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Latest research and digital marketing trends

July 2013

Looking for smart brands with strong digital ecosystems? Look at how the arrival of a royal baby in the UK became a media event for Oreo, Pampers and many more. With a strong always-on digital strategy, it's easy to unlock extra reach and cut-through.

This month's update also covers the latest mobile milestones: Samsung overtaking Apple in traffic, Smartphone growth leaping and global mobile ad revenue boosts.

For media strategists there's a summary of Facebook's mobile platform, Graph Search going live (with more ad targeting tools), and Twitter's new ad targeting.

If you're adapting your plans based on these trends then our digital strategists can support you, and if your team need new skills to be able to lead in this space then our Digital Training Academy in-company courses cover all these areas. Simply mail us back for more.

Best from the Digital Strategy & Training teams

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.

Royal baby and online marketing: How 10 brands newsjacked the birth of Prince George

This month the world's media focused on one couple and one baby - attracting hundreds of millions of consumers, to thousands of high traffic pieces of content. Smart brands leapt at the opportunity creating branded content and tactical media buys. Danny Meadows-Klue, president of the Digital Training Academy, highlights some of the strongest approaches from marketers capitalising on Prince George's arrival: from Magnum to Oreo, Pampers to Coke. 26/07/2013 | Full story...

Facebook opens Graph Search to more users

Facebook is offering its social search tool to more users, following a beta test earlier this year, as the social network looks to make its vast archive of user data more useful to users and advertisers alike.

Digital Intelligence - Facebook opens Graph Search to more users
09/07/2013 | Full story...

Twitter online behaviour advertising tools - users tracked by default

Twitter is to display ads based on a user's browsing habits, as the social network looks to attract more advertisers to its site with a set of online behaviour advertising tools. 05/07/2013 | Full story...

Facebook mobile ads 'now account for 41% of its revenue'

Shares in Facebook have jumped 18% as the social network beat earnings expectations with stronger than expected mobile ad sales.
25/07/2013 | Full story...

Samsung 'overtakes Apple for global mobile traffic'

Most of the world's mobile traffic now comes from Samsung phones, with the South Korean manufacturer overtaking Apple and Nokia for the first time last month, according to new research.
Digital Intelligence - Samsung 'overtakes Apple for global mobile traffic'
12/07/2013 | Full story...

App Store Vs. Google Play - Which is generating the most revenue?

As Apple's App Store turns five this week, new research shows it still leads the pack in terms of potential revenue for brands and developers alike.

Digital Intelligence - App Store Vs. Google Play - Which is generating the most revenue?
11/07/2013 | Full story...

Global mobile ad revenues rise 83%: North America catching Asia Pacific

Asia Pacific remains the highest earning region for mobile ad revenues, but North America is catching fast, boosted by a rise in smartphone search ads, according to a new report.
Digital Intelligence - Global mobile ad revenues rise 83%: North America catching Asia Pacific
10/07/2013 | Full story...

Breaking into the app charts: Paid apps 'need 4,000 downloads a day'

Getting into the top 10 charts on Apple's app store gives a huge boost for any mobile marketing strategy. New research indicates that apps need 4,000 paid downloads a day, earning $47,000 daily, to get into the top paid chart in the App Store.
Digital Intelligence - Breaking into the app charts: Paid apps 'need 4,000 downloads a day'
09/07/2013 | Full story...

The 7 types of social media fans (and how to engage with them)

Not all social media fans behave in the same way. From 'deal seekers' to 'ranters', this infographic from ReachLocal looks at the top 7 types of social media users, and how brands can make the most of them.

Digital Intelligence - The 7 types of social media fans (and how to engage with them)

26/07/2013 | Full story...

The social media landscape in 2013 - how to make less noise and more buzz (infographic)

With so many social media channels and tools available, which one is right for your brand's campaign? From social commerce tools to crowd-sourcing platforms, the latest version of Brian Solis' 'Conversation Prism' looks at the social media landscape from a marketers perspective, to help select the right channel and platform based on clear business objectives.

Digital Intelligence - The social media landscape in 2013 - how to make less noise and more buzz
02/07/2013 | 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!

Danone runs social coupons to promote new yoghurt

Danone has picked Coupons.com to run a product sampling campaign via Facebook, as the firm looks to promote the new range of super thick yogurts, danio. 16/07/2013 | Full story...

Video viral of the week: Purina generates puppy love as dog food ad gets 2m views

Purina's dog food brand Beneful has created a canine-based Rube Goldberg machine for its latest campaign, creating a buzz online with 2 million YouTube views just 2 weeks after launch.

Digital Intelligence - Video viral of the week: Purina generates puppy love as dog food ad gets 2m views

15/07/2013 | Full story...

