Tag Archives: Research

Twitter Users in 2010: 15.5% of Adult Internet Users

9 Dec

Posted via web from Eric’s online marketing blog

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Social Networking Chronological Graph with Number of Members

7 Dec

Posted via web from Eric’s online marketing blog

B2B vs. B2C Marketing: Differences in Social Media Initiatives

4 Dec

Very telling statistics realeased by eMarketer this morning for B2B & B2C Socail Media usage:

Leading Social Media Initiatives Among B2B and B2C Companies in North America, September 2009 (% of respondents)

Not only are B2B firms more likely overall to maintain a social network profile, they are managing profiles across more social networks and are significantly more likely to be present on Twitter, LinkedIn and YouTube. On the other side, B2C companies are more likely to maintain Facebook and MySpace profiles.

Social Networking Sites on Which B2B and B2C Companies in North America Manage Profiles, September 2009 (% of respondents)

B2B social media users are more active in measuring most social success metrics. Although B2C companies are more likely than B2B firms to use revenues to measure their efforts, more B2Bs are looking at Web traffic, brand awareness, and prospect lead quality and volume. Web traffic was the top metric for both types of company.

Ver interesting is that 60% of B2B respondents used the online marketing best practice of Twitter search to monitor mentions of their company or brand, but only 35% of B2C companies dis this.

Posted via web from Eric’s online marketing blog

Shoppers use Smartphones to Study, Find, and Buy

1 Dec


By Colby E. Ware for USA TODAY

Mobile phones are now commonplace anywhere: the office, the home, in the car, and of course while shopping. With the increased capabilities that Smartphones offer it’s only natural that they are now doing the heavy-lifting for shoppers when it comes to doing their homework. Phones help shoppers find coupons, store locations and even discover nearby restaurants.

2009 will go down as the first holiday season that retailers are (finally) trying to capitalize on the still niche, but quickly expanding, market of mobile shoppers.

According to a Deloitte survey, about 20% of Americans will use their mobile devices for shopping during the 2009 holiday season. As is to be expected, the percentage is twice as high for young consumers (18-29). Young Shoppers say they’ll use their phones to find store locations, receive coupons and information for sales and to research products and prices.

Now for the most exciting statistic: One-quarter of all who plan to use their phones to shop say they will make purchases on the devices.

Given, the mobile shopping market is still relatively small, even if the sales numbers look impressive at $750 million. But looking at the bigger picture this represents about half of 1% of all online sales.

The trade publication Internet Retailer reported month that 112 retailers have “m-commerce” sites or apps.

Here are a few big boys joining the fun: Toys R Us, Walgreens, American Eagle, Best Buy and  Victoria’s Secret recently added mobile sites. Sears and Kmart were one of the first major U.S. retailers to offer a mobile site, last year.

THE ANTI-BLACK FRIDAY


Given the crazies out on Black Friday, the ability to use a mobile device from your couch, bed or kitchen to do price comparisons, check product availability and simply look for other bargains can be invaluable.

How Black Friday Works: Stores offer “door-buster” deals to entice people to come in, knowing they’ll buy more once inside the store. Many such discounts are advertised in advance, letting shoppers do price comparisons from home. But many deals aren’t promoted ahead of time, and other products that aren’t deals are strategically placed around stores.

Here’s where the Smartphone comes in: Consumers now browse the Web from the sales floor for product and price comparisons can save time and money. According to Nita Rollins, a futurist with the digital marketing agency Resource Interactive, “the majority of American consumers will be mobile device-centric in a few years. Now that it’s technologically feasible, possessing such power literally in the palm of our hands is quite irresistible.”

M-COMMERCE EXAMPLES


  • Best Buy has had a mobile site since June 2009, however it did not became fully functioning for purchases until the end of September. Michele Azar, Best Buy’s vice president of emerging channels, says even though the retailer thought it important for customers to be able to buy easily on their devices, she says that wasn’t the driving force behind the move to mobile.
  • Toys R Us added a mobile site right before the Black Friday craziness. Greg Ahearn, senior vice president of marketing and e-commerce, says it’s designed so consumers can quickly find stores, get “mom ratings” and product descriptions, and make purchases.

