This Week’s Digital Marketing Stats & Key Takeaways

According to a new survey of Ad Age readers, 45% said they spend 1-10% of their overall marketing budgets on social media, while 38% said they spend more than 30% on social. Comparatively, in a survey of Ad Age readers published in September, only 29% of marketers said spending on social was more than 30%. (AdAge)


It doesn’t matter whether you’re spending 1% or 51% of your budget on social media. What matters most is that you’ve created a strong social media marketing strategy that reflects your brand’s values and your business goals then mapped a measurement plan for success. Start here before diving in head first.

If you’ve been watching the World Cup you’ve likely seen the Nike campaign (view it on Twitter) in action. Mark Fidelman from Forbes got the above stats directly from Nike. Along with these mind-blowing numbers, Nike reports that the campaign has generated more than 6 billion campaign impressions in 35 countries covering television, cinema, digital/mobile, gaming, print and outdoor. At least one-third of those impressions were on mobile devices. (Read the article on Forbes)


We talked about World Cup marketing in one of our other recent weekly marketing stats blog posts, but it’s worth mentioning again. This Nike campaign will probably be studied in future college classrooms to teach others how to create a branded experience around sporting events. What creative brand campaigns have you seen that tie into the storyline of a major world event?

This exceeds traditional media for the first time, states a recent forecast compiled by eMarketer. The forecast is based on a wide range of third party data including other firms’ media spending forecasts. They predict total media spending in the US will see its largest increase in a decade reaching $180.1 billion. (eMarketer)


What revenue are you leaving on the table by not exploring mobile advertising opportunities? At the very least, start transitioning your owned online properties (like website, emails, microsites, landing pages, blogs) to be mobile friendly. Don’t underestimate your customers, even older demographic audiences are utilizing tablets quite heavily.

There are a ton of statistics about how many hours of video are on YouTube, and how many videos the average person watches per day. But when looking at video and how it plays into marketing and ROI specifically, this is one stat that just can’t be ignored. (Filemobile)


Video marketing is powerful. You should absolutely create video content to incorporate into your overall marketing strategy. Utilize tools like TubeMogul to identify audience interest, then build a strategy based on providing a strong value proposition and strong customer experience.

The Content Marketing Association is constantly conducting research on how consumers engage with content from brands. They found recently that 57% of consumers read content marketing articles at least once a month. (The CMA)


Your content marketing should be an interactive vehicle that provides value to the consumer as well as your brand. Keep in mind that there are many different types of content, with different roles to support different goals.

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