If digital marketing stats were an Olympic sport, this week’s round-up would for sure win gold.

Including news on third-party publishing, mobile search and consumer goods – there’s lots to get your teeth into.

Don’t forget to download the Internet Statistics Compendium for more, and ready, set, go…

Only 21% of businesses track return on digital marketing spend

New research from Ruler Analytics has highlighted how marketers are failing to practice what they preach, with the industry being the worst at measuring the ROI of its marketing activity.

Out of an index of 100, marketers and PRs scored just 28.6.

In contrast, retailers are the most likely to be using analytics, closely followed by the travel and tourism industry.

Brits will spend over 3.8bn hours reading about the Olympics online

Teads suggests that there is a huge opportunity for brands to reach beyond traditional audiences this summer, as Olympic fever sweeps the nation.

A study found that 55% of people who aren’t normally interested in sports plan to watch events in Rio. What’s more, 76% of them plan to read Olympic-related articles online.

Overall, Brits will reportedly spend over half an hour each day reading sporting content this summer, amounting to 3.8bn hours in total.

Official suppliers of Wimbledon comprise less than 1% of tournament conversion

A new study by Black Swan has found that being an official supplier of a high profile tournament doesn’t guarantee automatic success. 

When comparing Pimms (an unofficial supplier) and Lanson (an official supplier), the latter ranked seventh in terms of volume of mentions, while the former ranked second out of nine.

This demonstrates how sponsorship deals are no longer enough, with brands now needing to create opportunities for social sharing and earned coverage.

Online conversation means that hotels can no longer rely on legacy reputation

A new report from Crimson Hexagon has highlighted how the openness of customer feedback continues to disrupt the travel and accommodation industries.

With 78% of conversation on hotels involving people seeking or giving feedback, brands can no longer rely on the long-standing reputation of their brand.

Out of the most-talked about topics, 14% related to comfort and luxury, while 9% focused on convenience of hotel location.

Adobe reports Pokemon Go and Brexit impact consumer goods prices

Adobe’s monthly Digital Price Index has identified how the value of online consumer goods has fallen in the last six months.

For the UK, Brexit is continuing to impact travel prices, with flights to London falling 13.3% and hotel prices in the capital dropping 9.8% since the EU referendum.

Despite the explosion in popularity of Pokemon Go, the report also found that sales value for Pokemon items fell 2.9% month-on-month. 

UK viewers clock up over 165,000 tweets during the Olympic opening ceremony

With a live UK audience of 1.838m, data from Kantar Media has revealed how the UK reacted online during the Friday night opening ceremony.

Londoners were the most vocal during the coverage, accounting for 15% of unique authors tweeting throughout. Moreover, men were the most active, making up 60% of the most active authors.

Out of the 165,409 tweets overall, there was a third more positive tweets than negative ones, with the most common emotion being admiration and respect for those involved.

60% of travel searches start on a mobile device

Research by Hitwise, a division of Connexity, has revealed how consumers are heavily relying on mobile phones during the early stages of holiday planning.

Based on the activity of 3m UK shoppers and 1m mobile devices, a study found that 60% of all travel site searches originated from a mobile device.

In terms of the subject, 83% of searches were for the ‘best time’ to visit a destination, 68% for ‘flights from’ and 83% were for ‘flight status’.

The report also found that mobile phones were the device of choice while on holiday, with ‘near me’ generating 88% of searches.

81% of organisations have problems achieving a single customer view

The 2016 Digital Marketer Report from Experian has found that, despite 95% of organisations wanting to achieve a single view of the customer, 81% find difficulty in doing so.

The biggest obstacles include using technology to integrate customer data in real time, as well as gaining access to data from across organisations. 

With 95% of enterprise companies planning to run cross-channel campaigns next year, it is vital to overcome these challenges in order to do so.

Over 90% of publishers find off-site distribution has positive impact

AOL have just released its Publisher Outlook Report, based on insight from 300 premium publishers in the US.

Despite initial panic, opinion about third-party publishing platforms now looks to be largely positive, with 90% believing distributed media has had a positive impact. Likewise, 53% deem it ‘extremely positive’

With publishers receiving 25-50% of traffic via syndication referrals, it has become an essential part of strategy for many.

25% of influencers asked not to disclose brand involvement

A new survey by SheSpeaks has found that online influencers are being asked by brands to deny compensation.

In a survey of 347 online influencers, while 95% said they were upfront with their audience about taking payment from a brand, 25% also reported that they had been specifically asked not to divulge the information.

Despite the Federal Trade Commission stipulating that compensation or free products should be disclosed, even large corporations like Warner Bros have failed to be up-front.

Nikki Gilliland

Published 12 August, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Comments (1)

Pete Austin

Pete Austin, Founder and Author at Fresh Relevance

Re: For the UK, Brexit is continuing to impact travel prices, with flights to London falling 13.3% and hotel prices in the capital dropping 9.8% since the EU referendum.

I've checked Adobe's report of this and they are working in dollars, so almost all of this is due to the continuing pound:dollar exchange rate fall from its peak in 2014,.

This long-term slide is arguably due to worries about the balance of payments and the government deficit. There was a reversal ahead of Brexit, when forex traders gambled heavily on a "remain" vote, but then the trend resumed.

BTW: a lower pound:dollar exchange rate reduces UK costs and prices as seen from the USA, so it's good for UK business, but it doesn't mean UK holidaymakers get a better deal.

almost 2 years ago

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