Digital Bytes: Email spend due to increase

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, spend on email marketing looks set to rise, users take a break from Facebook and Twitter scores a touchdown at Superbowl…

Email spend due to increase

Spend on email marketing will increase this year, according to a study conducted by the Direct Marketing Association (DMA). The organisation surveyed a wide selection of senior marketers and found that 89 per cent described email campaigns as “important” or “very important” to their work, while 56 per cent predicted their spend on email marketing would increase during 2013. “The report characterises 2012 as the year where email has defied market trends and carried the load in terms of delivering revenue,” chair of the DMA Email Marketing Council’s Email Benchinmarking Hub Dela Quist, said. “This is equally true for our clients, who closed 2012 up on budgets and targets for email but down in other channels. The result of these successes, as the report reveals, is that marketers will be investing even more effort in email in 2013.” The report also found that email marketing delivered an average ROI of £21.48 for every £1 spent last year.

Users ‘take a break’ from Facebook

Two-thirds of Facebook users take long break periods from the site, according to a study by Pew Research Centre. The centre discovered that the breaks can last for several weeks in some cases, with users citing a dislike for the gossip of their friends and the sense that they are wasting their time on the site as reasons for their absences. Other stats from the survey reveal that 20 per cent of internet users once used Facebook but no longer do, and only 8 per cent of those who have never signed up are interested in doing so. The full report can be seen on the Pew website, while a Q&A with the company’s Aaron Smith can be read here.

Mobile advertising revenue on the rise

Mobile advertising revenue will surpass $11.4bn in 2013, according to a new report conducted by Gartner. The figure, which is a significant rise on the $9.6bn revenue of 2012, is being attributed to mobile’s growing integration into 360 degree advertising campaigns, and is forecasted to grow to $24.5bn in 2016. “Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices,” said Andrew Frank, research vice president at Gartner. “This market will therefore become easier to segment and target, driving the growth of mobile advertising spend for brands and advertisers. Mobile advertising should be integrated into advertisers’ overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets.”

Twitter Touchdown!

Finally, 24.1 million tweets were send about the Super Bowl, with the in-game tweets per minute peak hitting 231,500. That figure came during the brief power outage, and it was followed by the 185,000 tweets per minute attracted by Baltimore Ravens’ star Jacoby Jones’s record-breaking 108-yard return. It was, however, Beyonce’s much-anticipated half-time show that attracted the most tweets of the whole event, with 268,000 being sent at her set’s conclusion. The game is, of course, also a huge platform for adverts, and of the 52 ads that screened during the game around half made mention of Twitter. Facebook was mentioned in just four, while Google+ didn’t get a single mention.