Top Web Properties | Content Marketing | Holiday Ads | Social Care | Data-Driven Marketing

December 26, 2013

comScore-Top10-Gaining-Web-Categories-bypercent-change-oct-nov13-Dec2013The latest web rankings are in from comScore, and Yahoo once again ranked as the top desktop web property in November, boasting about 2 million more unique visitors than Google (194.6 vs. 192.7 million). As always, it’s important to remember that these are desktop-only figures; until further notice, Google continues to have the bigger overall audience when factoring in mobile counts. Meanwhile, the top-gaining site categories aren’t surprising: retail categories occupied 6 of the top 10, with 2 services categories – e-cards and coupons – also in the mix.

  • Curata has released an early look at its 2014 Content Marketing report, revealing that most survey respondents are recognizing content marketing’s increasing impact across a variety of goals, including awareness building and customer engagement. The data indicates that the majority (63.4%) of content is currently being created by marketers, with roughly one-quarter curated and the remaining 12.6% syndicated. Respondents would like to see a gradual shift away from created to curated content, though.
  • US paid search spend has increased by almost 50% year-over-year during the holiday season (through Cyber Monday), reports Kenshoo [pdf]. Retail marketers have enjoyed a 41.8% increase in clicks despite a relatively smaller 24.3% rise in impressions, as click-through-rates have grown by 14.1%. On a global basis, Kenshoo says that mobile phones and tablets together have accounted for 34.4% of paid search ad spend and 36.7% of paid search clicks, as opposed to 20.5% and 27.7%, respectively, last year. Mobile devices trailed in share of paid search revenues, picking up 23% this year, though that’s up significantly from 9.6% last year, as users become more comfortable making purchases on their devices. Globally, retailers are also spending more on product listing ads and generating significant bang for their bucks, with an almost 9:1 return on investment.
  • Kenshoo Social reports that its clients advertising on social media during the holiday season saw big spikes during key dates: retailers generated 15 times more revenue from their Facebook ads on Cyber Monday than they did on November 1, for example. Black Friday’s return on ad spend, meanwhile, was 93% higher than the November 1-27 average.
  • According to a study [download page] from Sprout Social, brands are fielding more inbound customer service queries on social than ever, with the sample measured averaging 60 messages per 1,000 followers on Twitter and 39 per 1,000 on Facebook. Brands are having trouble keeping up, taking on average 11.3 hours to respond during Q3, while response rates have dipped below 20% on average on both Facebook and Twitter. Socialbakers has also been tracking these trends.
  • As part of its latest quarterly review (for Q3), the Direct Marketing Association reveals that data-driven marketers are enjoying more profits from their activities and are growing increasingly confident about the outlook for data-driven marketing. Roughly half “strongly agree” that data-driven marketing is positioned to expand in the coming months.
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