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Latest research and digital marketing trends

March 2014

As the web celebrates its 25th birthday, Tim Berners-Lee shares his thoughts about what's to come. To give you a window into the near future, Matt Cutts explains how Google voice search will remove keyboards, and wearable computers get another step closer.

New research this month showed that 1/5 of all ad spend globally now goes online. Facebook is trying to push that further, continuing to remove the free organic audiences brands enjoyed in the past, as they force companies to switch ad dollars to promote their posts.

This month's case studies that impressed us include Samsung's big win at the Oscars, McDonald's testing SnapChat and Garnier's social tactics in China.

The research is grouped in the sections matching digital channel strategies and training courses.

Need more about the implications of any of this research on the digital aspects of your marketing plan? Simply email us back.

Danny
Danny Meadows-Klue
Chief Executive
Digital Strategy Consulting Group

Top stories this monthTop stories this month

www.DigitalStrategyConsulting.com/intelligence

The biggest stories that show how your markets and audiences are changing.

Google reveals smartwatch platform 'Android wear'

Google is bringing Android to wearable devices with a new platform that lets developers create apps for upcoming smartwatch devices. Watch this promotional video for Android Wear here. 19/03/2014 | Full story...

Digital Intelligence - Google reveals smartwatch platform Android wear

WhatsApp founder denies plans to open user data to Facebook ads

WhatsApp founder Jan Koum has dampened "careless and inaccurate" rumours about possible changes to the messaging app's privacy policies following its $19bn Facebook takeover. 19/03/2014 | Full story...

Facebook ROI or RIP? Brand's organic reach is "destined to die out"

Organic reach of the content brands publish in Facebook is destined to hit zero, with brands forced to pay to reach fans instead (or jump to other platforms), according to new research from Ogilvy. 11/03/2014 | Full story and data...

Digital Intelligence - Facebook ROI or RIP Brand's organic reach is destined to die out

 

Mobile ad revenue "to overtake newspapers in 2014"

UK mobile advertising revenue is forecast to overtake newspaper ad revenue in the UK in 2014 for the first time, according to new research. 12/03/2014 | Full story and data...

Digital Intelligence - Mobile ad revenue to overtake newspapers in 2014

 

Digital life in 2025: Internet will become "like electricity"

Ahead of the web's 25th anniversary, a new report surveying hundreds of experts outlines how digital technology will evolve over the next decade - with many good and bad results. 11/03/2014 | Full story and data...

Digital Intelligence - Digital life in 2025 Internet will become like electricity

Apple reveals CarPlay: Ferrari, Mercedes-Benz and Volvo put Siri on the dashboard

Apple has launched CarPlay, a new system that lets users access iOS features in their car, as the technology giant looks to rival Google's Android in the growing trend for 'The Internet of Things'. 03/03/2014 | Full story...

McDonald's first SnapChat marketing campaign: LeBron James stars in mobile 'story'

McDonald's has become the latest brand to run a SnapChat marketing campaign, using NBA star LeBron James to generate buzz on the popular self-destructing photo-sharing app. 07/03/2014 | Full story...

How Samsung won the 2014 Oscars with a star-studded selfie

At the 2014 Oscars, Samsung took the award for most talked about brand with a celebrity-packed selfie tweeted by host Ellen DeGeneres using a Galaxy Note 3 phone. This case study looks at how the electronics giant made full use of its sponsor status at the film ceremony, merging old-school celebrity endorsements with the latest digital technology to reach millions of people. | Full story and data...

Digital Intelligence - How Samsung won the 2014 Oscars with a star-studded selfie

Google takes voice search to Chrome: The rise of conversational search

Google is testing a new version of its Chrome browser that incorporates voice search, following on from similar move in its Google Glass and Google Now software. But how will the shift to voice affect search habits, and what impact with this have on paid and organic search engine marketing? Watch this video from Google's Matt Cutts here, explaining how voice inputs affect search habits. 03/03/2014 | Full story...

Digital Intelligence - Google takes voice search to Chrome the rise of conversational search

Chinese web giants Weibo and Alibaba to float on US stock exchange

Two Chinese internet giants, online retailer Alibaba and social network Weibo, both plan to float on stock market, as the country's booming digital industry begins to expand overseas. 17/03/2014 | Full story...

VideoVirals

www.DigitalStrategyConsulting.com/intelligence/viral-marketing

When videos go viral they cut through the communication clutter. Getting messages forwarded from friends is the most powerful marketing, and this is the best of what our friends sent us. Send us what impressed you!

Aliens invade bus shelter for Pepsi Max stunt

London commuters witnessed alien invasions, escaped tigers and giant tentacles emerging from a bus stop window, as part of this new video campaign from pepsi Max. 24/03/2014 | Full story...

