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Latest research and digital marketing trends

October 2013

New global research shows brand leaders see the switch to digital marketing now "a matter of survival", and reputation management (thanks to attacks through social media) now more of a risk to brands than an unstable economy or competitors.

Google created more controversy this month, with its new "endorsement ads" placing people's faces next to products they have '+1'ed, and breaking an 8-year promise with huge banner ads appearing on its search results.

In ecommerce, Amazon tested its own PayPal-style buttons, as battles with eBay heat up. And if you're looking for the best value paid media, new data suggests Facebook ads could be 18 times more effective on iPhones than Androids.

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The month's top research, infographics and videos are below.

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.

Switch to digital becoming 'a matter of survival' for global execs

Over a quarter of executives from around the world believe digital transformation is already a critical factor for their companies long-term survival, according to a new survey. 15/10/2013 | Full story...

Digital Intelligence - Switch to digital becoming 'a matter of survival' for global execs - graphic 1

 

Digital Intelligence - Switch to digital becoming 'a matter of survival' for global execs - graphic 2

Skills crisis: Over half of UK marketers "not testing digital campaigns"

Less than 10 percent of senior UK marketers have full confidence in their own digital marketing skills [8%] or those of their teams [9%] Adobe research has found. 25/10/2013 | Full story...

Digital Intelligence - Skills crisis: Over half of UK marketers not testing digital campaigns

Top 10 ad markets: 2015

This chart shows the forecast for the top 10 ad markets in 2015. The US is still number one on the list increasing its spend by over $20m. 28/10/2013 | Full story...

Digital Intelligence - Top 10 ad markets: 2015

Top 10 ad markets: 2012

This chart show the top 10 ad markets in 2012. The US leads the top ten by a large margin, spending almost $110m more than Japan (the second highest spending country in the top 10). 28/10/2013 | Full story...

Digital Intelligence - Top 10 ad markets: 2012

Google 'Endorsements' puts user names and photos into ads

Google has sparked more privacy controversy with new Facebook-style ads that include user names and photos, as the internet giant looks to make its ads more social and personalised. 14/10/2013 | Full story...

Google breaks 8-year vow with 'giant banner ad' test on search results page

Google is testing giant banner ads on search results pages, with 30 advertisers on board, breaking an 8-year promise in the process. 24/10/2013 | Full story...

Amazon offers PayPal-style 'login and pay' button

Amazon has launched a new 'login and pay' button, letting external websites allow their customers to pay via their Amazon accounts, as the firm steps up its battle with eBay and its PayPal payments system. 10/10/2013 | Full story...

Yahoo beats Google for US traffic 3 months in a row

Proving it was no fluke, Yahoo has remained top of the US traffic charts for the third month in a row, ahead of Google, Microsoft and Facebook, as the internet giant continues to turn around its fortunes. 23/10/2013 | Full story...

Facebook Ad Exchange to include Google's DoubleClick ads for first time

In a major U-turn, Facebook is finally allowing Google to run is DoubleClick display ads on its ad exchange. 21/10/2013 | Full story...

UK digital ad spend hits £3bn in 6 months - consumer goods now top sector for mobile display

Digital ad spend up in the UK rose 17.5% to reach a record six-month high of over £3bn, with consumer goods overtaking entertainment and media as the biggest mobile display advertiser, according to new research. 07/10/2013 | Full story...

Digital Intelligence - UK digital ad spend hits £3bn in 6 months - consumer goods now top sector for mobile display

Social media reputation now "bigger risk than economy or rivals" for top execs

Most executives now place reputation above economic trends and competition in terms of risk, following the rise of social media, according to new research. 24/10/2013 | Full story...

Facebook ads "18 times more profitable on iPhone than Android"

Facebook ads are 1,790% more profitable on Apple's iOS than Android, according to new research looking into the social network's mobile ad effectiveness. 18/10/2013 | Full story...

Digital Intelligence - Facebook ads 18 times more profitable on iPhone than Android

Top 8 social networks for sharing: Facebook and Pinterest thrash Google+ for traffic referrals

Facebook and Pinterest are the leading social networks for sharing content, with Google+ lagging far behind, according to new research. 25/10/2013 | Full story...

