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Latest research and digital marketing trends

August 2013

Most social strategies are no longer working. Facebook's filtering of posts has switched the platform to a paid channel, and now investigations in the UK reveal the extent of fake fans. Viral marketing is failing to travel without paid promotion, and although the audiences of YouTube and Facebook look massive, most businesses find real engagement with their content is tiny.

From China to the USA, Russia to South Africa - our strategists have seen the same patterns everywhere this month as we strengthen the digital strategies of global brands. Other stories we've been tracking:

  • Path to purchase: New research on how digital impacts sales
  • Digital ad budgets: P&G's big switch in the US
  • New production tools: Why the DoubleClick tool for publishing rich media ads should cut agency costs

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Best from all the digital strategy and 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.

'Fake fans' documentary exposes murky world of click farms

This week's Channel 4 documentary 'Celebs, Brands and Fake Fans' looked into the murky world of 'click farms'- offering a warning to brands tempted to buy success on social media. Watch a trailer for the programme below. 07/08/2013 | Full story...

Digital Intelligence - Fake fans documentary exposes murky world of click farms

Facebook planning 'TV style' commercials for site - report

Facebook is set to introduce TV-style adverts to users' news feeds, selling spots to companies for up to $2.5 million (£1.64m) a day, according to a news report. Watch the Bloomberg report below. 05/08/2013 | Full story...

Digital Intelligence - Facebook planning TV style commercials for site - report

Facebook's cross media reach - When is the prime time to reach the consumer?

Facebook can contribute significant incremental or duplicated reach to that of major TV networks, especially among younger users, according to new research. 07/08/2013 | Full story...

Digital Intelligence - Facebook's cross media reach - When is the prime time to reach the consumer?

The value of social media: Twitter tracks impact of brand tweets offline

Twitter has partnered with Datalogix to offer advertisers a way of monitoring the impact of their tweets on consumer behaviour, as the micro-blogging platform looks to woo brands with deeper insights into the value of social media campaigns. 09/08/2013 | Full story...

Mobile commerce research - Mobile shopping now ahead of PCs

Smartphones and tablets now account for 51% of consumer time spent shopping online, beating PCs for the first time, according to new mobile commerce research in the US. 13/08/2013 | Full story...

Global web consumer trends: Study reveals what makes each country click

Singapore is the nation most motivated to go online by entertainment; The Portuguese the most motivated by information and the Chinese by self-expression and transaction, according to new research by global media agency network Mindshare. 20/08/2013 | Full story...

Digital Intelligence - Global web consumer trends: Study reveals what makes each country click

Smartphones outsell feature phones globally: Android gets 79% of market

Smartphones finally outsold feature phones globally during the second quarter of this year, with Android taking a 79% share of the market, according to new research. 15/08/2013 | Full story...

Digital Intelligence - Smartphones outsell feature phones globally: Android gets 79% of market

Facebook reveals official regional figures: 128m US and 24m UK users daily

Facebook has revealed that 128 million US users and 24 million UK users log onto the social network each day, as the firm begins revealing regional audience figures for the first time in a bid to appeal to more advertisers. 14/08/2013 | Full story...

Digital Intelligence - Facebook reveals official regional figures: 128m US and 24m UK users daily

Martin Sorrell: WPP to generate 40% of business from digital over 5 years

Marketing giant WPP is aiming to generate 5-40% of its business from digital sources and fast-growth markets, chief executive Martin Sorrell has announced. 14/08/2013 | Full story...

P&G shifts 35% of US ad budget to digital

Procter & Gamble's digital spend makes up 35% of its ad budget in the US, as the FMCG giant looks to maximise the return on its marking investment. 06/08/2013 | Full story...

Yahoo overtakes Google for US web traffic- without help from Tumblr

In a surprise turn of events, Yahoo has overtaken Google for web traffic in the US, as CEO Marissa Mayer continues to turn the web portal's fortunes around. 23/08/2013 | 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!

Snickers 'misspelling' search keyword campaign reaches 500,000 people in 3 days

Targeting fat-fingered typists across the UK, this clever search campaign from Snickers used misspelled words in Google keywords to capture hungry office workers' attention during the working day. 23/08/2013 | Full story...

