Sometimes studies bring some flashback to your mind. This time it was some study results that reminded me of two of my four moderations of the dmexco Night Talks.
In a recent country comparison study by Adobe half of the respondents made clear that digital advertising is distracting, invasive and annoying – in the UK less than in Germany and France though. The study which asked 1,750 marketers and 8,750 consumers across the UK, France and Germany, shows that two out of three users find TV campaigns still more important than online ads (US 66%, UK 70% and Germany 67%). Consumers even responded online ads were “annoying” (US 68%, UK and Germany 62%), “invasive” (US 38%, UK 45% and Germany 17%) and “distracting” (US 51%, UK 44% and Germany 31%).
There is still some negative perception of digital advertising that the repondents described in their feedback. However, web ads came in the top three preferred advertising tactics in the UK. In France print magazines (31%), billboards (24%) and TV ads (23%) were the leading three categories. For Germany, print magazines were also the leader with (28%), billboards (23%) and window displays (21%) came in second and third. In the UK 39% favoured print magazines, 23% TV ads, and 12% websites.
Some weeks ago, I have been interviewing Mark Phibbs, VP Marketing EMEA at Adobe on the dmexco hot chair in Cologne. Nice seeing some statements on the study from him:
“Some digital advertising is failing to hit the mark. While digital provides great promise, often it is not being delivered in an emotionally compelling or targeted way.”
The storytelling boom was again also highlighted in this study. Even in the ad world content plays an important role. 68% of UK users responded that ads should tell a unique story which mentioned John Lewis and Guiness as good examples. One of the main ingredients should be the humour factor of the story. Funny is the driver for happiness, and outplaces “sexy” ads (92% thought so).
“We think online advertising can learn from traditional advertising in three ways. Is it beautiful and eye-catching? Is it integrated? Do consumers have control over it? Creative agencies have had decades to get traditional advertising right. It’s not wholly surprising that online and digital isn’t resonating to the same degree – not only is it still relatively in its infancy as an advertising channel, but the digital landscape and the corresponding opportunities for brands are constantly changing,” said Phibbs.
The study also made clear that targeted banner ads based on programmatic buying in Social Media like i.e. in Facebook could be “creepy” (76%). Even more, 49% would like a dislike button in Social Media for it. Again this reminded me on my last dmexco Night Talk moderation in Munich when I could ask Scott Woods, Commercial Director Facebook DACH, how it can come that I get banners for social networks 60+ years old people. Facial recognition (do I look so old)? Bad programming? Bad automation or bidding process? Maybe the people behind? The answer was “Well, technology can only do what it is capable of!” Fair enough… It seems we will have to live with that weakness for some time.
The management view of the future workplace is still not yet fully evolved to a real social workplace. The main concerns are still loss in productivity and security concerns which still don’t give employees access to social tools. This is the main findings of a new study commissioned by Microsoft. However, employees (40%) still believe that there isn’t enough collaboration in the workplace.
The question managers asking themselves remains whether social tools help foster better teamwork, or not. And whether here lies the disconnect between employees and the management, and where companies should have a look at when they want to detect the reason why employees brought their own technology and software to the modern workplace. Via social networks and testing them out, employees found tools to share content, communicate across business borders and grow business through networking.
The report with nearly 10,000 respondents in 32 countries states that 34% think their company underestimates the benefits of social technology. The misperception of management versus social tools becomes more obvious when 37% believe they could perform their jobs better if management gave access to the use of social tools.
“Freemium products let employees try new tools in small groups before the IT department even knows about them. Work is becoming more global and less routine. People are more dispersed than ever and there’s a stronger need to stay connected regardless of location. The workplace is changing, and that’s causing tension.” Microsoft’s Brian Murray, Director Enterprise Strategy, Microsoft.
Although the perception of employees remains positive about the value of social networks, management stays resistent to change their attitude towards social workplace. Probably as they are backed up by Gartner reports concluding that 80% of enterprise social networks won’t deliver real business value. The Strategy Web would argue that most managers have never thought about getting a deeper insight in a social business strategy, hene the social workplace opportunity.
