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Here are some of the most interesting digital marketing statistics we saw last week.

Statistics include travel brands in social, Beats' new streaming service, marketing salaries, integrated marketing and PPC spend.

For more digital marketing stats, check out our Internet Statistics Compendium.

KLM is most popular travel company on social

  • A study by eDigitalResearch has found that KLM is the most popular travel brand on social in terms of fans and followers.
  • KLM tops the Facebook chart with just over 4.5m fans, followed by Air France (2.8m) and Emirates (2.3m). The fact that airlines inhabit the top three spots is put down to their large international customer base.
  • American Airlines has managed to usurp KLM on the Twitter list with 684,000 followers compared to 669,000 for its rival. Delta rounds out an all-airline top three with 558,000 followers. 

Beats new streaming service

  • Beats, the ubiquitous headphone brand co-founded by Dr Dre, will release its music streaming service Beats Music in the USA on 21 January.
  • Beats currently controls 27% of the $1.8bn headphone market and 57% of the premium market.
  • To get our view on the new streaming service, read Christopher Ratcliff's post on whether Beats is about to launch a Spotify killer.

Marketing salaries are on the rise

  • It's a good time to be a senior marketer, with the average salary of a marketing director rising by 14.4% over the last 12 months. 
  • According to Marketing Week's Salary and Career Survey 2014, senior marketing director's pay packets increased from £75,345 to £86,165 on average. 
  • The survey of 3,000 marketers found that the news was less cheerful for mid-tier marketers though, with an average increase of 3.6%. 

B2B shoppers turn to peer reviews

  • A user survey by B2B review site TrustRadius has found that 42% of business software buyers use in-depth reviews before contacting vendors for demos, despite the fact that 90% of them are in an active purchase cycle.
  • Furthermore, 40% of visitors or members are researching a vendor shortlist. Of these 14% are developing a long list, 21% are narrowing their short list and 10% are preparing questions for a demo with a vendor.
  • The study is based on more than 4,000 members and online survey incepts conducted in Q4 FY13.

Top of the social Premier League

  • Arsenal are apparently the most talked about Premier League team on social media, followed by Manchester United, Liverpool, and Tottenham.
  • The rankings were calculated by RadiumOne based on the number of stories shared about each team on popular sports news websites, combined with how effectively each club has been interacting with its fans in the 30 days leading up to the 20th game of the season.

Top UK and US buzz brands

  • YouGov's BrandIndex was published this week, revealing the most popular brands of 2013 in terms of positive regard.
  • In the UK the BBC iPlayer came top, followed by John Lewis, Samsung, Aldi and Dyson.
  • In the US Amazon takes the top spot, followed by Ford, Subway, History Channel and Lowe's. 

Tesco and Taco Bell are most interactive brands on Twitter

  • Monthly social stats published by Socialbakers show that Tesco was the most active UK brand on Twitter with 66,433 interactions. Nando’s came second with 63,926 interactions, with M&S in third (56,100).
  • Looking at Facebook engagement, Hardy’s Wine proved to be the top performer with an engagement rate of 9.25%, followed by Silentnight (5.33%) and Hoseasons (5.32%).
  • In the US, Taco Bell achieved the highest number of interactions on Twitter (135,149), with RunKeeper second (130,767 and Nintendo third (112,465).

Only 21% of marketers have a unified data system for all channels

  • In a recent survey by Econsultancy and Adobe more than half (52%) of businesses said that they ‘have separate, non-connected technologies managing data for different channels’.
  • Only a fifth (21%) of respondents enjoyed some kind of unified channel management. Of this total a mere 8% reported having a single platform that allows them to manage data from across all channels, with the remaining 13% saying they are able to manage data collectively from some of their channels but not others.
  • That leaves nearly 80% of marketers with the job of managing with disparate tools and outputs.

Which of the following statements best describes your marketing technology in terms of its ability to manage data across multiple channels?

Search advertising spend in final quarter of 2013 was biggest on record

  • The final quarter of 2013 was the biggest in paid search advertising history, fuelled by a record-setting end-of-the-year online holiday shopping season according to the latest global data from Kenshoo.
  • The Kenshoo Global Search Trends analysis reveals that search marketers spent more on search advertising in Q4 2013 than any other quarter on record with a 19% year-on-year increase in spend and a 29% lift quarter-on-quarter.
  • The UK, France and Germany all saw the traditional seasonal increases in quarterly search spend in Q4 with German budgets increasing by an impressive 34% QoQ.

Global paid search spend increased in 2013

  • Covario has just issued its Global Paid Search Spend Analysis for Q4 2013, revealing that global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 and 7% year-on-year.
  • Paid search on mobile also had an incredible 2013, with impressive numbers recorded for Android, iPhone and iPad activations. Total advertising spend on mobile grew 23% in Q4 2013 from Q3. This is 55% up from the same period in 2012.
  • Keyword pricing wise, the average cost-per-click (CPC) came down in Q4 2013, however the average CPC rose 10% versus the same period in 2012.

Cross-channel marketing on the rise for UK e-tailers

  • Research from Responsys has found that  the number of top 50 UK e-tailers orchestrating their marketing campaigns across multiple digital channels rose by 43% in twelve months. 
  • The figures show that the top 50 UK e-tail brands are increasing their efforts to exploit the potential of cross-channel marketing, with 80% of those brands found to be running social programmes, compared to just 56% in figures for the previous year.
  • Responsys found that the average top UK e-tail brand now maintains an active presence on 2.7 social networks, with Facebook, Twitter and YouTube being the most popular platforms. The results highlight a jump in the number of online retailers using Facebook to actively encourage customer engagement by asking for feedback on products or answering questions, with a year-on-year increase of 24%, up from 67 to 83%. 
David Moth

Published 17 January, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1686 more posts from this author

Comments (2)


Van Tran

Thanks for your writing. I love this post. The information in this article is really unique and useful for me. After reading your writing today, I think I have some ideas for myself. Look forwards to reading more useful articles from you. Great job!

almost 3 years ago


Oliver Stanley

A self-made digital branding strategy is made around these basic components: A clearly articulated business strategy/business set up with a read of the dimensions and scope of the business.

over 2 years ago

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