Lynx tests Snapchat's 'self-destructing ads'

Lynx has launched a humorous new dating app to help young men charm women and compete with their friends while on holiday. 26/07/2013 | Full story...

Video viral of the week: Pepsi Max levitation stunt gets 3m YouTube views

Pepsi Max worked with British magician to produce this head-scratching levitation stunt on top of a London double-decker bus - getting nearly 3 million YouTube views and plenty of press attention in the process.

Digital Intelligence - Video viral of the week: Pepsi Max levitation stunt gets 3m YouTube views

01/07/2013 | Full story...

Viral of the week: Lynx debuts holiday dating app to 'Get Le Girl'

Lynx has launched a humorous new dating app to help young men charm women and compete with their friends while on holiday.

Digital Intelligence - Lynx debuts holiday dating app to 'Get Le Girl'

26/07/2013 | Full story...

Case study: V Energy 'robbery' game gets 12% increase in sales

Earlier this year, V Energy launched an online game in New Zealand inviting customers to steal their share of the $100,000 prize pool from each other. This case study looks at how the energy drinks band increase Facebook engagement 174% and sales 12% through this innovative (and risqué) social gaming campaign.

Digital Intelligence - Case study: V Energy 'robbery' game gets 12% increase in sales

25/07/2013 | Full story...

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

In July, brands and publishers continued to experiment with new ways to engage with their audiences. The world's biggest news site Mail Online added an affiliate marketing channel, linking editorial content to vendors in what could prove to be a highly lucrative channel... for the right brands. Facebook was forced to change its ad placements after ads appeared on controversial pages. Meanwhile, Unilever became the first brand to test cross-platform campaign metrics from Neilsen. This month also saw Omnicom and Publicis merge, overtaking WPP as the largest marketing firm in the world.

Who is using travel sites in Spain?

During May 2013, 13 million Spanish people accessed a travel website.
Digital Intelligence - Who is using travel sites in Spain?

29/07/2013 | Full story...

Online advertising in Germany: Display ad impressions by category

This chart shows the percentage of ad impressions by category in Germany in April 2013. The top three advertisers for the period were eBay, Microsoft and Otto.

Digital Intelligence - Online advertising in Germany: Display ad impressions by category
11/07/2013 | Full story...

Bigger than WPP: Omnicom and Publicis merge to take on Google in digital ad battle

France's Publicis and America's Omnicom have merged to create a marketing company bigger than WPP, vowing to take on Google in the battle for online ad revenues.
30/07/2013 | Full story...

Mail Online begins affiliate marketing: Editorial links to vendor content

The Daily Mail has begun an affiliate marketing scheme, offering advertisers paid links from MailOnline articles. 02/07/2013 | Full story...

Facebook removes ads from controversial pages after M&S and Sky boycott

Facebook has removed display ads from pages showing adult content after two major UK advertisers suspended their ads on the social network.
01/07/2013 | Full story...

Unilever tests combined TV and web ad audience metric

Unilever and Mondelez are the first brands to sign up to Nielsen's trial of a service to measure combined TV and online ad audiences. 02/07/2013 | Full story...

More top advertising stories from this month:

 - Google Analytics lets users run split tests with 'Content Experiments API'
 - German car marketplace targets ads by phases in purchase lifecycle

SearchSearch

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

As search migrates to mobile, this month we look at how the balance between SEO and paid links differs from the desktop experience. We also put UK search marketing trends under the spotlight and bid a sad farewell to industry pioneer Alta-Vista.

Mobile search ad trends: Organic clicks 'can only replace 12% of paid search clicks'

The vast majority (88%) of paid search traffic on mobiles cannot be replaced by organic clicks, according to new research from Google looking at mobile search ad trends.

Digital Intelligence - Mobile search ad trends: Organic clicks 'can only replace 12% of paid search clicks' 18/07/2013 | Full story...

UK search marketing trends: Focus on integration and content

Marketers are focusing on integration of search marketing with other digital channels and disciplines such as display advertising and content marketing, according to research looking at UK search marketing trends. 17/07/2013 | Full story...

More top search stories from this month:

 - AltaVista RIP: Yahoo shuts down search pioneer
 - Google accounts for quarter of all web traffic
 - Yahoo fights back as profits rise 46% (but ad revenues fall)
 - Google searches 'can forecast stock market'
 - Google earnings disappoint (despite 16% profit rise)

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Twitter founder Biz Stone had some thought-provoking views on a Facebook 'freemium' model this month, but the social network looks to be shaking off last year's IPO jitters with strong mobile and desktop ad sales. New research also shows how the social networks users are left in the dark over the real number of people viewing their posts; and what might happen if they knew the truth...

