Top digital marketing data and case studies this week

22/05/2014

Here are the top digital marketing data and case studies that caught our eye.

UK search marketing trends 2014: Budgets increase as focus turns to conversion rate optimisation

More than half (58%) of all UK companies plan to increase their paid search budgets this year, up from 55% in 2013, with a slight increase on SEO spend also forecast, according to new research.

Key findings from the report are shown in the graphs below:

Do you have separate budgets for different digital marketing channels? (company respondents)

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Do you expect your budgets to increase or decrease in the next 12 months? (company respondents)

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Do you or your clients have a definitive tracking solution to measure consistently across different digital channels?

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What impact has Google’s introduction of Enhanced Campaigns had on your / your clients’ paid search marketing?

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Restaurant marketing trends: Women lead rise in mobile bookings (infographic)

UK diners are creating a ‘fast dining’ culture with two in five (41%) diners now booking restaurants through tablets or mobiles, compared to 7% in 2011, according to new research.

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Social media traffic generation by sector (Global)

This chart shows the percentage total of site visits from social media referrals in Q1 2013 and Q1 2014. The media and entertainment sector gets the most referral traffic from social media growing from 6.0% In 2013 to 7.9% in 2014. The travel and financial sectors stalled in growth over the period of analysis with referrals to travel sites clopping by 0.1% in 2014.

Social media traffic generation by sector (Global). This chart shows the percentage total of site visits from social media referrals in Q1 2013 and Q1 2014. The media and entertainment sector gets the most referral traffic from social media growing from 6.0% In 2013 to 7.9% in 2014. The travel and financial sectors stalled in growth over the period of analysis with referrals to travel sites clopping by 0.1% in 2014.

World Cup marketing trends: Football fans are ‘big sharers on Facebook’

There are 500 million soccer fans on Facebook, who are more likely to share, like and comment on content than average users, the social network has claimed.

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Mobile phones replacing shop assistants

This chart shows where consumers go for assistance in-store. Interestingly, consumers will look to their own device such as a smartphone or in-store digital kiosks to aid their shopping experience before seeking out a sales associate to help them. 52% of respondents will use their own device to look for production information whereas 17% will seek out a sales associate.

Mobile phones replacing shop assistants . This chart shows where consumers go for assistance in-store. Interestingly, consumers will look to their own device such as a smartphone or in-store digital kiosks to aid their shopping experience before seeking out a sales associate to help them. 52% of respondents will use their own device to look for production information whereas 17% will seek out a sales associate.

Top 16 brands with over 1bn customers a year

This chart shows the top 16 brands to reach 1 billion consumers last year. The chart includes the count of consumers each brand reached as well as penetration. Coca Cola attracted the most consumers last year, with 6.8 billion people picking the brand. Colgate showed the highest level of market penetration with 63.4%. Adversely, Nescafe reached a total of 2.2 billion consumers last year but saw low levels of market penetration with only 2.8%.

Top 16 brands with over 1bn customers a year. This chart shows the top 16 brands to reach 1 billion consumers last year. The chart includes the count of consumers each brand reached as well as penetration. Coca Cola attracted the most consumers last year, with 6.8 billion people picking the brand. Colgate showed the highest level of market penetration with 63.4%. Adversely, Nescafe reached a total of 2.2 billion consumers last year but saw low levels of market penetration with only 2.8%.

Nielsen ads age and gender to Twitter TV ratings

Nielsen has updated its Twitter TV Ratings service with the launch of demographic data for over 250 U.S. TV networks.On average, the people tweeting about sports events skewed 79 percent male, while those tweeting about reality programs skewed 65 percent female. Reality programs also had a younger mix of ages — 75 percent of tweeters were below the age of 35, while that age group dropped to 63 percent for comedies.

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Social media World Cup: Which players make the marketer's dream team? (Infographic)

Footballers are some of the most famous athletes on the planet. Stars both on the pitch, in tabloids and on televisions across the world. With the World Cup on the horizon, this infographic from StaySourced looks at who would win the tournament if a team's Twitter following was proportional to their success.

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CASE STUDIES

Twitter fail: New McDonald’s mascot terrifies Twitter

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McDonald's latest mascot ‘Happy’, aimed at promoting healthy eating for children, has caused a stir on social media for all the wrong reasons- with many judging the character as ‘terrifying’. The mascot has launched in the US, modelled off the Happy Meal box, with the aim of encouraging kids to eat more fruits, vegetables and low-sugar beverage options like milk and water- foods not commonly associated with the fast food chain. The fast food giant says it “brings fun and excitement to kids’ meals while serving as an ambassador for balanced and wholesome eating.” However, judging by the reaction on social media, it's inspiring more fear than excitement since making its US debut.

Facebook case study: Ikea Facebook campaign boosts store visits by 11%

At the beginning of 2014, an Ikea Facebook campaign drove an 11 per cent increase in foot traffic for the retailer, according to research carried out by Vizeum and iProspect in partnership with Facebook and EE.

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Video case study: How Budweiser’s ‘Puppy Love’ ad won the Super Bowl ad battle

Back in February 2014, Budweiser’s “Puppy Love” became the runaway winner of Super Bowl 2014. The cute commercial, which tells the story of an unlikely friendship between a horse and a puppy, was not only the most shared video online, but also the ad which attracted the most TV coverage. This case study from Unruly Media looks at how the commercial became an internet sensation- racking up over 50m YouTube views by within 3 months.

Unilever expands Project Sunlight campaign with short film

Unilever has expanded its Project Sunlight sustainability initiaitive with a new summer campaign, with a new short film, “The Way Kids See It”. The campaign aims to inspire families to create a brighter future by living more sustainably as part of Unilever’s long-term initiative to make sustainable living commonplace.


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