Weekly wrap: our top digital picks
This week we’ve got a round-up of what’s new in social media; we look at how internet ad revenue is bearing down on television; the trick to a higher conversion rate, and mistrust on social sites. Here’s our top picks in digital this week:
Internet ad revenue is closing in on TV
According to the PwC report Global Entertainment and Media Outlook, internet advertising is poised to overtake TV by 2018. In 2009, global internet ad revenue was $58.7 billion, compared to $132.0 billion for television. But the tables are running and the net is predicted to rise by 10.7 per cent annually to reach $194.5 billion in 2018, just $20 billion the global television spend.
The trick to a higher conversion rate
One-fifth of companies in Adobe’s Digital Optimization survey achieved a conversion rate greater than 4.5 per cent. What’s their secret? It’s no surprise that that testing is important, as 70 per cent of the top performers use testing in various capacities compared to only 46 per cent of the rest of the sample. Similarly, the top 20 per cent of performers are 54 per cent more likely to be devoting more than five per cent of their budgets to a range of optimization activities.
People use different social networks for different tasks
United States social media users take a different approach to each network and the way in which they interact with brands. In a new survey, 60 per cent of respondents agreed that they connected with different types of people, media, and brands on different social platforms. The report also found that 67 per cent of respondents used their social accounts to sign in to mobile applications like news, music, and gaming apps, with 91 per cent of those respondents finding it valuable to connect to other apps via their social accounts. These findings come from a 140 Proof survey of 500 US consumers who are active on more than one social network.
Dishonesty on social is leading to mistrust
Dishonest practices are undermining consumer trust in brands on social, according to a study from the Chartered Institute of Marketing. Nearly half of those surveyed said they found it difficult to trust brands on social networks. Similarly, 51 per cent of marketers said they had seen questionable content from brands on social media in the last six months. And, to rub salt into the wound, just over half agreed the effectiveness of social channels as marketing platforms was at risk due to dishonest behaviour. These statistics are based on a survey of 3000 people across the United Kingdom, and 1150 marketers from businesses of all sizes.
Social media run-down
Marketers get more Facebook page layout options after the site updated its business page setup.
LinkedIn has added additional visual functionality for premium members to ‘help users stand out from the crowd’.
Pinterest rolls out refreshed analytics, which allow users to see not only what people are pinning from a website, but how pins from a profile are performing.
Do-It-Yourself Promoted Pins are also new to Pinterest this week, which the site says means “businesses of any size can promote their pins to reach more people and get visits back to their website.”