“Mobile technology use is growing among all age ranges,” says Ahearn. ” Some youngsters have their own phones and are looking things up, showing them to Mom and Dad and putting the items on their holiday wish lists.”

  • EBay’s mobile website attracts 1 million visitors a day. They  expects its mobile commerce – which includes a new iPhone deals app – to quadruple in 2010, and says it will have $500 million in revenue in 2009.

“It’s quite possible more people this year will use mobile commerce through eBay and avoid the stores altogether,” says Steve Yankovich, eBay’s vice president of business solutions and mobile.

USING MOBILE TO HELP TEENS AND MOMS SHOP

According to a Resource Interactive study mothers remain the “chief purchasing officers,” and children are the “chief influencing officers.” Teens are using the Internet and their mobile devices influence the brands and products their families bought.

A Mom’s perspective after conducting a purchase via a Smartphone: “I still have much greater comfort level with my PC, but if I came to find (buying) was quick and efficient on my phone, I most definitely would do that – I’m on the road a lot.”

To facilitate the way young shoppers use their phones as tools of influence, Resource Interactive developed a prototype app that would allow teens to e-mail their parents photos from retail websites and get theirs and others’ opinions. If the parents approved, at the click of a button they could authorize the teens to buy the product using an alternative payment site such as BillMyParents.com.

THE FUTURE OF MOBILE COMMERCE?


Is Mobile the future of eCommerce? No not yet but we should definitely start talking about mCommerce, as people never have their cell phone more than 1 foot away from them, so it’s only logical that the combination of more power, faster internet, and more tech-savyness are leading to the rise of “mCommerce.”

Posted via web from Eric’s online marketing blog

Want Teens to Notice Your Product Placement? Use the Web

20 Oct

For many marketers product placement remains a viable way to create brand awareness among young people–but with this generation having been marketed to on multiple screens pretty much since birth, does product placement even work?

The answer is yes, but not in the way marketers are hoping. We found that 72% of teens and 77% of college students notice product placement, and the top three products they notice on television shows are beverages, cell phones, and cars. But only one in seven report that those product placements have any effect on their perception of the brands.

But it turns out there is one “product” teens and college students say they not only notice but actively pursue: Web sites. 38% of teens and 26% of college students noticed Web sites in a TV show or movie. And 53% of them reported going online to check the site out.

Web sites

So while we don’t have tangible evidence that the products youth notice most are having much of an impact, we do know that getting your Web site featured on a popular TV show or in a film is a great way to drive youth awareness, not to mention traffic. Maybe we’ll start seeing fewer soda cans on TV, and more characters playing a game on the soda maker’s Web site.

So the new product placement is (drum-roll please): A Vanity URL website! What does this mean? Instead of putting your product in the show/movie/etc. put your vanity URL (e.g. CheckThisOut.com) and the kids will check it out.

The key here is to make sure that your website that you are sending the kids to delivers. Does it have good call to actions? Is it branded properly? What do expect people to do once they are there?

Newest Data: Facebook Soars, MySpace Shrinks and Twitter Slows

12 Oct

Twitter specific: According to comScore the monthly traffic has leveled off at about 20 million visitors since July, after jumping from 4 million in February to 17 million in April. Mediapost speculates that the microblogging service could just be in a lull before another growth spurt.

Notes from Days Two & Three of #SMX East 2009

8 Oct

Due to burnout, my brain being over capacity and client work I’ve had to combine days 2 & 3 into one post 🙂 Following are the most important notes and thoughts from the sessions I attended. Head over to flickr to check out my SMX set.

Day 2 at SMX East 2009 started with a Keynote: What’s Next In Search: The Bigwig Crystal Ball Panel. The panel was fun had a great amount of knowledge to share. Here are some of my notes/thoughts/and learning from the panel:

  • Asking to be followed on Facebook & Twitter creates a way to stay in front of the consumer beyond the media buy. It keeps and opens up a conversation. This is what makes Social Media so exciting for marketers: In the past, after the exposure to the ad the consumer there was noway to continue the conversation. In addition, Social Media offers opportunity in Direct Response Marketing, Awareness, and Feedback.
  • Twitter is essentially a RSS feed and and email marketing on steroids. It takes Customer Service to a whole new level.
  • Here’s a quote by Google taken totally out of context: “We are not always accurate.”
  • Something I did not know but learned from Greg Boser of 3 Dog Media: Google has a 30 minute cookie that they place on your computer and there is no way of opting out of it.
  • The Panel was in consensus that the bing and Yahoo merger is a good thing.

