10 interesting digital marketing stats we’ve seen this week | Econsultancy

by David Moth 16 May 2014 

Here is a selection of some of the finest digital marketing stats we’ve seen this week.

pin_logo-blog-200It includes the online travel sector, digital in Southeast Asia, email marketing, Pinterest, real-time video, and conversion rates from across the UK.

And for more of the same, download Econsultancy’s Internet Marketing Statistics Compendium…

Travel companies failing at digital?

A consumer survey by Webcredible found that 85% of people prefer to book their holiday online.

However it also shows that many travel sites still aren’t catering correctly for their customers, with 69% of respondents stating that they find it difficult to compare options and results, while a third (31%) feel they aren’t given enough information about their destination.

The report also examined the overall user experience offered by various travel operators, with Airbnb found to be out performing its more established rivals.

Southeast Asia could be the next big ecommerce opportunity

A new report by Econsultancy and Hybris has found that a majority of companies in the Southeast-Asia are planning to increase their level of investment in ecommerce technology over the next 12 months.

Fewer than one-third will maintain the same budget or decrease their investment, though it’s important to note that the base size for this question is quite low.

Are you/your clients planning to increase your/their investment in ecommerce technology during the next 12 months?

econsultancy_chart-blog-full

The State of Ecommerce in South-East Asia report contains further evidence highlighting the widespread adoption of ecommerce in the region alongside in-depth interviews

Digital agencies’ daily rates increased by 6% since 2012

The average digital agency daily rate has increased by 6% in the past two years, according to a new survey by Econsultancy.

Smaller agencies (with projected turnover of less than £1m) reported the most significant increases with rates up 8% since 2012.

In contrast respondents with a turnover greater than £1m reported an average rise of just 3%.

Just under half of respondents (47%) said that their average charge-out rates have increased in the last two years, with only one in 10 having decreased rates.

Crotch-commerce?

Some rather strange news came out of San Francisco this week. Apparently people are more likely to click on a Facebook or Twitter ad if it contains a picture of a man’s crotch.

The data comes from betabrand.com, which found that on Facebook the special ingredient led to 64% more engagement, 60% more on-site email sign ups, 30% more clicks to the dollar and 20% more purchases.

On Twitter it drive four times more purchases and 1.5x the number of retweets.

So there you have it…

twitter_crotch

Are win-back emails any use?

Win-back email campaigns appear to have limited impact in re-engaging old customers, according to a report by Return Path.

Data taken from the 33 retailers that conducted win-back campaigns shows that the average read rate was just 12%.

However it appears that there may be a positive knock-on effect in that 45% of recipients who received win-back emails then read subsequent marketing email from that brand, even though only a quarter of them (24%) engaged with the initial win-back message.

Read rates from win-back campaigns

win-back_emails

Smartphone users show no brand loyalty

There’s no such thing as loyalty in the smartphone market these days apparently, with new research showing that a majority of both Samsung and iPhone users across the country are unlikely to upgrade to their existing brand’s next flagship device.

For example, 36.7% of iPhone owners said they wouldn’t upgrade to an iPhone 6 when it’s released, compared to 32.82% that said they would.

Similarly the majority of Samsung users said they would not consider the new S5 when their contract expires (39.26%) with just 32.42% saying they were likely to and 28.32% saying they were currently undecided.

The findings come from a Qriously survey of more than 2,400 people.

Pinterest’s excellent user retention

RJMetrics has explored 50,000 random Pinterest users and their pins to understand how Pinterest is currently doing in terms of engagement, pinners’ aspirations and the future of Pinterest.

It found that 80% of pinners are women, and that 84% of women are still pinning in their fourth year of membership.

Men however drop off sharply to 55% in the second year and 50% by the fourth.

pinterest-blog-full

via 10 interesting digital marketing stats we’ve seen this week | Econsultancy.

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WIT – WEB IN TRAVEL : Facebook money-grab will boost rise in “owned” online media in travel industry

Posted on 12 May 2014 

DislikeTravel industry marketers need to be aware of the alarming changes underway at Facebook as it limits organic distribution in favour of paid-for posts, cautions Bronwyn White (pictured below left), co-founder of MyTravelResearch, a market research and marketing firm specialising in the travel, tourism and aviation industries.

“Due to changes at Facebook less than 4% of your company’s fans are now likely to see your company’s news and updates on Facebook. The change in strategy means that Facebook is diminishing your organic reach in favour of paid advertising. It is therefore time for tourism promotion bodies to start building their own online assets — and not acting as tenants without rights on Facebook,” she said.

