November seems to have shot by, and the Christmas season has certainly started! But hang on! Take a break from your present purchasing and mulled wine filled festivities. And settle yourself down for this month’s key digital marketing stats…
Brands blamed for poor ad placements
Integral Ad Science have conducted a recent study focusing on the risks of placing ads next to content that’s poor in quality. Of all the UK consumers that took part in the study, 91% agreed that seeing an ad with high-quality content is extremely important. And 65% stated they would be more likely to engage.
However, the survey also revealed that 55% of consumers felt less favourable about brands after they had seen an ad with poor content. 68% stated that they would hold the brands fully accountable for any poor ad placements. With 70% agreeing that they would not use those brands again in the future. Highlighting how ad relevance is still a critical concern for consumers. Along with the quality of a digital ad’s environment.
Growing distrust for online influencers
A survey conducted by YouGov and Grey London has revealed how only a small percentage of consumers in the UK fully trust influencers. Out of the 2240 UK adults (18 and over) questioned in the online survey, 25% who were regular social media users stated that profiles of their family members gave a ‘very honest’ portrayal. As opposed to 48% who believed celebrity profiles were ‘somewhat dishonest’.
The survey’s digital marketing stats revealed a staggering 96% of people do not trust influencers. Highlighting the growing distrust that consumers feel towards influencers and social media in general. As only 4% of respondents revealed that they trust influencers.
Worryingly, 41% of users in the UK say they have seen inaccurate content over the last month. And 17% stated that they’ve seen content that was completely false. 18% of the users that took part actually revealed that they trusted brands more than influencers on social media. Users are holding influencers to higher standards when it comes to perceptions of authenticity, than friends or family.
Social media sellers predicted to double in 6 months
It’s been revealed that the number of businesses selling via social media in the UK, will likely double during the next 6 months. At least according to the annual Commerce Index by PayPal, which surveys the latest trends in mobile commerce across the globe.
If this does happen, it would mean an extra 600,000 UK retailers on social media channels. This would be on top of the 24% of British businesses who already sell on social platforms. Interestingly, this figure actually lags behind the global average of 35%, when it comes to social commerce.
UK consumers also continue to show higher levels of concern when it comes to security. Especially when purchasing any goods on social platforms using mobile phones. Key concerns included the fear of having any financial information linked to a social account.
Speaking of online shopping, Google has launched its new Google Shopping experience to rival Amazon.
Christmas shoppers more likely to convert
Returning Christmas shoppers, who purchased something the previous year, are more than twice as likely to convert the following festive season, compared to other customers. A study by Monetate analysed 8.52 million customers over the 2017/18 Christmas periods. And the digital marketing stats showed that the average conversion rate for all returning customers is 2%. But this jumps up to 4.2% for retained customers from a previous festive season.
The study also revealed that returning customers coming from Bing, converted at 8%, which is 4 times higher than the typical returning customer. Those who first landed on a particular brand’s site after coming through Facebook, and came back the following Christmas period, are nearly 70% more likely to purchase than the first year.
Consumers crave more nostalgic content
GlobalWebIndex have revealed that consumers are increasingly looking for a sense of nostalgia in content, along with greater choice and personalisation. The ‘Connecting the Dots‘ report surveyed UK and US consumers, and nearly 40% of them said they would pay higher amounts to content streaming services that had exclusive and older content.
Gen Z on the other hand have shown more if an interest in content that they haven’t experienced before. An example of this is Pokemon Go, as when the augmented reality mobile game launched in 2016, this demographic didn’t really get on board. Eventually though, Gen Z became the biggest users of the game.
The report’s digital marketing stats also highlight how Disney has become one of the top brands taking advantage of nostalgic based marketing. With Disney+, rolling out in the US and set to drop in the UK early next year, offering a rich content library that spans almost a century. Utilising the power of nostalgia in marketing is clearly working for brands looking to enhance the customer experience, increase sales and bolster brand loyalty.
John Lewis Christmas ad dominates social
While reception to the excitable dragon Edgar was certainly mixed overall. John Lewis’ Christmas ad has still generated the highest social media interactions. At least according to new data from Socialbakers.
The social figures for this year’s ad are impressive and include:
- 8.1m views on YouTube.
- 209.4k Twitter interactions.
- 47.1k Instagram interactions.
- And 126.9k Facebook interactions.
Plus, the hashtag #ExcitableEdgar has generated the most engagement so far. In contrast, the two ads from M&S received different results across social channels. The Christmas Food ad was better received on Facebook. And the #GoJumpers ad generated stronger engagement across Youtube and Twitter.
The highest amount of negative feedback on social media was aimed at the Christmas ad from Debenhams. As it generated the highest amount of negative comments and dislikes on Facebook. In fact, just over 62% of social interactions were dislikes.
Check out 2019’s top social media statistics here.