Digital marketing statistics watch is our weekly round-up of the most valuable statistics, research reports and infographics which will help you develop a strategy. We mainly focus on consumer and companies adoption of new digital tools and technologies.
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Our recommendations on Internet Marketing Statistics week starting 30th August 2010
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Commentary: This is published weekly in NMA, but if you don’t subscribe it’s freely available on their site showing the number of views plus Facebook likes and Twitter share. It gives a good idea of the potential of viral campaigns and the role of social media in sharing.
The headline figures for the top 2 are impressive as is the rate of sharing within the social networks.
But maybe it’s the bottom 2 we should look at – the reach is small compared to a TV spot and what about the many failed virals which don’t even make the Top 10.
Implication: Clearly shows viral affect from Facebook greater than Twitter as you would expect for these types of consumer brands. Viral marketing is still a high risk, potentially high reward marketing technique in the age of social media marketing. Perhaps forward-to-a-friend emails were more effective.
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Commentary: A look at how availability and sharing of information offers potential to marketers through new visualisations and mashups.
Implication: Think how you can anonymously share information about customers preferences to improve the experience for others. It could be no more than a Top 10 products list.
Options covered include:
Information about customer usage of products or services to help advise others.
Map mashups of information about regions customers live or consume service.
Giving physical locations and objects a virtual identity so that information can be shared about them (see FluidDB at the end of the article).
Our recommendations on digital marketing statistics for week starting 23rd August 2010
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Commentary: We’re alerting you here to one to a summary of one of the highest quality pieces of research about customer adoption of digital media that’s published annually. The Ofcom report (download) shows continued adoption of digital devices in the UK. The report states:
“Take-up of several digital devices and services passed new thresholds in 2009/10. Over seven in ten people (71%) now have access to a broadband connection at home; Nearly four in ten people claim to watch television services online, while 14% listen to radio over the web. Moreover, a fifth (23%) of mobile handset owners now use it to access data-related services such as the internet and more than a quarter (26%) of mobile users now have a smartphone“.
Implication: Most managers are aware of the importance of the web, but this report shows the growth in access from mobile devices. The We Are Social report catalogues this. It also shows the continued importance of TV and Radio, ‘though it’s interesting that for younger age groups the importance of TV has decreased with many saying they would now miss the Internet more than TV.
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Commentary: A great infographic for presentations showing incredible growth of Facebook for some brands via @wearesocial
Original source: What Happens When Facebook Trumps Your Brand Site? From Adage.com
Implication: It’s often said how difficult it is to engage brands on Facebook. This data shows many brands have got it right in terms of growth rates at least.
Our digital marketing statistics update for week starting 16th August 2010
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Commentary: Track your online video performance against the big boys! Simple tool that allows you to join for free and get an end-to-end view of your video campaign performance.
Implication: It might be just a simple video – but still measure it!
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Commentary: There’s a wealth of stats from the report. The sample size for the data used is over 900 million email messages. This is a subset of the messages sent through MailerMailer (software) between January 1 and December 31, 2009.
Implication: Great for benchmarking – there’s also some useful insights (not sure how actionable some are too) for example – email messages with subject lines of 35 characters or less outperformed emails with longer subject lines, generating open rates 52% higher and click rates 69% higher, on average.
Our digital marketing statistics update for week starting 9th August 2010
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Commentary: Dan Zarella’s presentation is great to give evidence of the importance of re-tweeting – and how to help make your messages re-tweetable.
Implication: Re-tweets matter, more than you might imagine! Re-tweets breed re-tweets (of course) and having clear calls to action and showing social proof matter for success – well worth reading.
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Commentary: Americans spend nearly a quarter of their time online on social networking sites and blogs, up from 15.8 percent just a year ago (43 percent increase) according to new research released today from The Nielsen Company.
Implication: This kind of data can be valuable to help you consider the most relevant ways to engage an audience – or in the very least understand how your audience is using the internet for work, research or pleasure.
Our digital marketing statistics update for week starting 2nd August 2010
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Commentary: OK, this is relatively old news, but not everyone will have acted straightaway and we thought we should provide an alert. And maybe you don’t need to – a lot of hype about new domain releases is generated about by domain companies.