Digital Intelligence - Snickers 'misspelling' search keyword campaign reaches 500,000 people in 3 days

Häagen-Dazs launches 'melt-timer' musical augmented reality app

Häagen-Dazs has launched a 'Concerto Timer app', integrating 3D Kinect technology and video data that lets customers fill the time it takes for their ice cream to thaw once its leaves the freezer. 16/08/2013 | Full story...

 Digital Intelligence - Häagen-Dazs launches 'melt-timer' musical augmented reality app

How Ryan Gosling, Dove and Space Oddity went viral: Twitter hunts for formula to web success

Going viral on the internet is a goal for all brands, but is there is secret to become a web sensation? This week, Twitter examined three big viral video hits - actor Ryan Gosling 'refusing' to eat cereal, astronaut Chris Hadfield singing Space Oddity and Dove's Real Beauty marketing campaign to demonstrate how internet buzz spreads. 14/08/2013 | Full story...

 Digital Intelligence - How Ryan Gosling, Dove and Space Oddity went viral: Twitter hunts for formula to web success

Horlicks 'Facebook mystery' creates buzz for new TV commercial

Horlicks has launched a new Facebook campaign in India to promote its new biscuit, inviting users to guess the plot of a new TV commercial with a number of clues. Watch the final TV commercial below. 14/08/2013 | Full story...

 Digital Intelligence - Horlicks 'Facebook mystery' creates buzz for new TV commercial

Surface Vs iPad: Microsoft pushes tablet after big price drop

Microsoft has launched a new video touting its Surface RT tablet over Apple's iPad, as poor sales of its tablet have led to a big price drop. Watch the video below. 13/08/2013 | Full story...

 Digital Intelligence - Surface Vs iPad: Microsoft pushes tablet after big price drop

IKEA catalogue puts virtual furniture in users' living rooms

This year's IKEA catalogue now comes with an augmented reality twist, giving users the ability to place virtual furniture in their own home with the help of a smartphone app. 09/08/2013 | Full story...

 Digital Intelligence - IKEA catalogue puts virtual furniture in users' living rooms

Viacom uses Twitter Amplify for 30 shows after MTV Awards success

Broadcaster Viacom is adding 30 more of its shows to Twitter's social video 'Amplify' program after 'a great response from advertisers' to its MTV Awards promotion on the social network. View a sample Amplify ad below. 19/08/2013 | Full story...

 Digital Intelligence - Viacom uses Twitter Amplify for 30 shows after MTV Awards success

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

Google boosted its DoubleClick display ad tools this month, helping less tech- savvy marketers turn existing image and video assets into rich media ads without having to code. We also have more evidence on why thinking beyond local markets can reap benefits for brands, and a 'Top Trumps' infographic explaining the 4 key types of 'always on-consumer'. How many do you recognise?

Top 10 influencers when buying a new product: UK

This chart shows which influencers have the biggest effect on consumer decisions. Recommendations from family members still have the biggest influence on consumer's decisions (68%). 23/08/2013 | Full story...

Digital Intelligence - Top 10 influencers when buying a new product: UK

Top 10 fastest growing sites in Germany

This chart shows the top 10 sites in Germany and their growth in audience between January and July 2013. Wetter Online, a German weather site, saw its audience grow 120%. 23/08/2013 | Full story...

Digital Intelligence - Top 10 fastest growing sites in Germany

Why brands need to think globally (infographic)

Worldwide consumers are buying, researching and engaging with brands on their mobile devices. But their priorities and levels of satisfaction vary wildly from country to country - so brands need to make sure their content is adapted and attuned to local needs. This video and infographic from Netbiscuits shows how brands can be missing out by ignoring the international audience online. 21/08/2013 | Full story...

Digital Intelligence - Why brands need to think globally

Google debuts DoubleClick tool for publishing rich media ads

Google has launched DoubleClick Studio Layouts, a new production tool for building and publishing rich media and HTML5 ads. 15/08/2013 | Full story...

