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Weekly wrap: what’s hot in digital

This week we look at the value of speed in email marketing, the reason marketing costs are increasing, the older generations’ new web-savvy stance, and mobile conversions. Here’s our top picks in digital this week:

The value of speed

Data from Econsultancy and dotMailer’s Email Marketing Speed Imperative Study reveals email marketers are spending most of their time working on creative content (26 per cent) followed by implementing or managing strategies (21 per cent), figures that suggest the average email marketer spends far too much time on the basic steps of creating and deploying emails.

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Time spent in deployment and campaign management steals from higher level activities such as strategy, segmentation and testing, and was significantly affected by the speed of their system: marketers who used a fast and easy system spent 250 per cent more time on strategy than marketers using slower systems.

The report is based on an online survey of more than 500 client-side and agency email professionals across a range of sophistication, company size and sector, conducted in the fourth quarter of 2013.

The real reason your marketing costs are increasing

According to Fusion Unlimited, marketing costs are increasing due to various reasons, primarily that journeys to sales are taking longer. Journeys of 10 steps were up by 30 per cent, 11 steps 50 per cent, and 12 or more steps were up a huge 85 per cent on averagecompared to the year prior.

 

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Older generations aren’t afraid of the web

Stereotypes of the older generation as technophobes who are being left behind by tech-savvy youth are unfounded, according to new research from iProspect. The survey found internet usage actually increases with age, with 63 per cent of those aged over 70 spending 11-30 hours per week online, compared with with 47 per cent of 60-69 -year-olds and 39 per cent of those aged 30-49.

Furthermore, younger and older generations are similarly confortable with the level of data security on most popular and recognised websites – 66 per cent of of 30-49 year-olds and 67 per cent of those aged over 50 don’t see data security as a barrier when shopping online.

Mobile traffic doesn’t necessarily equal mobile conversions

Research from Econsultancy and Adobe shows that many companies still haven’t implemented an effective mobile strategy. In fact, only a third of respondents (36 per cent) say they have a mobile strategy. The research also shows that mobile traffic doesn’t necessarily equal mobile conversion. On average, businesses surveyed reported that 31 per cent of their web traffic came via mobile, but 71 per cent said they achieved less than 20 per cent of their overall commerce revenue through mobile devices.

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Facebook updates:

Privacy Checkup is a new and expanded privacy tool, which will take people through a few steps to review things like who they’re posting to, which apps they use and the privacy of key pieces of information on their profile.

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Default set to Friends for New Users: When new people join Facebook, the default audience of their first post will be set to Friends.

Premium Video ads go international: These ads will now be introduced to “a limited group of advertisers in select international markets including Australia, Brazil, Canada, France, Germany, Japan and the United Kingdom.

Video Metrics is rolled out: As a page owner, you’ll start to “see information like video views, unique video views, the average duration of the video view and audience retention.

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