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Latest research and digital marketing trends

September 2013

The digital skills gap is back in the spotlight after a US study showed most marketers lacked knowledge and confidence - a massive gap that confirms new platforms and approaches are putting budgets at risk.

Several big changes came from Google as they push brands towards paid search by removing some of the free insights. We can show you the workarounds, but marketing with organic search will take a bit more thinking time from now on.

  • Mobile: New iPhones, fingerprint ID, Android partners with Kit Kat, and former mobile kings Nokia and Blackberry get sold as the market restructures - big implications for mobile strategies for content and services.
  • Social: Pinterest and Instagram begin their first forays into paid ad space, and Twitter announced its long-awaited flotation plans after buying MoPub (we're expecting a mobile ad exchange announcement next).
  • Consumers: Think power is shifting to the giants? Then look at our story about one unhappy BA passenger who used 'Promoted Tweets' to complain about his service on a flight!

What does this mean for your marketing and digital strategies? What training do teams need to win in this space? Simply mail us back with your questions.

Best from all the digital strategists and trainers

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.

Skills crisis: Half marketers 'lack confidence in digital skills'

"The marketing industry has changed more in the past two years than in the past 50" - just one of the many conclusions to a large scale study of American marketers. New evidence is showing how marketers doubt their skills, effectiveness and ability to measure the impact of their campaigns, with serious risks that digital budgets may be heading in the wrong direction.
At Digital Strategy and the Digital Training Academy this echoes what our teams are seeing in Asia and Latin America as well as the USA. Here are the details... 25/09/2013 | Full story...

Digital Intelligence - Half of marketers 'lack confidence in digital skills'

Keyword SEO apocalypse: Google encrypts all searches

In a dramatic move, Google is switching all searches conducted on its site through secure search (HTTPS), meaning that marketers and developers will be unable to monitor any keyword data via Google Analytics. 24/09/2013 | Full story...

Apple's new iPhones: Fingerprint ID, faster chip and a £469 'budget' phone

Apple has revealed its much-anticipated iPhone 5S and 5C devices, marking the first time the company has launched two smartphones simultaneously, as it responds to an increasingly competitive global handset market.
Watch this video from the Daily Telegraph showing highlights from the launch event below. 11/09/2013 | Full story...

Digital Intelligence - Apple's new iPhones: Fingerprint ID, faster chip and a £469 'budget' phone

Google's biggest revamp yet? Hummingbird caters for voice and 'conversational' searches

Google has revamped its search formula to better cope with the changing nature of search queries, such as longer keyphrases or voice commands. 27/09/2013 | Full story...

Twitter planning mobile ad exchange with $350m MoPub buy?

Twitter has bought mobile ad inventory manager MoPub, as the social network looks to boost its ad revenues from smartphones and tablets. 11/09/2013 | Full story...

Google ties with Nestle to launch 'Android Kit Kat'

In one of the stranger marketing tie-ups this year, Google has partnered with Nestle to name the latest version of its Android mobile operating software after it's Kit Kat chocolate bar. 05/09/2013 | Full story...

Digital Intelligence - Google ties with Nestle to launch 'Android Kit Kat'

Microsoft buys Nokia mobile business for £4.6bn

Microsoft has bought Nokia's mobile phone business for 5.4bn euros (£4.6bn), giving the software giant a boost in its battle with Google, Samsung and Apple in the growing smartphone and tablet sector. 03/09/2013 | Full story...

Instagram to introduce ads on 'Discover' feed

Instagram is planning to introduce ads, as the Facebook-owned photo app looks to turn its 150 million users into a profit. 11/09/2013 | Full story...

Twitter plans $10bn stock market floatation

Twitter has filed for an initial public offering with US regulators, valuing the firm at around $10bn and following in the footsteps of rival Facebook by allowing people to buy stock in the social network. 13/09/2013 | Full story...

Pinterest offers ads for first time with 'Promoted Pins'

Pinterest is testing promoted pins, as the social bookmarking site expands into advertising for the first time. 20/09/2013 | Full story...

Passenger pays $1,000 for tweet to complain about BA

In what could signal a new trend in customer relations, a disgruntled passenger has paid to promote a tweet complaining about British Airways. 05/09/2013 | Full story...