Implication: Here are two articles explaining why you should register your .co domain : 5 reasons to register a .co domain name and 6 Reasons You Should Snap Up A .Co Domain Name Today. We think the strongest reason is the boring one of brand protection, stopping others using it, but we like the brand extension idea also – although can’t see evidence of Twitter or Facebook doing this yet. We don’t buy the SEO argument unless you setup a completely different domain.
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Commentary: No surprise here, Google is well and truly dominating Mobile search.
Implication: It’s the same story as for desktop search in most countries – focus your mobile SEO best practice techniques on Google – here’s a PDF on mobile SEO best practice
The latest digital marketing stats for week starting 26th July 2010
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Commentary: The chart from this research says it all, but bear in mind that the results from 10 iCrossing “big brand” clients (8.5 million page one results in the period) but sensibly brand terms have been stripped out in this report:
Implication: The report suggests looking at Page two keywords which are popular and then work on those. Great simple advice! The report also shows the value of benchmarking success on target strategic i.e. popular non-popular keyphrases in the top 3,5, 10.
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Commentary: We’re not sure the headline of the Press release is supported by its content, but it useful in that it highlights three roles that are key influencers in the purchasing activities of 74 percent of the population. “Salesmen and Connectors are the most effective social network influencers and the most important groups for targeted marketing based on social network analysis” according to Gartner.
Gartner’s social network framework defines 5 roles. Gartner believes that it is essential for device vendors, application developers/publishers and communications service providers to understand how the different roles react to marketing information. For example, Self-Sufficients are not particularly swayed by the usual sources of marketing information, nor do Mavens typically act on the information that is their stock in trade. However, Salesmen, Seekers and Connectors tend to act on marketing messages and are receptive to them.
Implication: Gartner summarise the implications of their research as follows: Salesmen, Seekers and Connectors are the most effective social network segments to target. Conversely, Mavens — the “information magpies” — are much less useful because they will amass market information but not necessarily do anything useful with it, unless others tap them for their product knowledge. In the case of Mavens and Self-Sufficients, service providers should focus on improving their “shopping experience,” whereas in the case of Connectors, Seekers and Salesmen, the focus should be on both the shopping experience and making information easily available.
Our update on relevant digital marketing stats w/s 19th July 2010
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Commentary: Jimmy Healey, OnlineShoes.com senior manager of social media and e-commerce reports : “Shoppers on product detail pages who click to read reviews are 119% more likely to convert than those who don’t,”
Implication: The implications are obvious here: encourage reviews and give the visual emphasis on reviews. But how do you determine your success in creating reviews and encouraging them to be read. Well from a practical POV – well if you’re using Google Analytics you should set up Event tracking or virtual page views and be able to tie them to specific categories/products.
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Commentary: This research is based on a sizeable sample – visits to Yahoo! in the US.
Implication: Its usage is weighted to a young male audience composition. Not earth-shattering. Different to what many were speculating.
Our recommendations on useful digital marketing statistics for week starting 12th July 2010
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Commentary: A useful summary showing the most popular categories of apps across a range of Smart Phones.
Implications: Brands should consider opportunities for sponsorship of apps and creation of their own apps in these categories.
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Commentary: This shows that use of Twitter is still in its infancy with most not promoting their Twitter account from the home page and limited in their use of promotions and applications to manage tweeting – an amazing number are Tweeting on an ad-hoc basis through Twitter rather than an app. Some big names are missing like John Lewis, Morrisons A
Implication: Are you still tweeting from Twitter rather than co-ordinating publication through a client app? Check out the approaches used by some of the best performers like Marks and Spencers, Comets and New Look.
Our recommendations on Internet Marketing Statistics reports for week starting 5th July 2010
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Commentary: In online marketing, the long tail is most often discussed in the context of search marketing. But you see a similar pattern of sites in website popularity overall or within a sector. This research shows the long tail of site popularity overall.
Implication: You will see a similar pattern within the sites within your sector, so make sure you know and leverage the top 10-20 that really matter to reach your audience and also think about how you can reach out to reach your audience on the tail, e.g. through Google content network or blogger outreach.
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Commentary: I’ve advised for years on my email courses to apply the 2 second, 2 metre rule when reviewing email creative – stand 2 metres back from the screen and scan in two seconds since that’s what most of your readers will do. So it’s nice to see a recent test support this logic? Strictly speaking the research showed that “On average, 51.1% of readers spend less than 2 seconds looking at your email. In the best email campaigns, 77% of people fully read the message.