The 4 key types of 'always on consumer' (Infographic)

'Social Butterflies', 'Working Professionals', 'Gamers', and 'Everything Tech' are the most connected consumer groups in the UK, according to new research. 12/08/2013 | Full story...

Digital Intelligence - The 4 key types of always on consumer

More top advertising stories from this month:

 - Consumers 'fed up' with irrelevant content on favourite sites
 - Australia ad spend: Online 'now worth more than TV'
 - Unilever turns capcha boxes into ads with Solve Media
 - Most brand marketers 'lack confidence' in measuring ROI across multiple channels
 - AOL buys Adap.TV to boost video ad targeting and reach

SearchSearch

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

Global web traffic plunged 40% this month during a 5 minute Google outage- showing the influence the web giant holds. We also round up some of the top beauty and healthcare searches in the UK, showing that mobile is increasingly used as a consumer research tool.

Global web traffic plunges 40% during 5 minute Google outage

On Friday, August 16, Google experienced five minutes of downtime, causing global web traffic to plunge 40% according to a report. 20/08/2013 | Full story...

Beauty product search trends: Nearly 2 in 5 searches made on mobile

UK consumers made over 2.1 million searches on the web for beauty care products in June and 38% were made using mobile devices, reveals the latest online search data from digital marketing agency Greenlight. 12/08/2013 | Full story...

Top UK health searches: Pregnancy, skin care and fitness most common concerns online

In the month the NHS celebrates its 65th anniversary, new data from Exponential Interactive, a global provider of digital advertising intelligence, reveals that pregnancy, skin care and fitness are the most common health concerns for which Britons turn to the internet. 05/08/2013 | Full story...

Digital Intelligence - Top UK health searches: Pregnancy, skin care and fitness most common concerns online

More top search stories from this month:

 - SEO salary survey: Glaring gender pay gap?
 - Top online fashion searches: Footwear and accessories top list
 - Online directory listings for small businesses - Thomson Local directories latest casualty in UK
 - Google Maps adds traffic incident updates from Waze

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Facebook added more features to its social network this month, giving popular stories more time at the top of user's news feeds, while celebrities got their own app for them (or their agents) to manage their reputation on the move. New research also suggests that advertiser revenue increased by an average of 28% this year as Zuckerberg gets serious about ad cash.

Facebook gives popular posts more attention with 'story bump'

Facebook has revamped its news feed, showing popular posts for longer as the social network looks to increase engagement on the site and appeal more to advertisers. 07/08/2013 | Full story...

Digital Intelligence - Facebook gives popular posts more attention with story bump

Facebook tests celebrity-only mobile app

Facebook is testing an app just for celebrities and high-profile figures, designed to help them manage their public persona, according to a news report. 15/08/2013 | Full story...

Facebook advertiser revenue 'increased 28.3% this year' (infographic)

Facebook advertisers are seeing a significant return on their spend on the social networking site, according to new research. 21/08/2013 | Full story...

Digital Intelligence - Facebook advertiser revenue increased 28.3% this year

More top Facebook stories from this month:

 - The value of social media ads: Facebook ads undervalued by a third?
 - Facebook buys translation and voice recognition firm

SocialSocial - beyond Facebook

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

Silver surfers are flocking to social media sites at a rate far higher than any other demographic- presenting new opportunites for marketers. Two rising stars of social media - Sina Weibo and WhatsApp - also revealed some startling user growth figures that should capture the attention of major brands.

The impact of Tweets on TV ratings

This chart shows the percentage of episodes where tweets has an influence on ratings. Competitive / reality shows saw the biggest boost from tweets about the shows, with 44% of programmes in this genre experiencing a change in ratings. 23/08/2013 | Full story...

Digital Intelligence - The impact of Tweets on TV ratings

Number of social media users over 65 triples

Six out of 10 Internet users between the ages of 50 to 64 are on social networks, with numbers growing fast, according to new research. 19/08/2013 | Full story...

Sina Weibo valued at $6bn: 54m users a day for 'Chinese Twitter'

Sina Weibo claims that it now has 54 million active users a day, as the firm continues its battle with WeChat and Tencent for dominance in the Chinese social networking sector. 15/08/2013 | Full story...