Digital Intelligence - Passenger pays $1,000 for tweet to complain about BA

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!

Airbnb creates 4 minute film using Vine videos

Social accommodation app Airbnb launched its first video ad this month- compiled only using 6-second Vine videos from Twitter fans. 24/09/2013 | Full story...

Digital Intelligence - Airbnb creates 4 minute film using Vine videos

Virgin Mobile tests blink-controlled YouTube ad

Virgin Mobile USA has launched an interactive video campaign which a viewer can control simply by blinking - provided they are using a webcam. View a trailer for the service below. 18/09/2013 | Full story...

Digital Intelligence - Virgin Mobile tests blink-controlled YouTube ad

Milka lets consumers send "last square" to friends

In a digital twist on the classic "last Rolo" ads, Milka has launched a new campaign that lets consumers pick who receives the last square of their chocolate bar. 17/09/2013 | Full story...

Digital Intelligence - Milka lets consumers send last square to friends

McDonalds 'Happy Table' uses NFC for in-store mobile games

McDonald's is experimenting with Near Field Communication with a new in-store mobile game that is activated when a user places their device on one of the tables. 13/09/2013 | Full story...

Digital Intelligence - McDonalds 'Happy Table' uses NFC for in-store mobile games

Rayban Twitter campaign promotes "real-life Instagram" effect

Ray-Ban Belgium and DDB Brussels have launched a new campaign that makes creative use of public transportation to communicate Ray-Ban's wide range of polarized colour lenses: from sky blue to hot pink. 11/09/2013 | Full story...

Digital Intelligence - Rayban Twitter campaign promotes

Heineken's YouTube series "Dropped" handcuffs odd couples together

Beer brand Heineken has just concluded its 3-month-long YouTube video campaign "Dropped", featuring a series of strangers handcuffed together in remote locations. 03/09/2013 | Full story...

Digital Intelligence - Heineken's YouTube series

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

How much are your customers worth? Retention has always been vital, but startling evidence this month uncovers how marketers are still in the dark over the true value of their existing fans. New infographics look at the rise of mobile and video ads, and the most trusted forms of adverting in the UK. We also have the latest charts depicting the current global internet audience, indicating a striking difference between time spent and unique users across the globe.

Internet audience by region: Unique visitors

This chart shows the growth in unique internet users from March 2012 to March 2013. Asia Pacific grew the most, increasing the number of unique users by 40 million. North America, where users spend the most time online (37.2 hours per month) grew by only 2 million unique users, the smallest amount over the time period. 20/09/2013 | Full story...

Digital Intelligence - Internet audience by region: Unique visitors
 

Internet audience by region: Time spent

This chart shows the average hours a month unique users spend online. North American users user spend the most time online, exceeding European users by more than 10 hours a month. 20/09/2013 | Full story...

Digital Intelligence - Internet audience by region: Time spent
 

UK online advertising infographic: Rapid growth of digital video and adoption of mobile

There has been a significant increase in digital video ad spend - including a surge in mobile video, according to new research. 12/09/2013 | Full story...

Digital Intelligence - UK online advertising infographic: Rapid growth of digital video and adoption of mobile
 

Marketers 'don't know how much their customers are worth'

Two thirds (66%) of marketers don't know how much their customers are worth, missing out on a 17% potential increase in sales from identifying and maximising top value customers, according to this new infographic from Monetate. 12/09/2013 | Full story...

Digital Intelligence - Marketers don't know how much their customers are worth
 

Personal recommendations and opt-in emails 'most trusted forms of advertising in the UK'

Eighty-one percent of British consumers say they trust word-of-mouth recommendations from friends and family - the highest level of trust for any form of advertising - according to a new study from Nielsen. 20/09/2013 | Full story...

