Weekly Digital Digest

Highlighted below are some of this week’s emerging trends and insights. As trends emerge and change, you will see that the topics covered each week may also vary.

United States

Channel Insights

Mobile

  • IPSOS & Google: Study: 61 Percent Of Mobile Callers Ready To Convert
    • 70% of mobile searchers call a business directly from search results.
    • Nearly half (47%) of mobile search users said they would “explore other brands” if they didn’t quickly find phone numbers.
    • Calling is most important during the research and purchase phases, where 52% and 61% of mobile searchers respectively say it’s important to have the ability to call.
    • On average, AdWords advertisers that implement click to call see an increase of 8% in the click through rates of their ads.

Social

  • Mashable: Pinterest Update Expands Your Article Pins
    • Pinterest is expanding its set of “rich pins” to include more details about pinned articles.
    • Now, when users pin a story or article to a board, the pin will also contain other relevant information such as the author’s name, the article title, a brief description and a larger link.
    • As of Tuesday, the new feature will only work with articles from a small number of publications, including Mashable, Rolling Stone and The New Yorker. Pinterest plans to expand the feature to all article pins “shortly after that,” according to a company spokesperson.
  • Gigaom: YouTube adds advanced moderation, Google+ to comments to get rid of the trolls
    • Publishers will be able to ban certain keywords altogether from their channel’s comments.
    • YouTube is closely integrating with Google+, giving each visitor easy access to comments from their friends and other people in their Google+ circles.
    • YouTube will bring comments from the video’s creator as well as “popular personalities” to the top, further drowning out “mean-spirited” comments.

Search

  • Nielsen Study: 48% Trust Search Ads
    • The report reveals that consumers globally are increasingly turning to online media for more information about brands.
    • In fact, trust in advertising on branded websites has reached 69% in 2013 and is ranked as the second most trusted format.
    • 42% trust online banner ads.
    • 45% of respondents have more confidence in display ads on mobile devices, compared to 37% who trust text ads.

Seasonal Insights

Holidays

  • Experian Study: Marketers to start holiday campaigns early
    • Almost half of holiday marketing campaigns will start before Halloween, according to a survey of 200 marketers by Experian Marketing Services.
    • 83% of marketers said they plan on running coordinated, cross-channel marketing campaigns during the holiday season.
      • 55% stating they will be coordinating marketing campaigns across four or more channels.
    • The top three marketing channels that will be used this holiday season are online display (59%), email (55%) and print (46%).
      • Search (30%) and mobile (24%) are the next top two channels that round out the top five.
    • 39% of marketers surveyed will use free shipping, followed by deal of the day offers (28%) and e-coupons (21%).
  • Deloitte: U.S. holiday sales to rise 4% to 4.5%
    • Holiday sales are expected to climb to between $963 and $967 billion.
    • Nearly three-quarters of non-store sales result from the online channel with additional sales coming from catalogs and interactive TV.
    • Deloitte also anticipates that mobile-influenced retail store sales will account for 8%, or $66 billion, in retail store sales this holiday season, driven by consumers’ store-related smartphone activity such as product research, price comparison or mobile application use.

Global Insights

APAC

  • Venture Beat: China may open up Shanghai’s free-trade zone to foreign sites, including Facebook & Twitter
    • Chinese officials have reportedly decided to lift its ban on foreign sites in the Shanghai free-trade zone, a small portion of the city intended to let foreign businesses work within the country.
    • The free-trade zone currently covers a 28.78 square kilometer portion of Shanghai’s Pudong New Area, and the SCMP reports the zone could eventually expand to cover 1,210 km if the zone proves successful.
    • While it would only be a small start at first, unlocking communications in the free-trade zone would be a clear sign that strengthening China’s economy may eventually become a bigger priority for the country’s government than censoring its citizens.

Thanks for your time!

Planning & Strategy Team