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Trends in  Digital Marketing and E-commerce Linus Gregoriadis, Head of Research E-consultancy.com Email:  [email_address] ...
Presentation overview <ul><li>Online advertising </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Vertical sear...
Online advertising landscape
Three big deals in 2007 <ul><li>Google’s proposed acquisition of DoubleClick for $3.1 billion. </li></ul><ul><li>Microsoft...
Online marketing landscape <ul><li>Online now accounts for 15% of the total UK advertising market and is likely to hit £2....
Trends in display advertising … <ul><li>Increased importance of behavioural targeting for boosting conversion rates and pr...
Rise and rise of search Source: E-consultancy Search Engine Marketing Buyer’s Guide 2007
Search Engine Marketing - trends  <ul><li>Search has become more strategic, and part of integrated marketing plans. </li><...
Google dominates … <ul><li>Google is used for 70-80% of UK searches. </li></ul><ul><li>60% of companies surveyed by E-cons...
Vertical Search  <ul><li>Could vertical search erode Google’s dominance? </li></ul><ul><ul><li>More than half of E-consult...
Vertical Search – Benefits <ul><li>Keep users on-site  62% * </li></ul><ul><li>Improve brand (by becoming  authority websi...
Vertical Search – Disadvantages <ul><li>Point users to competitors  37% * </li></ul><ul><li>Hassle (support/maintenance) 2...
E-commerce and affiliate marketing
E-commerce landscape <ul><li>Online sales in the UK will amount to an estimated £42bn in 2007, up from £30.2bn last year, ...
% of internet sales by source of referral (Channel Advisor) Online buying behaviour is changing ...
Affiliate Marketing … <ul><li>Affiliate Marketing is seen as ‘most cost effective channel’. </li></ul><ul><li>It will driv...
Social Media and Social Commerce
Ratings and Reviews Wikis Social Networks Tagging User-generated Content Blogs Peer-2-peer Facebook
Social Networks = “sticky”, high page views / session, high repeat visits, youth audiences, reach Blogs = PR, niches, sear...
Social Media  <ul><li>The profile of social media has risen dramatically in recent months because of sites such as Faceboo...
What is Social Commerce?  <ul><li>Put simply, social commerce is about customers having the means to interact with one ano...
Importance of ratings and reviews, and user-generated content <ul><li>Customer ratings & reviews are being used by 28% of ...
Benefits of ratings and reviews Percentage of respondents rating as ‘major benefit’ (Social Commerce Report 2007)
‘ Atomisation’
Syndication Feeds Widgets Aggregation Mash-ups “ Web as platform” Open APIs
iRobot
Fragmentation of content <ul><li>Publishers should no longer think about their content just as something which appears on ...
User experience  and customer engagement
User Experience is key <ul><li>More grasp of commercial benefits of user experience investment. </li></ul><ul><li>Tiny inc...
What is Customer Engagement? <ul><li>‘ Repeated interactions that strengthen the emotional, psychological or physical inve...
Top strategies for online engagement E-consultancy / cScape Customer Engagement Report 2008
Top tactics for online engagement E-consultancy / cScape Customer Engagement Report 2008
Conclusions <ul><li>Important to think of online publication as more than just a destination website.  </li></ul><ul><ul><...
Questions? Linus Gregoriadis, Head of Research E-consultancy.com Email:  [email_address]   Website:  www.e-consultancy.com
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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)

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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.
  • Transcript of "Trends in Digital Marketing and e-Commerce"

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