By Adobe Digital Index
During the past year, the Adobe Digital Index team released more than 20 reports, covering nearly every digital marketing angle--from mobile and social to e-commerce and media. On several occasions we even found ourselves sitting back in our chairs, exclaiming, “Wow, is that really correct?”
Indeed, with the benefit of a broad, analytical perspective gained by crunching trillions of visits and billions of transaction, we uncovered some big gaps that marketers will need to close next year. In this, our final article of the year, we issue a challenge to marketers to take hold of at least one of these resolutions and really drive some progress in 2014.
Online marketing is our profession, too, so whatever progress you make reflects back on us all. Let’s step it up!
Online video consumption is up 30% YoY: Content marketing is proving to be your best friend, but too much of it is still in text-heavy formats. Adobe Digital Index's video benchmark report points out that although videos are very engaging, they are still underused. Consumers are turning to online video content in droves. Take advantage of the opportunity by creating online video ads. Plan to repurpose them in your social media branded pages and Facebook’s new video ad format as well.
More than half (51%) of Google search traffic is now “dark,” or encrypted: Audience management enables you to deliver personalized content to your visitors based on who they are, rather than where they came from. Marketers have relied on referral information to deliver their personalized content, but that data is becoming less reliable. Changes that Google has made to mask data have resulted in a serious case of blackout. Audience-based personalization is better anyway, but it takes a while to get it going, so better get on it quick!
One out of four dollars spent online this Black Friday came from a mobile device: We’ve reported on the growth in mobile traffic multiple times this year. Much of it is coming from tablets, but smartphones are growing, too. Beyond just reformatting for screen size and touch, marketers in travel, retail, and financial services need to consider how mobile devices will interact within their physical locations. Do all your locations offer free WiFi yet?
Social reaction to profitable movies are 20% more positive prior to opening: Social mentions on Facebook, Twitter, and other networks (often called buzz) and sentiment (meaning how excited/happy/irritated/negative) proved to be predictive of box-office success. For marketers looking to become a strategic partner to the C-suite, simply putting tracking in place (and don’t forget to update it often) can help your organization avoid a catastrophe. Tracking other company’s brand mentions and sentiment is also a great source for gathering competitive intelligence.
30% of smartphone browsing in Europe is on a Samsung device: Let’s face it: You’re going to have more content, more graphics, more images, and more videos next year. And you’re going to have umpteen different sizes and versions of them, too. As reported in Adobe Digital Index's Mobile Benchmark Report, the asset requirements of the online/mobile technology is just going to become more complex. If you don’t use technology to sort out your digital assets, then you won’t be able to keep up.
Facebook Ad ROI is up 58% YoY: Advertising on Facebook and Twitter was an unmitigated mess, but it is getting better. Advertisers who are using technology to optimize display advertising are starting to get great results from social. The costs are still relatively low, and the results are getting much better. At a minimum, you need to test it out and start learning how to incorporate it into your media mix.
Retailers made $150 million in online sales from 8 p.m. to 9 p.m. ET on Cyber Monday: Static weekly and stale dashboards are not going to cut it anymore. Marketers have to deliver results back to their organizations in near real time. With all due respect to your beautiful dashboard, throw it away. Implement anomaly detection and near real-time data visualizations to get a grip on everything. Our Cyber Monday tracking shows the importance an hour can make.
Nearly three-quarters (73%) of 18- to 34-year-olds say social media influences their purchase decisions: It is time to dispense with the notion of a funnel or linear purchasing process. We all know that consumers ping-pong around online; sometimes they make one stop and other times they make 62 stops before they get to your site. Most marketers have no idea what sort of journey the customer has taken, and they are missing out on opportunities, especially in social media, which plays a tremendous role in influencing consumers.
Mobile viewing goes up 2x during large sporting events: 2014 is going to be a sporting event bonanza. Between the Super Bowl, Olympics, and World Cup, marketers will have more chances than ever to spend gobs of money on TV. Mobile viewing goes way up during these large sporting events, and local media is on the rise overall. Perform an end-around by going local and mobile instead.
In many cases, great separates average by more than 20%: The best performing marketers are transparent with consumers and speak from their hearts. In social media, for example, content that is funny or touching tends to go viral, but content that stays corporate just sits there. Consumers have no reason to remember your brand anymore. They think of your corporation as just another person online. Nobody’s going to ask you to dance if you sit by the wall. Engage them and deliver vastly superior results.