Retailers that want to connect with their target audience online would do well to go where their customers already are. And according to the “2010 Social Media Report” from ForeSee Results, 69% of online shoppers regularly use social media sites.
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The overwhelming winner in terms of shopper presence was Facebook, with more than one-half of respondents using it regularly. YouTube took the second spot, with former giant MySpace far behind its rival. Only about one in 10 online shoppers surveyed used Twitter.
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SUMMARY: Competition between companies and their affiliates is natural. Affiliates can be very effective at creating revenue-generating traffic through search so there’s an inherent tension in the system. See the main attitudes/policies with which merchants attempt to deal with this issue. |
The Online Publishers Association and ComScore, both
seriously interested parties, did a study
of 80 campaigns for 50 top brands which was tracked across the top 200
highly trafficked sites and concluded:
1. The 80-20 rule applies to clicks. Eighty percent of the
clicks come from 20 percent of the people exposed to the ads. At very best only
1 in 5 ads draws a click whether that was the intention of the ad or not.
2. Displays Ads Prompt Search. Queries for terms exposed in
display ads were search 50% more often a week after exposure and 38% more often
even 4 weeks after exposure. If you see something that intersects your
interests or your personal wish list, you are more likely to search for it
directly when you’re ready to buy. Direct and brand advertising interact
synergistically online and offline.
3. Display Ads Drive Site Engagement. Those exposed to ads
spent 34 minutes per unique visitor on the sites exposed. This is hard to
believe in terms of the time spent on site and the amount of “lift”. Maybe it
just measures the vagaries of site architecture and navigation.
4. Brand Exposure Bumps Up eCommerce. Those exposed to brand
ads spent 7% more on average when they bought. This feels like advertising
orthodoxy; exposure drives awareness, consideration and purchase. It’s possible
that added impressions convinces customers to trade up a little. Read more at blogs.imediaconnection.com |
No big news, but nonetheless interesting to look at the differences.
- In the entertainment industry, a basic lead costs $0.80, while the cost for a premium lead is $3.00.
- In the CPG industry, a basic lead costs $0.87, while the cost for a premium lead is $1.13.
- In the health industry, a basic lead costs $0.60, while the cost for a premium lead is $3.36.
- In the non-profit industry, a basic lead costs $1.33, while the cost for a premium lead is $1.85.
- In the technology industry, a basic lead costs $0.43, while the cost for a premium lead is $3.75.
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- In the travel industry, a basic lead costs $1.40, while the cost for a premium lead is $2.50.
- The cost for a online retail basic lead is $0.59.
Read more at www.marketingcharts.com |
The 2009 Omniture Online Conversion Benchmark Survey, conducted in July, reveals that most marketers miss opportunities to increase conversions. About 80% of the 1,000 online or interactive marketers responding to the survey do not serve up personalized content to Web visitors, not do they promote Web site content based on performance metrics. |
Forty-two percent of marketers participating in the survey spend less than five hours per week optimizing advertising media. Less than one-third frequently test online content. And 70% of the content decisions that appear on Web sites are made by one person, unsupported by data. |
| Your ads are often not selling the products that you designed them to sell. We have found that upwards of 48.38% percent of the time people end up buying a product different than the the one featured on ad they clicked on, and upwards of 11.28% of the time they bought a similar product, but not exactly the same product as the ad they clicked on. |
For each keyword and product combination we looked at, we placed them in to one of three buckets: Exact, similar and unrelated. “Exact” would mean they purchased exactly the same product or product category of the ad they clicked on. “Similar” would be if they looked for XYZ sleeping bag, but purchased ABC sleeping bag, meaning they still purchased a sleeping bag, but it was a different brand or model from their search. “Unrelated” represented when the users search had no relation to what they ultimately purchased.
After conducting this analysis, we found the following information:
Read more at searchengineland.com |
from Marketing Sherpa. Click the link to go to the full story and learn more about the top tactics | top three tactics to improve website conversions, as rated by nearly 1,500 ecommerce marketers |
Several comScore studies have confirmed that online campaigns drive offline sales, according to Fulgoni. In the first study, comScore took four categories, 53 brands and 200 of the most trafficked sites. The company looked at people exposed to display advertising and what they did in the month following. Findings reveal that 18% searched on the brand advertised and 29% went to the advertisers’ sites. Consumers
who were exposed to the display advertising spent 55% more time than the average visitors to these sites the next month. The rise in time spent is matched by a similar increase in page views — about 51%. |
Then, comScore analyzed the impact that online campaigns have on retail sales by matching the name and the address of consumers to retail loyalty card databases. The supermarket Kroger, for example, has issued about 60 million loyalty cards, which provide a massive data set to understand the degree that online search and display campaigns drive retail sales. The findings suggest a lift that is five times stronger when people are exposed to search ads alone, compared with display. Search alone produces an 82% lift, compared with display at 16%, and 119% when search and display are combined. About 82% of online ad campaigns measured by comScore have generated an average lift of 22% in CPG brand sales in retail stores. Read more at www.mediapost.com |
| According to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries, recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising worldwide. 90% of consumers surveyed said that they trust recommendations from people they know, while 70% trusted consumer opinions posted online. |
| Forms of Advertising in Which Consumers Trust “Somewhat” or “Completely” (April, 2009) | | Advertising | Percent of Respondents Trusting | | Recommendations from people known | 90% | | Consumer opinions posted online | 70% | | Brand websites | 70% | | Editorial content (e.g. newspaper article) | 69% | | Brand sponsorships | 64% | | TV | 62% | | Newspaper | 61% | | Magazines | 59% | | Billboards / outdoor advertising | 55% | | Radio | 55% | | Emails signed up for | 54% | | Ads before movies | 52% | | Search engine results ads | 41% | | Online video ads | 37% | | Online banner ads | 33% | | Text ads on mobile phones | 24% | | Source: Nielsen Global Online Consumer Survey, April 2009 | Read more at www.mediapost.com
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