Chart of the day: Facebook Users' Privacy Concerns
In the wake of global data disasters, such as the Cambridge Analytica scandal, where an individual’s online privacy has fallen at risk of being misrepresented and misused for falsely priming political agenda - people have undoubtedly become wary of their personal details saved online. However, it’s interesting to see that even though privacy concerns amongst users are high, Facebook daily visits seem to have been largely unaffected by this disaster.
Recent research by Marketing Charts shows that personal data security is the top concern with Facebook. According to a Gallup survey, 55% of Facebook users are very concerned and 25% are somewhat concerned about their personal data being sold to and used by other companies and organization, among many other…
Chart of the day: Original research drives traffic but marketers aren't promoting it to its full potential.
Original research produced by b2B marketers drives traffic and social shares - but are marketers making the most of their excellent research? The short answer, according to research by Buzzsumo and Mantis Research is pretty much a "no".
The research found the main benefits of producing original research (research reports which involve conducting a survey of real people e.g. marketers) drives traffic and social shares, success!
Website traffic, social shares, PR and influencer mentions, as well as leads were reported by half or more respondents. This proves the value of conducting original research and shows why it's so popular as a content marketing methods.
When asked how marketers then promoted the research, this is what they found:
Most marketers promote…
Chart of the Day: Research showing the popularity of different types of content assets are used during B2B vendor service selection
Our poll featured in our digital marketing trends 2018 post showed the ongoing popularity of content marketing as a technique with marketers. This research, looks at content popularity from a different angle, the popularity of different forms of content assets during the buying process.
This visual is 'numbers' heavy, but the orange shading helps show the most popular types of content.
Which content formats are most popular?
Considering which content types are most popular, we can see that most types of content are useful to someone! This suggests the importance of using content mapping as a technique to align the right types of content with the right persona and stage of the buying process as covered in the templates and examples in our persona guide…
Chart of the day: Sales and Content Marketing teams are most aligned on sharing customer questions, but least aligned on personas
Shockingly, the research found that content marketers and sales professionals are least aligned on buyer personas, which would seem particularly important for both parties, as something they should be aligned on.
The study conducted by Content Marketing Institute and LinkedIn Research also found that a stronger culture of alignment would be the best way to increase sales and content marketing alignment.
As you can see, buyer persona sharing is not very aligned compared with other activities the survey asked about. Target accounts, how to use content and when to use content, along with typical discussions around customer questions, are by far the most aligned activities. Content marketing strategy appears to be shared with the sales team, it's unclear how much integration between sales…
Chart of the day: Benchmarks for Facebook news feed placement ads Q1 2018
Even though Facebook may have recently been on the receiving end of continuous flack and scrutiny, data shows that Facebook ads continue to do well in the world of paid media. Business are still witnessing the fruits of Facebook as a marketing and advertising channel.
So, it’s only obvious that understanding how you can leverage Facebook Advertising in the right way has become vital for brands and marketers. Facebook is making it harder and harder for posts to reach audiences organically. If you want to get your posts seen on Facebook, especially at a larger scale, chances are, you’ll need to pay for the reach with Facebook Ads.
Recent benchmarking report on paid search and paid social, by AdStage, provides valuable insight into paid media metrics, to enable marketers like you and…
Chart of the day: After Snapchats controversial redesign last year, satisfaction with the app has plummeted
YouGov data suggests the app has erased two years of work in just a few months, as Snapchat's impression score and satisfaction score has dropped significantly.
The survey asked users in the Unites States (US) aged 18-34, who'd then fall into the millennial category, to rate how satisfied with the SnapChat brand. YouGov do continuous tracking of brands including Snapchat, as part of their BrandIndex product.
As you can see from the chart above those aged 18-34 have reported a massive drop in terms of a positive impression with Snapchat. As you can see from the chart below, there is a massive drop in satisfaction too.
Those aged 18-34 have suddenly recorded a more negative impression of Snapchat and a…
Chart of the Day: How perceptions of the applications of AI differ between agencies and brands
In our infographic reviewing the applications of AI in marketing, we explore 15 different applications of Artificial Intelligence (AI) across the customer lifecycle from media buying to marketing automation and chatbots. It's around a year now since we developed this infographic, so it's interesting to know how widely used AI is, both by businesses and their agencies.
In today's Chart of the Day, I'm sharing some research which helps show how AI is being used for marketing. The sample is smaller than what I would usually look to share and it is skewed since it is a customer survey of Albert and AI tool for marketing, but with relatively few adopters of AI, this is inevitable and I thought the report below might be useful both for agencies and brands to learn about the 'Use Cases' of…
Chart of the day: customers expect more personalized experiences according to businesses and that's why they are prioritising improving CX
Customer Experience (CX) improvements are being led by customers wanting more personalized experiences according to new research. Customer expectations are essentially driving CX prioritisation.
7 in 10 businesses said they were improving CX because customers expect more personalization, whilst 6 in 10 simply said they want to improve customer loyalty, which makes sense, we all want loyal customers!
I think they are right though, customers expect far more personalization and many businesses are still not personalizing the experience for customers. It's great to see that businesses realise that customers have a desire for personalized experiences, but now they are expecting this and therefore it's important that businesses start to prioritize this and act fast.
You'll notice the least concern was competitors delivering a better experience,…
Chart of the Day: Use for benchmarking your ad clickthrough rates (Ecommerce focus)
With the rapid adoption of smartphones by consumers, both Facebook and Google had to move fast to transition their desktop-based revenue model over to smartphone. This involved developing new ad placements for mobile which encouraged clickthrough to maintain their CPCs.
This benchmarking report from Nanigans shows how Facebook has been successful in encouraging relatively high average clickthrough rates of > 2% in retail ecommerce which are much higher than the sub 0.2% average CTRs for banner ads. They're consistent with the > 2% average CTRs which we see from Google (if budget is sufficient to target the top positions.
Recent changes in CTRs from this report show response moving upward for ecommerce marketers even after increasing in Q4. The average Q1 2018 CTR of 2.98% in Q1 is 25% higher quarter-over-quarter and 61% higher year- over-year. This is at a similar…
Chart of the Day: A summary of trends in managing influencer marketing activities
2018 has been dubbed the year of Influencer Marketing by many including MarketingLand and AdWeek who report on research that:
"67 percent of marketers think influencer marketing campaigns helped them reach a more targeted audience, thus leading to more impactful results".
Of course, Influencer marketing isn't new, indeed we first published our Influencer Marketing guide 5 years ago and continue to update it in line with changing practices and increased regulation. We're sharing this research from Linqia since it is a detailed report covering use of influencer marketing which will help marketers compare their approach for managing influencers.
This chart features some of the latest trends according to Linqia. It provides a good checklist of tactics you could be considering.
Source: State of Influencer marketing 2018
Sample:…