Digital Intelligence - Top 8 social networks for sharing: Facebook and Pinterest thrash Google+ for traffic referrals

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!

P&G's Tide Halloween Vines create internet buzz

As Halloween approaches, Procter and Gamble’s detergent brand Tide has features in a series on horror movie parodies using Twitter’s 6-second Vine video format. 29/10/2013 | Full story...

Digital Intelligence - P&G's Tide Halloween Vines create internet buzz

Yorkshire Tea brews up viral success with YouTube song

Yorkshire Tea has taken to YouTube, with an epic song celebrating the virtues of the old fashioned cuppa, incorporating zombies, brass bands and even the odd Skyrim reference. 29/10/2013 | Full story...

Digital Intelligence - Yorkshire Tea brews up viral success with YouTube song

Telekinetic Carrie prank gets 4m YouTube views

To promote its remake of horror classic 'Carrie', Sony Pictures and MGM created an elaborate (and rather terrifying) hidden camera prank which has gone viral big time, getting over 4 million YouTube views. 14/10/2013 | Full story...

Digital Intelligence - Telekinetic Carrie prank gets 4m YouTube views

Heinz and Reckitt Benckiser ditch Captcha for branded games

Heinz and Reckitt Benckiser are among the first brands to sign up for Future Ad Labs' new advertising format, PlayCaptcha. Watch this video presentation explaining how the tool works below. 10/10/2013 | Full story...

Digital Intelligence - Heinz and Reckitt Benckiser ditch Captcha for branded games

Interactive first aid video helps "save the boy"

In a hard-hitting new TV and digital campaign, St Johns Ambulance offers interactive advice on giving first aid to youngsters, in a bid to help boost awareness of potentially life-saving skills. 08/09/2013 | Full story...

Digital Intelligence - Interactive first aid video helps save the boy

Cornetto's "Love Plane" takes tweets to the sky

For its latest campaign Unilever's Cornetto launched a set of airplanes with a Twitter-connected banners, so summer lovers could declare their love in front of everyone on the beaches of Spain. 08/10/2013 | Full story...

Digital Intelligence - Cornetto's Love Plane takes tweets to the sky

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

A future-gazing report from AOL predicts that by the next decade, 'native ads' (or sponsored content) will overtake traditional ads. Back in the present, the latest global stats show that display ads rose 27% globally this year's the budget switch to digital continues.

Share of global adspend by medium: 2015

This chart shows the forecast for global adspend in 2015. TV adspend will dwindle slightly, dropping by 05%, from 40% to 39.5%. Online adspend is set to grow the most over the coming three years, increasing by 6.3%. 11/10/2013 | Full story...

Digital Intelligence - Share of global adspend by medium: 2015

Share of global adspend by medium: 2012

In 2012, TV had the highest percentage of global adspend with 40%, while online ads accounted for 18.3%. 11/10/2013 | Full story...

Digital Intelligence - Share of global adspend by medium: 2012

Internet display ad spend up 27% globally

Internet display advertising rose sharply during the second quarter of 2013, rising 27% compared to TV's increase of just 4.2%, according to new research. 22/10/2013 | Full story...

The rise of sponsored content: "Native ads" to overtake traditional ads in 12 years (infographic)

Native advertising will become the most preferred form of advertising by 2025, taking the form of sponsored content across all media platforms, according to a new study by AOL UK. 23/10/2013 | Full story...

More top advertising stories from this month:

 - Google unveils 'Web Designer' tool for advertisers
 - Global ad trends: Humour and 'real life' themes key to mass appeal
 - Nielsen TV and online ad metrics go live in the UK
 - Just 7% of marketing departments take responsibility for big data (Infographic)
 - A digital snapshot of Japan: Older audience and big online spenders
 - Infographic: CPG rich media ads perform 20% better than standard banners

Email and relationship marketingEmail and relationship marketing

www.DigitalStrategyConsulting.com/intelligence/email-marketing

What makes a good subject line? Latest data brings up surprising results ('Cheap' and 'free' are words to avoid, but 'video' often gets readers clicking) with an in-depth look at open and click rates across a range of campaigns.

