Digital content readership is changing massively. And the guys at Uberflip have done some research around how data was used between February 2010 and February 2013 via Google Analytics and Uberflip Metrics. The infographic that highlights their findings shows how much mobile content usage and consumption is evolving, as well as how much content is shareable.
From a global perspective, mobile content consumtion in terms of visits makes up 21% (from 1,6% in 2010) while desktop traffic is decreasing continously. But mobile is not the only winner in this field. Video is increasing massively as well since 2010: 22% (from 6% in 2010) of internet users are putting video into their content portfolio.
People also change their way of sharing content these days. While in 2010, users were used to sharing their content via email, in 2013 the figure of sharing content via email went down to 53.3% in February 2013 (from 93.3% in 2010). Facebook and Twitter seem to be the big winner here: 27,4% of people are sharing content via Facebook (compared to 3,4% in 2010), and 9,7% via Twitter (compared to 0,5% in 2010).
A recent eye-tracking study called “Benchmarking the Effectiveness of Native Ads” states that the visual attraction of native ads (52%) is more frequent than with traditional banner ads. The study which used eye-tracking tools was conducted by Sharethrough and the IPG Media Lab with the aim to identify the impact of banner ads of top brand on the web.
The main findings of the study were..
- 71% of respondents described native ads -based on the fact they had previously had a purchase intent- as “personally identify with”; this number stands against only 50% for banner ads
- 32% of respondents argued that a native ad “is an ad I would share with a friend or family member”. However, only 19% would do so with a banner ads
- 25% of respondents looked more on in-feed native ad placements than on banner ads
- Native ads achieve a 18% increase in purchase intent versus banner ads that get a 9% upside for brand affinity.
The interesting point about this study or me was that native ads and editorial content move closer to another. Almost the same percentage of respondents said they looked at native ads (26%) next to editorial content (24%). However, they potentially spend more time viewing the content still compared to native ads.
Is this another proof for the fact that content marketing is increasingly becoming important and moving in the spotlight of companies and brands? Maybe the infographic helps you find an answer to this question…
Obviously, there is a difference when targeting men and women. Their purchase behaviour differs in many ways. Who is searching more for coupons, bargains or the latest gadets? According to a report by Microsoft, marketers should have an eye on the right mix between banner advertising, search engine optimization (SEO) or pay-per-click (PPC) tactics in order to address and find men at the right time with the right content in the right context.
Many men, especially young dads (between 25 to 40 years), are influenced by the impact of social networks, according to the report by Performics which we reported quite a while ago. Interestingly enough, 58% of them use four or more sources for their purchase decision. Utilizing social media with story-telling about products and services will make the appropriate impact on men, will give them insights on how companies and brands against their competitors.
Check the infographic published by Brian Honigman and have the 10 stats in mind for the next marketing campaign or tactics when addressing the male audience when your business wants to influence the purchase behavior of men.
PS: If you are interested to see the difference to women, you might have a look at the latest Blogher study here…
Many people might have heard about the EdgeRank that drives the Facebook algorithm. It is the basis for the relevance of accounts and status updates, and yes obviously the users. However, how does it work is still an unchallenged question…
The aim of the Facebook Edgerank is to detect the updates people are most likely to engage with. One of the reasons why we sometimes don’t see our friends but those who are sharing updates that other people might like a bit more than others.
Some social experts suggest different types of posts that generate most traffic and engagement. Some believe in video, some in photo, and again others think that pure text is driving the algorythm most. Or is it the color that drives the customer? So, what is right? The answer is, only some people inside Facebook probably know that. It appears to be one of the well-protected next “Coca-Cola-like” secrets…
In the end, the only answer that we see is the quality of posts. They might be short or long, with or without audio-video content, and also might have a picture, or not. Not the type of post makes the difference. It’s the understanding of your audience, and there social media monitoring is the key to all social business strategy as these will lead to your success.
PostRocket just recently published a detailed infographic on the Edgerank topic. It is nicely explaining how this algorithm drives your Facebook marketing.
We had written about a Curata content marketing survey some months ago. Now, I came across another research which is making it’s way through the web, and I am glad as I have been asked at a University St. Gallen event for some new insights on the topic today.
The Content Marketing Institute’s 2013 benchmarks shows what the challenges for marketers are: producing enough content (64%), producing the kind of content that engages an audience (52%), or producing a variety of content (45%).
Sounds like we have heard that before, right…?
If you think lack of budget is still the issue, you might find yourself being in the wrong corner. Just 39% of the respondents said that they lack budget. Furthermore, traditional restrictions and limits like buy-in/vision (22%) or finding trained content marketers (14%) is falling out; not even senior level buy-in is their biggest challenge (7%).