Digital Intelligence - Aliens invade bus shelter for Pepsi Max stunt

'No make up selfie' raises £2m for Cancer Research in 48 hours

Cancer Research UK has received more than £2m in donations after a popular online campaign, asking women to post selfies with no make-up using the hashtag #nomakeupselfie, went viral last week. 24/03/2014 | Full story...

Digital Intelligence - No make up selfie raises £2m for Cancer Research in 48 hours

'Unloved' ad puts human perspective on animal charities

This emotionally powerful video from the Animal Mayhew Centre puts a new twist on typical pet rescue charities- highlighting the happiness a rescue dog bring to their owners after a hard day. 25/03/2014 | Full story...

Digital Intelligence - Unloved ad puts human perspective on animal charities

How Jamie Oliver's YouTube channel got 600,000 subscribers

For years, Jamie Oliver's Food Tube channel on YouTube had low engagement and flat subscriber numbers. This case study looks at how the team behind the channel created online buzz and interactive elements (including the chance to slap the celebrity chef himself) to help it become one of YouTube's most successful food channels with 1.8 million monthly views. 19/03/2014 | Full story...

Digital Intelligence - How Jamie Oliver's YouTube channel got 600,000 subscribers

Table Tennis star takes on robot to get 1m views in 2 days

Industrial robot firm Kuka Robotics has run a new YouTube video campaign, pitting table tennis star Timo Boll against a high speed robot. 13/03/2014 | Full story...

Digital Intelligence - Table Tennis star takes on robot to get 1m views in 2 days

Comic relief: Obama's web skit boosts traffic to HealthCare.gov

President Obama's appearance on the spoof talk show Between Two Ferns with comedian Zach Galifianakis has boosted traffic to Healthcare.gov, with 54,000 referrals for healthcare in just one day. View the video below. 13/03/2014 | Full story and data...

Digital Intelligence - Comic relief Obama's web skit boosts traffic to HealthCare.gov

Garnier hijacks photoshop craze in China

China is a lucrative market, but how can brands get themselves noticed on social media? This case study looks at how beauty brand Garnier managed to hijack a trending topic on Chinese social media, in order to maximize their product visibility with a very limited media budget. Watch this video case study below. 03/03/2014 | Full story...

Digital Intelligence - Garnier hijacks photoshop craze in China

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

Latest stats show that the internet surpassed newspapers to become the world's second-largest ad medium in 2013, behind TV. Over in the UK, the TV continues to remain strong, but marketers are increasingly turning to automation techniques including real-time buying to get the most out of big data and digital mediums.

Global ad spending by medium: Internet gets 1 in 5 ad dollars

In 2013, the internet passed newspapers to become the world's second-largest ad medium, behind TV, according to this chart from ZenithOptimedia. 17/03/2014 | Full story and data...

Digital Intelligence - Global ad spending by medium: Internet gets 1 in 5 ad dollars

Two-thirds of UK marketers 'now using automation techniques'

Almost three quarters (71%) of marketers re using some form of marketing automation to their advantage, to increase ROI and glean increased insights into marketing campaigns, according to new research. 13/03/2014 | Full story...

UK TV ads hit record high of £4.63bn for 2013

TV ad revenue reached a record high of £4.63bn in the UK during in 2013, a year-on-year increase of 3.5%, according to new research. 10/03/2014 | Full story...

SearchSearch

www.DigitalStrategyConsulting.com/intelligence/search-engine-marketing

Google's controversial search ad banners (which broke an 8-year promise) where retracted this month- but it continued to add more information to its Wikipedia style 'Knowledge Graph'- now including restaurant menus. In a risky move, search giant is also rolling out its encryption to more countries, starting with China.

Google ditches controversial search banner ad 'experiment'

Google will stop displaying its controversial banner search ads, six months after testing the new format which went against the internet giant's previous promises not to advertise on its home screen. 18/03/2014 | Full story...

Google expands search encryption globally - starting with China

Google has started to encrypt searches made by people in China, as part of a wider attempt to inhibit government spying around the world. 17/03/2014 | Full story...

Google to ad restaurant menus and prices to search results

Google is planning to show restaurant menus and prices on the first page of the Google search results, as the search giant continues to speed up the search process for users (but potentially drive down the traffic for businesses). 04/03/2014 | Full story...

More top search stories from this month:

 - BBC ramps up mobile search

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Facebook ramped up its mobile and video tools this month, with auto-playing videos in the mobile newsfeed and a more streamlined layout for brand pages. FMCG giant Mondelez - the company behind Oreo and Cadbury's - gave the social network a strong endorsement by striking a global partnership that will give the FMCG giant access to Facebook's beta-testing programs and research.

Facebook takes on TV with auto-play 'Premium Video Ads'

Facebook will soon start placing Video Ads in users' News Feed, which will auto-play without sound. View this video demo below. 14/03/2014 | Full story...

