Trends in Digital Marketing and e-Commerce

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Presentation given by Linus Gregoriadis of e-Consultancy to members of the Specialised Information Providers Association (SIPA)

Presentation given by Linus Gregoriadis of e-Consultancy to members of the Specialised Information Providers Association (SIPA)

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  • We are a publisher too .. BEST practice: research, training and events. In association with PPA, we’ve launched a diploma in digital publishing commencing in early 2008. Places still available. It’s hard to cover everything so I’ve had to be reasonably selective …. Setting the scene … whistle stop tour … Hopefully most of it is explicitly or implicitly relevant for publishers.


  • 1. Trends in Digital Marketing and E-commerce Linus Gregoriadis, Head of Research Email: [email_address] Website:
  • 2. Presentation overview
    • Online advertising
    • Search engine marketing
    • Vertical search
    • E-commerce and affiliate marketing
    • Social media and social commerce
    • ‘Atomisation’
    • User experience and Customer Engagement
  • 3. Online advertising landscape
  • 4. Three big deals in 2007
    • Google’s proposed acquisition of DoubleClick for $3.1 billion.
    • Microsoft buys aQuantive (owner of Atlas) for $6 billion.
    • Microsoft pays $240 million for a 1.6% stake in Facebook.
  • 5. Online marketing landscape
    • Online now accounts for 15% of the total UK advertising market and is likely to hit £2.75 billion this year (IAB).
  • 6. Trends in display advertising …
    • Increased importance of behavioural targeting for boosting conversion rates and providing a better online experience.
      • Yahoo! bought online ad network BlueLithium for $300 million; AOL acquired Tacoda; Microsoft now owns DRIVEpm.
    • Leading publishers including The Guardian, News International, FT and Emap agree alliance to share information on reader behaviour.
      • Talks with Revenue Science.
  • 7. Rise and rise of search Source: E-consultancy Search Engine Marketing Buyer’s Guide 2007
  • 8. Search Engine Marketing - trends
    • Search has become more strategic, and part of integrated marketing plans.
    • SEO gains ground - PPC less cost effective than before.
    • Introduction of Universal Search creates new challenges and opportunities.
    • PPC is becoming more like SEO.
  • 9. Google dominates …
    • Google is used for 70-80% of UK searches.
    • 60% of companies surveyed by E-consultancy believe that Google’s dominance represents some sort of risk … though the vast majority (80%) rate it as the best search engine for ROI.
  • 10. Vertical Search
    • Could vertical search erode Google’s dominance?
      • More than half of E-consultancy users (54%) said they would be ‘very likely’ to use a search engine that focused specifically on serving their specific business / work needs.*
        • A further 40% said they would be ‘quite likely’.
    • * E-consultancy / Convera Vertical Search Survey 2007 (Preliminary results)
  • 11. Vertical Search – Benefits
    • Keep users on-site 62% *
    • Improve brand (by becoming authority website) 62%
    • Potential to monetise through advertising 52%
    • Reclaims online community from Google 42%
    • * Percentage of publishers citing as ‘major benefit’
  • 12. Vertical Search – Disadvantages
    • Point users to competitors 37% *
    • Hassle (support/maintenance) 29%
    • Resource issues 21%
    • No clear business opportunity 15%
    • * Percentage of publishers citing as ‘major downside’
    • Survey closes tomorrow night:
  • 13. E-commerce and affiliate marketing
  • 14. E-commerce landscape
    • Online sales in the UK will amount to an estimated £42bn in 2007, up from £30.2bn last year, according to the IMRG.
      • The average UK online shopper will spend £1,600 in 2007.
      • Online sales will reach an estimated £78bn a year by 2010.
  • 15. % of internet sales by source of referral (Channel Advisor) Online buying behaviour is changing ...
  • 16. Affiliate Marketing …
    • Affiliate Marketing is seen as ‘most cost effective channel’.
    • It will drive in the region of £3 billion worth of sales in 2007.
    • Move to ‘Affiliate 2.0’
    • * E-consultancy / Affiliate Marketing Merchants Survey
  • 17. Social Media and Social Commerce
  • 18. Ratings and Reviews Wikis Social Networks Tagging User-generated Content Blogs Peer-2-peer Facebook
  • 19. Social Networks = “sticky”, high page views / session, high repeat visits, youth audiences, reach Blogs = PR, niches, search rankings “UGC” = cheap content, increased conversion rates, user loyalty / trust Tags = improved navigation, categorisation, conversion rate optimisation, SEO
  • 20. Social Media
    • The profile of social media has risen dramatically in recent months because of sites such as Facebook and Twitter which are used by millions of people.
    • The challenge for companies is to find a natural way to start conversations about their products and services online.
  • 21. What is Social Commerce?
    • Put simply, social commerce is about customers having the means to interact with one another in order to make better buying decisions.
  • 22. Importance of ratings and reviews, and user-generated content
    • Customer ratings & reviews are being used by 28% of online sellers, with more than half (52%) saying that they were considering the use of this feature.*
      • More than half of all online sellers (51%) consider UGC as either ‘extremely important’ or ‘very important’ to company strategy over the next year .
      • * E-consultancy / Bazaarvoice Social Commerce Report 2007
  • 23. Benefits of ratings and reviews Percentage of respondents rating as ‘major benefit’ (Social Commerce Report 2007)
  • 24. ‘ Atomisation’
  • 25. Syndication Feeds Widgets Aggregation Mash-ups “ Web as platform” Open APIs
  • 26. iRobot
  • 27. Fragmentation of content
    • Publishers should no longer think about their content just as something which appears on their destination website.
      • Growth in personalised home pages.
      • Widgets, feeds and open APIs are an opportunity.
  • 28. User experience and customer engagement
  • 29. User Experience is key
    • More grasp of commercial benefits of user experience investment.
    • Tiny increase in conversions = £££.
    • Specialist agencies (user-centred design services, eye-tracking etc).
  • 30. What is Customer Engagement?
    • ‘ Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand. ’*
      • Recency of visits, frequency of visits; propensity to give feedback, recommend and create user-generated content.
      • Digital environment offers unprecedented scope for interaction and measurement of that interaction.
    • * Richard Sedley of cScape, adapted from Ron Shevlin.
  • 31. Top strategies for online engagement E-consultancy / cScape Customer Engagement Report 2008
  • 32. Top tactics for online engagement E-consultancy / cScape Customer Engagement Report 2008
  • 33. Conclusions
    • Important to think of online publication as more than just a destination website.
      • In a world of ‘atomisation’, what is the most effective and appropriate way of getting the brand out there?
    • Engagement with audience is vital.
      • How is that engagement being defined and measured, and how is it being deepened?
  • 34. Questions? Linus Gregoriadis, Head of Research Email: [email_address] Website: