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.


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?

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.