9 Eye-Opening Digital Marketing Stats from the Past MonthClaude Harrington 04.05.2016
As the calendar turns to April, we’ve put together a list of the most interesting digital marketing statistics from the past month. Some of these stats piqued our interest because of what they say about the state of digital marketing and the impact of video marketing, whereas others helped identify the type of content that has been successful in this quickly growing space.
Regardless–as these stats indicate–digital marketing has never been more important.
1. Objectives-ly Speaking: According to Ascend2’s 2016 State of Digital Marketing Report, 89% of professionals surveyed stated that the effectiveness of digital marketing to achieve important objectives is increasing. The survey also revealed that email and websites are the two most effective digital marketing tactics being used.
2. Digitally Savvy: Retailer Friendly: According to research conducted by Epsilon, 43% of Millennials said they have been checking out emails from retailers more often in the past six months (compared to 32% of shoppers from other demographics).
3. The Age of (Digital) Discovery: Speaking of millennials, Quad/Graphics released a new study entitled Millennials: An Emerging Consumer Powerhouse, which reports that nearly half of Millennial mobile users discovered new brands by following, liking, pinning or tweeting information on social media. The report also includes a quote from Joel Quadracci, the CEO of Quad/Graphics, stating that, “By 2020, Millennial spending power will surge to an estimated $1.4 trillion.”
4. Living Live: In an open letter to community members, Periscope celebrated its one year anniversary by announcing that over 200 million broadcasts have been created on their platform. The letter also states that every day on iOS and Android “over 110 years of live video are watched.”
5. Grow Video Grow: A new survey by Cowen and Company predicts that US digital video ad spending will reach $28.08 billion in 2020 (up from $9.90 billion in 2016). According to eMarketer, this would make video “the fastest-growing category on mobile, on desktop and overall.”
6. Maybe Size Really Doesn’t Matter: Marketing Land looked at 300 of the most popular brand, celebrity and media Twitter accounts to see if longer tweets were more likely to result in retweets. So, were they? “Even though longer tweets are more popular among these accounts,” writes Marketing Land’s Tim Peterson, “they don’t appear to be any more popular among their audiences than shorter tweets. The data show that shorter tweets often average just as many retweets as longer ones, and they sometimes average more, especially celebrities’ tweets.
7. Mobile Stays Hot, Hot, Hot: According to a new report from Ooyala, 46% of all video plays in Q4 2015 came from mobile devices. An year-on-year increase of 35%.
8. Signal and Lag: A new survey released by Origami Logic, which polled brand and digital marketing professionals across the globe, found that while regularly measuring marketing signals is key to improving ROI, most respondents are struggling to make sense of their current market data due to extended access lag times. “The survey clearly shows that marketers are struggling with the signal lag issue,” stated Opher Kahane, the CEO and co-founder of Origami Logic. “By not having timely access to performance data, marketers cannot perform in-flight measurement and optimization of campaigns, which is critical to serve today’s digital consumers. Fortunately, marketers seem to be aware of the importance of this issue and are driving towards daily signal measurement.”
9. Move over Broncos, Here’s Who Really Won the Super Bowl: In February, the ten most watched video ads on YouTube were all spots from the Super Bowl. Topping the list was Hyundai, who’s ad The Chase collected 26 million views. Hyundai also cracked the top 10 with two other spots:
- First Date, starring Kevin Actor, which garnered 15 million views
- Ryanville, starring Ryan Reynolds, which garnered 11 million views.
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