Ecommerce Search Marketing Tactics – This session was full of tactics for ecommerce merchants on how to do well in search results.

  • Talk to the Ecommerce Engines to see what the terms are that people search for
  • YouTube is the number two search engine with 3.5 billion searches in August 09
    • Ecommerce opportunities on YouTube:
      • There are many generic searches conducted
      • Less crowded ad space with sponsored links
      • Opportunity with long tail keyterms
  • The biggest opportunity to improve ecommerce conversions is by adding relevant copy to the product and category pages
    • Category pages are the most important pages on an ecommerce site
    • Optimizing these pagers can increase conversions by up to 23%!
  • The average conversion rate in August 2009 was 2%
  • Conduct a ecommerce PPC audit every 13 months: “Don’t ask for more budget: Reallocate!”
  • Optimize your site and product pages for SEO
The Interplay of Social Media & Paid Search – This session was very theoretical. It went over how exposure to social media has influenced search behavior
  • There has been a move from Media Delivery (Traditional Advertising) to Media Discovery (interactive: search, etc.)
  • Putting all terms (SEO, PPC, social) in silos makes sense from a tactical standpoint, but not from an interplay and analytical attribution sense
  • Search is the best direct response channel available online
  • There has been a huge shift in online behavior from the portals to social media, especially for search
    • Heavy searchers are 43% more likely to be Facebook users than the average user
  • No surprise here: Social Media Users are very desirable with their buying power
  • “Supportive social media” is growing rapidly in importance for consumers
    • “I need to know something about it”
  • The Click Through Rate for Ads are much higher if there was prior exposure to social. This is especially true for branded search terms
  • Takeaways:
    • Conversion happen in Search -> Social can influence this
    • Social will pump up branded searches
    • Slow and steady social is the best. This means no viral. Constant influence is much more beneficial than a burst or ‘sometimes’ influence.
    • Listen: Where are the gaps? What do people want to know? Provide Relevant information.
Video Search Marketing Beyond YouTube – This session looked at other types of video search marketing opportunties other than YouTube.
  • Video Marketing is becoming more and more fragmented
  • right now Video SEO is like SEO for altavista in the late 90s
  • Use YouTube for :30 to 3:00 videos. Host longer videos on your own site
  • Put all your videos on YouTube – a video is 50x more likely to show up on a Search Results PAge versus a text page
  • Filenames for videos matter
  • Include your URL in the end-slate
  • The video Thumbnail is your call to action
  • New Video Marketing Oppotunites:
    • Google Products pages
    • Google Local Listings
    • People are looking for higher quality videos
Universal & Blended Search Opportunities – This session focused on “vertical” search results is through “blended results” (Yahoo & bing) or “Universal Search” (Google): Blending mixes results from news, blogs, shopping, local search, video search, images, and more into the “regular” result page.
  • You can take up space on the results page with universal search in the search engines. This is great for reputation management!
  • How to dominate universal search:
    • PPC Ad
    • Core Listing
    • Publish / Refresh news about yourself
  • Yahoo now offers really cool “rich ads” with images and videos
  • Google reiterated as usual that it’s “all about relevance”
  • The future, according to Goggle, will be more and more local results
Check back tomorrow for my final blog post on day three and my summary of SMX. Head over to flickr to check out my SMX set.

Notes from Day One of #SMX East 2009

6 Oct

 

37 pages. That’s how pages of notes I took today at SMX East. Given they were small pages, but nevertheless that’s still la lot of notes – but, also a reflection upon the vast amount of knowledge that you learn at SMX. Don’t fool yourself, you better be ready to learn, A LOT, at SMX because the learning is something that never stops at SMX.

I learned about the rel=canonical tag from the search engines, local vs. organic SEO, and all about Maps. How local search and maps are evolving. And finally, I had the pleasure of sitting in a keynote by Ben Huh.

