This week’s digital stats roundup includes news about retail loyalty schemes, ad spend, in-house marketing and a whole lot more.
Don’t forget to check out the Internet Statistics Database, too.
Let’s get cracking.
91% of decision-makers have moved digital marketing in-house
A new report by Bannerflow has revealed how a large percentage of European companies are bringing their digital advertising operations in-house, creating a shift from the agency-focused attitudes of the past.
In a survey of 200 senior decision-makers, Bannerflow found that 91% of respondents have moved at least part of their digital marketing in-house in the past few years. 37% of those surveyed also stated they they believe ‘in-housing’ is the future.
In terms of the reasons why more companies are doing this, finance was cited as a top motivator, with many believing it to be a cheaper option. 87% of decision-makers also said they were concerned about the level of transparency offered by media agencies, citing this as another reason to bring it in-house.
But while opinion sways towards the move, that doesn’t mean it’s easy for all companies. 56% of respondents cited that a lack of existing talent and skills is a big barrier to building a competent team, while 46% cited a lack of resources.
Half of brands are missing out on the benefits of loyalty programmes
DMA’s latest report has revealed that brands are missing out on the benefits of customer loyalty, as 49% of marketers surveyed say they do not offer such schemes.
This is despite the fact 70% of marketers believe that customers enjoy and value the rewards offered in loyalty programmes – 69% of consumers also agree with this assessment.
Interestingly, 53% of marketers believe that discounting tactics are the most effective benefit of loyalty programmes, followed by 41% who believe it to be free delivery. However, consumers also want more than this, citing rewards based on location, personalised emails, and game-like challenges as benefits they would value.
More consumers engage with brands on social to post positive feedback rather than negative
Yes Marketing’s latest report delves into the reasons why users follow brands on social media. The main takeaway (from the survey of 1,000 consumers) is that – while discounts and offers are also important – people want to see more personality and greater relevance.
30% of consumers say they engage with retailers that share funny or interesting social posts, while 35% will engage with a retailer’s post if they personally agree with the message or sentiment. Meanwhile, 29% of social media users tend to engage with a retailer on social media to share positive feedback versus 20% who do it for negative feedback.
UK online retail sales grow 1.8% in January
The BRC-Hitwise Digital Retail Insight report has revealed that online retail sales in the UK increased in the new year following a particularly gloomy Christmas period.
In December 2018, online retail visits hit a 10-year low, declining by 6%. However, in January 2019, online retail visits increased by 1.8%.
The BRC has also reported that overall UK retail sales increased by 2.2% in January, which marks a 1.8% increase year-on-year in like-for-like sales.
Medium-sized businesses are the most active users of technology
A new report from Aruba suggests that medium-sized businesses are the most active users of workplace technology, with 63% of medium-sized business employees rating the ‘choice of technology, applications and IT support’ at their company as either good or very good. Just 53% of those surveyed from the largest companies said the same.
Medium-sized businesses are also ahead of the competition in their use of advanced audio-visual technologies (such as voice-activated speakers), which are offered by an average of 27% of medium-sized business, compared to 16% of smaller and 22% of larger employers.
However, Aruba’s research also suggests that these businesses must ensure they have the necessary skills and security management in place to handle the technology, or risk falling behind competitors. Data management is also an issue, as 74% of medium-sized business employees say they have taken risks with company data in the past year.
Half of digital advertisers plan to increase ad spend on Amazon this year
A new survey by Nanigans – based on 100 digital advertising decision-makers at large retail companies – has revealed that Amazon is rapidly gaining momentum in the advertising space.
Half of the respondents surveyed said they plan to increase their budgets allocated to Amazon this year, with the average increasing it by 25%. While 34% say they plan to shift ad spend from Facebook and Instagram, 41% say they will add new incremental budget to support their ad spend on Amazon.
Nanigans’ survey also revealed some reservations about Amazon. 40% of respondents said they are worried about Amazon having too much of their data, while 31% view Amazon’s retail business as a competitor.