The best and worst email subject lines in 2013

Many marketers spend hours constructing great email layout and copy, but then treat the subject line as an afterthought. A detailed survey of over 2.2 billion emails, published this year, has revealed the most (and least) effective keywords and phrases in email marketing subject lines. 22/10/2013 | Full story...

SearchSearch

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

Facebook's 'Graph Search' got a revamp this month, including status updates and comments, making the social network much easier to navigate for users (and advertisers looking for specific demographics). We also take an in-depth look at Google's UK traffic, along with a handy infographic guide to getting the most out of Author Rank.

Facebook Graph Search now includes status updates and comments

Facebook has updated its Graph Search tool to include user posts and status updates, as the social network looks to improve its site navigation in a bid to appeal more to users and advertisers. 02/10/2013 | Full story...

Digital Intelligence - Facebook Graph Search now includes status updates and comments

How to make Google Author Rank work for you

As Google places more importance of social media and authority to determine search rankings, this infographic from Internet Marketing Inc offers a guide to getting the most from the firms Author Rank. 11/10/2013 | Full story...

Digital Intelligence - How to make Google Author Rank work for you

Google UK trends: Search "accounts for 56% of all traffic to Google sites"

Traffic to Google's websites, including YouTube, Gmail and Google Play, account for 5.6% of the entire UK online audience, largely driven by its search business, according to new research. 11/10/2013 | Full story...

Digital Intelligence - Google UK trends: Search accounts for 56% of all traffic to Google sites

More top search stories from this month:

 - Beauty product searches up 48%: Nail Care, Fragrances make greatest gains
 - UK advertisers 'getting better results from paid search' (infographic)
 - Google profits beat expectations, despite ad price drop and Motorola decline
 - Google revamps maps with multi-stage directions
 - Yandex.Market gets first CPA ads
 - Google adds 'local storefronts' to shopping search

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Facebook continued to ramp up its advertiser tools in October, taking on Twitter with TV buzz tracking, as well as new 'call-to-action' ads in apps. The social network stirred-up further privacy controversy by making it harder to hide from search results, claiming few users chose to opt out of the feature.

Facebook revamps mobile app ads with "calls-to-action"

Facebook has revamped its mobile app advertising with 'call-to-action' buttons, such 'Shop Now' or 'Listen Now', as the social network looks to boost engagement on its apps. 03/10/2013 | Full story...

Digital Intelligence - Facebook revamps mobile app ads with

Facebook tracks social effect on TV ratings

Facebook has begun tracking how its users engage with 45 primetime TV shows in the US, as the social network looks to rival Twitter in providing advertisers with real time viewer data. 03/10/2013 | Full story...

Facebook makes it harder to hide from search

Facebook has sparked controversy by dropping the privacy setting that lets users opt out of people searching for their names, claiming that the feature was used only by "a small percentage" of users. 11/10/2013 | Full story...

More top Facebook stories from this month:

 - Facebook lets advertisers target users by customised lists
 - Global conversion rates on Facebook ads 'double in just three months'
 - Facebook boosts mobile ads with Onavo buy

SocialSocial - beyond Facebook

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

Photo app phenomenon Snapchat got serious about social this month, with a timeline feature that puts it in direct completion with Facebook and its Instagram app. Meanwhile, Instagram revealed its photo stream ads and rumours suggest Twitter is planning to sell ads on other sites, based on tweet activity.

Snapchat takes on Facebook with 'Stories' timeline tool

Snapchat has launched 'Stories', letting users see rolling news-feeds from friends in the last 24 hours, as the popular photo sharing app looks to rival Facebook. 04/10/2013 | Full story...

Digital Intelligence - Snapchat takes on Facebook with Stories timeline tool

Instagram tests sponsored ads in photo streams

Instagram has announced plans to place ads placing ads in users' photo streams, as the Facebook-owned photo app looks to capitalise on its growing popularity. 04/10/2013 | Full story...

Twitter to sell ads on other sites via MoPub - report

Twitter could start using its user's data to run targeted ads on other websites or mobile applications, via its recently bought MoPub platform, according to a news report. 18/10/2013 | Full story...