Digital Intelligence - Personal recommendations and opt-in emails most trusted forms of advertising in the UK

More top advertising stories from this month:

 - Programmatic video ads to grow tenfold by 2015
 - Automotive ad trends: Rich media outperforms banner ads in car sector (infographic)
 - White paper: 5 steps to creating an optimization strategy
 - At what point within a cookie period do affiliate sales most commonly occur?
 - Viacom debuts global ad exchange
 - Publicis buys London agency Poke for £10m

SearchSearch

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

Aside from Google's controversial plans to encrypt all searches, Google also revamped its search page this month, as the internet giant looks to entice more searchers to use its other core services. We also look at the growing demand for 'visual' search beyond traditional '10 blue links' that could be key to winning over younger customers.
Meanwhile Google's 'Hummingbird' algorithm aimed to better cope with the changing nature of search queries, such as longer keyphrases and voice commands. As search evolves, marketer's SEO and SEM strategies need to follow suit.

Google revamps logo and search page, adds 'App Launcher'

Google has updated its logo and search home page, designed to give users faster access to its range on of products. 20/09/2013 | Full story...

Digital Intelligence - Google revamps logo and search page, adds App Launcher

Search trends Young shoppers want visual search - text links are no longer enough

Nearly three quarters (74%) of younger shoppers want image search functionality integrated into purchase journey, according to new research. 13/09/2013 | Full story...

More top search stories from this month:

 - UK online gambling searches hit by 'sharpest fall yet'
 - Online car searches: Audi and BMW most popular online
 - Top 15 flight searches: Skyscanner leads the way in UK
 - Yahoo! saves exclamation mark in new slimmed down logo

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Facebook continues to ramp up its tools for advertisers, offering free Shutterstock images to give advertisers a visual edge. With the rise of Facebook Apps, we also examine whether apps or Timeline ads are the way to go for brands looking to reach their target audience on the social network.

Facebook tests 'autoplay' videos in mobile News Feed

Facebook is testing autoplay videos in its mobile News Feed, meaning that muted videos will start automatically without needing a click from the user. 16/09/2013 | Full story...

Facebook Timeline Vs Facebook Apps: Which one should you choose and when?

Advertisers are now allowed to run contests and administer promotions on their Facebook pages instead of being obligated to do them through apps. This new infographic looks at which format will best suit your business needs. 04/09/2013 | Full story...

Digital Intelligence - Facebook Timeline Vs Facebook Apps Which one should you choose and when

Facebook gives advertisers free Shutterstock images

Facebook has teamed up with stock image provider Shutterstock to offer advertisers a range of high-quality imagery to use on the social network. 03/09/2013 | Full story...

More top Facebook stories from this month:

 - UK mums flock to social networks - and not just Facebook
 - Facebook rivals Twitter with real-time audience data for news firms

SocialSocial - beyond Facebook

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

Did you know that mums are one of the most social groups online? Our latest charts show what makes 'social mums' click online and the best ways to reach them on social media. We also look at the rise of mobile sharing, and why smartphones and tablets are becoming a key way to get fans to spread your message.

UK mums are most social consumers

This chart shows how much mums use social networks compared to average users. Discovering new products early on and keeping up with the news from a brand are the main reasons why mums choose to follow or 'like' brands on social media. 17/09/2013 | Full story...

Digital Intelligence - UK mums are most social consumers

Social recommendations influence mums

This chart shows how much more mums spend when compared to mums who are not on social networks. Mums look for recommendations of brands and products from other mums, and social media is increasingly their first port of call. 17/09/2013 | Full story...

Digital Intelligence - Social recommendations influence mums

Top 5 social networks in Russia: Traffic and time spent

This chart shows both the unique visits to social networking sites in July 2013 and the total average number of minutes a user spent onsite that month. 11/09/2013 | Full story...

Digital Intelligence - Top 5 social networks in Russia: Traffic and time spent

Infographic: Google and Pinterest 'catching Facebook for social logins'

According to the latest numbers from social login provider Gigya, Facebook's social lead is falling - and Google and Pinterest may not be far behind. This infographic shows which social networks people prefer to use when logging in to third party sites... 13/09/2013 | Full story...

Digital Intelligence - Google and Pinterest catching Facebook for social logins

Brits lead world for mobile sharing: Two-thirds of UK sharing now on mobile

The UK was the first country to share more on mobile platforms than on desktops, according to new research. 23/09/2013 | Full story...

