The State of the Internet Marketing World [Statistics]

The State of the Marketing WorldHubSpot, the Internet marketing blog, has created an interesting overview of the state of the internet marketing world presenting several different statistics useful for brands to take into account when having a social presence.

In this post, I will list the ones that I find the most interesting. In general, focus is very much on the fact that the number of people accessing the web from a smartphone or a tablet is increasing, which brands building any kind of presence need to adapt to. This is probably also why Facebook has just added mobile reach data to their insights, and you can read more about this in tomorrow’s post on our blog.

Statistics:

The more posts per day, the less engagement per post:

Compared to only posting once a day, two posts a day will only receive 57% of the likes and 78% of the comments each. Be mindful of your publishing frequency on Facebook, and start testing with your own page to see what frequency is right for your community. Fans of a brand’s Facebook page, don’t want to feel that they get spammed with content. Rather, the amount of content should be lowered and hold a higher level of quality and actual relevance to the receivers.

On average, companies respond to only 30% of social media fans’ feedback:

Stand out from your competition by caring and engaging with your social media community. Not all industries establishing a presence on Facebook are equally responsive, which was also established in a recent study that you can read more about here.

In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of:

This statistic shows that brands aren’t providing the right kind of content and experience to engage their fans. Ask your Facebook fans what type of content they want to see, and then give it to them! It’s about finding the conversational touch points that make fans interact with you – and not only talking about the product you offer.

20% of Facebook users have purchased something because of ads or comments they saw there:

People are influenced by other people – and especially their friends. Use paid and organic marketing on Facebook to influence the conversion actions that drive your business. According to the model below (presented in HubSpot’s marketing stats white paper), Facebook drives the conversions for B2C.

State of Internet Marketing

88% of adults in the US have a cell phone, 57% have a laptop, 19% own an e-reader and 19% have a tablet:

The cell phone has shown to be the dominant communication tool in the US, but information consumption is fragmented. Optimize your digital marketing for all of the screens and devices used by your target audience to make sure that they are not lost in their search for information and therefore end up turning to your competitor instead.

YouTube users watch more than 3B hours of video per month:

When integrating online video into your outbound marketing strategy be sure to consider not only production value, but length. Most successful online videos are less than two minutes long, so remember that people don’t want to spend too much time on it as well as it should grab the attention of the viewers from the start to maintain their interest.

73% of smartphone owners access social networks through apps at least once per day:

Social is mobile. Make sure that content you’re sharing on social networks – like your blog articles and landing pages – are optimized for mobile devices.

91% of online adults use social media regularly:

Social media is fully integrated into communication culture. Make sure it is an integrated part of your marketing strategy too. Otherwise, interaction with your fans is lost.

> To see all of the statistics made by HubSpot, please click here. Which of the above do you find the most useful?


Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.