The best digital marketing stats we’ve seen this week
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Consumer trust in UK brands declines 3% year-on-year
A new report by the DMA has revealed that consumer trust in UK brands has declined 3% year-on-year, with half of UK consumers now finding it difficult to know which brands to trust. The decline is most pronounced amongst 16 to 24 year olds at 5%.
The report, which is based on a survey of over 2,000 consumers, suggests that brands need to ensure they are using the most trusted marketing channels in order to improve overall confidence. 51% of UK consumers trust communications that they receive over email, 51% trust face-to-face discussion the most, 51% trust postal communication, and 46% trust Instagram.
In order to encourage consumers to respond, marketing messages should be kept short and interesting. 48% of consumers said they were most likely to respond to short messages, while 44% said they respond to interesting content topics.
Finally, across all marketing channels, there tends to be a positive correlation between the relevance of marketing messages and trust in brands. In other words, when people receive relevant messages, they are more likely to trust that brand in the long run.
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- The changing face of consumer trust and the implications for marketers
Integration of search and social a top challenge for advertisers this year
Marin’s State of Digital Advertising report has revealed that the integration of search and social channels is the biggest challenge in relation to paid social advertising for 2018.
48% of advertisers named it as one of their top three challenges for this year, while 42% said that their top challenge was the performance of social compared to other forms of advertising.
Meanwhile, the report also found that 44% of advertisers feel that the increasing dominance of Google and Facebook will impact their business above all other trends or challenges in 2018.
The reason for this is that both Facebook and Google operate ‘walled gardens’ that restrict data from leaving their own reporting environments, meaning advertisers are prevented from understanding cross-channel performance and optimising the full consumer experience.
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- Six basics of planning a paid social campaign
- Four challenges that any paid social strategy should consider
UK MarTech supergraphic includes 417 UK-based companies
Martech Alliance has released the UK Marketing Technology Landscape Supergraphic, detailing vendors in various martech categories.
It shows that there are 417 UK-based MarTech Companies overall, and over 100 of the companies do not not currently feature in the current global version.
‘Content & Experience' is the most dominant category, accounting for 27% of all vendors. This is closely followed by 'Social & Relationships' and 'Data', representing 22% and 20% respectively.
Check out the supergraphic below for lots more info.
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- Martech for operational excellence: How to build your 'productivity stack'
- Harnessing martech: Opportunities, trends, and challenges in 2018
Over half of US consumers express anxiety over impact of future technology
A new study by Intel has discovered that consumers are concerned about the possible impact of new technologies on social interaction and behaviour over the next 50 years.
In a survey of 1,000 US consumers, 56% of respondents said they fear people will develop an overdependence on technology and end up spending less time interacting with each other as a result. A further 37% are also concerned people may be isolated from one another when they use technology.
Despite these fears, consumers are also excited by new technologies. Millennials in particular are more optimistic about 5G, with 45% saying it will bring people closer together by helping them to always be connected, in comparison to 35% of those aged 35 and older.
Meanwhile, 51% of parents expect artificial intelligence to increase their quality of life by enhancing and automating everyday tasks. Just 38% of respondents without kids say the same.
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Consumers enter ‘back-to-life’ mind-set as summer holidays come to a close
A new study by Pinterest has discovered that there is a huge opportunity for businesses to capitalise on the ‘back-to-life’ mindset that consumers have after the summer holidays end. This is related to more than just back to school supplies, too.
The visual discovery platform found that 43% of UK consumers are planning on de-cluttering and reorganisation when their chidren return to school, while 30% are planning on repainting one of more rooms. 22% are planning hope repairs, and 16% to purchase new furnishings.
Pinterest suggests that consumers are likely to be searching within these categories throughout September, presenting big opportunities for retailers to target and engage at this time. 90% of users are reported to make purchase decisions on Pinterest, and 70% said they use it to find new products.
UK shop prices rise for the first time in five years
The latest data from the British Retail Consortium has revealed that UK shop prices have risen for the first time in five years.
Shop prices increased by 0.1% in August, entering into inflationary territory for the first time since 2013. Food inflation jumped to a high of 1.9% in August, as the recent heatwave is reported to have affected crop yields.
Non-food price deflation also dropped to 1% in August, down from 1.4% in July. This has been put down to strong demand for products earlier in the season reducing the need for late summer discounting.
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