Some of the most relevant data for marketing communication 2017.

1. MARKETING COMMUNICATION
most relevant data for 2017

2. T!e of voice
- 75% of male internet users and 83% of female
internet users have their accounts on Facebook.
- Women are purchase-decision-makers at home.
- Women are biologically more emotional then men,
who, by nature, are more logical.
If we want to win the female part of the audience over we
need to adapt the language of emotions, create a vision.
Idem: http://bit.ly/2hZAI28

3. Shopping is not always an impulse act. The
Millennial customers treat handbag purchase as a
multi-step process
41% women start thinking about it more than a
month in advance
Mile#ial c!sumers’ behavi$r
Idem: http://bit.ly/2aKBpx3

4. - 60% of mobile ad clicks are accidental
- 47% of online consumers use ad blockers
- Social Media users are getting older - by 2020
over 54% will be at least 35 years old.
We need to make sure that the content we produce is
engaging and of a high value.
Engaging c!tent
Idem: http://bit.ly/2izbVnv
Idem: http://bit.ly/2sMmOsK

5. Native advertising is expected to expand across numerous on-
line platforms.
Consumers looked at native ads
53% more frequently than at display ads.
If well executed, it doesn’t disrupt the user experience, so
users cannot differentiate between what is paid advertising and
what is part of the site. It needs to provide real value and easy
consumption.
It must not come across as a “disguised” ad to be effective.
Native Advertising
Idem: http://bit.ly/2izbVnv

6. - Human attention span has dropped from 12sec in 2002
to only 8sec in 2013, which is a second shorter than a
goldfish
- That means that if customers have to pay with
attention, they consider it a real cost. We need to be
more creative than ever in the ways we present content.
- Even though attention is now sporadic and short,
consumers are more focused on their phones than ever
before.
Social C!text
Idem: http://ti.me/1A2jCJd
Idem: http://bit.ly/2izbVnv

7. - Mobile devices account for 75% of global internet use in
2017 (from 40% in 2012 to 68% in 2016).
- Mobile advertising will overtake desktop advertising in 2017,
increasing its share of global internet advertising to 52%,
from 44% in 2016.
Mobile vs. Desktop
Idem: http://bit.ly/2rXqbKn
Idem: http://bit.ly/2izbVnv

8. On smartphones, people are in full control of what they see – where and when they want to see it. Mobile
has trained people to focus, choose what's relevant, consume what matters and move on.

9. Video is now the most popular medium on
Social Media. YouTube has over billion users -
almost one third of all people on the Internet.
Mark Zuckerberg has repeatedly made clear his
intention to transform
Facebook to a video-first platform
Snapchat has long classified itself as a “camera
company” rather than a social network
Video
“the camera is the new keyboard”
Idem: http://bit.ly/2pizVRL

10. Mobile video views grow 6x faster than desktop video views.
at the same time:
People scroll through mobile News Feed 41% faster than desktop News Feed.
When videos start to auto-play on Facebook (which happens about 70% of the time due to a user's settings, network and
behaviour), people watch them for 16.7 seconds on average.
Video adverts are watched in News Feed for 5.7 seconds on average.
Videos ! Mobile
http://bit.ly/2rStP9g

11. Because people can watch virtually anything at any time, they're only going to watch adverts that grab their attention.

12. TV spots that were designed for a captive audience struggle to hold attention on mobile and don't get watched all the
way through. YouTube just killed off the 30-second, non-skippable advert. Mobile has shown us that we no longer
have the right to disrupt.
Instead, we have the right to earn people's attention.
http://bit.ly/2rStP9g

13. We have to use mobile native tools, techniques and styles to echo the organic content people like to see.
74% of consumers say there is a connection between watching a video and their purchasing decision-making process, with average
consumer now watching 49 minutes of social video every day.
We have to ensure the video rewards people's attention and tells its story, even if only the first few seconds are watched.
Pr%oti!al Video
6 412 057 views
Idem: http://bit.ly/2izbVnv

14. You can produce an engaging video that showcases your products, and than you can make
the entire film shoppable.
Idem: http://bit.ly/2toP0TX

15. Facebook launched the Messenger Platform’ tools to allow developers to make chatbots for the Messenger
app. Since then more than 11,000 bots have been added to Messenger. You can install a chat bot on your
FB profile and use Messenger as a platform for communication (1.2 billion monthly users) with your
followers. It will help you with issues like:
• Customer service
• Sales
• Increasing web views
• Promoting products
• Creating connection
and many more…
The costs of installing a chat bot is similar to a cost of developing an app.
Chat Bots

16. An “emotional chatting machine” has been developed by scientists, signalling the approach of an era in which
human-robot interactions are seamless and go beyond the purely functional.
Pos&umanism
Idem: http://bit.ly/2qJ8I8q

17. Collected by
Marianna Kupść