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Digital Digest – October 30, 2018
Knowing Your Audience, Facebook versus Instagram
According to eMarketer, 169.5 million people will use Facebook this year in the U.S. It’s estimated that Facebook’s base will grow to 176.3 million by 2022. However, despite the general platform growth, younger groups are fleeing Facebook at an alarming rate; the increase in audience size is due to older age groups, 55 and up, joining the social platform.
As teens and young adults continue to shift from Facebook, the platform is still the top social network for gen Xers and baby boomers. Younger audiences are flocking to platforms such as Instagram, where millennials make up the largest share of the 104.7 million Instagram users in the United States. eMarketer states that Instagram will gain over 12 million new users in 2018, which more than doubles other social networks’ new user base. While both Instagram and Facebook fall under Facebook ownership, it’s clear that the audiences are becoming distinctly different over time. As marketers, it’s increasingly important to research audiences and make sure that there is reach and scale against your audience on whichever social platform you decide to message on.
AI Being Utilized by Tourism Agency to Navigate Automated Emails
Tourism Ireland is planning to heavily invest in AI technology to write personalized emails promoting Ireland as a travel destination. The agency is willing to invest upward of $1 million for AI technology to manage their email campaigns.
The agency is looking for a system that will help Ireland’s digital marketing staff send automated emails to its plethora of digital contacts. The tourism agency wants to use AI technology’s ability to “learn” people’s habits based on the content they engage with to tailor messaging to them.
AI is projected to have a big impact on tourism and hotel revenues in the future. Forbes estimates that AI could increase hotel revenues by over 10 percent and reduce costs by more than 15 percent – with hotel operators expecting technology such as voice and facial recognition, virtual reality and biometrics to be the standards by 2025.
While the benefit of AI is clear, Tourism Ireland might want to check out this article on avoiding the “creep factor” from AI-driven emails before making its final investment.
Global Data Spending by the Numbers
A “Global Data Market Size 2017−2019” report from Cloud Technologies Group, a company that focuses on data analytics, is predicting that U.S. marketers will spend $15 billion on data in 2019. The U.S. is the top market in the world when it comes to data purchases.
In 2018, the U.S. data market contributed $12.3 billion to the $20.6 billion worldwide data spend. In comparison, Europe will only contribute $3.2 billion this year. As privacy regulations like the GDPR become more prominent, it’s even more important to have quality data for marketers – and it’s estimated that data spending will continue to grow globally.
It is forecasted that display and programmatic spending will be the largest chunk of the funds as these digital tools are heavily reliant on data. Check out the full report here.
KPI: A key performance indicator is a measurable value that demonstrates how effectively a campaign is performing against the customized goals and objectives of a campaign.