This week we’re back with a bumper roundup of stats, including news about social commerce, Halloween search trends, post-GDPR email marketing, and lots more.
Before we crack on, be sure to check out the new and improved Internet Statistics Database (or the ISD as it’s lovingly called), which should be your go-to resource for meaningful stats and insight.
Let’s dive in.
66% of consumers would ignore all future marketing from a brand if it sent them hit-or-miss offers
A new study by Emarsys suggests that brands are still failing to deliver relevant marketing, with poor attempts at personalisation having an adverse impact on customer experience.
In a survey of 2,000 UK consumers, 41% of respondents said they wouldn’t purchase from a brand again if they received haphazard marketing materials, while 66% say they would ignore all future marketing if a brand sent them hit or miss offers.
As a result of this frustration, consumers are becoming increasingly open to artificial intelligence. 82% of respondents stated they are now aware of the use of AI in their shopping experience, while 47% said they are happy with brands using AI technology instead of humans to personalise marketing experiences, as long as it improves the offers and recommendations they receive.
26% of senior marketing professionals say their company lacks digital strategy
Econsultancy’s new report (in partnership with Sitecore) has revealed that a significant proportion of organisations are still failing when it comes to implementing strategy needed for personalisation and customer experience.
From a survey of 240 B2B and B2C senior marketing professionals, 26% of respondents said that their company has no digital strategy and simply uses digital channels to meet objectives. What’s more, only 39% said their digital marketing strategy is aligned to the business, marketing, and operational objectives supported by the CEO.
Despite the clear benefits of personalisation, a surprising 27% of respondents reported it as a low priority, while 25% said the same about achieving a single customer view. In contrast, the majority (56%) are focused on customer data management as a way to discover customer intelligence.
For more on the report, subscribers can download the report in full, and everyone can check out the blog for a summary.
Purchases through social media to increase 66% during Black Friday
A new study by GlobalWebIndex, which involved a survey of 111,899 consumers across 45 countries, has revealed that consumers are increasingly using social media to research brands.
It states that 42% of internet users now use social networks to research brands, products and services – a figure up 39% from 2015.
In a separate GlobalWebIndex study (based on responses from 3,500 consumers), it was found that 49% of UK consumers are now actively purchasing through social platforms. As a result, it is predicted that purchases through social media are set to rise 66% this Black Friday and Cyber Monday.
The most popular platform to buy from is said to be Facebook, through which 39% of UK respondents stated they have made a purchase in the past. This year, however, Instagram could take over as the favourite, as a quarter of UK respondents say its better preview functionality would spur them to buy.
Read about how ecommerce app Xiaohongshu has built a community of social shoppers through trust, credibility and a customer-centric approach.
GDPR triggers 50% drop in marketing emails from EU retailers
Personalisation platform Nosto has revealed that the monthly number of automated emails sent through its platform from EU based retailers dropped by around half year-on-year, comparing data from June 2018 to June 2017.
However, it has also revealed that open rates for emails increased by 30% between May 1st and August 1st 2018, perhaps indicating a greater willingness on the consumer’s part to receive marketing messages (due to fewer emails being received overall).
During the same period, Nosto also noticed the value of purchases generated by these emails was roughly doubled, also indicating that GDPR has resulted in consumers receiving fewer irrelevant emails.
Only 13% of businesses orchestrate customer journeys at scale
A new study by Forrester Consulting and Thunderhead has revealed that only 13% of businesses have the ability to orchestrate customer journeys at scale. This is due to 63% of brands are unable to take immediate action on available customer data, as well as large proportion struggling to use customer data to deliver connected and seamless experiences.
The report, which is based on a survey of 217 executives from B2C brands in the UK and US, also revealed that brands are well-aware of their limitations (and the need to improve their knowledge of the customer). 50% of those surveyed said they expect to increase spend in journey analytics and orchestration by more than 10% over the next year.
Meanwhile, 59% said that improving customer data quality and gaining better insights from existing data is a top priority, while 48% said they will be focusing on customer journey research, design, and measurement to drive engagement.
Harley Quinn is the most searched-for UK Halloween costume
With Halloween on the horizon, SEMrush has revealed the top spook-related search trends of 2018.
Top of the list as the most-searched for Halloween costume is comic book villain Harley Quinn, followed by Harry Potter and Wonder Woman.
Meanwhile, there were more than 400,000 UK searches for ‘halloween costume’ between August 2017 and September 2018, which is around 400% higher than any other Halloween-related search term.
Halloween was also found to be the fourth most popular holiday by search volume, beating the New Year, Easter, Valentine’s Day, and even Christmas. Interestingly, Mother’s Day topped the list, perhaps due to many people searching for the date in order to prevent them from missing it.
Advertisers seeing increased potential in Instagram
Marin’s Q3 2018 Digital Advertising Benchmark Report has highlighted how Instagram is becoming a big target for advertising dollars.
In Q3 2018, Instagram received almost 16% of total Facebook spend, with Facebook’s news feed accounting for over 80%. Instagram Stories was the most popular ad format, accounting for 25% of all ads on the photo and video-sharing platform.
Due to its rich ad format and deeper level of user engagement, it appears advertisers are willing to pay a substantial premium for Instagram ad placements over Facebook. This includes a $0.82 CPC on Instagram – four times higher than the $0.19 CPC on Facebook.