Digital Data Download – (January 2017 Edition)

Digital Data Download – (January 2017 Edition)
January 30, 2017 Adam Vincenzini

Adam Vincenzini is the managing director of Ogilvy PR Melbourne. He has deep expertise in strategy development, insights and analysis, social media and web content, video production and digital design. Each month, Adam will bring to you a monthly recap of some of the most interesting research and insights, making news across our industry.

Welcome to edition one of Digital Data Download.

Another year has begun as has the avalanche of insights about the use and influence of digital.The avalanche has been so big that keeping across all the good stuff has been challenging! As a result, I thought it would be useful to capture the best stuff in one place. Sound good? I think so. Let’s jump in.

1.How storytelling is helping brands sell more products (via adweek.com)

One of the most common questions asked in relation to marketing and communications: How does storytelling help my bottom line?

Origin / Hill Holiday conducted an experiment that paired products with stories to see if they increased perceived value.

In short, they did, and in most cases added a 5-10% premium to the product listing.


What does it mean?

Since the beginning of time, good stories have powerfully affected human behaviour. Stories, not facts, activate the emotional centre of our brain, in turn triggering action. The results back up this widely-accepted belief. Being able to show an actual increase in value is novel and a proof point for putting stories at the centre of all marketing and communications activity.

Read more at adweek.com.

2. Influencer content accounts for almost 20% of consumer media consumption (via thedrum.com)

A new report featured in The Drum revealed interesting and compelling insights about the power of online influencers.

The key takeaways include:

  • 57% have made a purchase based solely on an online influencer recommendation. This grows to 69% for millennials.
  • The average consumer now spends one hour and 12 minutes enjoying online influencer content. This figure rises to one hour 27 minutes for those aged 18-24, but is still as high as 47 minutes per day for consumers over the age of 45.
  • The entertainment, retail and technology sectors are where influencers hold most weight for millennials, while consumers between 35 and 45 attached more importance to food influencers.

What does it mean?

Influencers are still one of the most contentious elements of the contemporary marketing and communications environment. This data clearly reinforces the power of identifiable individuals and the trust they garner from consumers.

Read the full article at thedrum.com.

 

3.PR News / Nasdaq influencer marketing and measurement survey (via business.nasdaq.com)

400+ PR and marketing pros were surveyed to better understand how they are identifying the right influencers and the challenges associated with measuring impact.

According to the report, the top five challenges were:

  • Getting the attention of influencers (21%)
  • Measuring the success of their influencer marketing program (19%)
  • Identifying influencers relevant to their business (18%)
  • Creating content an influencer would find compelling (17%)
  • Maintaining a relationship with an influencer beyond one campaign (15%)

Encouragingly, getting people to act was at the top of the list when it came to the top characteristics of an influencer:

  • Ability to get network members to act (79%)
  • Popularity of content (66%)
  • Reach of network members (63%)

What does it mean?

The use of influencers is here to stay. The way brands partner with influencers must continue to evolve in line with the ever-changing landscape we now operate in.

Read the full article at business.nasdaq.com.

4.New research reveals global social media use increased by 21% in 2016 (via hootsuite.com)

The Digital in 2017 report has already generated more than 75,000 views on SlideShare so it’s highly likely you spotted it in your newsfeed last week.

Instead of recapping some of the headline insights, here are a few less obvious ones that should still be tabled and added to your knowledge bank.

  • Tablet devices generated less website traffic than they did a year ago (-5%) while mobile devices increased (+30%).
  • Facebook Messenger and WhatsApp occupy spots two and three in the ‘active users of key platforms category’ (Facebook is still in the top spot).
  • The average monthly mobile data used worldwide is 1.9GB
  • Australia is in the top 10 of active e-commerce penetration (United Kingdom tops the list)

What does it mean?

The headline stats and some of the more obscure ones continue the narrative of the last five years: We love our mobile phones, we love being connected, and we love consuming information. It also reaffirms the importance for brands to create content and online experiences that cater to these preferences.

Read the full post at hootsuite.com.

Check in again, next month, for another edition of the Digital Data Download.