The question is whether it is just easier for managers staying away from a cultural change and all it’s implications like new technology, training and management coaching? But maybe some managers want to answer this question after reading through this infographic…
The value of such a quote is for some managers marginal and for others massive when using it to explain the transformation of the business into a digital community-centric company or brand. Take it for what it is, and for what it’s worth for you, or let’s discuss it.
For this year the quote will be about social business strategy…
Just before you start asking… By “business freestlye”, I address all departments in your company (like marketing, sales, customer service, HR, or other) that are responsible for planning, using, handling, and organizing the business tactics and strategy around the brand, product line or service offering of business relevance.
PS: If you do it right, your workforce will freak out like the guy in this post. Believe me…!
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…
It is a question many marketers ask themselves on a daily basis: “Where do users browse when they are on the Internet?” A recent study by Experian is spot on here. It reveals that people spend most time browsing social media platforms. Entertainment websites (9%) and shopping (5%) as well as business and checking emails are following with each one achieving 3% are coming in the following places.
The research was checking peoples’ browsing habits in the United Kingdom, United States and Australia. By distilling the overall Internet browsing time from 2012 into one single hour, the study found out that respondents spend 27% of every hour on social networkings. The U.S. was the leading country with 16 minutes per hour, followed by Australia 14 minutes and United Kingdom with 13 minutes. However, the time spend with social sites is overall a bit decreasing compared to 2012.
However, the figures vary depending on what device respondents were using. When respondents were on mobiles, they tend to spend the most time working on email. Again, the U.S. spent about 23% of every hour being busy on email on mobile devices in the first quarter or 2013, then closely followed by browsing social-networking, entertainment, shopping, and travel sites. Still, when using a personal desktop, people will most likely spend over a quarter of their time browsing social sites,
“With smartphones and tablets becoming more powerful, our data clearly indicates the difference between mobile and traditional desktop usage further enabling the ‘always on’ consumer mentality. Marketers need to understand these differences, as well as regionally, to ensure campaigns can be tailored for better and more effective engagement.” Bill Tancer, General Manager Global Research, Experian
The desktop finds it’s end as we all know, and social media is the driver. Mobile emails get read more than emails seen from desktop, states some new benchmark report data from Informz. For this study in 2012, the company analyzed 1 billion emails from 800 associations. In fact, the study made clear that more links, shorter headlines, focussed lists and flexible send-outs are key to drive awareness to the email newsletters. If we bring these two studies together, we will understand the close connection between mobile and social.
Some say, email is a dead media, some know it is not. At least not on smartphones in the U.S… For American adults email is still the most common activity on smartphones. In the second place comes Web browsing, closely followed by using Facebook. This is the result of the “Always Connected” study from IDC. The study is based on feedback from more than 7,400 iPhone and Android users between 18 and 44 years old.
These are the main findings of the study….
- 78% check email on smartphones
- 73% browse websites
- 70% using Facebook in some way
- 131 minutes per day communicating on their smartphones
- about 33 minutes of the above are spend on Facebook.
Now, it has to be mentioned that the study was sponsored by Facebook. The study supports the fact how important Facebook is for the communication via smartphones. It also makes clear how much time users of social networks spend their daily time when they are out on the streets, at work, at shopping or following sports activities. Obviously, most of the time is spend on Facebook – in eight different activities, people responded that they are almost 4-5 times more likely to be on Facebook than using Twitter or LinkedIn.
The value of the study can in some way put into question, although we have seen many studies in the last years that demonstrate the importance of direct one-to-one communication on Facebook and the mobile use of Facebook. Another study by Localeze/15miles/comScore Local Search found that not email but search is the main activity of the mobile users. However, the approach of the study was different. It looked at people not only in the 18-44 years range and it proved the use of smartphones and tablets. there must be a reason why Facebook sponsored this study. I would not be surprised if they will publish some new mobile advertising opportunities soon.