Digital Intelligence - Facebook takes on TV with auto-play Premium Video Ads'

Facebook rolls out 'streamlined' pages for brands

Facebook has updated its pages for brands and celebrities on desktop, as part of a wider redesign for the social network as it chases more ad dollars across all platforms. 12/03/2014 | Full story...

Mondelez puts Facebook first with global partnership

FMCG giant Mondelez International has partnered with Facebook, giving the owner of Cadbury and Oreo access to the social network's site's beta-testing programs and research. 11/03/2014 | Full story...

Digital Intelligence - Mondelez puts Facebook first with global partnership

More top Facebook stories from this month:

 - Facebook to buy drone satellite firm?

SocialSocial - beyond Facebook

www.DigitalStrategyConsulting.com/intelligence/social-media-marketing

New financial results reveal that the cost of advertising on Twitter fell 67% last year as the social network struggles to find an acceptable price for its promoted tweets. The trend for chat apps continues with Chinese ecommerce giant Alibaba investing in Tang. After years of resisting, it seems Apple may finally embrace social media platforms as a way to reach new customers, with eagle-eyed bloggers noticing a Tumblr page promoting the iPhone 5C.

Active use of social media platforms by region

This chart shows the active users for the top 10 social networks by region. Respondents were asked the question "Which of the following services have you used/contributed to in the last month?". 10/03/2014 | Full story...

Digital Intelligence - Active use of social media platforms by region

Top 20 social platforms: Change in active use

This chart shows the change in active users for the top 20 global social networks (excluding China). Respondents were asked the question 'Which of the following services have you used/contributed to In the last month?". 10/03/2014 | Full story...

Digital Intelligence - Top 20 social platforms: Change in active use

Has Apple launched its first social media page?

After years of ignoring the format, Apple is rumoured to have quietly launched its first social media campaign with a Tumblr page promoting its iPhone 5c. 05/03/2014 | Full story...

Twitter's ad prices fell 67% during 2013

Twitter's ad revenue has risen but the average ad rate for the social network fell by a massive 67% during 2013, according to its latest financial report. 10/03/2014 | Full story...

Alibaba invests $215m in messaging app Tang

Chinese ecommerce giant Alibaba has invested $215m in mobile messaging app Tango, as completion in the chat app sector heats up following Facebook's $19bn purchase of WhatsApp. 20/03/2014 | Full story...

More top social media stories from this month:

 - Yahoo drops Facebook and Google logins
 - Why women rule social media (infographic)

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

How are advertisers measuring mobile success? New research reveals that mobile site traffic remains the main factor used to judge success- but is this changing? This month we also look mat the rise on wearable technology, with Google finally launching an Android platform for smartwatches, we wonder if everyone will be sporting tech specs in the future or if apparel with apps will go out of fashion.

Global mobile broadband penetration: 2014

This chart shows the mobile broadband penetration for each region's population across the globe. North America has the highest percentage of its population using mobile broadband with 72%. 13/03/2014 | Full story...

Digital Intelligence - Global mobile broadband penetration: 2014

Global smartphone market share

This chart shows the change in market share for the top 5 smartphone brands in 201.2 and 2013. Samsung accounted for the largest market share for both years, growing by 1% over the period. 08/03/2014 | Full story...

Digital Intelligence - Global smartphone market share

EMEA digital ad trends: How are advertisers measuring mobile success?

More advertisers in the Europe, Middle East and Africa (EMEA) region are turning to mobile to drive audience traffic and brand awareness than ever before, according to data from Millennial Media. 20/03/2014 | Full story...

Digital Intelligence - EMEA digital ad trends How are advertisers measuring mobile success

LG and Motorola reveal first 'Android Wear' smartwatches

LG and Motorola have unveiled the first smartwatches to run Google's new operating system 'Android Wear'. 21/03/2014 | Full story...

Digital Intelligence - LG and Motorola reveal first Android Wear smartwatches

Can wearable technology go mainstream?

As more consumers carry mobile devices wherever they go, high-tech brand manufacturers are investing heavily in wearable technology - such as Google's Glass and Android Wear and Samsung's Gear range of smartwatches. Online monitoring firm Nielsen examines the true potential for this new breed of devices - will we all be sporting web specs in the future or will wearable tech simply go out of fashion? 21/03/2014 | Full story...

More top mobile stories from this month:

 - Smartphone and tablet usage in the US: Women Vs. Men
 - UK Govt invests £73m in 'Internet of Things' research
 - Lavatory logistics: 'Rent your toilet' app goes live for Mardi Gras

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

As Google's Chromecast gets a European launch (with new ad opportunities already in place) viewers are given more options to ditch TV subscriptions in favour of web-based alternatives- and this new £30 dongle could win over more 'cord cutters'. Google also shook up the cloud market this month, offering 100GB of storage for just $1.99- a fifth of Dropbox's charges.

