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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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 |
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)? |
| Less than 10% of online retailers’ web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.’s Online division.
Nielsen found the majority of retailers’ web traffic (61%, on average) comes from people going directly to a retail site — consumers typing, say, Amazon.com into a browser address bar.
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The 9.5% of traffic from search also likely included a good chunk of people conducting navigational searches — typing Zappos into the search bar rather than searching for types of products (shoes) or product attributes (comfort footwear).
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Brands matter
Ken Cassar, VP-industry insights at Nielsen’s Online division, said a recent look at the top 50 search terms revealed only three that weren’t branded — and those were pornographic.
Read more at adage.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 |
A post made last week to The Video Commerce Consortium focused on how eCommerce retailers have been slow to adopt online video as a component of their marketing mix.
Many valid reasons were presented, including a lack of online video stewardship within retailers. |
Video and eCommerce is a natural fit. There is perhaps no better way to present products than through the lens of a video camera. Not to mention that many retailers already create video content for other purposes. |
| eCommerce marketers view email and keyword campaigns as efforts separate from web video marketing. In its essence, web video marketing is “a form of direct marketing which uses audiovisual content as a means of communicating commercial or marketing messages to an audience over the Internet.”Read more at blog.flimp.net |
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50% of Online Shoppers Use Facebook Regularly
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