More top social media stories from this month:

 - Twitter tests stock floatation to avoid Facebook fiasco
 - Nielsen unveils Twitter TV ratings for advertisers
 - Twitter finances revealed for first time in $1bn IPO plans
 - Kids' social networking trends: Facebook plateaus as Blackberry falls from favour
 - Social media fail: British Gas in hot water over #AskBG Twitter backlash
 - Global web trends: 40% of world online by 2014 as mobile broadband soars
 - German social media trends: Daily mobile access grows 39%
 - Viacom uses Twitter 'Amplify' social ads for global MTV awards promo

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

The battle between Samsung and Apple continues, with a new slimmed-down iPad Air set to defend Apple's crown in the increasingly competitive tablet market. At the same time, rival Samsung reported record profits to calm investor fears of slowing growth. Meanwhile, a raft of new glass devices, including NTT DoCOMO's translation specs, signal a growing trend for wearable technology in the year to come.

Top 15 global apps

This chart shows the top 15 mobile apps and the percentage of mobile internet users that they reach. 27/10/2013 | Full story...

Digital Intelligence - Top 15 global apps

Top 15 fastest growing apps: Global

This chart shows the growth of the top 15 mobile apps between Q1 and Q3 2013. Twitter's social networking effort Vine has seen the biggest growth of 2013 with a remarkable 403%, but still only reaches 3% of mobile users, the smallest reach of the top 3 apps. 27/10/2013 | Full story...

Digital Intelligence - Top 15 fastest growing apps: Global

Apple reveals slimmed-down 'iPad Air'

Apple has unveiled iPad Air, a slimmed-down version of its tablet, priced at between £499 and £739, as the firm looks to boost sales amidst increasing competition in the burgeoning sector. Watch this video from the Daily Telegraph showing the event highlights below. 23/10/2013 | Full story...

Digital Intelligence - Apple reveals slimmed-down iPad Air

Samsung forecasts record quarterly profits as smartphones outsell Apple

Samsung expects to see a profit of £5.8bn for the past three months as its smartphones outsell Apple globally, shipping around 85 million devices, compared to some 35 million iPhones. 07/10/2013 | Full story...

NTT DoCoMO reveals translation glasses

Japanese telco NTT Docomo has unveiled a pair of glasses that can translate written text into another language, continuing the upcoming trend for wearable technology ahead of Google Glass launch later this year. View this demonstration video from Engadget below. 09/10/2013 | Full story...

Digital Intelligence - NTT DoCoMO reveals translation glasses

 - Apple profits drop for third quarter despite iPhone sale boost
 - Google takes on WhatsApp with Hangouts SMS?
 - Blackberry finally debuts BBM chat app on Android and iPhone
 - Brits 'look at mobiles 34 times a day'

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

A new batch of video data signals a drastic change for global viewing habits, that will shake up 'living room' advertising over the coming decade. In the US, a third of the younger generation are now watching very little broadcast TV, while rumours suggest Google TV will be phased out for a new Android TV brand as mobile video becomes ever more important.

Online video trends in 2013

Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today, according to new research. Watch this video from Pew Research outlining its key findings below. 16/10/2013 | Full story...

Digital Intelligence - Online video trends in 2013

Third of younger generation "watch little broadcast TV"

Broadcast TV is losing popularity with the younger generation of millennials in the US (18-34 year olds), according to new research. 16/10/2013 | Full story...

Digital Intelligence - Third of younger generation watch little broadcast TV

Google TV to be phased out for Android TV?

Google is reportedly planning to phase out its 'Google TV' products in favour of a more mobile friendly 'Android TV' range, as the firm continues its battle with the likes of Apple and Microsoft in the battle for the living room audience of the future. 14/10/2013 | Full story...

More top multimedia content stories from this month:

 - Dailymotion picks Yahoo to serve ads in UK
 - BBC plans 'next generation' iPlayer
 - Spotify gets more social - adds follow button for artists and bloggers
 - YouTube to rival Spotify with music subscription service?
 - The Internet of Things: 80bn 'things' connected to the Internet by 2020

EcommerceIndia digital marketing

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

Key stats and data from the third 3rd largest online population in the world.

Top 10 web properties in India: Time spent

This chart shows the average time spent by unique visitors in March 2013 on the top 10 online properties in India. 10/10/2013 | Full story...