Digital Intelligence - Brits lead world for mobile sharing Two-thirds of UK sharing now on mobile

More top social media stories from this month:

 - Livefyre buys Storify to rival Disqus
 - Colgate campaign rewards Tweeters with coupons

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

Amid the buzz around the latest iPhone, former smartphone king Blackberry has finally been sold in a bid to turn around its fortunes. Android stirred up controversy with its Kit Kat tie-up- will the Nestle branding of its latest OS turn off consumers or just boost its reach? Meanwhile Samsung showcased its 'Galaxy Gear' smartwatch as the wearable tech market begins to take off, before Google Glass goes on sale later this year.

Mobile shopping spend in the US per user: Tablets Vs. Smartphones

This chart shows the spend per user for tablet and smartphone owners. Given that there are substantially more smartphone owners in the US (142m Vs. 69m) it is surprising to see that tablet owners spend around 20% more per user than smartphone users. 11/09/2013 | Full story...

Digital Intelligence - Mobile shopping spend in the US per user: Tablets Vs. Smartphones

Mobile shopping spend in the US: Tablets Vs. Smartphones

Smartphone spending accounts for $6.7bn, or 63% of the total spent in m-commerce. This goes against the common notion that tablets are strong drivers for mobile spending. 11/09/2013 | Full story...

Digital Intelligence - Mobile shopping spend in the US: Tablets Vs. Smartphones

BlackBerry sold for $4.7bn

BlackBerry has been sold to a private equity consortium for $4.7bn (£2.9bn), as the struggling phone maker looks to turn around its fortunes. 24/09/2013 | Full story...

Samsung reveals 'Galaxy Gear' smartwatch

Samsung has launched its much-anticipated 'Galaxy Gear' Smartwatch, letting users speak into the device on their wrist instead of their mobile phone.
Watch this video report analysing the new Galaxy Gear from Bloomberg below. 05/09/2013 | Full story...

Digital Intelligence - Samsung reveals Galaxy Gear smartwatch

Right to Reply: Android Kit Kat - an epic branding fail?

The bizarre Android Kit Kat tie-up this week has sparked controversy, with many calling for a boycott of the new operating system. Viv Cole, head of E-learning at Digital Strategy Consulting, looks at why Google's latest confectionery theme could leave a bad taste in the mouths of consumers... 06/09/2013 | Full story...

More top mobile and tablet stories from this month:

 - iPhone iOS 7 hit by download problems
 - Google ramps up mobile file-sharing with Bump buy
 - German mobile ad revenues 'grow 75.6%'
 - 64% of smartphone shoppers will buy more from their mobiles this Christmas

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

Do digital content partnerships work? This months AOP study measured the success of LG, Majestic Wines, Boots, Disney and Lenor campaigns to conclude that they boost recommendation and purchase of the brand by up to 30%. BuzzFeed, the curator of many addictive 'top 10 lists' on the internet is now bigger than Craigslist in terms of traffic, appealing to a young demographic. At the other end of the spectrum, we look at why the over 50s are becoming the fastest growing technology adopting group in the UK.

Do digital content partnerships work? AOP reveals study results

The Association of Online Publishers (AOP) today revealed the results of a proprietary study into the value of premium content partnerships. Five bespoke partnerships were measured with media brands Haymarket, Guardian, Telegraph, and IPC and advertising brands LG, Majestic Wines, Boots, Disney and Lenor. 12/09/2013 | Full story...

Internet publisher Buzzfeed "now bigger than Craigslist"

Buzzfeed, the popular social news site behind many virals and "top 10" lists, has started to turn a profit four years after its launch, revealing its traffic numbers in the US are now bigger than both AOL and Craigslist. 06/09/2013 | Full story...

Over-50s in the digital age

With over-50s in Great Britain the fastest growing technology adopting group, it is becoming more and more important for marketers to reach and engage with this increasingly key audience. 18/09/2013 | Full story...

