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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The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital.
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Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.
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SUMMARY: Marketers face lengthy time spans as they progress from lead generation to conversion, making it difficult to nurture prospects while moving them through the pipeline. This chart highlights the percentages of leads in each stage of the pipeline that are likely to advance to the next stage. |
SUMMARY: Email has not only been spared the ax that fell heavily on most marketing budget line items, it seems to have actually benefited from the down economy. This boon wasn’t skewed by a few email-reliant sectors, it occurred in every industry participating in our benchmark survey. |
| Incremental Effect on New Patient Starts and Adherence/Next Fill vs. Control Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry (2009 Release)
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Prospects
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Patients
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| New Patient Starts
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Adherence/Next Fill
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| Exposed & Interacted (Rich Media*)
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Not Reportable
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+14.0 % points
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| Visited Brand.com
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+11.9 % points
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+24.7 % points
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| comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its third annual study Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, which found that exposure to online media, including a brand’s website and online ads, had a significant positive lift on a treatment’s awareness and favorability. The results also showed that visitation to a brand’s website generated significant levels of incremental new patient starts and refills. Read more at www.comscore.com |
The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines.
The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers.
Read more at www.emarketer.com |
Year-over-Year% Change in Online Advertising Spend by Industry (U.S., August 2009) | | Estimated $ on Top Social Network Sites | YOY% Growth | Industry | Aug-08 | Aug-09 | On Social Networks | On All Sites | Entertainment | $1,097,700 | $10,012,800 | 812% | 40% | Travel | $473,700 | $2,198,200 | 364% | -11% | Business to Business | $683,400 | $1,941,700 | 184% | -8% | Automotive | $1,110,200 | $3,085,800 | 178% | -26% | Health | $1,131,500 | $2,754,900 | 143% | 8% | Web Media | $11,231,800 | $26,855,700 | 139% | 30% | Software | $526,400 | $1,202,500 | 128% | -29% | Financial Services | $3,233,900 | $6,415,900 | 98% | -10% | Public Services | $6,836,500 | $13,203,100 | 93% | 13% | Telecommunications | $12,449,500 | $23,550,300 | 89% | -1% | Consumer Goods | $1,913,400 | $3,349,200 | 75% | 8% | Hardware & Electronics | $654,000 | $1,022,900 | 56% | -47% | Retail Goods & Services | $8,101,400 | $12,556,800 | 55% | -12% | Source: Nielsen AdRelevance |
Read more at www.mediapost.com |
Industries included are Travel, Technology, Automotive, Health, News, Moms, Affluentials, Sports, Entertainment, Real Estate, Business, Fashion, Food. All advertising costs are CPM… The publishers that charge advertisers the highest rates are those in the travel, tech and automotive verticals, according to Adify, which buys media on 12,000 publishers for 200 ad networks.
Below, see a chart from Adify that shows what rate — CPM, or cost per 1,000 impressions — publishers from 13 different verticals have charged advertisers over the past three quarters.
Travel leads with a $19.89 CPM; tech is second at $16.01; food is last at $3.63. Read more at www.businessinsider.com |
| According to new research from PQ Media, spending on word-of-mouth marketing rose 14.2% to $1.54 billion in 2008, despite the worst economic recession in 70 years. However, WoM spending is on pace to grow another 10.2% this year, placing it among the fastest growing advertising and marketing segments. |
PQ Media defines WoM marketing as an alternative marketing strategy which encourages consumers to dialogue about products and services through various online and offline tactics, often facilitated by brand ambassadors. |
Industry spending increased at a compound annual growth rate of 37.6% from 2003 to 2008, as the rise in popularity of blogs, social networks and online communities led brands to shift dollars to WoM as part of integrated media solutions in their quest to engage more elusive consumers. |
Total spending on WoM is expected to increase at a CAGR of 14.5% from 2008 to 2013. Both major sectors - content & services and ancillary products - will post strong gains and contribute to overall growth. Ancillary products spending will increase faster than content & services spending primarily because the market is smaller with more growth potential. |
Patrick Quinn, President and CEO of PQ Media, notes that “The most influential marketer in a consumer’s life is someone they know and trust, such as a family member, friend or colleague…” |
| % Share of WoM Spending by Marketers in 2008 | | Brand Market | Share of WoM Spend | | Consumer Goods Products | 17.4% | | Food & Drink | 12.2% | | Finance & B2B Services | 9.5% | | Electronics & Telecom | 9.4% | | Retail | 9.2% | | Auto & Transportation | 8.6% | | Entertainment & Media | 7.5% | | Apparel & Accessories | 6.2% | | Health Care & Pharma | 4.1% | | Sports & Gaming | 3.6% | | Travel & Leisure | 3.3% | | Home & Garden | 3.2% | | Other | 5.8% | | Total | 100.0% | | Source: PQ Media, July 2009 | Read more at www.mediapost.com
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50% of Online Shoppers Use Facebook Regularly
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