Top digital marketing data and case studies this week

21/08/2014

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

Consumers ‘trust branded content almost as much as editorial’

There’s some good news for native advertisers this week, with research indicating that just 2% more consumers trust content from publications (35%) than from brands (33%). However, the data from native advertising company Vibrant Media also found that there are more consumers who distrust content from publications (18%) than there are who distrust content from brands (15.5%).

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Project ownership: CMOs Vs CIOs

This chart shows the projects that Chief Information Officers and Chief Marketing Officers take responsibility for within different organisations. Mobile apps are the most evenly split between job roles with 74% of CMOs taking responsibility and 86% of CIOs. Advertising platforms are the most disproportionate between job functions with 83% of CM0 taking owenship of the function compared to 15% CIO.

Project ownership: CMOs Vs CIOs . This chart shows the projects that Chief Information Officers and Chief Marketing Officers take responsibility for within different organisations. Mobile apps are the most evenly split between job roles with 74% of CMOs taking responsibility and 86% of CIOs. Advertising platforms are the most disproportionate between job functions with 83% of CM0 taking owenship of the function compared to 15% CIO.

Banners account for just 4% of entertainment mobile ads

Banner ads now account for just 4% of mobile ads run by entertainment brands as they turn to video and rich media formats to take advantage of people’s increasing video consumption on smartphones, according to a new report from mobile video advertising company, Vdopia.

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UK video trends: Brits still prefer to watch live shows on their TV

85% of people still prefer to watch TV programs on a big screen, rather than mobile, tablet or PC, according to new research from BroadStream Solutions.

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UK internet trends 2014: Which sites attract most mobile users?

There are 48.4 million unique internet users in the UK, with 3.3 million users per month accessing the Internet exclusively from mobile devices (smartphone or tablet), according to new research.

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CASE STUDIES

How Greggs turned a Google fail into a social win

Greggs has been embarrassed after a crude spoof of its logo started appearing on a prominent Google search result- but the UK bakery chain managed to turn the situation to its advantage via some good humoured and timely social media management.

Viral case study: How the 'Ice Bucket challenge' raised $15m in 3 weeks

In July 2014, Charity ALS started a small scale internet challenge that ended up reaching all the way to the White House. This case study looks at how the ‘Ice Bucket Challenge’ led to record donations to the charity, raising some $15.6m in contributions to the group and its national affiliates, compared with less than $50,000 in the same period last year.

Viral case study: Wilkinson Sword claims beards make babies cry

With bushy beards coming back into fashion, how does a shaving brand get rugged hipsters back on their side? This viral video from Wilkinson Sword Germany explains why the hirsute look might not be as fatherly as you might think. The 45-second ad, created by the Labamba Agency in Hamburg, Germany, tracks different fathers first meeting their offspring throughout history- and why a beard can make a bad impression on babies.

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