Do stats terrify you? While some marketers are better with numbers than Carol Vorderman, others find “marketing maths” utterly terrifying.
Dillon Baker, writing for The Content Strategist, certainly falls into the latter camp, if his article this week is anything to go by. He says that when marketers discuss the extent to which they now work with numbers and how we have officially entered the “sci-fi age of Internet data collection,” he can’t help but cringe. Nevertheless, he goes on to reveal some “terrifying” facts – so here are a few of them.
- Only 12% of marketers claim to have “high performance” content marketing engines. Are you a part of this 88%?
- 45% of marketers still don’t formally measure their analytics for accuracy and quality.
- 56% of display ads are never actually seen by humans. This is down to publishers running ads that fall outside of a “viewable” ad, as well as the increasing amount of fraudulent bots.
- Over 65% of readers feel “deceived” when they discover that a video or article was sponsored by a brand. There’s a thin line between editorial and advertorial; but shouldn’t brands be proud to have their name next to an excellent piece of native advertising?
By 2018, messaging apps will make up three-quarters of mobile messaging traffic share… but just 2% of revenue. Marketers may have to wait for apps to monetise the likes of WhatsApp and Facebook Messenger before they can get in on the action.
What do you make of these stats? Any ones in particular that have shocked you?