Digital Intelligence - Over-50s in the digital age

More top multimedia content stories from this month:

 - Yahoo closes China websites
 - Global consumer relationship trends: How to engage with socially conscious consumers
 - Global smart TV trends: Interactive ad formats boost engagement
 - Netflix monitors piracy sites to decide which shows to buy
 - The Internet of Things: 80bn 'things' connected to the Internet by 2020

GamingGaming

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

Forget Angry Birds - Candy Crush Saga has become the new 'King' of mobile gaming, making a massive $850,000 a day. We look at the secrets to its 'freemium model' success. Grand Theft Auto 5 was the biggest console launch of the year- launching with its own iPhone companion app which quickly topped the charts and showed the cross- over potential of the two mediums. We also taker a deeper look at the current app charts- showing that Android is catching Apple with a 35% share of market revenues.

Mobile phenomenon Candy Crush Saga makes $850,000 a day

Candy Crush Saga is currently making $850,000 a day, as the year-old mobile puzzle game reveals the secrets to its 'freemium' business model success. Watch a trailer for Candy Crush Saga below. 16/09/2013 | Full story...

Digital Intelligence - Mobile phenomenon Candy Crush Saga makes $850,000 a day

Grand Theft Auto iPhone app tops charts

To coincide with the much-anticipated launch of Grand Theft Auto 5, games studio Rockstar has also released two GTA 5 companion apps for iPhones that players can use alongside the actual game. 19/09/2013 | Full story...

Top global apps: Android catching Apple with 35% share

Apple still leads the market with the most revenue from app sales, but Android has grown 10% in the past year, accounting for 35% of all spend, according to new data. 23/09/2013 | Full story...

Digital Intelligence - Top global apps: Android catching Apple with 35% share

More top gaming stories from this month:

 - Angry Birds gets educational - teaches kids physics with 'Playground'  - Online gaming platform Steam targets 'living room' with free OS

EcommerceEcommerce

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

Food shopping has been one of the last challenges of ecommerce, but new research show that online grocery sales are set to double by 2018 - time for FMCG brands to shift their budgets? eBay and Argos teamed up to offer 'click and collect' services- signalling a future trend for retail. This month, we also look at global ecommerce trends, showing that tablet shopping is growing as emails influence dips.

Online grocery sales to double by 2018 in the UK

Online grocery sales in the UK are set to double by 2018, driven by mobile usage, technology advances and more convenient delivery options from retailers, according to new research. 12/09/2013 | Full story...

ebay and Argos team up for 'click and collect' deal

ebay has forged a 'click and collect' deal with Argos, allowing customers to collect selected purchases from the online marketplace at the high street retail chain. 24/09/2013 | Full story...

Global ecommerce trends: Email marketing dips as tablet shopping takes off

Online retailers have seen email referral traffic drop 37% this year, while the conversion rate slipped 6%, according to new research. 13/09/2013 | Full story...

More top ecommerce stories from this month:

 - Mobile shopping 'now accounts for all online growth' as desktop flat-lines
 - eBay helps shoppers choose what to buy and when with Decide acquisition
 - Amazon 'Matchbook' offers print and eBook bundles

RegulationRegulation

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

The "Do Not Track" debate has rumbled on for two years now, and this month saw the Digital Advertising Alliance pulled out of an international working group looking to determine a global online privacy standard. Health apps also came under fire this month after allegations that top mobile tools were selling personal data to insurance and pharma firms.

China lifts ban on Facebook and Twitter in "free trade zone"

China is to lift the ban on Facebook, Twitter and other sites in a new 'free trade zone' part of the country, following years of censoring websites deemed politically sensitive to the government. 25/09/2013 | Full story...

Major ad group pulls out of "Do Not Track" talks

The Digital Advertising Alliance has pulled out of an international working group looking to determine a global online privacy standard, as the 'Do Not Track' cookie monitoring debate rumbles on. 18/09/2013 | Full story...

Health apps "selling personal data to insurance and pharma firms"

Health and fitness apps have been passing on user's personal data to insurance and pharmaceutical companies, according to a new report. 02/09/2013 | Full story...

Facebook forced to email users explaining data use

Facebook has emailed its vast user base of 1.2bn subscribers to explain how it uses their data for advertisers, as part of a settlement in a US court case. 02/09/2013 | Full story...

More top regulation stories from this month:

 - Microsoft and Google to sue US over user data requests
 - Google's next project: Defeating death
 - Offensive words in domains under scrutiny

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