Viewing Resources By Subject - reports


Chart of the week: How confusing is fake news and who is responsible? Made-up news has been a major talking point this year. The issue was highlighted during and after the U.S. presidential elections in November. According to a survey by Pew Research Center, most Americans suspect that so-called fake news aren’t just a nuisance but are having a real impact. About two-in-three adults (64 percent) say fabricated stories cause a great deal of confusion about the basic facts of current issues and events. And it seems the responsibility to counter such fake news lies more-or-less evenly distributed between the general public, the government and the social media platforms who are used to spread the fake stories, according to those surveyed.
Chart of the week: What audiences think about native ads Native advertising is here to stay. It has become a crucial part of many publishers’ business models. Native ads can best be described as sponsored articles or videos that resemble traditional editorial work but indeed are paid for content. However, some fear audiences could be misled into thinking they were actually consuming independent journalism, not realising that somebody has a vested business interest in what they’re consuming. In a time and age when sound business models for financing online publishing are scarce, native ads are a shimmer of hope - and already account for a big chunk of digital ad revenue. U.S. technology company Contently, in conjunction with the Tow-Knight Center for Entrepreneurial Journalism and Radius Global Market Research, asked audiences what they thought could help foster trust and make native advertising acceptable.
Chart of the week: Creativity counts, but please be productive while you're at it Being creative is seen as the most important characteristic employers look for these days in an employee. Thinking outside the box is all that matters on the mission to perpetual renewal and innovation. However, research by Adobe underscores that while creativity is seen as an important feature at work, at the end of the day it is productivity that counts. Something you can evaluate in numbers.
Chart of the week: Brands need to cool it with the emojis Being perceived as young and dynamic probably still is one of the most sought after brand images. One of the ways in which brands and businesses seek to appear up to date is by using so-called emojis, either in advertising or in their general communications. However, according to research by YouGov, almost 60 percent of respondents between 18 and 34 years of age, also referred to as millennials, would advise businesses to tone down the use of emojis. Especially the young have precision radars that start going off, whenever somebody is trying to fake it by sucking up to their informal ways of communicating. Then again, in the age bracket from 50 to 65 years even slightly more people feel the same way. Here it could be the cases, that they just think it’s silly using those funny faces and icons. The take-away lesson probably amounts to this: communicate in a way that corresponds with your overall brand image and don’t try to appear fresh by using smiley faces.
Chart of the week: Search and social squeeze publishers out of referral game Chart of the week: Search and social squeeze publishers out of referral game According to data dug out by Australian communications consultancy firm Activate, publishers have been squeezed out of the referral game. This means, for example, that traffic to news websites doesn’t come from other news websites, but through non-news channels like search engines and social media. While two years ago news sites still accounted for nine per cent of referral traffic, this share has virtually vanished into nothingness this year. For publishers this doesn’t necessarily need to be a bad thing, as long as there’s enough incoming traffic from elsewhere. Being the final digital destination arguably is more important than being the trafficker. An all-inclusive online marketing strategy would have to consider social media and search engines foremost, and also look at aggregating sites.
Chart of the week: Content is king when it comes to SEO One popular attitude towards online marketing could be summed up like this: “Shift the right levers and anything will sell”. Well, of course it’s not that simple. One good example is SEO marketing. You can speed up loading times, have a responsive layout, tag your content properly, have the right links, push things on social media and so forth, but if you your content is irrelevant your machinations will be of no avail. Of the marketing influencers asked for a study by Ascend2 to name the most effective SEO tactic, most agreed that content is king (57 percent). If you then add the right key words and phrases to that content (49 percent) then the sky is the limit.
Chart of the week: What do you mean by engagement? Despite tonnes of aggregated data, measuring success in the online publishing world isn’t as straight forward as it may seem. The gold standard is audience engagement. However, this principle isn’t very well defined. As a survey of digital publishing professionals conducted by shows, there are many ways to measure the degree to which audiences engage with content. For most industry insiders content is valued most when it’s shared a lot, closely followed by the actual amount of time users dwell on a piece. Also, content that attracts a wealth of comments is considered to be very engaging. Only then, do variables pop up that formerly were thought of as the most important digital currencies, such as page views and visitors.
Chart of the week: Seeking gratification on the web What do users go online for? What’s their motivation and what do they want to get from it? To get a grip on this question AOL asked more 50.000 people in 8 countries. The researchers boiled it down to eight so-called content moments, or feelings users seek to experience and longings they want to satisfy when going online. As it turns out, most people go online for inspiration. They want to be confronted with fresh ideas (20 percent), others want to improve their mood (19 percent) while others again seek to update socially 17 (percent). The eight markets AOL looked into for this report included Brazil, Germany, Italy, Japan, the United Kingdom, Canada, the United States and Spain.
Chart of the week: Some Europeans still sceptical about personalised ads The industry has high hopes that personalised ads might just be the feature that can make online advertising truly unique and worthwhile. However, this format obviously still spooks people out. Many users don’t like it when ads get up close and personal and follow them around on the web. Especially in France, people aren’t too fond of their movements being tracked for targeted advertising (39 per cent). The British actually are the least against being served customised content on their journey through the web - then again it’s still a third (33 per cent) that don’t want personalised ads. In Germany 38 per cent of surfers don’t want to be bothered, according to the latest ADI Report.
Chart of the week: Why do people unfollow you? Using social media as a promotional tool seems easy enough. However, marketing your goods through these channels is just as sophisticated as any other outreach scheme. According to research by Sprout Social, the social media crowd easily gets annoyed and in the worst case will unfollow your brand if you just try to muddle through. One of the most mentioned reasons why they jump ship is pushing too many promotional messages. Other turn-offs include irrelevant information or tweeting too many messages overall. Also, the use of inappropriate slang or jargon might cost you friends.
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