5 cool stats to start your week

Marketers feel pressured to prove ROI

Four in five marketers feel pressured internally to deliver a marketing ROI, but most lack confidence in their marketing data.

The majority of marketers (84%) say they need to provide a return on investment to justify marketing spend or budget increases for campaigns and initiatives.

Many struggle to effectively measure ROI, with 61% saying they don’t use ROI when making strategic decisions because they don’t trust their own data .

Another issue highlighted is the lack of alignment between marketing, sales and finance, which has led four in 10 to report that there is no agreement within the organization on this. what ROI looks like, or a clear definition and measurement of marketing ROI in all organizations.

Source: Allocadia

Online grocery shopping plummets amid rebounding in-store sales

With most Covid restrictions lifted, UK supermarkets recorded 50 million more store visits in the four weeks ending August 14 than in the same period last year, generating 7.7 billion sterling in store sales.

As a result, online grocery sales fell 10% to £ 1.1 billion. However, online remains a popular channel with UK shoppers, even as pandemic regulations are loosening. The share of online grocery spending has declined to 12.7%, but remains close to the 13.4% recorded in May 2020 at the height of the first lockdown.

Store visits rose 12%, an increase attributed to improved buyer confidence following rising vaccination rates, the removal of social distancing restrictions and improved summer weather.

In fact, total checkout grocery sales rose 1.1% over the period, helped by a short heat wave in the week ending July 24, when sales peaked at +6.2 % – the most optimistic weekly sales since Easter.

Categories experiencing healthy growth include confectionery (+ 9.6%), soft drinks (+ 5.5%), cold cuts (+ 9.5%), and bakery (+ 8.1%). In contrast, frozen foods and spirits saw their sales fall by -4% and -6% respectively, although this was due to categories that had exceptionally high sales last year.

Discount supermarkets Lidl (16%) and Aldi (7.3%) have led the market in terms of growth over the past 12 weeks, while on the more upscale side, Marks & Spencer (5.5%) has also continued to experience good growth.

Source: NielsenIQ

83% of department stores have been removed from UK Main Street in 5 years

The vast majority of department stores (83%) have disappeared from UK department stores since BHS collapsed in 2016.

With the mainstreet pillars shutting down including House of Fraser, Debenhams and Beales over the past five years, the number of department stores has grown from 467 in 2016 to just 79 today.

Two-thirds of this retail space has remained unoccupied since the exit of these banners, with 237 department stores still to be taken over by a new activity. Some 237 are currently empty, while 52 have plans in place or early planning approval for a change in use or reallocation.

Source: BBC / CoStar Group

Digital Advertising and Subscriptions Fuel Publisher Growth

Digital publishing revenue reached £ 152million in the first quarter of 2021, up 31.9% from the same quarter last year.

Digital advertising remains the main driver of revenue, with revenue reaching £ 53.6million in the first three months of 2021, an increase of 4.7% from last year. Subscriptions were also a big contributor, growing 48.8% in revenue from 2020. By comparison, subscription revenue grew 4% in the first three months of 2019.

B2B and B2C publishers saw double-digit digital revenue growth in the quarter, with B2C publisher revenue increasing 34.2% to £ 139.2million, fueled by the strong increase in subscriptions (64 %). B2B revenue increased by 11.1%, driven by the increase in subscriptions (4.7%) and display advertising (18.7%).

Source: AOP / Deloitte

Consumers lose trust in influencers

Almost three-quarters (73%) of 18-44 year olds say they now find influencers conceited and boring.

Meanwhile, nearly two-thirds (64%) say they don’t trust what influencers promote through their social channels. However, a quarter (24%) admit that they use influencers as a source of inspiration and 26% say they can relate to influencers.

The data suggests that people are increasingly growing weary of potential brand ambassadors, such as those made famous by reality TV shows like Love Island, who are seen to be simply capitalizing on new fame without show no connection to what they are promoting.

Source: Sitecore


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David A. Albanese