Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include calculating email marketing ROI, digital marketing budgets, online newsrooms, Facebook mobile, showrooming and online adspend in China.
For more digital marketing stats, check out our Internet Statistics Compendium.
34% of businesses can’t calculate email marketing ROI
- Just over a third of businesses (34%) are unable to calculate the revenue earned from email marketing, according to a new survey from the DMA.
- Only 60% of respondents said that they could calculate the revenue return, despite the fact that a vast majority of businesses (89%) said email marketing was either ‘very important’ or ‘important’.
- According to the DMA’s report, of those who can calculate the ROI one-fifth (20%) accrue more than £51 for every pound spent, while almost a half (49%) of respondents said they achieve an ROI of between £1 and £10 for every £1 spent.
- Even so, based on an assumption that the average return for the top category is £55, the estimated average return across all organisations is £21.48 for each £1 spent on email marketing.
71% of businesses plan to increase digital marketing budgets this year
- Almost three out of four businesses (71%) plan to increase their digital marketing budgets this year, according to stats included in the new Econsultancy/Responsys Marketing Budgets 2013 Report.
- In comparison only 20% of respondents said they plan to increase their traditional (offline) budgets, up slightly from 16% last year.
- The average expected increase (for those increasing digital budgets) is 28%, slightly higher than the average expected increase of 26% for offline budgets.
- More than two-thirds of client-side respondents (70%) said their companies would be increasing the amount spent on content marketing.
25% of Australian marketers say digital knowledge is poor
- Findings from Econsultancy’s annual State of Digital Marketing in Australia report has revealed that the digital skills and knowledge gap is still very present in Australia, with a quarter of respondents saying knowledge of digital within their organisations is “poor” to “very poor”.
- Only 8% of client-side marketers rated themselves as having an “excellent” understanding of digital, which was a decrease of around a third from 2012.
- 30% said their understanding was “good”, 36% said it was “okay” and 21% felt it was “poor”.
- In contrast, only 3% of supply-side respondents felt that their clients’ digital skills were “excellent”, showing a somewhat more negative outlook on the current skill set of marketers.
- 32% of supplier respondents said their clients’ digital skills were “poor” to “very poor”, 46% felt they were “okay” and 19% thought they were “good”.
Client-side: How would you describe the level of digital knowledge within your organisation?
35% of global newsrooms contain out of date information
- Mynewsdesk has released a report looking at how the world’s top 100 brands are using online newsrooms. It found that 35% of newsrooms contain information (such as executive bios, annual reports, fact sheets and product listings) that was out of date.
- Coca-Cola (79%) and Siemens (72%) topped the ranking, but elsewhere scores were mixed. Despite 98% of brands surveyed having a newsroom, the average score was 38% suggesting that, while some brands were hitting the mark in some areas, there is still a substantial amount of work needed.
- One of the areas where brands fell down was when it came to providing effective contact details for visitors with 26% failing to do this and 45% leaving out contact details on press releases. The option to sign up for company updates was often lacking, with 70% of newsrooms failing to include any sort of email alerts.
Ebay’s Christmas bonanza
- Ebay Advertising has released its latest Barometer which identified new, emerging consumer segments and increasingly fragmented shopping behaviour over December and January.
- There were 79 million unique visits to ebay.co.uk between 24 – 31 December 2012.
- On Christmas Day itself, 6.9 million unique users visited ebay.co.uk, conducting over 2 million searches and making 525,589 purchases, which included 392 cars.
- While the “selfish shopping” period post-Christmas has traditionally been characterised by bargain hunting, searches for ‘luxury’ items increased by 345% on Christmas Eve this year.
Consumers love to talk about brands
- New research published today by inTV shows that 90% of consumer conversations about products or services feature at least one brand. Banking/Finance is the most talked about product sector amongst consumers, with 68% of respondents chatting to others on this topic on a monthly basis, and 11% on a daily basis.
- However, the brands they love to talk about most are in the smartphones/tablets sector, with Apple accounting for 70% of brand conversations in this category, followed by Samsung at 53%.
- Apparently only 4% of conversations about products/services are carried out through social media channels.
Media agencies struggle with responsive design
- A new study from the Internet Advertising Bureau’s (IAB) shows that the key challenges currently facing the media industry are responsive web design and mobile privacy with 53% claiming to have no experience in these areas.
- Meanwhile, 49% of media agency employees said they lacked experience in real time advertising and 48% of respondents said that they had no NFC experience.
- The perceived lack of internal resource has nearly halved year on year, with only 17% claiming this is what is holding spend back. This figure is down from 33% in 2011.
- Tracking and measurement is still an issue amongst agency experts – however this has also reduced since 2011 from 54% to 31%.
Facebook might have finally cracked mobile
- Facebook has reported its total ad revenues increase by 41% year-on-year, to $1.3bn, in the last three months of 2012.
- Mobile delivered 23%, or $306m, of this figure, up from 14%, or $141m, quarter on quarter.
- Facebook reported that 680m users logged on from a mobile device in December 2012, a 57% increase on an annual basis.
Showrooming grows in US
- More than half (58%) of US mobile phone users have asked for purchase advice or engaged in “showrooming” via these devices when in stores, according to a report from Pew Internet.
- 78% of respondents from the 18-29 year old demographic showroomed over the 30 days to 3 to 6 January, when the survey was undertaken, compared to 72% overall.
- Almost half (46%) of respondents called a friend or family member for advice about a possible acquisition during the assessment period, up from 38% last year.
Online adspend in China predicted to quadruple over next four years
- Online adspend could quadruple in China during the next four years, and potentially top RMB200bn ($32bn) by the end of this period, according to iResearch.
- Internet advertising expenditure stood at RMB75.3bn in 2012, a 46.8% increase on the RMB51.3bn recorded in 2011.
- Going forward, internet ad revenues are expected to reach RMB102.4bn in 2013 and RMB206.8bn by 2016, as user and advertiser numbers continue to increase.
- Paid search accounted for 34% of returns last year, up from 33.5% in 2011.