After our input on Twitter’s growth yesterday, let’s have a look at the performance of the other social networking platforms: Google+, Facebook, LinkedIn, Pinterest and… ok, again Twitter.
The guys from Pardot had a look at the changing social landscape and the challenges for marketers with respect to those social platforms in 2012. With many other challenges like lead generation, email marketing, offline activities or media, the selection of the right social networks becomes more and more difficult.
In order to offer some advice to marketer, Pardot created the following overview of each major social network’s performance in 2012. The ROI estimates are based on audience, growth rate, and audience composition, and are calculated to convey potential return for B2B marketers, says their blog post.
Embedded from the Pardot Blog
There were days when I thought it is better to stay out of the discussions around the changed terms and conditions for Frequent Travellers and lounge access. A long time did my trips hit the airports with the lounges where Lufthansa still values the status of a Frequent Traveller (FTL) as a “superior customer”. “Acces granted for FTL passengers!”
Now, in just some weeks it happened to me twice that I got the answer: “Access denied for FTL passengers!” I think, it is time to write some words in order to give Lufthansa the chance to reply to all the clutter that goes live on the Web. So, Lufthansa – please listen up.
Amsterdam Schiphol and London Heathrow! In both airports Lufthansa cancelled their contracts with the lounge partners for FTL passengers. However, there are rumours going on that in 2014 when the new Terminal 2 opens, that situation might change. True? Wrong? We don’t know! Lufthansa, is not monitoring or listening it seems.
The lounge access topic might have some financial background. Still, I wonder if Lufthansa knows what kind of economical impact this might cause. Lufthansa, do you believe in the power of Social Media? Seeing your massive activities on social networks I assume you do. But, why do you not answer the conversation that is led by some link in position 1 on Google for the quest: “Lufthansa FTL London Heathrow”? Doesn’t that show how much Lufthansa values FTL passengers? Sorry, Lufthansa! In my eyes, you want to get rid of the FTL status. Correct…?
And let me give you another reason why I believe that. I am just illustrating briefly the situation of a business man traveling around Europe quite often, and in my eyes approx. 50 times is often.
If I am allowed to have access to the lounge, I don’t lose time. Time is money, is efficiency, is essential for doing my business. Access means: No need to find a quite and comfortable place, buy my drinks and food, or ask myself why I pay your Bought Media. Lufthansa, understand that FTL passengers think about the benefit of paying you the extra thousand year-on-year to get to that status?
Amsterdam, London, or anywhere else. The lounge is the main value for FTL passengers to continue flying more often with you than with other airlines. No access to the lounge means, I will fly i.e. British Airways, one of you biggest competitors for the UK region. And there are many obvious reasons for this i.e. in London Heathrow: Cheaper flights, newer terminal, nice gates, better shops with more popular brands, a Fish restaurant, and, and, and… Do I have to continue the list? No? Thank you, Lufthansa, for making my time efficient and my critic spot on. That’s what I want you to understand!
In the end, the “lounge-access-thing” is just a numbers game. I doubt that your stakeholders at Lufthansa is good in understanding how to scale the business. Sorry Lufthansa, but I doubt you are clear about the long-term effect this “multi-level-lounge-access-nonse” might cause. Why? Let me tell you what happens, if I don’t have access to the lounge. Quite frankly…
No revenue for Lufthansa
Revenue for BA:
(without tax, petrol & stuff – average deal, booked early in advance, etc.)
Personal or Company Win: 80,- EUR
Result: Me or the company can safe money or be drunk & data addicted (ok, I am…), if I spend that on a bar at the gates in Heathrow!
I don’t believe the lounge rent, my two drinks and one sandwich costs those 80 EUR, right? So, not granting access to lounges for FTL passengers on different airport makes me think whether…
a) Lufthansa is testing whether you kill the FTL status.
b) Lufthansa doesn’t appreciate the money of Frequent Travellers.
c) Lufthansa has not made their business homework.
Lufthansa, please tick!
