Chart of the Day: Young people are leaving Facebook and Twitter behind in favour of Snapchat and Instagram
Bo Burnham is an American comedian about to release his first film, Eighth Grade, about an eighth-grader called Kayla finishing up her classes before starting high school. Writing believable dialogue for a character much younger than himself was a difficult task that Burnham’s script pulled off – apart from one important detail:
“The only thing I had [Bo] change was, originally, all of Kayla’s DMs and social media stuff was through Facebook. And so I went up to him and went, ‘Nobody uses Facebook anymore, what is this for, my aunt?’ So, he changed it from Facebook to Instagram. That was the only thing I corrected him on.”
- Elsie Fisher (Kayla) speaking to Refinery29
But Facebook isn’t just for old people, right?
…
Chart of the day: New research highlights the top marketing skills for career progression
This research is from a report which is a collaboration between Smart Insights and The IDM. Its goal was to help marketers understand the skills needed to improve in their careers and to help employers understand the range of skills they need to develop. Respondents include Smart Insights members, thanks if you took part!
This first chart shows the importance based on time spent on current activities by marketers. It shows the wide range of skills needed and highlights the need for marketers looking for new jobs to demonstrate planning, data analysis and project management skills.
The second chart is more useful since it highlights the skills gap, comparing the skills that marketers have now against those they aspire to develop in the future.
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Chart of the Day: Brands and Agencies Struggle to Trust AI with Budget Allocation
Business success demands a balanced approach when it comes to decision making – objective analysis and subjective experience. Artificial intelligence (AI) is one of the hottest tools to improve the scale and quality of our data analysis, but research from Albert Technologies has shed light on what tasks marketers are having difficulty letting go of.
Polling brand and agency marketers on their adoption of AI, both groups agreed that budget allocation was one of their hardest tasks to relinquish. Brand marketers had the most difficulty handing over campaign analysis, while agency marketers wanted to hold on to their audience segmentation.
These attitudes may be the result of AI systems having varied levels of automation. Marketers are likely more open to systems they can use to improve their analysis…
Chart of the Day: How do your Adwords campaigns compare?
Do you know what a top-performing AdWords campaign looks like? The new Paid Search Benchmark 2018 report by Adthena is a useful compilation of ad spend and performance, cost and competition and competitive diversity across the UK, US, and Australian paid search landscape.
Access the full Paid Search Benchmark 2018 report.
This report benchmarks ad spend and performance in search, and encompasses data from over 140 million paid search ads, 135,000 advertisers, and 5.6 million search terms in the US, UK, and Australia, revealing global search trends and category-specific insights.
Mobile vs Desktop average CTR
Knowing what device your potential audience is using for their search query is important. you need to make sure your desired landing pages are optimized for mobile use (not that it shouldn't be anyway), but if you're paying for a user's click you want to be getting their…
Chart of the Day: How Google's featured snippets are reducing the number of traditional organic links
Organic search traffic remains one of the most effective methods of customer acquisition. So, it's as important as ever to be on top of the changes that Google makes to its algorithms and the formats used to show recommended sites in the search engine results pages (SERPs).
This Chart of the Day shows nicely what SEOs have known for a long time, i.e. that the search results features such as featured snippets, related questions, images, video are now so important that they should be an essential consideration in most markets.
It's indicated by this compilation from Moz of 10,000 sample queries used in the Moz features graph (see second chart below) which shows that fewer than half of these SERPs have the full 10 blue hyperlinks we have been familiar. The remainder are the features shown in the…
Chart of the day: Email marketing tips to innovate your strategy
When it comes to email marketing, there’s always some discussion about its relevance as a digital marketing channel, in the fast-paced world of instant messaging and social media. However, each time it comes out as a winner in the debate.
Email platforms can be used to deliver specific, personalised and prolonged marketing communications to your user-base, making it vital for marketers to use this channel to its full potential and innovate their email marketing strategy.
A recent chart on MarketingCharts shows the various different ways in which companies want to innovate their email marketing strategy in 2018, as compared to 2017. Creative use of behavioural triggers, use of dynamic content and automation to trigger one-to-one communication are right up there, as more than 50% of to try these creative…
Chart of the Day: Long-form LinkedIn Posts Drive Greater Engagement
For many social media platforms, brevity means business. Twitter has based its entire business model on this (though slackened somewhat when they raised their character limit from 140 to 280 this year) and Snapchat’s disposable nature demands quick captions on pictures and videos. LinkedIn, however, appears to have become a safe haven for long-form content.
Paul Shapiro, reporting on OkDork, analyzed close to 3,000 of the most successful blog posts on LinkedIn to find out what the perfect LinkedIn post looks like.
1,500 words is something of a tipping point, pushing a successful post into the top tier of average views. Posts that approach 2,000 words also gained the greatest number of likes, comments, and shares.
This love of high word counts is reflected in several aspects that can make posts more digestible.…
Chart of the Day: A summary of the state of digital marketing skills
I thought this infographic from General Assembly was useful for showing specific skills gaps since it isn't based on a survey, rather it is based on a test taken at the end of a digital marketing qualification. We will be sharing research we have done in collaboration with the IDM on the perceptions of marketers to their careers later in the month.
The top of the chart shows a skills gap amongst non digital marketing specialists that might be expected since those focusing on digital marketing activities will naturally understand digital concepts better. It is arguable whether corporate marketers need to know the details of techniques like search, display and AB testing. However, they will need to discuss such techniques with their teams, so this does hint at a…
Chart of the Day: Average Product Page View, Add-to-cart and conversion to sale rates for eretailers
In our compilation of average ecommerce conversion rates we compare different sources, showing the challenge of converting retail site visitors to add-to-basket sessions and sale.
I'm sharing this funnel-based view of the conversion process since it also shows the conversion rates to product page views which aren't published so often:
As would be expected, the number of sessions with product page views is much higher than the other micro-conversions, approaching 50 percent. This provides a useful benchmark and prompts retailers that it's useful to track conversion to product page views when making site design improvements.
It also reminds us of the value of following up on interest in specific products and categories via sending personalized browse abandon emails which is the focus of the post where I…
Chart of the Day: Podcast Advertising Market Sees 117% Year-on-Year Growth
Podcasts are a fantastic way for companies to regularly generate digestible content and stay at the forefront of their customers’ minds. The impact of podcasts is certainly being felt in the US, where 16 million homes could be classified as “avid podcast fans”, a year-on-year increase of 3 million from 2016.
This has led to massive increase in US podcasting ad revenue, which has now risen to over $300 million. A report from the Interactive Advertising Bureau and PricewaterhourseCooper presented the findings from 19 self-reporting companies that generate revenue from podcast advertising in the US, which equates to a year-on-year growth of 117% rise in ad revenue.
The report also forecasted the future growth of the market, which projected an increase of 28% and reaching $659 million…
