The Figaro Digital Digest: 15th December 2017

by Liberty Marketing

The end of the working year is nigh, but that doesn’t mean the digital marketing industry is slowing down. Here are a few of the biggest stories of the week:

UK Programmatic Ad Spend Set To Surpass £3bn In 2017

According to a new report by eMarketer, UK advertisers will have spent £3.39bn on programmatic advertising by the year end. This represents just under 80 per cent of all UK digital display ad spend, a proportion that is set to grow to 85 per cent by 2019.

• 78 per cent of the total programmatic digital display ad spend in 2017 was mobile, with 22 per cent for desktop.

• UK programmatic ad spend is predicted to hit £4.52bn by 2019.

• Mobile is encouraging growth, whereas desktop programmatic is on the decline.

Cultural Stereotypes Actually Work For Email Marketing

Few people like to be categorised or have assumptions made about them simply based on where they come from, but new research from Persado shows that playing on cultural stereotypes could be an effective strategy for email marketing.

In a study of 3,500 emails from 142 global brands which reached more than 1.5million people, it was revealed that the best response from UK consumers were from emails with subject lines that invoked fear or guilt. Whereas, in America, it was from emails that raised anxiety or focused on achievement and Europeans tended to respond better to gratification and gratitude.

Why not give these a go with your target audience?

Using Emojis Does Not Encourage Engagement

Many of us use emojis on Whatsapp or via text, but a recent survey has revealed that UK consumers do not want brands to use them. The research from Pure360 (based off YouGov data) found that 77 per cent of people said they use emojis when messaging friends or family, but just 5 per cent would be more likely to buy from a brand that uses them in their digital marketing.

In fact, 39 per cent said that emojis made a brand look less serious, and 29% said they devalue a brand. Consumers aged 18-24 were the most opposed to brands using emojis, whereas people aged 25-34 cared least about the use of emojis.

Influencer-Promoted Products Sold Well Among Young Brits In 2017

Affiliate network Affilinet has polled 2,293 UK adults aged 18-30 and found that over half had purchased an influencer-promoted product in 2017.

• 63 per cent said that they read or watch influencer content at least once a week or more, whereas 28 per cent said they did this on a fortnightly basis.

• The average number of influencers that this age group follows is 18.

• 51 per cent have bought at least one thing in the last year after seeing it promoted by an influencer.

• 44 per cent had bought clothing after an influencer wore or promoted it, 36 per cent had bought make-up, 21 per cent video games and 16 per cent home furnishings.

• The average purchase of an influencer-promoted product was £285.


For more news updates, guides and opinion pieces, take a look at a few more of our articles.