Let’s be honest, in business we all love a good stat. Numbers give a lovely sense of solidity and order to a crazy world, they help to confirm our hunches and instincts, and they play a crucial role in effective planning and evaluation.
With so much intelligence available from the data streams produced by online media, pouring over statistics is a crucial part of effective digital marketing. From predicting trends to determining campaign metrics, any digital marketing agency worth its salt has to have a little bit of geek about it when it comes to stats.
Here are five recent stats that will have you thinking about your digital campaigns in a fresh light.
Two thirds of UK adults now access the internet via a Smartphone
According to Ofcom, the Smartphone became the most popular device for accessing the internet in 2015, overtaking the laptop. The number of people using Smartphones to access the internet is still increasing, and now one in six only use a mobile to get online.
Takeaway for marketers: To reach the biggest audiences online, you have to optimize your platforms to work at their best on the most popular devices. According to McKinsey and Co, 61 per cent of people will not revisit a site if it does not work properly on mobile, so if you haven’t already done so, go mobile first asap.
Social Media use is near universal amongst 16-24 year olds
Another gem from Ofcom, 99 per cent of young people aged 16 to 24 now use social media. The annual Communications Market report contains plenty of other fascinating insights about social media habits - would you have guessed, for example, that over-55s are far more likely to play games on social media (17 per cent of 55 to 64 year olds, 16 per cent of over 65s) than 16 to 24 year olds (just 1 per cent)?
Takeaway for marketers: When it comes to social media, know your audience. If you are targeting a younger audience, social media is now pretty much obligatory. But there are plenty of other interesting opportunities to reach other age groups, too, and don’t be caught out by making assumptions without backing them up with evidence.
More than half of companies now have a dedicated mobile marketing team.
Just to underline the growing importance of mobile, a study by Salesforce found that 58 per cent of businesses surveyed had a dedicated mobile marketing team.
Takeaway for marketers: Don’t worry if you do not have the resources to follow the 58 per cent in house. Mobile is recognised as the key area of growth in digital marketing, so opt for the right agency partner and get great value for your mobile strategy.
Blogging will make you money
Socialemedia claims that companies which prioritise blogging are 13 times more likely to get a positive ROI from their digital marketing than businesses which do not. Moreover, content marketing is likely to generate three times as many leads as traditional outbound marketing, but typically costs two thirds less.
Takeaway for marketers: In the digital age, consumers want to be engaged, not sold to. Content marketing is not just a fad, it really works, and offers great value when compared to many traditional marketing approaches.
9 out of 10 people love their SMS loyalty program
According to Hipcricket, 90 per cent of people who have joined an SMS loyalty programme fed back that they thought they got great value from it. Not only that, but a study from Digital Marketing Magazine found that three quarters of people like offers being sent to them by text.
Takeaway for marketers: It is easy to forget that mobile phones are for more than just accessing the internet. SMS still offers a great medium for personalised and loyalty marketing, and is a mode of communication consumers clearly like.