Welcome to this week's edition of 5 for Friday, our weekly digital marketing round-up! With no shortage of digital marketing news to filter, below you'll find a handful of the best headlines we read this week, covering topics like chatbots, mobile advertising trends and QR codes (yes, they're back!).
A global study conducted by research firms DMA, Acxiom and Foresight Factory has found that 51% of consumers are "Data Pragmatists," who are willing to exchange personal data for a "clear benefit." 26% of those they polled were tagged "Data Unconcerneds," expressing little care for how their information is used. The most trusting consumers are in the Netherlands (35%), followed by Germany (34%) and Argentina (29%). While 48% admitted to being open to trading data to negotiate a better deal, 83% were found to want more control, with Spain (89%), the Netherlands (78%), and France (40%) leading the pack. Among their other desires:
- Transparency (86%),
- Simple terms and conditions (84%),
- and Flexible privacy policies (82%).
The companies will reveal the full breadth of their analyses during a free webinar scheduled for Wednesday, July 11th.
The share of mobile ad revenue is growing every day. In fewer than five years, nearly 70% of all digital advertising budgets will go to mobile, according to new forecast from Forrester. 81% of incremental dollars spent between 2017 and 2022 will be attributed to mobile search and mobile social, both of which continue to represent key drivers for the industry. By 2019, the latter is expected to overtake mobile search as the largest mobile ad channel in the U.S.. Forrester says it;s the increase in average revenue per user that's driving growth: Facebook, for one, saw a 37% year-over-year increase in its average ad revenue per monthly active user in the United States and Canada last year.
By 2023, the use of chatbots will bring $11 billion in combined cost savings for the retail, banking and healthcare business sectors as a replacement for customer service representatives. This savings will increase from about $6 billion in 2018, according to a new report from Juniper Research. Retailers will gain the most from chatbot technology: by 2023, Juniper estimates that over 70% of chatbots accessed will be retail based. By taking advantage of cost savings, upselling, marketing and cart recovery through the use of these automated agents, e-commerce transactions via chatbots will reach $112 billion by 2023.
Just when we thought we'd heard the last of QR codes, LinkedIn has launched a new feature that enables mobile app users to connect with people they've just met using the long-lamented format. Announced on their blog, the service - dubbed LinkedIn QR code - aims to make connecting easier for those who attend industry events, sales meetings and other social gatherings.
Having conducted tests with Duracell, Toyota, Coca-Cola and JetBlue, Reddit, a best-kept-secret among digital marketers (and home to some of the Web's savviest users) is adding to its stable of adverting offerings according to CNBC. Seeking to leverage its large following and stickiness (the typical user spends an average of 16-minutes on the platform), Reddit will soon offer units like top post takeovers and a slew of special topics in relevant "subreddits" (or page categories crafted by the company's brand strategists) that will give advertisers the opportunity to enhance their targeting activities. Brands will also be able to promote their AMAs ("Ask Me Anything") on the front page and across the site.