This week’s US digital marketing statistics features the world’s biggest brands and, neatly enough, detail on brand fatigue worldwide.
There’s also stats on consumer preferences in customer service, Twitter use by digital marketers and what the World Cup could mean for retailers.
For more digital marketing stats, check out the Econsultancy Internet Statistics Compendium.
BrandZ Top 100
The BrandZ Top 100 Most Valuable Global Brands 2014 saw a 12% increase in total brand value to $2.9tn. The combined value of the top 100 has doubled in the last eight years.
All categories rose in brand value this year, with apparel a particular highlight with a 29% overall increase.
Tencent was the highest rising brand, increasing its brand value 97% on last year. The top 10 brands are all based in the US, and Twitter and LinkedIn have entered the top 100 for the first time.
10 of 14 categories experienced double-digit growth year-on-year, showing fully the extent of the economic recovery.
Google sits at number one in the list, worth $158.8bn, having dethroned Apple.
How do digital marketers engage on Twitter?
LeadTail and PunchTab analyzed the Twitter activity of 515 North American digital marketers, manager level and above, a total of 122,207 tweets published between February and May 2014.
Here are some of the findings:
Which networks did these marketers use to cross post on Twitter?
What were the top 25 industry media content sources shared by these marketers?
Who were the top 50 people retweeted during the study?
Check out the full report.
Consumers want efficient not personalized service
IntelliResponse recently surveyed 1,000 consumers about the service they receive from companies they buy from.
- 59% of customers wanted efficient service.
- An additional 24% wanted personalized service.
- 11% indicated they only want to buy a certain products and that’s it.
When it comes to getting in touch:
- 58% of consumers indicated that they turn to a company’s website first to find answers.
- 25% phone the call centre.
- And 9% use social media or mobile apps.
Which industry “gets” digital self-service?
These stats point to the growing trend for digital self-service.
67.2% of respondents said that retailers are succeeding in this area, followed by telcos (17.3%) and utilities (13.3%).
(Click for infographic)
Momentum Worldwide has surveyed 6,504 respondents across nine markets to classify their feelings towards well-known brands. Do respondents see the brands as a family member, friend, acquaintance or enemy?
Here are some of the results:
Markets reporting the strongest emotional connections between brands and consumers:
- 70% consider their relationship with brands to be friendships or stronger.
- Over half (56%) of these respondents see brands as a member of their family or spouse.
- 67% consider their relationship with brands to be friendships or stronger.
- Over half (61%) of these respondents see brands as a member of their family or spouse.
- 64% consider their relationship with brands to be friendships or stronger.
- Over half (58%) of these respondents see brands as a member of their family or spouse.
Markets reporting the most emotional distance between brands and consumers:
- 55% consider brands to be no more than an acquaintance.
- Of these, 7% see brands as their enemy or arch rival.
- 54% consider brands to be no more than an acquaintance.
- 17% of these would categorize brands as their enemy or arch rival.
United States of America
- 45% consider brands to be no more than an acquaintance.
- 20% of these would categorize brands as their enemy or arch rival.
Instagram the world’s most powerful social platform?
Well, that depends on the definition of power.
Business intelligence service L2 has made this prediction based on 850 data points across 5,000 brands’ digital footprint.
Instagram is the fastest growing platform with 200m users and an engagement rate of 1.5%, which is 15 times that of Facebook.
The company claims an algorithm based on community size and engagement shows Instagram to be the most powerful social platform.
World Cup build-up
Data released by eBay suggests retailers will need to have merchandising plans at the ready for the World Cup. During England’s defeat to Italy in Euro 2012, there were over 4,000 searches for football shirts on eBay’s UK site.
eBay also recorded a 20% increase in the number of searches for wide screen TVs in the UK in the run-up to Euro 2012.
More on the World Cup and marketing.
Elsewhere, a Goldman Sachs report, “The World Cup and Economics 2014,” stated that a World Cup victory could boost a country’s stock market after the event, whereas the runner-up experiences the opposite.
A month after Brazil’s win in 1994, the Brazilian market outperformed the MSCI World Index by 21%. Seven out of nine runners-up saw their stock markets underperform following their World Cup final failure.