Whatsapp adds voice texting as users reach 300m

Whatsapp has added voice texts, letting users record and send voice messages, as the chat app continues to soar in popularity with 300m active monthly users worldwide. 08/08/2013 | Full story...

Digital Intelligence - Global mobile trends: Fastest growing iOS and Android markets

More top social media stories from this month:

 - Chinese WhatsApp rival WeChat gets 100m international users
 - A digital month in Germany: Social media and retail lead the way
 - Top 10 football stars on Twitter: Rooney, Bale and Suarez create most buzz (infographic)
 - Social media 'fastest and most reliable' customer contact channel

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

Google Play finally overtook Apple's App Store for downloads this month, but is still only making half the money. How long can Apple keep its revenue crown? Rumours that the firm is launching a cheaper handset in September suggest that Apple could claw back some market share this year. New data also shows that most consumers 'launch mobile ads by mistake'.

Global market share by operating systems

This chart shows the percent change in global market share for smartphone operating systems between 2012 and 2013. 23/08/2013 | Full story...

Digital Intelligence - Global market share by operating systems

Google Play overtakes Apple for downloads (but still makes less money)

App downloads from Google Play have overtaken Apple's rival App Store for the first time, but iOS continues to lead in terms of app revenues, according to new data from mobile analytics firm App Annie. 02/08/2013 | Full story...

Digital Intelligence - Google Play overtakes Apple for downloads (but still makes less money)

New budget iPhone and 5S set for September 10th launch?

AllThingsD reports that the September 10th event will see the launch of the upcoming iPhone 5S and possibly also a rumoured 'low-cost' device. Watch the video below from the Telegraph looking into the latest rumours. 13/08/2013 | Full story...

Digital Intelligence - New budget iPhone and 5S set for September 10th launch?

Mobile marketing trends: Most consumers 'launch mobile ads by mistake'

Over half of smartphone and tablet users (51%) say they mostly initiate ads on their mobile devices by mistake, with the majority preferring ads they can initiate on their own, according to a new survey looking at mobile marketing trends. 01/08/2013 | Full story...

More top mobile and tablet stories from this month:

 - Google boosts app analytics with Tag Manager for Android and iOS
 - Blackberry rescue plan? Phone maker 'plans to go private'
 - ZTE to sell budget Firefox phone only on eBay
 - Google Play catching Apple revenue with 67% growth
 - Millennial Media boosts mobile ad network with $200m Jumptap buy

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

iTunes Radio goes live in September, with P&G, McDonald's and Pepsi on board as the first advertisers for the music streaming service. Meanwhile, Amazon's Jeff Bezos bought the Washington Post and in the UK, leading tabloid The Sun finally went behind a £2 weekly paywall.

iTunes Radio to launch in September: P&G, McDonald's and Nissan first advertisers

Apple is reportedly set to launch its Spotify-rival iTunes Radio in September, with advertising from a McDonald's, Pepsi, Nissan and Procter & Gamble funding the free music streaming service. 22/08/2013 | Full story...

Amazon owner buys Washington Post

Jeff Bezos, founder of Amazon, has personally bought The Washington Post and other newspapers for $250m (£163m). Watch the video report from Bloomberg below. 06/08/2013 | Full story...

Digital Intelligence - Amazon owner buys Washington Post

Paid content strategies: The Sun website starts £2 weekly paywall

The Sun has launched its online paywall, charging users £2 per week, to access its website. However, the tabloid will grant registered users access to 20 articles a month, as newspapers continue to experiment with paid-content strategies online. 01/08/2013 | Full story...

More top multimedia content stories from this month:

 - Top 5 UK newspaper sites in terms of video ads
 - YouTube founders take on Vine and Instagram with 'MixBit'
 - Google extends Spotify rival to UK with £7.99 music streaming

GamingGaming

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

With gaming becoming ever more popular, Google expanded its 'TrueView' video ads to online games. Is this the future of advertising? Amazon jumped on the Android console trend with plans for a new device before Christmas, while Distimo provided a free service for developers and marketers to measure the success of their apps- and compare them with rivals...