Implication: KISS!
Our recommendations on digital marketing statistics for week starting June 28th 2010
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Commentary: I’m often asked about this by marketers asking how do we compare on our CTRs?
Implication: Cross industry averages aren’t that representative in reality, but there was a fair bit of interest when I tweeted these figures, so worth checking out. I have a more comprehensive compilation on clickthrough rates on my Marketing Online wiki.
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Commentary: These figures show the opportunity for reach an audience on Facebook.
Implication: Facebooks 400 million active users is well known, but did you know that:
Before we get into the details, here are a few factoids to give you an idea of the scaling challenge that Facebook has to deal with:
- Facebook serves 570 billion page views per month (according to Google Ad Planner).
- There are more photos on Facebook than all other photo sites combined (including sites like Flickr).
- More than 3 billion photos are uploaded every month.
- Facebook’s systems serve 1.2 million photos per second. This doesn’t include the images served by Facebook’s CDN.
- More than 25 billion pieces of content (status updates, comments, etc) are shared every month.
- Facebook has more than 30,000 servers (and this number is from last year!)
Our recommendations on Internet marketing statistics for week starting June 21st 2010
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Commentary: Pureplay fashion retailer Asos has been very successful in taking on the established providers. It recently announced it’s 2009 results with it’s annual report providing more insight into the effectiveness and efficiency of it’s Ecommerce operations than many.
Implication: Consider how you define active customers if you have a transactional site where you’re looking to encourage return visitors – It’s interesting here, to see the use of “active customers” which always prompts the question “what is active”? For ASOS, active is not actually that active, maybe more for the shareholders? ASOS explain:
“Aimed primarily at fashion for 16-34 year olds, ASOS.com attracts over 8 million unique visitors a month and as at 30 April 2010 had 3.7 million registered users and 1.6 million active customers (defined as having shopped in the last 6 months)“.
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Commentary: Features a UK survey by DMA of 1,860 and e-Dialog of 13,000 worldwide
Implication: The implications for email marketing are summarised in our post
Our recommendations on digital marketing statistics for week starting June 14th 2010
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Commentary: Useful for digital media planners and strategists, the report has statistics on the media mix used by US-based marketers and popularity of buying models CPM (48%) vs CPC (46%) vs Fixed time-based (10%) and Cost Per Lead (06%) .
Implication: The report shows the media that are getting the most investment. Interesting/surprising analysis of why social media sites get just 4% of media investments.
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Commentary: Europe has had the i2010 initiative for the last few years giving statistics on B2B and B2C consumer adoption, in 2010 it launched a new Digital Agenda Site to cover 2010 to 2020.
Implication: If you need to benchmark Internet adoptions in different countries, check this source, download the European Digital Competitiveness report, the ITU Global Internet Statistics or the OECD Broadband statistic portal.
Our recommendations on digital marketing statistics for week starting June 7th 2010
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Commentary: The most striking stat this week was this one, but for us, comparing search and social is a bit of a meaningless argument.
Implication: Use this to help win your arguments on investing in social media if you wish, but don’t overhype it’s importance for acquisition – we believe search will remain more important for this for most businesses. But of course search supports social media activity. We think Roberto Hortal, Ebusiness Director at RSA Group, explained it best: Social media surpasses search traffic, but is it relevant to eCommerce?
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Commentary: The other stat which should cause pause for thought this week is the increasing popularity of Video and YouTube in particular.
Implication: Have you adapted your marketing approach to accommodate customer preference for video?
Our recommendations on digital marketing stats for the week starting Monday 31st May 2010
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Commentary: Facebook is a clear winner here. Although the methodology seems flawed since Linked In wasn’t a category, so placed into other. For B2B Linked In would be more important. I’m surprised blogs are pushed into second place, for me they should be the hub of social media marketing and email marketing for most types of organisation.
Implication: Review how your social media strategy fits with these.
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Commentary: Shows the top 1000 sites worldwide
Implication: We’ve mainly mentioned this in case your unaware of the Ad Planner Tool for benchmarking competitors and understanding the size and audience composition of larger media sites.
Digital marketing tactic: Evaluation, Marketplace analysis
Digital marketing technique: Customer demand analysis
Advice type: Digital marketing statistics, Emarketing Essentials Updates
Expertise level: Essentials, Expert, Intermediate
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