European content sharing on Twitter almost equal to Facebook
In Europe, content sharing via Twitter is almost as popular as via Facebook, which goes against the trend in all other regions in the world. According to research from Gigya, Facebook was the clear winner in every region of the world, but only in Europe did Twitter come so close to Facebook’s lead.
Long-form video content just as popular as short – even on smartphones
There’s an assumption that a small screen is used for viewing short, snackable video clips as opposed to long-form content. However, research from Digitalsmiths suggests that full-length movies and TV shows come close to news clips and previews in popularity among smartphones video viewers.
Cross-platform attribution the answer for multiplatform campaign analytics
A report by eMarketer has found that, as marketers tack on additional channels, formats and platforms, cross-platform attribution is now in great demand by companies keen to analyse their marketing.
However, the report, Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges, also states that there is great confusion as to how to best approach the analytics tool and access the data necessary to prove bottom-line effects. As such, few marketers are attempting to undertake cross-platform attribution modeling.
Traditional marketers often rely on marketing mix or econometrics methodologies to understand how to allocate their ad spending for maximum effect. This top-down model aims to provide a general understanding of the incremental revenues generated by introducing one or more channels.
However, more digital-focused marketers use path analysis attribution—a bottom-up approach that relies on cookies to provide user-level insight into each channel, format and ad creative prior to the point of conversion. Such an approach is perilous because it skews attribution heavily toward a particular channel or format, as well as negating the effects of offline channels.
Cross-platform attribution takes account of all channels, new and existing, and its popularity is set to rise.
Find out more on eMarketer
Norway, Denmark and Sweden lead the way for mobile web use
Western Europe is set to pass the halfway mark in mobile phone internet penetration, with Norway, Denmark and Sweden topping the list. In Norway, the leading country in the region, 63.5% of the population will use a mobile phone to access the internet at least once per month in 2014, with Denmark and Sweden a few points behind.
Between 2013 and 2017, the penetration rate of mobile phone internet users among mobile phone users will rise from 49% to 77%.
Find out more on eMarketer
Business leaders see challenges in customer data and digital channels
According to a 2013 survey of business executives worldwide, the top challenges faced by businesses were closely related to the state of constant change that businesses now operate in. The Boston Consulting Group (BCG) found that some the top challenges for which firms were unprepared for related to customer data and digital channels.
Content marketing industry to expand in 2014
A study has found that almost three-quarters of companies are increasing their content marketing investment in 2014. However, the study by software provider Curata also found that over half of marketing organisations have no executive or lead in place for content marketing, with few companies having developed a formal process with supporting technology for their content supply chain.
One way that marketers will overcome these challenges in 2014 will be to change their content marketing mix to include more externally sourced content alongside of their own content through curation.
Find out more on PR Newswire