Taken it from an Earned and Owned Media perspective, I would suggest you know how often people fly with you, how much you could do with that, how you could engage on networks, how this would catalyse your brand perception, what that would do with people usually flying some oither airline, how this scales in sales. If not, contact The Strategy Web and we will tell you how Social Media scales your business, Lufthansa, predominantly if it comes along in a positive way.
Did I make the benefit of lounge access clear to you, Lufthansa? Next time I am flying, I will make sure I get my travel assistant check the lounge access before booking the flight. I cannot believe you are not interested in our business (feeding you), our needs (scaling your business) and our money (enabling acceleration and growth)?!
Gimme some arguments why I shall still fly with you when I am busy…??? Come on, Lufthansa!
Often we do get asked how to make a video go viral. Well, ehre is the answer… This Buyral video shows brand and companies how they make their videos go around the world of social networks. I am sure you all will love it! And here is our advice: Don’t take this video done by St. John too serious and don’t trust every agency that will tell you they know how to get your brands latest promotion to go viral. Maybe they also have some professionals with a fast finger clicking they videos like we assumed some straneg agencies were clicking banners years ago.
The GlobalWebIndex has launched its latest report Social Platform Adoption Trends 2012. It offers insights how consumers use social media platforms like Facebook, Google+ and Twitter, and what these platforms play in their lives. The international study has interviewed over 152,000 individuals in 31 key internet markets.
The report make clear that Social Media is part of the modern internet experience: 90% have an account on at least one social platform with 70% of them contributed in August 2012. The emerging internet markets which are responsible for the growth numbers are Indonesia, China, South Korea, the Philippines and Russia.
Not surprisingly Facebook users are the most active of all the global social platform users. In the last month, 64% of its users were contributing to the social network via PC, tablet or mobile (653 million). This means a 40% increase year-on-year. 43% (273 million) were active via mobile devices. However, 192 million of the 845 million people who visited Facebook in the past month did not make a single contribution. Trend data expects Facebook to hit 1.5 billion users by the Q3 2013 and 2 billion users by the end of 2014 as of emerging countries like Brazil, Indonesia and India while countries like US, Sweden, Hong Kong and Singapore are declining. Sharing photos is the most important activity on all the devices used by Facebook users (and on all other social networks).
By integrating the rest of the Google product range, G+ counts 336 million active users (58% increase in the past six months) these days. China, India and Indonesia lead the usage. On a global level, 120 million active users have shared photos through the service while 108 million have hit a +1.
On the 140 character platform more and more people are creating accounts (517 million users) but just 262 million were active in the past month. While posting comments is the number one activity (48%), it gets followed by photo sharing as the second-most important activity in Twitter (41%).
The photo and picture sharing platform is on the rise with already 53 million active users. A great success bearing in mind it came out of beta in August 2012.
“Mass market social platforms like Facebook, Twitter and Google+ have truly enabled all internet users to become social. They are globalising the internet by providing localised services that users across the world are adopting as their default internet experience. Fast-growing internet markets will continue to drive user base growth and will define how social services are shaped into the future. Despite this globalisation in platforms, local trends remain distinct, with every country showing different patterns of usage. It’s never been more important for brands and marketers to understand their users.” Tom Smith, Founder, GlobalWebIndex
The study shows some obvious trends in Social Media usage. The passive users are emerging in Social Media all over the world. While it was meant to publish personal experience and share knowledge in peer-to-peer conversation, activity is lowering at the moment. Most users are increasingly following and staying up to date with people they know or that are popular or can make a difference for their lives in terms of information input. The communication level in terms of contribution is decreasing by 16% from 69% in Q2/2012. Many questions are arising from these trends: Why are people inactive? Are they lazy? Is the ROI of Social Media difficult to identify for many people? Or is the value of personal branding disputable when engaging in social media and social networks by sharing links and their personal insights? Let’s discuss…
PS: We will discuss many of these questions in the Women Leadership Panel “Brand perception and the value of social marketing” at dmexco 2012. Join us if you can!