The Top 5 Digital Marketing Shocks This Week - Web-Feet Blog

We always see amazing things happen in the digital marketing world but in the last week, we have seen some interesting announcements.

The stats include Apple’s investment, plenty of social changes and discount shopping!

• Apple invests $1bn in Uber rival

  Hot on the wheels of Uber is Didi Chuxing, a taxi service now transporting an average of 300m people per day across China.

  Following backing from internet companies Alibaba and Tencent, Apple’s $1bn recent investment will help Didi Chuxing roll out in more cities, as well as potentially overtake Uber’s $62.5bn valuation.

  The speculation behind this move is very high but it could be for apple making their own car or perhaps apple making their own cab company? Only time will tell…

• Millennials are twice as likely to share video ads

Research by tech company Unruly has found that 18-34-year-olds are 112% more likely to share video ads compared to other age groups, with videos that have an emotional response being the most successful.

In a survey of 3,200 people, Unruly also discovered that 63% of millennials demand control over their videos – 93% are reported to have considered using an ad blocker.

• 82% of consumers switch devices during tasks

This week’s Adobe Summit focused on personalisation as well as the overall customer experience, but recent research has highlighted how brands are failing to deliver a consistent journey across all channels.

Results from the latest Adobe Digital Index (an analysis of the behaviour of over 5,000 consumers) show that just 40% of consumers report a consistent experience.

This is due to the growing habit of switching devices during online tasks like researching products, replying to emails, and streaming music or TV.

• Consumer conversions increase on mobile

Marin Software’s latest report highlighted some interesting ways consumers are now using mobile. Here are its top three stats:

1. Search conversions on smartphones increased 10% year-on-year.
2. Display conversions have grown 26%, clicks are up 13% and impressions have increased by 10% on smartphones.
3. Social conversions will be 50% mobile by the end of the year.

With shopping on smartphones becoming the norm, investment in mobile-optimisation will also increase in 2017.

Searches for discount deals up by 40%

According to analysis from Hitwise, a division of Connexity, searches for discount deals and coupons are on the rise, seeing an increase of 40% last year.

Shoes and boots come top of our wishlists, with searches for footwear sales being the most common.

Similarly, the popularity of the search term ‘coupon codes’ demonstrates a shift towards a mostly digital shopping experience.

What have you seen that surprised you? Let us know in the comments below!