“What many in the travel industry did not understand was that we were effectively acting as a tenant on rented space not a freeholder. The landlord could come along at anytime and increase the rent or start charging you for amenities. And if you can’t afford the increase, you might have to move out, use less space or have fewer amenities.”

White said that at first, entry costs were low (or non-existent) for social media and impact was high. Facebook provided an easy and quick way to build a tourism brand and a following online. With tourism being a cash-poor sector, this social platform was a panacea. But with posts now reaching as few as 4% of a company’s Facebook fans it wad  time for tourism entities to diversify away from it. and build an online presence that tourism bodies own and fully control.

White gave four recommendations for destinations and tourism companies to achieve that:

Create an awesome, informative website or blog with  images, videos, and the right tone of voice. Make sure it breathes your brand, which means knowing what your brand is and stands for.

Create content that helps customers at every stage on the path to purchase, from providing a trigger to travel to somewhere they can share feedback everywhere

Make it easy for customers and potential customers to book on your website. According to Tourism Research Australia, less than half of tourism businesses can do instant confirmation bookings on their websites while 10% do not even take email requests via their websites.

Create your own database that you own and control where you can communicate with your list.

She said social media platforms like Facebook, Twitter and Google+ still have a role to

Facebook logo Español: Logotipo de Facebook Fr...

Logo Facebook (Photo credit: Wikipedia)

play in promoting a company’s blogs and videos. However, it is not advisable to build your entire marketing strategy on a platform that can suddenly be beyond your financial reach. There are free or cheap alternatives to Facebook, such as Google+, Twitter, Instagram and Pinterest.

“It is time to move out of your rented space, get your own place and focus on building your own online real estate portfolio. Once you have done that, add to it on a regular basis, renovate occasionally to freshen up and regularly promote your hard work.”

via WIT – WEB IN TRAVEL : Facebook money-grab will boost rise in “owned” online media in travel industry.

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MediaPost Publications Minnesota Launches Largest-Ever Tourism Campaign 04/25/2014

by Tanya Irwin, Apr 24, 2014, 3:53 PM

Minnesota will spend $14 million over the next year promoting the state’s tourism offerings, the largest travel marketing campaign in the state’s history and a 65% increase over last year.

Image representing Twitter as depicted in Crun...

Image via CrunchBase

The campaign, “Only in Minnesota,” will span 14 states and provinces and includes four TV spots, a revamped Web site, outdoor, digital ads and social media: Twitter, Instagram, Facebook and Pinterest. Consumers are invited to use the hashtag #OnlyinMN to document their favorite Minnesota moments.

Tourism

is a $12.5 billion-a-year industry in Minnesota. Research shows that travelers want to experience new and unique things when they travel, which is  why the campaign features Minnesota’s distinct outdoor adventures, cultural experiences, and unique landmarks – differentiating Minnesota from other Midwest travel destinations, says John Edman, director of Explore Minnesota Tourism

“This new campaign is a movement that will highlight unique Minnesota attractions and engage consumers in conversation about Minnesota travel,” Edman says in a release. “This cutting-edge campaign allows our state to be more competitive, and grow tourism across Minnesota.”

In keeping with the “Only in Minnesota” theme, the campaign incorporates homegrown Minnesota talent, including local musicians, and writers. It was created by Minneapolis-based Colle+McVoy.

The new Web site, developed by BarkleyREI, is more mobile-friendly.

“Over the last several years, we have seen tremendous growth in visitor site traffic through mobile devices,” Edman says. “We need to meet travelers where they are, and that means being accessible on mobile devices and social media.”

Stone Arch Bridge - Minneapolis, Minnesota

Stone Arch Bridge – Minneapolis, Minnesota (Photo credit: Sam Antonio Photography)

With ad buys of more than $3.7 million over the next three months alone, this year’s effort is more than double in size and scope than last year’s travel marketing campaign. More than $11 million in additional funding provided over the current biennium by the Legislature has allowed Explore Minnesota Tourism to expand its overall marketing impact this year with enhanced reach across all four advertising seasons (spring, summer, fall, and winter).

The additional funding has also expanded the reach of the Only in Minnesota campaign  into target markets in six new states and one new province across the region, including: Illinois, Kansas, Missouri, Colorado, Montana, Wyoming and Saskatchewan.

Explore Minnesota Tourism will also target new niche markets this year, increase international marketing, and develop additional marketing partnerships to enhance the impact of the state’s travel marketing campaign.

via MediaPost Publications Minnesota Launches Largest-Ever Tourism Campaign 04/25/2014.

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