 

Here a few of the highlights of things that stood out to me today:

 

Mobile Search Ads –

  • Always send Mobile PPC ads to Mobile sites or Mobile Landing Pages.
  • Geo-target with your Mobile PPC ads
  • But, you don’t need a mobile site as you can send mobile ads to: Google Maps, Apple Appstore, Android Marketplace or YouTube.
  • The Mobile Relevance Formula has a lower relevance on Quality Score and a higher relevance on Click Through Rate
  • Click To Call Converts 10x more than Clicks
  • Test if users prefer a limited mobile or a full site

 

 

Duplicate Content Issues: The Search Engine Edition –

  • The biggest news here was that during the Q&A session Google announced that the rel=canonical tag will work across different domains
  • This means that by year’s end Yahoo and bing will use the canonical tag and Google will be ahead once again by accepting the tag across domains

 

 

Ranking Tactics for Local Search –

For a local search Connoisseur like me that was probably the most insightful panel of the day.

  • The most intriguing thing to me was the discussion of the difference between Organic and Local SEO. Without getting into this: Yes, there are major differences here
  • One thing to keep in mind is that services such as Localeze, Axiom, and infoUSA feed the search engines and feed secondary search directories. These secondary directories in turn passively feed Google.
  • There are differences across the three major search engines 

 

 

Maps, Maps, Maps! –

This was nice run-through of the three maps (Google, bing, Yahoo!) by the representatives of the actual search engines

  • Yahoo demoed their new features (very impressive!)
  • Yahoo uses localeze, USAlocal,etc to pull in data
  • bing showed off their advancements as well. The “1-click” directions stood out the most as the pre-populate directions from North, South, West, and East
  • Google reminded the audience to not keyword stuff the listings (e.g. Categories, etc.)
  • The importance of Reviews were driven home by Steve Espinosa from Cherrp: a minimum of 4 reviews are required to be in Google’s top 3

 

 

Keynote by Ben Huh, the CEO of ICANHASCHEEZBURGER network –

This keynote really made the day and was stuffed full of great quotes and insights. Among these were:

  • “To succeed you must turn other people’s dreams into reality”
  • ” It is Human Nature to admire complexity but to reward simplicity”
  • Don’t waste your time developing things created by others: spend 10% on off-the-shelf and 90% on your core
  • This means use products others have developed, such as: YouTube to host videos, JS-Kit for reviews, Google Docs, and Word press for blogging

Newest data breaks down US Mobile Internet Usage by Age

5 Oct

Mobile Internet users grew 34% to 57 million from 2008 to 2009, according to The Nielsen Company.

As is to be expected from previous research findings, Men browse for tech, sports and news. Women, on the other hand use the mobile web for celebrity news, shopping sites and social networks.

Most surprisingly to me, only12% of mobile web users are under age 18.

Ads integrated into content are the most effective for branding

1 Sep

This is for all the research and number geeks like me out there.


According to a new study conducted byDynamic Logic and published by media post, “ads integrated into the content of the page are the most effective in driving online ad awareness and purchase intent”. So, according to this new study, banners and skyscrapers are actually LESS effective in advertising terms than rectangular ads that sit in the copy!

Ken Mallon, Dynamic Logic’s SVP of Custom Solutions, puts it best when he says: “…creative quality is the most important factor driving the success of online advertising… (but) bigger doesn’t always mean better…”

In addition, the research revealed that advertising campaigns utilizing Rich Media with Video created the strongest brand impact (across most branding goals, including aided brand awareness, online ad awareness, brand favorability, and purchase intent) compared to campaigns using Simple Flash and Rich Media without Video formats. Very insightful, is that the worst performer was Simple Flash, the format used most often by agencies and advertisers.

And in conclusion here hare some great takeaways from the study:

  • Try delivering a Rich Media with Video ad as the first ad exposure to addressable online audience.
  • On a tight budget, select less expensive formats and consider frequency capping to extend reach.
  • Factor media fees and rich media fees in together and optimize most effective formats
  • For message association goals, consider adding the message to every frame of the ad for best results.
  • For every branding goal studied, a different rich media format was better than Simple Flash at getting results.

Source: Media Post Research Brief (September 1, 2009)

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