A "must use" if you present to colleagues or clients explaining the adoption of digital media
IPSOS Mori has released their 'Tech Tracker Survey for first Q2013' which has some great insights into Internet Usage - 50% of British Adults access social networks, 16% using Twitter and 17% have used Google+.
If you're not based in the UK we recommend the comScore Digital Future series of reports on media usage.
Respondents were asked questions about how, when and where they use social networking sites and the internet generally. Over 1,023 adults from Great Britain, aged 15 year and older (Some statistics shown are weighted to a national representative profile). Findings from the report have been presented across key sections: Internet Usage, Social Networking, Home use, Smartphones and Tablets, Music, Games, TV and Movies and the consumption of online movies.
We…
The Age of Context - our Anticipatory and Personalised future
A great reminder from tech commentator Robert Scoble speaking to a recent conference showing how digital marketers should create experiences in context.
According to Scoble, context is…
Knowing your customer in deep detail
A personalised experience based on where you are
A new way to work, do more faster
Midem Visionary Monday: The Age of Context from Robert Scoble
One specific trend he pulls out is, integrating Wearable Computing which he predicts will combine:
Big Data
Computation
Sensor Data
Social Network Data
Location Data
It was interesting to see this example of social context available specifically for brands working in the winery industry from Vintank.
Thanks to @Jas…
A summary of Ofcom International report comparing consumer use of the Internet in 17 countries
Value: [rating=5]
Recommended link: New Ofcom International Internet usage statistics
Ofcom’s seventh International Communications Market Report was published on 13th December 2012, this examines take-up, availability, price and use of broadband, landlines, mobiles, TV, radio and post across 17 major countries.
If you’re involved in reviewing changes in consumer and business demand for online services as part of planning for 2013 it’s worth a look - some statistics will be useful for presentations to convince colleagues or clients...
While the focus is on the UK since the research is produced by Ofcom, its purpose is to compare with other countries particularly Australia, France, Germany, Italy, Spain, and the United States. So it also has data if you're based in these countries and I have…
The fourth in the annual series reminding us about the power of social media
I'd be surprised if you have not seen one of Erik Qualman's Social Media Revolution videos or the very funny parody (shown below). Here's the latest 4th instalment in the world's most watched social media video series. How do you find it?
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Digital creates new battlegrounds where brands can win (or lose)
Dave and I were reminded of this 2009 McKinsey model recently since it raises useful questions about modern marketing which marketing managers need to answer when creating plans to get the best results. In 2012 Google's Zero Moment of Truth (ZMOT) which paints a similar picture of changing consumer behaviour is also gaining a lot of interest. Originally published in 2011, it's worth downloading the latest free 2012 PDF handbook .
Both new models show that funnel models of purchase are becoming less useful (if they ever were) and we need to use new models to plan effectively. We thought it best to summarise both models in a two-part format under the umbrella of 'customer purchase journeys'. So here, in Part 1 I review the relevance of the McKinsey consumer purchase journey.
A question originally asked by Procter & Gamble
It's important to credit Procter…
Why social media dashboards aren't a substitute for deeper customer understanding using digital ethnography
Considering how fast social media came upon us, social media marketing has reached an interesting point in its evolution: complacency. Not in the media itself, nor in how users are behaving online, or in how quickly new spaces are popping up and evolving – but in how marketers are becoming comfortable in how they are using (and not using) social media.
This complacency is driven by marketers’ need to create short cuts in analysis and implementation without necessarily understanding the ground-level view of what it is they are analysing and implementing.
Speed trumps understanding
On the face of it the very premise of trying to speed up assessments and actions in social media seems absurd: we are trying to cut corners from the fastest, quickest medium we have.
It might be…
Models of human interactions that help manage the convergence of social media and mobile marketing
Social and mobile are two of the largest growth areas in the technology world. It is therefore inevitable that commentators are keen to identify (and understand how to monetise) convergence between the two. There is great synergy between the two areas. Both are focused on communication, both are undeniably personal and both are very immediate.
Which new propositions can you offer though combining mobile + social?
Whilst a computer is a window onto the web and into your social connections, a mobile, be it an iPhone, iPad or Android smartphone, is your personal window. And unlike a computer it brings extra data and functionality with it. With a mobile, you can share where you are and what you’re doing, generally in a much richer way than a simple status update. This is all becoming fairly commonplace and the…
Are your customers sunny sharers or walled worriers?
Value/Importance: [rating=4]
Recommended link: McCann London Facebook Page
Our customers are understandably worried about how the data they provide online is used and protected. But how worried are they really? How do their attitudes to privacy vary and how can we reassure them? This should be a concern to all marketers who collect and use data online, which must be the majority of marketers today.
I thought this was a really useful piece of global research based on a 6,525 sample in the US and five other markets with qualitative research from twelve markets.
Which are the main consumer privacy concerns?
The study has a lot of rich detail about specific consumer concerns and the actions they take. For example, this data shows that a sizeable proportion of customers prefer to closely control their online privacy.
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It seems infographics are popular, but they have a flaw - they're instantly out-of-date. Well not any more. Thanks to HTML5, if your data sources are updated, the infographic can stay up-to-date too!
This is a great initiative by Online Schools which also uses HTML5 to add interactivity - check it out - it's one of the best examples of the power of HTML5 we've seen:
Created by: OnlineSchools.org (link removed by request)
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A new infographic (we do love them at Smart Insights!) to have in mind for your planning this year. I think that the Facebook registration volumes in 2010 compared to total Facebook registrations is a real eye-opener, as is the 35 hours of video being uploaded to YouTube every minute!
Like you needed another reason to ensure that social and video are two major considerations for your marketing this year ;-)
[caption id="attachment_3935" align="alignright" width="600" caption="Infographic from Focus.com"][/caption]…