Google runs skippable video ads in games: Gameloft, Activision and Miniclip sign up

Google is letting games developers use its DoubleClick Ad Exchange, allowing them to bid for TrueView's "skippable" pre-, mid- and post-roll video ads. 22/08/2013 | Full story...

Amazon to launch Android games console for Christmas?

Amazon is planning on reporting an Android-powered game console by the end of the year, rivalling Google, Ouya and Nvidia, according to a news report. 14/08/2013 | Full story...

Mobile analytics: Distimo gives free App Store and Google Play data for all apps

Distimo has launched 'App Trends', the first freely available global service that provides download and revenue trends for all apps. 13/08/2013 | Full story...

Digital Intelligence - Mobile analytics: Distimo gives free App Store and Google Play data for all apps

EcommerceEcommerce

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

Facebook got serious about social shopping, letting its users pay for good via the site with a 'PayPal-style' system. We also look at how the upcoming commercial launch of Google Glass could boost high street shopping, as the augmented reality specs keep tabs on shopping bills and live offers. We also list the top 50 online retailers in the UK, with Netflix making the biggest gains.

Global ecommerce penetration by country: 2013

This chart shows the percentage of each country's internet population who have bought something online. 40.4% of the worldwide internet population will make a purchase through a digital channel this year. 06/08/2013 | Full story...

Digital Intelligence - Global ecommerce penetration by country: 2013

Global ecommerce sales by region: 2013

This chart shows ecommerce sales by region for 2013. The worldwide total spent online for 2013 is expected to exceed $1,221bn. 06/08/2013 | Full story...

Digital Intelligence - Global ecommerce sales by region: 2013

Facebook takes on PayPal with mobile payments tool

Facebook is testing a new online payments service aimed at making it easier for users to make purchases on their mobile devices. 19/08/2013 | Full story...

Google Glass to drive the high street's revival?

With Google Glass and other wearable technology on the way, what is their potential to revitalise the role of physical retail stores and drive sales both on and offline? A new study from Venda reveals over a quarter of UK consumers would wear Google Glass to unlock in-store promotions. 16/08/2013 | Full story...

Top 50 online retailers in the UK

Travel retailers have seen the biggest gains online during the summer, but Netflix and ASDA Direct were the fastest risers overall, according to new data looking at the top 50 online retailers in the UK. 22/08/2013 | Full story...

More top ecommerce stories from this month:

 - eBay pilots 'personal fashion gallery' on UK site

RegulationRegulation

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

In a rare public disclosure, the US agency behind the web spying scandal revealed the extent of its access to user's online data, claiming it only touched 1.6% of web traffic. Meanwhile, Google came under fire for claims that Gmail users 'should not expect privacy' and Mark Zuckerberg led an initiative to bring internet access to all, through reduced costs.

NSA 'touches only 1.6% of web traffic'

In a rare public disclosure, the US agency behind the recent PRISM web-spying scandal has released documents that show it only has access of 1.6% of global internet traffic. 14/08/2013 | Full story...

Facebook founder leads web coalition to bring internet to all

Facebook has joined with Samsung, Ericsson, MediaTek, Nokia, Opera, and Qualcomm to from Internet.org, a project dedicated to getting the internet to the five billion people who cannot get access to it. Watch this video promoting the initiative below. 21/08/2013 | Full story...

Digital Intelligence - Facebook founder leads web coalition to bring internet to all

Google under fire after claims that Gmail users 'cannot expect privacy'

Google has come under fire for comments made in a recent UK privacy case, claiming that users of its Gmail service users should not expect privacy when they send messages to a Gmail account. 19/08/2013 | Full story...

More top regulation stories from this month:

 - Brits 'need 31 hours a year to read online privacy policies'
 - Pirate Bay dodges ISP blocks with 'PirateBrowser'
 - Apple wins Samsung patent case: US ban on older devices
 - ITV drops legal action over C4 'tweets for gifts' documentary
 - Facebook turns on secure browsing by default
 - UK to ban drivers from wearing Google Glass

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