Marketers are prioritising content marketing budgets
Research from Econsultancy and Responsys’ Marketing Budgets 2013 report has shown that 3 out of 4 companies want to increase their marketing budgets over the next twelve months – and the majority want to focus their finances on improving their content marketing efforts. The survey, which gathered responses from more than 800 marketers, showed that the discipline was going to receive an increase in funding from 70% of brand. A previous Econsultancy survey showed that 90% of companies thought that content marketing would become increasingly important over the next twelve months, and the results of the new report certainly corroborate this point of view.
Brands are ignoring 70% of Twitter questions
A new infographic from Socialbakers has revealed that just 32% of questions asked on Twitter receive a response from brands. The infographic, entitled ‘Socially Devoted’, lists three things that all brands should be doing on their social media – maintaining a dialogue with followers, responding to at least 65% of questions, and doing so in a timely fashion – but then demonstrates that most brands fall short of these benchmarks, with 32% response rates and 6 hour response times on average. Jan Rezab, CEO of Socialbakers, commented, “Customer care is an important part of social media success and there is huge room for improvement. Even companies with high engagement rates struggle to reach into the Socially Devoted benchmark.”
E-commerce growth strongest since recession
The latest figures from Comscore have demonstrated the enormous growth in the US e-commerce industry since the beginning of the recession in 2008. According to the company’s latest press release, 2012 was a record year for e-commerce spending, with a total of $186.2 billon – $56.8 billion of which came from an impressively strong Q4. Throughout the year, the top performing categories were digital content and subscriptions, consumer electronics, hobbies, apparel and accessories, and books and magazines, each of which grew at least 15% when compared with 2011.