▶ PR Agencies Ramp Up Digital Offerings: It is becoming more and more apparent to small- to medium-sized agencies that they need a separate department to handle their digital business, according to Second Wind’ s 2012 Annual Agency Survey.
Among responding agencies, more than half (63%) have dedicated digital groups while 32% of agencies separate their digital group from the rest of the agency, a 3% bump from last year’s survey. Other study findings include:
• The percentage of agency revenue deriving from digital projects is projected to increase from 11% in 2011 to 13% in 2012.
• Despite the growing need for digital services, smaller agencies are slower to hire digital staff, with 51% having one to two employees, 32% having three to four employees and 17% having five to 10 employees.
• These digital departments encompass services from website development (96%) to email marketing (92%), social media (90%) and banner-ad creation (89%).
• Ninety-four percent of agencies use Google analytics for digital media tracking and analysis, with the other 6% using DoubleClick, MediaPlex, Omniture or other online resources.
• Social media has become an important tactic in digital marketing. Public relations agencies are managing and creating their clients’ Facebook pages (86%), Twitter accounts (66%), blogs (66%) and LinkedIn presences (48%).
• A growing number of agencies (56%) also monitor and report on client social media activity, with 43% relying on HootSuitePro, 20% using Radian6, and other respondents using a mixture of social media monitoring packages.
Source: Second Wind
▶ Global Online Consumption Tops Offline: That shift toward more digital services on the part of PR agencies is for a good reason. For consumers of media worldwide, online usage now exceeds offline media consumption, accounting for 57% of daily media time, says a new study.
Global consumption of digital media by consumers now accounts for 57% of daily media time spent, according to a recently released GlobalWebIndex report.
Other findings include:
• Overall, more media time is spent online than offline in 23 out of the 31 major global markets tracked by the study. Consumers now spend an average of 10.7 hours a day with all forms of media—5.6 hours of that on digital.
• Online consumption is heavier in rapidly growing markets such as UAE and China, where total online time accounted for 7.3 and 6.1 hours of average daily media consumption, respectively.
• Offline media, such as TV, radio and newspapers, still account for the majority of media time in mature Internet markets such as the Netherlands, Germany, the U.K. and the U.S.
• TV remains the strongest traditional medium, with average daily viewing time across all markets of 2.49 hours. U.S. TV consumption is the greatest, with an average 3.59 hours daily. PRN
Source: GlobalWebIndex
Share Buttons Boost Email
Email newsletters that include social sharing buttons have an average click-through rate 158% higher than those that don’t, according to GetResponse.
Source: GetResponse