Should Facebook go freemium? Twitter founder calls for $10 ad-free alternative

Twitter founder Biz Stone has offered up some advice for rival Facebook- give users an ad free version of the social network for a $10 monthly fee. 22/07/2013 | Full story...

Facebook advertising 'outperforms on both desktop and mobile'

Facebook's native advertising is outperforms on both desktop and mobile in terms of click-through-rate (CTR) and cost-per-click, according to new research from Adobe. 24/07/2013 | Full story...

More top Facebook stories from this month:

 - Facebook's 'invisible audience': Posts seen by 3 times more people than estimated
 - Facebook mobile users soar 20%- woos advertisers with 'beach reach'
 - Facebook ad trends: 78% of consumers 'rarely or never click' on Facebook ads

SocialSocial - beyond Facebook

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

The Bank of America showed how NOT to manage social CRM this month, with an 'epic Twitter fail' involving Wall Street protesters. Meanwhile, Snapchat continues to grow - and advertisers are starting to use its controversial 'self destructing' ads. In other news, community site Reddit is fast becoming another major player in the US social scene, especially among young males.

Top 5 social networks in the Netherlands: Audience age demographics

This chart shows the demographic profile of social networks in the Netherlands.
Digital Intelligence - Top 5 social networks in the Netherlands: Audience age demographics
11/07/2013 | Full story...

Twitter fail: Bank of America 'bots' revealed as humans

The Bank of America has run into criticism this month for using bots to reply to political criticisms on Twitter... only to reveal that the 'bots' were actually employees using a rather inflexible and irrelevant customer service script. 19/07/2013 | Full story...

Snapchat catching Twitter: Installed on nearly 1 in 5 US iPhones

Social app Snapchat is now installed on more than 18.6% of devices in the US, fast catching Twitter, according to new research. 22/07/2013 | Full story...

Rise of the Reddit army: 6% of US web users now access online community

More than 1 in 20 (6%) American adults online use the online community Reddit, with the self-proclaimed 'front page of the internet' now on par with Tumblr in terms of user numbers, according to new data.

Digital Intelligence - Rise of the Reddit army: 6% of US web users now access online community
05/07/2013 | Full story...

More top social media stories from this month:

 - Twitter expands ads API- new tools for marketers
 - Bebo founders buy back social network for $1m
 - Twitter vs. news agencies- which is best for breaking news?
 - "Thanks for making me late": New social media tool claims to spot sarcastic comments
 - Google Latitude to shut down next month (replaced by Google+ check ins)

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

The use of 'adaptable mobile ads' that fit to any screen is proving six times more effective than normal formats, according to the latest data. This month we also take a look at a 'day in the life' of an Apple user (just when is the most popular time to reach the 'iOS audience'?) and track WhatsApp's meteoric rise in the chat app sector.

Adaptable mobile ads '6 times more popular than standard sizes'

When it comes to mobile ads, advertisers are six times more likely to choose ad formats that automatically adapt to the size of the screen rather than standard industry sizes, according to new data. 18/07/2013 | Full story...

A day in the life of an Apple user: Average time spent on iOS devices

9pm is the most popular time for Apple iOS users to access their devices, according to this new chart from Flurry.
Digital Intelligence - A day in the life of an Apple user: Average time spent on iOS devices

22/07/2013 | Full story...

More top mobile and tablet stories from this month:

 - WhatsApp starts charging for iPhone app (as it overtakes Twitter)
 - Samsung pips Apple as world's most profitable mobile maker - report
 - China smartphone boom - 464m people accessing web on the move
 - Samsung hits record profits... but warns of falling smartphone sales
 - Mobile advertising metrics and measurement of impressions - new rules
 - Baidu buys app store for $1.9bn
 - Budget iPhone pics leaked?

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

Is it fourth time lucky for Google in the Web TV sector? The firm's new Chromecast $35 dongle has already proved popular- and could signal the future of TV. Meanwhile Spotify's payment model came under fire from Radiohead's singer- sparking an industry-wide debate about ad-funded music services. To round-up the month, we offer 7 content marketing trends for brands to harness during 2013.

Reach of sports sites across Europe: Top 18 countries

This chart shows the reach of sports sites across Europe's online population. The top three sports sites accessed during the period are Yahoo! Sports, Goal Sites and Eurosport.
Digital Intelligence - Reach of sports sites across Europe: Top 18 countries

28/07/2013 | Full story...

Google unveils £23 wi-fi TV streaming dongle

Google has launched Chromecast, a low cost competitor to Apple TV that plugs into a TV's HDMI slot and streams media, controlled via almost any PC or mobile. Watch this promo video from Google demonstrating how Chromecast works:

Digital Intelligence - Google unveils £23 wi-fi TV streaming dongle

25/07/2013 | Full story...

