1. The UK lags the global average in mobile internet usage
Mobile devices will account for 73% of time spent using the internet globally in 2018, up from 70% in 2017 and 65% in 2016.
But in the UK mobile accounts for 57% of average daily internet consumption, 13 percentage points below the global average. That will rise to 64% in 2018.
2. Manufacturers are missing key customer relationship building opportunities
93% of manufacturers view the ownership experience as a significant brand differentiator, but are missing opportunities to build relationships with customers.
Only 19% derive more than 10% of their revenue from after-sale services, compared to 65% of retailers. Meanwhile just 20% derive more than 10% of their profit from this key area.
Source: CMO Council
3. The future of a brand post-acquisition
74% of all S&P Global companies have rebranded assets they have acquired over the past 10 years within the first seven years of ownership. However, there are bit variations by industry.
In consumer companies, just under 60% are rebranded, but that rises to 80% in the IT, financial services, healthcare and energy sectors.
4. The changing dynamic of attribution
81% of orgnisations use marketing attribution, with 70% citing better allocation of budget across channels as the number one benefit.
This is followed by 64% who want to better understand how digital channels work together.
32% of companies have increased their spend on digital marketing once they understand where their investment is performing best across specific channels.
5. Footfall declines as retailers fail to attract shoppers
Footfall was down 1.2% year on year in September, with the high street the hardest hit with a 2.2% drop, followed by shopping centres on 1% and only retail parks seeing growth, of 1.1%.
That doesn’t just mean reduced spending on retail goods, leisure and hospitality are also being hit particularly with footfall post 5pm down 1%.