Global video market revenue: TV still dominates

This chart shows the breakdown of audiovisual revenue per region by audiovisual type. North America's audiovisual revenue is split the most diversely between linear TV, on-demand services and home video (such as DVDs). 05/03/2014 | Full story...

Digital Intelligence - Global video market revenue: TV still dominates

Global video market revenue: TV still dominates

This chart shows the breakdown of audiovisual market revenue per region. Total global revenue amounts to 415 billion EUR. 05/03/2014 | Full story...

Digital Intelligence - Global video market revenue: TV still dominates

More top multimedia content stories from this month:

 - UK mobile video trends: Brits lag behind for smartphone media consumption
 - BBC reveals new 'Netflix-style' iPlayer

GamingGaming

www.DigitalStrategyConsulting.com/intelligence/marketing-through-gaming/

Candy Crush maker King revealed its intentions to float on the stock market for a UK record of $7.6bn. Meanwhile, app analytics get a bit easier with a Google update and gaming phenomenon Flappy Bird looks set to fly again.

Candy Crush developer to float on stock market for UK record of $7.6bn

Games studio King Digital will become Britain's most valuable publicly listed internet company after being priced at $7.6bn ahead of its IPO. 14/03/2014 | Full story...

Google Play updates analytics for in-app ads

Google is adding new tools to make it easier for developers to monetise their apps through in-app ads, as well as monitor user engagement with more support for Google Analytics. 18/03/2014 | Full story...

Flappy Bird to fly again: creator plans return for popular mobile game

Popular mobile game Flappy Bird is set to return after its reluctant creator Dong Nguyen reversed his decision to withdraw it from app stores last month. 20/03/2014 | Full story...

More top gaming stories from this month:

 - The rise of console-free gaming: OnLive ditches rentals for Steam synced gaming
 - Sony tests virtual reality headset 'Project Morpheus'

EcommerceEcommerce

www.DigitalStrategyConsulting.com/intelligence/ecommerce-and-eretailing

Starbucks continues to lead the way when it comes to mobile ecommerce- with plans to let customers save time by place orders ahead of collection. This month we were also given a glimpse into 'virtual reality shopping' as Tesco showcased a supermarket on the Oculus Rift headset. Finally, surprising new research shows that over 50s are more likely to 'showroom' (shop on mobiles while browsing in-store) than their younger counterparts.

Tesco reveals virtual reality supermarket with Oculus Rift

Tesco is working on a virtual reality supermarket that lets users browse and buy from computer generated shelves while wearing an Oculus Rift headset. 13/03/2014 | Full story...

Digital Intelligence - Tesco reveals virtual reality supermarket with Oculus Rift

Mobile shopping trends: Over 50s most likely to 'showroom' while in store

Older shoppers are more likely than youngsters to use their mobiles to compare prices online for products they see in stores, according to new research. 17/03/2014 | Full story...

Starbucks plans 'order ahead' mobile service

Starbucks is planning to launch a smartphone service that lets consumers order coffee before they get to a store, via its mobile app. 19/03/2014 | Full story...

More top ecommerce stories from this month:

 - Just Eat plans £100m London Stock Exchange floatation
 - Wetherspoon's pub feedback scheme boosts customer satisfaction 6%

RegulationRegulation

www.DigitalStrategyConsulting.com/intelligence/digital-marketing-regulation

Tighter restrictions on harvesting user data was the main theme in March. On the world wide web's 25th birthday we witnessed two major figures- Tim Berners Lee and Edward Snowden- discuss the need for more rights for internet users. Meanwhile, new European data laws received a long overdue update (after 19 years) with stronger safeguards for citizens' personal data- and risks of fines of up to €100m for brands that breach these rules.

Web inventor calls for Internet 'bill of rights'

On the day when the Internet turns 25, Sir Tim Berners-Lee, the inventor of the world wide web, has called for a 'Magna Carta' bill of rights to protect its users. Watch this video from the BBC looking back at 25 years of the web. 12/03/2014 | Full story...

Digital Intelligence - Web inventor calls for Internet bill of rights

New European data protection laws: Risk of €100m fines for breaches

This week, the EU has updated its 19-year-old data protection laws, with stronger safeguards for citizens' personal data. The new European data protection laws mean that companies found in breach of users' personal data rights will risk fines of up to €100m. 13/03/2014 | Full story...

Snowden's surprise TED talk: "Take back the internet"

NSA whistleblower Edward Snowden made a surprise appearance at this week's TED technology conference, accusing the US intelligence service of 'setting fire to the internet' and prioritising surveillance over security. Watch the video interview below. 20/03/2014 | Full story...

Digital Intelligence - Snowden's surprise TED talk: Take back the internet

More top regulation stories from this month:

 - Larry Page outlines Google's future: Why less privacy could be a good thing
 - Whatsapp Android app security flaw exposed

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