All lies? Well, seems like that… And when just 14% say, they are having problems hiring in this field, i would suggest some clever journalists or PR managers have found a way to market themselves.
So, a questions arises that also came up today in my moderation: What is the real issue, why marketers don’t challenge the content marketing business?
We have probably all heard what Outbrain told us today in their speech that push is the new pull, advertising becomes marketing, creation the modern editorial, campaigns are the always-on of tomorrow which makes sprints the new marathons. Still, the question is whether marketers understand why this should become the new budget engine for a change in an emerging shift towards content marketing and away from advertising?! Maybe marketers need to understand what makes them a media-house? Content curation, distribution and measurement might be more of a big bang theory to address…
The challenge might actually arise in the definition where content marketing gets propelled. Many marketers see still search engine advertising (SEA) their wholly grail. If companies get turned around into SEO engines, the whole result-driven aspect of the fluid content marketing world would not be questioned any longer. It just depends on getting the right people engaged inside the office and to find the commitment that lets the formerly outsourced world stand in the shade. And have companies ever understood the value of content? Content is not a test budget! It is an attitude towards business, towards communication, towards social business. Or have you ever put into question why you send out newsletters, flyers, whitepapers, or even company brochures? Blogs, status updates, tweets… written in an intelligent way, is increasing the way your conversations will arise…
Are you really hiding in the content marketing fields, marketers – or is it a real challenge…?
Consumers are multitasking and using other electronic devices like phones or tablets when watching television. This is the conclusion of a recent third annual Video Over Internet survey of 3,501 consumers in Brazil, France, Italy, Spain, the United Kingdom and the United States. It states that the majority watched video content over the Internet. Obviously the tablet is showing the biggest increase in multitasking use.
“Consumers can’t just watch TV anymore. The rise in multitasking while watching TV suggests that scheduled programming, also known as Linear TV, may be losing its appeal for sophisticated users, presenting both challenges and opportunities for broadcasters and content providers”. Francesco Venturini, Accenture’s Media & Entertainment industry group.
The key findings in a brief overview: 77% regularly use their computer while watching television (16% increase to 2012). Just 17% of people using tablets while watching TV said their activity was unrelated to the TV content they were viewing. The use of tablets is different though as it correlated more closely with what respondents were watching compared to laptops or smartphones.
The study indicates that TVs connected directly to the Internet might still remain the ideal method for buying and watching online video on a TV. However, the use of connected TV is on a decrease in the last year (36% to 31%). The study shows that consumers are still not sure about the available options for accessing online video. Just 16% indicated a preference for an online connection through a set-top box, whereas 30% responded to watch daily online content the other way.
The use of tablets during television viewing is said to have the biggest increase in the past year (from 11% to 44%). The use of local online video service providers is increasing from 37% to 40% iwth almost the similar amount of a decrease in use by global providers like Netflix and YouTube.
Still, the majority of respondents identified traditional TV broadcasters as the providers they trusted most to present video over the Internet on their TV screen.
What is Omnichannel Loyalty (OCL), you might ask yourself? Well, according to a Kobie Marketing infographic it is “an enterprise-level initiative to drive, track, measure, and reward incremental behavior throughout the enterprise and customer experience”.
The OCL approach defines how companies and brands engage customers with personalized messages at different touchpoints and various channels. It offers rewards for customers’ loyalty with the hope for lifelong brand loyalty. However, the challenge is, not to ignore the big data basics that are needed to drive an OCL business. The infographic shows that just 10% of real-time data is effectively used which states missed opportunities.
The infographic also makes clear that companies need to offer customers the appropriaste content in the right context with the right data approach in order to best engage the social customer who is “always addressable”.
It is one of those generations marketers always try to understand and get their heads around as these young people will significantly define the future of brands: Gen-Z (18-23 years) is changing the way marketers have to do their communication around brands and companies. They are closer to and trust more Social Media and mobile than other generations, but they also still like email. At least if we believe in the results of one of the latest Forrester report.
The report author Tracey Stokes stated in blog post last month “Gen-Zers are open to a relationship with brands, as long as those brands are authentic and live up to their high expectations and consistently deliver what they need”.
For the Gen-Z target-group the world means anyone, anytime, anywhere, anyhow. The digital communication world sets no limits for them. Unsurprisingly, according to the Forrester report, this generation will consume more media online than offline. However, there is also a massive challenge for the world to come as distraction is a massive issue in the world of Gen-Z’ers.