7 content marketing trends for 2013

Omni-channel retailing, building emotional bonds with consumers and 'hyper-visualisation' are amongst the key smart content trends for digital marketing in 2013, according to a new report.

Digital Intelligence - 7 content marketing trends for 2013

09/07/2013 | Full story...

More top multimedia content stories from this month:

 - "New artists will not get paid": Spotify slammed by Radiohead singer
 - Dropbox reaches 175m users, boosts integration tools
 - Shazam gets $40m funding boost from 'world's richest person'

GamingGaming

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

Is the future of mobile gaming ad-funded? New data shows that paid apps are in decline and the freemium model looks set to rule- offering more opportunities for branded games and mobile ads. We also look at the top 25 Apple aps of all time (both paid and free) and look at Zynga's latest attempt to turn round its fortunes by poaching its new boss from Microsoft.

Worldwide gaming audience figures

This chart shows the worldwide online gaming audience. Nearly 671 million people played an online game using desktop or laptop PC.
Digital Intelligence - Worldwide gaming audience figures

29/07/2013 | Full story...

Worldwide gaming audience by time spent

Of the 145 million online gamers worldwide, the average time spent gaming is 73 minutes. North America plays online the longest (107 min), despite having the third largest gaming population (30.3 million).
Digital Intelligence - Worldwide gaming audience by time spent

29/07/2013 | Full story...

Rise of ad-funded apps: 90% of downloaded Apple apps are now free

Just 10% of all apps downloaded on Apple's iOS are paid-for, as free ad-funded apps rose 6% in the past year, according to new research.

Digital Intelligence - Rise of ad-funded apps: 90% of downloaded Apple apps are now free
19/07/2013 | Full story...

More top gaming stories from this month:

 - Top 25 Apple apps of all time (iPad and iPhone)
 - New boss at Zynga: Xbox chief to lead embattled social gaming giant
 - Microsoft touchscreen lets users 'feel'' 3D objects
 - Virgin Media adds TV gaming platform
 - Google working on Android games console, smartwatch and media player - report

EcommerceEcommerce

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

This month we look at the top 5 food retailers in the UK, and how their mobile strategies have boosted audience reach. In the US, new data shows the changing face if the mobile shopper, with lower income groups on the rise. Finally, we ask whether 'showrooming' (browsing in-store to buy online) is a help or hindrance to retailers.

How mobile boosts food retailers' reach: Top 5 UK brands

The UK's top 5 food retailers have had mixed results from their mobile customers, with Just Eat and Tesco getting the most from smartphone users with 14% and 13% boosts in traffic respectively, according to new data.
Digital Intelligence - How mobile boosts food retailers' reach: Top 5 UK brands
10/07/2013 | Full story...

US ecommerce trends: Who is the mobile shopper?

Women are now catching men in terms of mobile shopping in the US, while people with lower disposable incomes have shown the highest increase in the past year, according to new research.

Digital Intelligence - US ecommerce trends: Who is the mobile shopper?

16/07/2013 | Full story...

More top ecommerce stories from this month:

 - Retailers still divided on 'showrooming'- a help or hindrance?
 - Online retail sales highest in two years as positive economic signs continue
 - Unilever Brazil hires E-Tale for 'Buy It Now' retail ads
 - Retail apps 'have 42% chance of reaching launch stage'
 - Amazon axes free delivery for orders under £10 (but not for DVDs and games)

RegulationRegulation

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

As the web spying scandal rumbles on, smaller privacy issues continue to emerge. New data shows that Brits are particularly cagey about giving their mobile numbers to brands. A Twitter gaff saw the social network post fake tweets from real users to promote their ads. Meanwhile Gmail has been accused of spamming after its new 'Promotions Inbox' sent users ads that they didn't sign up to.

Online privacy: Brits 'more likely to share sexual orientation' than mobile number

More than half (52%) of Brits would rather share details of their sexual orientation than their mobile number, and on average have four email addresses and two mobile phones registered to them, according into new research looking into consumer attitudes to online privacy.
08/07/2013 | Full story...

Twitter sorry after posting fake tweets from real users in ads

Twitter has come under fire for posting fake tweets from real users ito promote its new ad platform. 26/07/2013 | Full story...

Google's new Gmail ads spark controversy

Google has sparked controversy with its redesigned Gmail tabs, with users noticing they are getting ads from companies they did not sign up to receive. Watch the Google promo touting Gmail's new features:

Digital Intelligence - Google's new Gmail ads spark controversy
25/07/2013 | Full story...

More top regulation stories from this month:

 - France axes '3 strikes' online piracy law
 - Yahoo wins right to prove it fought Prism web-spying programme
 - Microsoft 'gave US spies access to emails before encryption' - report
 - Apple and 5 publishers found guilty of e-book price fixing

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