The Econsultancy blog team just had a two-day stint in the press office at the Festival of Marketing in scenes reminiscent of Fear and Loathing in Las Vegas, except with more sleep and marginally less insanity.  

The result? Some fantastic additions to our weekly digital marketing stats roundup for anyone who didn’t make it to the event. 

But don’t worry: we’ve still got plenty of the usual stuff, including new findings around online video and ecommerce and even more alarming ad blocking stats.

Shop Direct grows Facebook adspend from £200,000 to £8m in seven months

At the Festival of Marketing yesterday I saw an interesting talk from Shop Direct’s group marketing director Kenyatte Nelson.

Along with a huge surge in social adspend, the overall proportion of the business which is online has grown from just 10% to 90% in 10 years. 

The result? A business that was making an annual £60m loss clocked up £70m profit last year. If your CEO is still not convinced about digital then perhaps you should show them this. 

Rugby World Cup gives Rugby Football Union a boost

In another talk at the Festival of Marketing, the Rugby Football Union (RFU) discussed how the recent Rugby World Cup (RWC) was extremely valuable to its brand. 

Key findings include:

  • 600,000 users registered for RWC tickets.
  • 400,000 opted in to hear more news.
  • 280,000 were ‘new to the RFU’.

Cold weather increases UK email opens and engagement

Another interesting stat from the Festival of Marketing was from Return Path’s Guy Hanson, who discussed how retailers have used external data such as weather to make marketing decisions. 

Bad weather affects email campaigns and cats

Talking about how Walmart increased Pop Tart sales by 15% during hurricane warnings when they realised people bought the snacks more during those times, his company did an experiment and discovered weather can impact email campaign effectiveness. 

During cold or rainy weather in the UK, open rates and engagement decreases, but that trend is reversed when the weather is dry and warm. 

Fraudulent brand emails have a negative impact on future genuine ones

Another interesting finding presented by Guy Hanson was around fraudulent brand emails

When people receive a fake email from a brand, they are much more likely to filter legitimate email activity from that brand in future. And with each fraudulent attack the problem increases.

39% of senior marketers don’t fully understand digital 

According to Marin Software’s second annual Digital Marketing Manager’s Census, an alarming number of senior marketing professionals still haven’t properly grasped digital.

But the concerns don’t stop there.

61% of respondents say more money needs to be shifted from offline, 66% say they struggle to access talent with the right skills, and 68% say online and offline need to be better integrated. 

The report also found that only 10% of adspend is on mobile, despite 25% of all UK media consumption happening via this channel.

45% of UK shoppers want digital receipts

New research from Bronto suggests retailers might be missing revenue opportunities by not providing e-receipts. 

Other key findings include: 

  • 41% of shoppers ‘never’ or ‘rarely’ receive an e-receipt.
  • Two thirds (64%) of consumers are open to receiving marketing content via their e-receipt (74% amongst 18-24 year olds).
  • UK consumers spend an average of 87 hours per year online, or 7.5 hours per month.
  • 63% of consumers shop online from their living room.
  • 14% shop from their bed, rising to 43% of 18-24 year olds.

Cyber Monday will outsell Black Friday

Black Friday might get all the media attention with its dark and swanky name, but it’s Cyber Monday that will yield the biggest results for retailers this year with sales surging by 90%, according to new data from Rakuten Marketing. 

Other key findings include:

  • People engage with an ad four times before making a purchase over Black Friday weekend.
  • British brands make top Christmas gifts with international sales rising in December.

Online video is the destination for learning new skills

According to research from Google, online video is now the most popular way to learn new life skills. 

The study of 1,000 people in partnership with Ipsos Connect UK found that 59% use YouTube as their first choice to find out something new, and 83% of those under 35 believe they can find a video on anything they want to learn.

The study found the most popular new skills to learn were: 

  • How to fix a product (29%).
  • How to set up/install a new product (24%).
  • Cooking instructions (23%).
  • How to apply make-up (women only) (20%).

IAB reveals small rise in UK ad blocking to 18%

The latest edition of the Internet Advertising Bureau UK’s Ad Blocking Report, conducted by YouGov, reveals that 18% of British adults online are currently using ad blocking software, a rise from 15% in early June.

Other key findings include:

  • Ad blocking is more prevalent among men surveyed (23%) than women (13%) 
  • Propensity to block ads decreases with age, from 35% of 18-24 year olds to 13% of people 55+. 
  • 40% say main motivation isn’t to block all ads.
  • Less interference and fewer ads are main ways to stem ad blocking.

Marketing is the most transparent industry

Recent research from Geckoboard has found that one in four (26%) Brits have quit a job due to a lack of business transparency, and many admit they have been forced to ‘dig’ for information. 

Yet the marketing industry fairs relatively well on that front, with far fewer employees in this industry saying they’ve had to turn detective.

72% of 2015 Christmas shoppers will use smartphones to make purchases

This figure is according to a new report from RhythmOne, and is up from 53% last year. 

Other key findings include:

  • 60% of mobile Christmas shoppers aged 18-34 will exclusively use a smartphone as their shopping device.
  • Two-fifths of Christmas shoppers will use their smartphones and/or tablets more this year vs. last for Christmas shopping.
  • One half of Christmas shoppers use mobile devices while physically in brick-and-mortar retail locations to assist in the shopping process.

Timely and vaguely relevant stat of the week…

Even more timely and vaguely relevant than usual if you attended the final talk at FOM15 yesterday...

Monica Lewinsky festival of marketing FOM15

On this day in 1998, Monica Lewinsky signed a deal with St. Martin's Press for the North American rights to her story about her affair with US President Bill Clinton. 

For lots more up-to-date statistics…                                           

Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.

It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.

Jack Simpson

Published 13 November, 2015 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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Patrick Wallis, Marketing Executive at GAIN Capital

Hi Jack, I just had a read through this week's post. Some really interesting points in there, particularly with the busy festive period looming for retailers.
Could you clarify one point: from Return Path's research, was inclement weather shown to increase or decrease open and engagement rates in the UK? I imagine it's the former but safe to check.
Thank you

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