our beautiful planet that figure becomes even more phenomenal. The fact more than 1 in 4 people in the whole wide world are using Facebook each month really does blow my mind.
This got me thinking about how all these people were accessing Facebook. Most people I know use the App on their mobile phones but that's only a small sample of less than scientific data. In today's Chart of the Day, I'm going to look at the Users by Device data available from Facebooks own Audience Insights tool.
Global Facebook Users by Device
Globally 94% of Facebook users are accessing their account via mobile and with 63% using an Android device, which makes…
Everything you need to know about what has happened in social media marketing this week
Spotlight story: Twitter is becoming a tv channel
Video continues to take over social media as the preferred mode of content. And live streaming has grown rapidly over the past year becoming a key part of many leading brands marketing strategies. Twitter ramped up their video effort this year. In May, Twitter announced it would be live streaming video 24 hours a day, 7 days a week inside its app and desktop site. This shift towards mobile means that video is now Twitter’s largest revenue-generating ad format partnering with key brands such as BuzzFeed, The Verge and Bloomberg.
This week Twitter partnered with the All England Lawn Tennis Club to live stream its Wimbledon Channel. Allowing tennis fans around the world to tune in and watch matches daily, as well as covering news and interviews.
…
Chart of the Day: Is your use of influencer marketing mainly campaign-based or continuous or always-on?
Our Managing digital marketing 2017 research report showed that integrating marketing campaign activities remains a major challenge, so it was interesting to see a new report from Traackr reviewing integration of influencer marketing. Their new report specifically considers influencer marketing in one sector, B2B technology, but references this research from a wider sample on the maturity of influencer marketing integration.
Similar to our research, it shows that integrated 'always' on programmes are rare, instead it's more common to have campaign-based programmes. It's understandable that much influencer marketing is campaign-based since that makes it easier to manage as part of campaign activities. The report from Mark Schaefer and Evy Wilkins also considers the role of 'micro-influencers' which I'm a strong believer in. The report interviews several tech marketers including Nicole…
Chart of the Day: Email Personalization in 2017
Dynamic content is broadly viewed as highly effective in the world of email marketing. For anyone not sure what this buzzword means:
Dynamic content involves a web page or email communication that is created in real time, often with reference to a database query, in response to a user request.
In the chart below, we see that dynamic content in email marketing is the most effective of personalization tactics. But what is interesting is taht personalized email content based on software/machine learning is 58% effective. People are capitalizing on using machine learning to deliver highly relevant content to marketing emails. This is definitely a trend to look out for.
Want to start to personalize your emails? Find out how in our article; 1 to 1 dynamic content personalisation is the future of email marketing.
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Chart of the day: Most marketers are empowered to collaborate with sales
Research has found that marketing and sales are aligning more than ever, sharing insights and metrics. The study shows marketers usually understand what sales need from them.
The positive results from Salesforce show:
Marketers understand how they impact individual customers.
Marketers believe they send high-quality leads for the most part and marketing and sales share common goals and metrics.
They both also share data and imp[ortantly marketers understand what sales need to succeed and how they can assist with that.
The results suggest that sales and marketing metrics and goals are aligning, that they have regular communication and empathy for each other. In turn, supporting each other to succeed. This research is very positive for the effect marketing has on sales, in supporting their efforts. Perhaps marketers are now targeted on leads, quality of…
Chart of the Day: Mergers & Acquisition activity involving AI companies is increasing rapidly.
First people build things in their garages. Then the startup ecosystem develops. Then the tech gets noticed. Then the big players start realizing how disruptive it will be, and they start buying up the startups so they're the ones doing the disrupting, rather than being disrupted.
It's a cycle as old as silicon valley (so not really that old in the scheme of things). We've seen businesses like Amazon, Google and Facebook go from dorm rooms to garages to becoming some of the most valuable companies in the entire world.
Now it is artificial intelligence tech that is the exciting new technology with the power to transform how we live work and organize the world. The possibilities for marketers are enormous, so it is wise to keep an eye on how the tech is maturing.
The chart below shows how many…
