July highlights in the digital space include the power of email when it comes to sales, the fact that Millennials still relay on search to discover things online, and the continued growth of video.
Marketing company Custora’s findings bring into perspective the effectiveness of one particular channel when it comes down to sales. According to their report, in the last 4 years, online retailers have quadrupled the rate of customers acquired through email to nearly 7 percent. That beats the results on social platforms. Product sales on Facebook have been flat for the last year.
The same report found that clients that came via organic and paid search were more than 50 percent more valuable than average, they were more likely to shop more and spend more.
A recent survey of Telefonica that researched 1000 Millennials found that in the social media age, this segment of the population still uses old fashion online search. More than half used a search engine to find information on restaurants, nightlife, entertainment and services.
According to the same report, Millennials use the internet as the preferred source of information versus social media. On the commerce side, 24% of Millennials have used a web site with a daily deal in the last six months.
Ooyala’s latest report indicates that TV audiences are getting a fix of their favorite shows via their tablets and smart phones. This audience rose 19% over last quarter and now accounts for 10% of all views. Further, tablets are the dominant players of long form contact.
The consumption of video on portals like Youtube is also on the rise. This opens the doors for more companies that use content marketing via video and can integrate on screen e-commerce to leverage and monetize this trend. Several vendors have e commerce services that allow you to transact while watching a video that features the product. And according to a Youtube spokesperson 40% of Youtube videos are coming from mobile devices.