Digital Intelligence - Top 10 web properties in India: Time spent

Top 10 web properties in India: Visitors

This chart shows the top 10 online destination in India. Google sites came in top with over 69 million visits in March 2013. Facebook received the second highest volume of unique visitors with almost 60 million, it was also the only social media site to make it into the top 10. 10/10/2013 | Full story...

Digital Intelligence - Top 10 web properties in India: Visitors

India internet use: Over 50% web users are "mobile-only"

Smartphone use in India has soared, with more than half of all web traffic coming from users with a mobile as their sole source of internet access, according to new research. 15/10/2013 | Full story...

GamingGaming

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

With next month's PS4 and Xbox One console launches set to align digital and TV room habits further, new technology from Disney shows how tactile screens may be the next entertainment frontier. Meanwhile, Nike continued to push into digital fitness with an updated 'Fuelband' device, and new research shows that tablets are now becoming a 'must-have' device for kids.

Disney tech lets users feel 3D objects on flat screens

Researchers at Disney have taken the touchscreen experience to the next level by creating a textured screen that allows viewers to feel videos and images. 11/10/2013 | Full story...

Digital Intelligence - Disney tech lets users feel 3D objects on flat screens

Nike continues digital push with updated Fuelband fitness device

Nike has launched a new version of its Fuelband device, as the sportswear brand looks to further expand into digital fitness. Watch this promo video from Nike below. 16/10/2013 | Full story...

Digital Intelligence - Nike continues digital push with updated Fuelband fitness device

Tablets becoming "must have" device for kids - Ofcom

Tablet usage among UK children is on the rise, with kids ditching mobiles and PCs for tablets to access the internet, according to new research. 07/10/2013 | Full story...

More top gaming stories from this month:

 - Top 15 global apps: Vine and Flickr lead growth

EcommerceEcommerce

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

New research indicates that a 'golden' 1% of an online retailers' customer base generates 40% of its revenue, showing the importance of generating customer loyalty in the digital age. Indeed, nearly all of the UK's top retailers are failing to provide responsive design on their websites to ensure a smooth multiplatform experience for users. In other news, eBay is set to offer 1-hour deliveries with the purchase of Shutl, as its battle with Amazon heats up.

Online retail's "Golden 1%" - Loyal customers generate 40% of ecommerce sales

Just over 1% of a retail website's users generate as much as 40% of its revenues according to new research. 15/10/2013 | Full story...

49 of UK's top 50 retailers 'not using responsive design for websites'

Nearly all (98%) of the UK's top 50 retailers are failing to offer responsive websites that work across desktop, mobile, and tablet devices, according to new research. 04/10/2013 | Full story...

eBay buys same day delivery firm Shutl

eBay has bought Shutl, a UK-based marketplace that uses a network of couriers to deliver local goods the same day, as the online marketplace looks to improve its delivery options to compete with Amazon. 23/10/2013 | Full story...

More top ecommerce stories from this month:

 - eBay blames slow growth on weak US economy
 - Mobile driving digital coupon surge in US
 - The six causes of customer despair

RegulationRegulation

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

The 3-year antitrust battle between Google and the EU could finally be coming to an end, after the search giant offered to put rival's logos in their results pages. This month's US Government 'partial shutdown' had a knock on effect on federal websites, while the FBI clamped down on the 'eBay of the drug trade' Silk Road to tackle the web's black market.

Google forced to put rival logos on search results?

Google's long-running battle with the European Commission could be coming to an end, with the search giant potentially agreeing to link to rival sites on specific channel searches, such as shopping or maps. 02/10/2013 | Full story...

US Government 'shutdown' hits websites

Several US government websites and Twitter feeds, including NASA and the Department of Homeland Security, have been suspended following a partial US government shutdown. 02/10/2013 | Full story...

FBI shuts 'eBay of the drug trade' Silk Road

The FBI has closed down Silk Road, a black market website used to buy drugs and hitmen, arresting its owner in the process. 04/10/2013 | Full story...

More top regulation stories from this month:

 - Facebook reverses violent content policy after outcry over beheading video
 - Facebook opens full site to teens
 - WHSmith site taken offline after porn ebook scandal
 - Facebook under fire for £0 UK tax bill
 - Google putting 'mandatory' ads into Gmail Android app?
 - Internet grows with 4 new address suffixes... hundreds more to come

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