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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| There is a pronounced difference between open rates for e-mails that include a coupon offer and those that do not. Open rates of around 24% to 25% for coupon e-mails dropped to just 16% to 18% for noncoupon campaigns, according to Experian.
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Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.
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Experian also reported that 80% of online coupon mailings saw higher transaction-to-click rates and transaction rates than noncoupon campaigns. And 78% of that group also earned higher revenues per e-mail.
Read more at www.emarketer.com |
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. |
| 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)? |
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 |
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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50% of Online Shoppers Use Facebook Regularly
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