5 Extremely Useful Digital Marketing Stats: January 2017

We’re back with five more extremely useful digital marketing stats that will help any brand kick off 2017 on the right foot.

To provide context and actionable takeaways, we’ve pulled three in-market examples and asked for the expert insights of Jeannie Walters, CEO and Chief Customer Experience Investigator of 360Connext, and Brett Herter, Director of Product Development and UX/UI at Liquidus.

Jeannie Walters + Brett Herter

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.1:

Most marketers are uncertain if their digital strategies engage customers in ways that reach their intended goals. (3 percent say they are falling below expectations, 38 percent say they’re showing mixed results, 34 percent are still testing and learning, and 6 percent say they are unsure.) (CMO Council)

What does this mean?

Brands should stop deploying digital ads that do not record their impact accurately and they must stop partnering with agencies or ad tech who make the same mistake.

Facebook recently released a case study for Southeast Toyota Distributors. Together with the ad agency 22Squared and Oracle Data Cloud, they tracked and mapped Facebook impressions to the brand’s “Find a Dealer” feature and then connected it to offline purchasing behavior. They found 46 percent of Toyota buyers in the region were exposed to Facebook ads and that viewers of the ads were 2.5 times more likely to purchase after seeing a Facebook unit, compared to the national baseline.

This is a great example of a brand working with the right partners. The “heavy lifting” was left to the experts and for the brand it resulted in a traceable path from online impressions to offline purchases.

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.2:

Grocery consumers rate high-quality produce (57 percent), convenient location (56 percent) and product availability (54 percent) as more influential in store-selection decisions than the lowest price. (Nielsen)

What does this mean?

JEANNIE WALTERS: “Meaningful experiences are those that help customers make proactive, informed choices in the ways they want to make them. Allowing shoppers to scan items from their own pantry, purchase items via an app, select a delivery or pick-up option – those experiences are all ways brands can drive a deeper level of loyalty with consumers because they speak to real value.

Today, convenience really matters. There is an entire generation that has grown up with an “on-demand” mindset. If they make the effort to go to the store, what they were told will be there must be there. And we’re seeing shoppers pay more without even comparison shopping for convenience with services like pantry re-stocking subscriptions.

Forward-thinking organizations eliminate all the ways they currently inconvenience their customers, even if it’s just a clunky ad experience.”

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.3:

62 percent of U.S. adults own at least one connected device and 65 percent of them are open to receiving advertising on that device. (The IAB)

What does this mean?

Brands need to start tapping into the profit potential of connected devices.

Last month, Samsung rolled out an update to its smart TV’s app menu. They now feature small display ads viewers cannot opt out of. They can, however, opt into targeting based on personal interest. The units were designed to be inconspicuous, offer a layer of personalization, and not interfere with entertainment viewing by only appearing on a menu functionality.

Placements like this work because they are delivered to the consumer in an intimate way, but don’t interrupt their favorite TV show.

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.4:

55 percent of consumers say Amazon provides the best personalized experience – coming in 16 percent higher than Google, 17 percent higher than Facebook, and 22 percent higher than Netflix (emarketer/OneSpot)

What does this mean?

BRETT HERTER: “Purchase data is wholly different from engagement data because it is the best indicator of where someone will spend next. Because Amazon has direct access to years (in some cases decades) of consumer purchase history that they don’t share with others, it has a major leg up designing a better site experience for consumers. That is why Facebook wants ecommerce to occur on their site and why Google has pushed very hard to get some sort of Google “Wallet” to take off. They want purchase history data because it is so useful to driving better sales.

Amazon also isn’t beholden to advertisers. When you surf its site, there are very few ads, and usually they are for Amazon services or are native ad experiences. It doesn’t have to stuff ad units into the design to make money, so they focus instead on user-experience.

It makes sense that publishers with fewer ads can deliver a better user experience. I say “can deliver” because not every publisher could pull it off and stay in business. However, using meaningful consumer data to inform design and focusing on intuitive experiences that put the consumer first are universally applicable lessons to take away from Amazon’s success.”

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.5:

33.3 percent of CPG marketing executives say retailer websites are the most important touchpoint for a digital marketing strategy with 18.7 percent reporting that brand/retailer loyalty programing is the most important. (P2P’s Shopper Marketing Mag)

What does this mean?

To maintain an edge and drive more sales for their brands, retailers need to focus on creating more engaging site experiences and content.

Retailer Barneys New York’s website looks very similar to Vogue magazine’s. It provides robust product information, recommendations, and an extensive editorial section that houses lookbooks, trend pieces, videos, and more. This content-first approach reassures customers the high-end purchases they make are “worth it” because Barneys is a luxury fashion authority.

screen grabs of Vogue.com (left) + content-rich Barneys.com (right)

Luxury retailers are frequently more cutting edge online because they must move more expensive products and their customers’ demand the best products and shopping experiences. Building content-rich site experiences are just one way retailers who sell CPG brands can connect more meaningfully with their target audiences.

Did we miss anything in our round-up that you feel should have been included? Share it with us in the comments or on social. Also, be sure to check out last month’s stats here.

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