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The non-bounce rate remained fairly stable, decreasing 0.3 percent. (August 2011) 1More than half (54%) of North American marketers measure the traffic volume generated by social media, according to the Q2 2011 Quarterly Digital Intelligence Briefing from Adobe and Econsultancy. (August 2011) 2The largest percentage (almost 30%) of senior marketing executives engaging in social media monitoring (ranging from automated search engine alerts to specific data queries and third-party research) make it actionable through their communications strategy, according to [download page] a survey conducted in May and June of 2011 by WebLiquid and RSW/US. Results from “Marketers and Social Media Monitoring Survey” indicate no other means of making social media monitoring actionable compares in popularity, with customer service enhancements following at close to 20% (more than one answer allowed). (August 2011) 3It is interesting to observe that both not monitoring social media (more than 20%) and other (almost 15%) are both roughly two to three times as popular as the second-most-popular specific tool for social media monitoring. (August 2011) 4When asked to name their primary marketing objective, about 35% of respondents said building brand awareness, a few percentage points higher than runner up customer interaction/engagement. Other relatively popular responses included lead acquisition (more than 15%) and driving e-commerce sales (almost 10%). (August 2011) 574% of senior marketing executives are actively monitoring social media. (August 2011) 6More than nine in 10 senior marketing executives are aware of social media monitoring, with about five in 10 somewhat aware and four in 10 very aware. (August 2011) 7Marketers who pay for social media monitoring tools are twice as likely as those who use free tools to find them extremely valuable, while hardly any marketers find their tools to have little to no value whether paid or free. (August 2011) 862% of marketers plan to increase social media monitoring investments in the coming year, 37% plan to keep them the same, only 1% plan to decrease them. (August 2011) 9Only 23% have heard about a virtual event through the next-most-popular channel, social media, meaning email is almost four times as popular an attendance driver. (August 2011) 10 |
Email is overwhelmingly the top driver of virtual event registration, according to an August 2011 survey from MarketingProfs and Trendline Interactive, sponsored by ON24. Data from “The Practicalities of Virtual Events” indicates 83% of virtual event attendees have heard about an event through email. (August 2011) 11Following video ads in percentage of viewers inspired to action are email and web banner ads (37% each), social media ads (28%), and mobile/smartphone ads (17%). Overall, 59% of digital ad viewers have taken some type of action in the past six months. (August 2011) 12Video and search ads are most likely to inspire viewer action out of several types of digital ads, according to [pdf] an August 2011 study from the Internet Advertising Bureau (IAB). Data from “Affluent Consumers in a Digital World” indicates 41% of both video and search ad viewers have taken some type of action resulting from the ad in the past six months. (August 2011) 13Video and search ads are most likely to inspire viewer action out of several types of digital ads, according to [pdf] an August 2011 study from the Internet Advertising Bureau (IAB). Data from “Affluent Consumers in a Digital World” indicates 41% of both video and search ad viewers have taken some type of action resulting from the ad in the past six months. (August 2011) 14Following video ads in percentage of viewers inspired to action are email and web banner ads (37% each), social media ads (28%), and mobile/smartphone ads (17%). Overall, 59% of digital ad viewers have taken some type of action in the past six months. (August 2011) 15Overall, 45% of digital ad viewers have clicked an ad, 38% have viewed an advertiser website, 285 have searched for a product/service online, 18% have become a social network fan, and 17% have gone to a retail location. (August 2011) 16When asked what types of ads they are most likely to pay attention to on the internet, several characteristics relating to relevance were among the most popular. These include ads relevant to the content of the website they are currently on (33%), ads relevant to activities they are thinking about (such as car ads if they are shopping for a car, also 33%), ads relevant to where they live or are (30%), and ads relevant based on age, gender or income (29%). (August 2011) 17In addition, funny/unexpected ads enhance interest for 30% of overall viewers, as well as affluent viewers and non-affluent viewers. (August 2011) 18Interestingly, affluent consumers are both more likely to see ads online that make them uncomfortable because they know too much about them and to share information to get a customized online experience than the overall average. Twenty-nine percent of affluent consumers have felt uncomfortable, 3% higher than the 28% overall average. (August 2011) 19However, 32% are usually willing to share information, a substantial 23% higher than the 26% overall average. According to the survey, affluent consumers overall currently comprise 21% of US households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases. (August 2011) 20 |
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