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5 min read
Key Digital Marketing Stats From The Month of March
Posted in Performance Marketing on 31st March 2020 12:00 am
The coronavirus has changed so much of our daily lives, and of course it’s forced many businesses to adapt during the pandemic. It’s impact has been felt in the world of digital marketing too of course. And we’ve got some of the key stats from March here, all of which have been affected by the virus…
Data analytics and consulting company, GlobalData, released a report last week. Unsurprisingly, it forecast a huge plunge for retail sales in the UK, as a result of the ongoing crisis.
The forecast showed that the industry is set to lose well over £12 billion in sales over this year. The brands that have been forecast to lose the most are footwear and clothing. With sales predicted to decrease by 20.6 percent. Whereas the food market in the UK is predicted to increase in sales by 7.1 percent this year, which equates to over £6 billion.
Brandwatch recently published a survey that highlighted how many adults throughout the UK use social media platforms as their go-to source from information on the pandemic. More than two thousand respondents took part in the survey. And worryingly 42 percent of them stated that they obtained their info and updates from social media.
Earlier in March, many platforms announced that they would be cracking down on the spread of fake news and misinformation about the pandemic. With so much bad information spreading on social media it will be difficult to maintain control and spread only correct and accurate information. Shockingly, only around 16 percent of respondents stated that they got their information and advice from healthcare professionals.
You likely would have heard already how a certain beer brand’s sentiment has sharply fallen amidst the outbreak. YouGov released some research that confirmed this, despite the obvious fact that the beverage has nothing whatsoever to do with the virus.
According to the research, the beer brand has seen a significant decline as news about the illness has spread. The market research firm also reported that any intent to purchase the beverage has hit its lowest level in the past couple of years.
Facebook (FB) published an article earlier this month that highlighted surges of usage for the platforms messaging apps in certain countries. In fact, in countries suffering the most from the crisis, total messaging app usage increased by over 50 percent compared to the month before.
Video calls on apps such as Whatsapp have also doubled in these same hard-hit locations. Usage of these apps increased by a massive 70 percent in Italy. Group calls in particular have increased by more than 1000 percent since February.
Data from Nielsen has revealed the astonishing amount of additional spend taking place at supermarkets throughout the UK. The data looked at sales during the week which ended on the 14th of March, and found that sales had risen by 22 percent compared to the same period in 2019.
A staggering £467m extra has been spent, compared to this time in 2019. Fears have of course resulted in shoppers stockpiling, which has no doubt led to these figures. Examples include; frozen food sales which have increased by 33 percent, sales of alcoholic beverages by 11 percent, and non-perishable groceries by 62%.
The UK also saw an increase in children’s medicine sales. Which rose by a huge 228% for the same week, when compared to just the week before. Long-life milk saw the biggest increase in spend though over the week, going up by a massive 181 percent.
A recent study has highlighted a noticeable change in the imagery many brands are using on social platform ads since the outbreak. The study analysed over one thousand brands and advertisers active on big social platforms such as Instagram. And found that there were 27.4 percent fewer ad images and videos that depicted any sort of human interaction.
Ad images and videos of people washing their hands increased by 6 times the normal rate, since the 12th of March. Social ad copy and headlines that mention sports and fitness have increased to encompass 21% of all ads since that date.
GlobalWebIndex’s recent report has revealed the changing behaviour of consumers across the globe during this crisis. The report surveyed more than thirteen thousand consumers. And the results showed that 95 percent of respondents were unsurprisingly spending far more time consuming in-home media.
Over half of respondents stated that they were watching more streaming services. And around 45 percent were much more glued to social media platforms. The survey also served to highlight the polarising views on advertising and digital marketing currently. With around a third agreeing that brands should carry on advertising as normal. While around 25% of all respondents disagreed with this.
Undoubtedly the coronavirus pandemic will continue to be a source of worry and anxiety for businesses and individuals alike. So, we thought it was worth sharing our tips and expertise to help any business out there who could do with a little guidance during this time.
If you need any help and advice that’s more tailored to your specific business needs, please get in touch with us: firstname.lastname@example.org
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