Chart of the day: Neuroscience reveals that for long-term impact ads should appeal to emotion or make us laugh
In this example of neuromarketing, brain responses to over 200 TV ads were analysed. By looking at how the respondents' brains engaged in long-term memory encoding whilst watching the ads, Neuro-Insight were able to establish what makes for effective TV ads.
Since short-term memory only lasts a few seconds and then is lost forever, if you manage to get your ad into someone's long-term memory they'll be able to recall it for years. That means it's critical that your ads are able to make an impact and become part of someone's long term memory.
As the chart shows, information-based ads or discount-related ads make very little long-term impact on our brains. Opting for the 'hard sell' is clearly not effective. Humour stands out as the most effective…
Chart of the Day: New consumer research shows why it's important to get into the primary inbox
Here's some useful insight for email marketers who are looking to understand changes in the inbox behaviour of consumers. It's a new report from the DMA showing how busy consumers manage their busy inboxes. The research looks at a range of issues including 'ghost' accounts; unsubscribes and in-depth focus on the behaviours of younger consumers, including 'Millennials and what motivates consumers to share their email address.
How many email addresses do consumers have?
This is the specific question we'll look at here. The answer is... more than you might think, although as a marketer you may have more than most.The chart shows two is most common which will typically be because people have a work and an inbox email.
The proportion…
Chart of the Day: What are the reasons for abandoning cart during checkout?
In our latest Chart of the Day, we look into why customers abandon at checkout.
Abandonment is a big issue for marketers and ecommerce professionals, but in addition to putting in place techniques to decrease cart abandonment it's important to understand why customers abandon carts in the first place.
The study found that most 61% abandon because the shipping or extra costs are too high.
35% abandoned because they were required to create an account and 27% abandoned due to a complicated checkout process.
Cart abandonment is a global concern, as shown by the chart below.
Source: InboxArmy
Sample: 1044 survey responses
Recommended resource: Visit our Ecommerce toolkit for the latest resources to help you with your Ecommerce marketing.
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Chart of the Day: South Korea, Singapore and the Netherlands lead the world in Digital Adoption
This is a first for us - a non-digital chart of the day! It comes (courtesy of a scanner) from the brand spanking new 2017 edition of The Economist's World in Figures, and has not yet been released digitally. Which is somewhat ironic, given it's subject!
The Economist measured the adoption of digital technologies across business, government and among consumers. It found South Korea, Singapore and the Netherlands were leading the world when it comes to the adoption of digital technologies. It's interesting how global this list is. Rather than being concentrated entirely in Europe and North America, this list features countries from North East Asia, South East Asia, the Middle East and Eastern Europe, as well as the more expected Western Europe and America. The digital revolution is creating a more connected world - one…
Chart of the Day: Top festive adverts on Youtube since November 1st.
Take a stroll into any retail store and you will instantly know that the festive season is upon us once again. Thanksgiving is less than two weeks away in the US and on this side of the Atlantic the burnt circles remain across the country from bonfire night. Both these events give the green light to marketers across the top retail brands to release their Christmas adverts. These adverts can make or break a brand during the holiday season, whether it is based on humour, humility or emotion the bottom line come January will be - did it increase sales based on last year.
Since November 1st, the six Christmas adverts that have been first to launch include John Lewis, Argos & Burberry. It's been hard to miss the now yearly flurry of social media activity for the latest John Lewis Advert #BusterTheBoxer (67k likes…
Video already makes up 70% of global internet traffic, but this is set to increase still further.
To state the obvious, video is already an extremely popular content medium. But far from plateauing, online video it set to continue its rapid growth. By 2020 it's set to reach an overwhelming 80% share of all global internet traffic.
This trend is propelled by two key factors. Firstly there is the growing popularity of on-demand video. Then there is the increasing popularity of video-based social media. This doesn't just mean YouTube. Facebook's push of live video as well as uploaded video, and Snapchat's and Instagram popularity (both of which now involve video) mean increasing views of video content from social platforms.
Marketers need to take advantage these trends, and utilise video- whether for marketing or advertising. Exploiting the incredible prominence Facebook is currently giving live video at the moment looks like a promising tactic at the moment…
Businesses need to properly measure social ROI, or stop wasting their time on it.
What's the point in doing something you're not sure is going to work? Well there's plenty of good reasons. You might have a great feeling about it. You might feel like you have to give it a try, or else you'll never know. You might think failure is just success in progress, or other nice luvie dovie sentiments, and honestly believe you'd better give this thing a go and if it doesn't work then it's just a great learning experience.
All perfectly noble reasons. However, what usually isn't a good reason for doing something is because everyone else is. Yet that seems to be the picture we see when it comes to brand's use of social media, according to marketing consultancy the Brand Gym.
Shockingly, 62% of brands are only using social media because it makes them look…
Which are the best options to increase reach for online retail sites?
The answers to these key questions for online retailers are revealed in the Custora Ecommerce Pulse which summarises online retail sales sources by channel.
Although retailers will know their current mix of traffic which is driving sales, it's always useful to benchmark this mix against others. This chart gives the latest data from 2016 to inform your strategy into 2017. If you are under-performing in some channels, this benchmark enables you to compare to see what is possible.
If you apply the 70-20-10 rule, this chart shows that 70% of your effort should go into the 3 main channels or organic search, paid search or CPC and Email marketing. Affiliate marketing is also important.
When interpreting this source, it's worth remembering that these stats don't show traffic…
Hidden navigation menus, such as hamburger menus negatively affect discoverability, increase task time and perceived difficulty of the tasks.
Quantitative user testing studies aren't as common as qualitative studies in the world of User Experience Research, but this brilliant study by Nielsen Norman Group (NNG) with 179 participants found that hidden menus, such as hamburger menus led to worse discoverability on both desktop and mobile devices.
Methodology
The study by NNG used remote unmoderated testing, which involves users recording their screen and voice at home, whilst working through instructions. Six live websites were tested across desktop and mobile, including three types of navigation:
Hidden navigation: where the main navigation is placed under an icon (e.g. hamburger) and the user is required to click or hover over the icon to display the navigation
Visible navigation: main navigation shown clearly in a navigation bar
Combo navigation: a combination…
76% of adults use multiple devices to access content- only a tiny minority uses desktop only
The results of Comscore's 'Cross-platform future in focus 2016' make for interesting reading. One of the most interesting charts from the report show just how tiny the number of people not using a combination of devices to access content online is. For those aged between 18 and 34 only 3% are only accessing content on a desktop device - if trends continue then the figure for December 2016 will be less than 1%.
But we're not seeing a dramatic shift to pure mobile - instead users are making the most of both mediums and utilising desktop and mobile together in order to suit whatever their needs are at the time. This explains why we are seeing high levels of mobile traffic on ecommerce sites but very low mobile conversion rates. Those people browsing on mobile are converting…
