CHART: Advertising Tactics Trusted by Internet Users
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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. |
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.
Dotomi announced results from the use of its attribution technology which reiterates the impact strong attribution models can have in driving display or any digital media’s future growth. From the release: “Dotomi found display increased performance by an average of 20 percent in paid search, 26 percent in natural search, 25 percent in affiliate marketing, 16 percent in CRM email and 26 percent in direct load, where the consumer goes directly to the retailer’s website.” Pour on the attribution for display, and it’s full steam ahead! Read the release.
Read more at www.adexchanger.com
Check out the entire Razorfish FEED study 2009: http://feed.razorfish.com/
In our Razorfish Digital Brand Experience Study, we took a different tack. Simply, we wanted to know if there were any direct correlation between consumers’ online interaction with a brand and their likelihood to purchase a given product or service.
Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?
Furthermore, these digital brand experiences directly correlate to purchasing behavior for these consumers.
Has that experience influenced whether or not you purchased a product or service from the brand?
As “digital primacy” has risen, so has the way consumers learn about and purchase a brand’s products and services.
Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?
Incremental Effect on New Patient Starts and Adherence/Next Fill vs. Control
Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry (2009 Release)
Prospects Patients New Patient Starts Adherence/Next Fill Exposed & Interacted (Rich Media*) Not Reportable +14.0 % points Visited Brand.com +11.9 % points +24.7 % points
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
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
From the recent MarketingSherpa Search Benchmark Guide, May 2009
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