The study makes clear that 84% multitask, using an Internet-connected device while watching TV. On average, this target-group is working with 1.5 other Internet-connected devices (e.g., laptops and cell phones) during their TV sessions. While some earlier study from Nielsen tells us that ads and promotions are not so much trusted these days, the Forrester study claims that the Gen-Z target-Group trusts online content -also ads and promos- more than other generations.
Blogging also adds to the credibility of companies and brands in the Gen-Z generation. The research states tat 22% of the surveyed Gen-Z consumers state they trust somewhat or completely posts by companies or brands on social networking sites. Compared to other generations, this is almost 49% higher. Also, the Gen-Z target-group is 48% more likely than other generations to trust somewhat or completely the content on mobile applications from brands. Even text messages from brands are trusted still. Still, search remains one of the biggest forms to get access to content.
The Gen-Z target-group is facing many forms of communication, promotions but also a massive variety of brand messages. This makes buying decisions more difficult for them but also turns them into a demanding form of consumers. Getting into conversations becomes the main business approach for companies and brands. The old penetration and persuation way of communication won’t work with the Gen-Z tagret-group. The more brands participate in the brand conversations, the more the target-group will open up to receive the brand messages. However, the fluid transition between online and offline communication is essential in brand communication. Marketers should better prepare their business to deliver a seamless brand experience.
What experiences did you make so far with Gen-Z…?
Technorati Media just shortly released its 2013 Digital Influence Report which is replacing the former annual “State of the Blogosphere” periodical.
The report explains in detail why inbound marketing is on the rise at the moment, and how it influences consumer behaviour.
“When it comes to community size, 54 percent of consumers agree that the smaller the community the greater the influence … The survey findings also indicate that many of those consumers are turning to blogs when looking to make a purchase. Blogs were found to be the third-most influential digital resource (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source overall for information on the Internet.”
Technorati makes clear what the real top influencers in digital marketing are doing in a different way than other marketers: 88% of the top influencers blog for themselves, and 52% have more than one blog. Furthermore, top Influencers are evaluating content differently when blogging. They keep monitoring different people, different blogs, different content sources in order to boost some extraordinary blogging experience.
When Richard Jalichandra, CEO of Technorati, was interviewed by Social Media Examiner, he states that close to 90% of all professional bloggers and 73% of bloggers are using Twitter as opossed to 14% of the general population. This also shows the high popularity and growth of the micro-blogging service.
But watch yourself what Richard tells us about influencers…
In prepapration of the first dmexco Night Talks moderation in Hamburg on “Mobile: The new first screen: reach, engage, measure, monetize”, sometimes studies fly into my mailbox which are reaching me just at the right time.
InMobi released their second wave research report on Mobile Media Consumption at Mobile World Congress. It covers some on-going overview on 14 countries on how we consume mobile content these days, and it obviously underlines the rapid growth of mobile media and the benefits of mobile advertising around the globe.
From a global perspective, mobile has reached the sweet spot in media consumption. It will generate its growth in the coming year predominantly via social media, search/download apps and search activities. In the 14 countries, humans spent from 7 hour media consumption (apart from other channels)…
1. Mobile 1,8 hours
2. PC 1,6 hours
3. TV 1,5 hours
The research piece shows that 50% of the average global mobile web users primarily use their mobiles now to go online. The average mobile web person uses 6.5 apps throughout a 30-day period.
But what does this mean for marketers?
The study states that globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website. It also makes clear that mobile is the touchpoint for finding new products and services. 3 out of 4 say mobile advertising has opened doors to something new. Almost every second say mobile ads have influenced them to buy mobile (46%) and almost the same amout (45%) say that mobile has mobile ads have influenced their purchase decision.
When seeing mobile ads, it is not that users don’t take any actions. It is actually the other way round. Mobile ads let users downloaded an app (80%), visit the advertiser’s website (67%), visit the store/retailer/business for additional information (52%), locate an advertiser on map (45%), or even take an immediate phone call (37%).
While I still have some marketers from media houses and brands in my ears, saying that apps and mobile ads don’t seem to be the right marketing approach, it seems they just did not find the right content approach to their users. The mobile commerce world is growing at speed of light and innovative retailers and brands should be well-prepared for it – and ideally have at least a click-to-call solution on their mobile website. It is not surprising that in these 14 countries 80% retailers say they plan to get the right approach to mobile in 2013.
How about you? Are you prepared for the mobile sales and marketing development? What experiences do you have so far with mobile ads?
PS: If you are interested in attending the dmexco discussion in Hamburg, please book your seat here.