We’re back with five more extremely useful digital marketing stats.
From Black History month to the Oscars, February is loaded with special events and holidays. Many advertisers roll out special sales to drive foot traffic or online transactions, but more and more brands are learning that to increase actual spend, engagement, and loyalty, they need to leverage content in more a strategic, thoughtful manner.
We’ve pulled five important digital marketing stats every marketer should know and used February-specific executions from leading brands to illustrate how certain brands are doing just that.
EXTREMELY USEFUL DIGITAL MARKETING STAT NO.1:
60 percent of content created by brands is “just clutter” – meaning it has “little or no impact on business results or people’s lives.” (source: Havas)
Who is cutting out the clutter?
Companies often produce content without giving much thought to what inspires consumers to act. It is a terrible waste of time and money and often leads to consumers tuning out due to a deluge of meaningless “noise.”
To avoid this, brands should emulate companies like Allstate.
This year, the insurance brand is refocusing on key African American audiences in targeted cities around the country with more impactful content. Allstate launched a digital, social and radio campaign titled “Worth Telling,” which shares stories about important African American influencers and ties them back to special events and Allstate’s services.
Marketing Week reported, “Havas found a 71 percent correlation between content effectiveness and a brand’s impact on consumers’ personal well-being.”
Allstate’s mix of social and experiential tactics, written and visual materials, allows them to speak to different individuals with meaning, but also get more mileage from a single campaign by surfacing the content in different ways and through different channels.
EXTREMELY USEFUL DIGITAL MARKETING STAT NO.2:
40 percent of marketers say the emergence of millennials will have the greatest effect on their industry – a number almost equal to those who said it would be mobile (47 percent). (source: eMarketer)
How do you reach millennials effectively?
According to Millennial Marketing, “80 million millennial consumers, ages 18 to 37, want to spend their money on brands that are socially responsible.” Knowing this, it’s hard to imagine that Airbnb’s #WeAccept campaign didn’t resonate with this consumer segment.
The hotel alternative app explains the values driving the campaign as follows: “We believe in the simple idea that no matter who you are, where you’re from, who you love, or who you worship, you deserve to belong.” They go on to share how they have provided housing for refugees, evacuees of disasters, and other people in-need of short-term housing – with a goal of helping 100,000 individuals over the next five years.
Airbnb’s choice to launch this values-based campaign on social media – a place millennials spend on average about six hours a week according to Nielsen – smartly considers and argues the “why” consumers should choose them and then articulates that reason in a channel where they are spending time.
EXTREMELY USEFUL DIGITAL MARKETING STAT NO.3:
42 percent of marketers want to better link their campaigns into a comprehensive, connected experience that drives engagement throughout the shopping lifecycle. (source: CMO Council)
Who can they look to as an example?
For Valentine’s Day, retailer David’s Bridal executed a brilliant campaign on Pinterest that connected to each stage of the wedding “engagement lifecycle,” but also drove truly meaningful consumer interactions.
In this campaign, brides-to-be are given a personalized Pinterest board after completing an interest quiz. These boards offer value by helping spark inspiration and plan a wedding, but for the retailer, it connects the consumer to a commerce experience by allowing users to schedule an appointment with the retailer directly or shop with them online.
David’s Bridal considered buying behavior in a truly holistic way. It is aware of the numerous proposals that happen on Valentine’s Day, created a fun “game” to serve useful content to the consumer, and then connects to a trackable online-to-offline experience.
EXTREMELY USEFUL DIGITAL MARKETING STAT NO.4:
Roughly two-thirds (68 percent) of consumers said they’ll compare prices in retailers’ weekly circulars to find the lowest prices. (source: IRI)
Who is making weekly circulars more valuable for consumers?
Publix is a high-end grocer that strives to make even their weekly ad a rich content experience to stand out among competitors. They often run themes to contextualize their products and inspire consumers to try new products, increase their basket size, or go with a premium brand.
This year, they’re running several pages designed to highlight Mardi Gras specific deals. Event driven executions like this are nothing new for retailers. However, what brands can learn from Publix is that even traditional digital experiences can sell more products when the content that present them offers more contextual value.
EXTREMELY USEFUL DIGITAL MARKETING STAT NO.5:
Smartphone and tablet usage rose by about 32 percent [after the Super Bowl Halftime Show] as viewers were posting on social media and texting about the performance. (source: Fetch)
What can this teach us about cross-device advertising during big media events?
This year the average cost for a 30 second television ad during the Oscar’s went for $1.9 to $2 million. This makes the “Oscars second only to Super Bowl for ad revenue” and a place most brands cannot afford to play.
Lucky, 84 percent of smartphone and tablet owners engage with their devices while watching television – and, as Lady Gaga’s performance illustrates, a lot of their attention is up for grabs on social media.
AMC’s The Walking Dead – which airs opposite the Oscar’s – started #OscarsTWD encouraging their followers to modify the names of award-winning films to new titles related to the show’s characters. The show’s twitter account joined in by sharing photoshopped movie posters like these.
While AMC most likely won’t win out in a ratings battle with ABC, it did successfully insert itself into a social media “event” for virtually no cost. It did not gobble up media spots; it focused on what type of content was going to connect with the show’s audience.
This approach appears to have paid off. Keyhole.co reports #OscarsTWD (started on 2/22) has already earned 712 posts with 2.5M reached and 6.3M impressions. Exclusive retail sponsor for the Oscar’s Walmart’s teaser film that uses #TheReceipt (started on 2/21) only has 86 posts with 1.4M reached and 2.4M impressions.