Dml 13 waldo smeets - adobe - things you didn't know about digital marketing

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Dml 13 waldo smeets - adobe - things you didn't know about digital marketing

  1. 1. Three things you (maybe) didnt know about Digital Marketing Waldo Smeets | Sr. Solution Consultant, Digital Marketing | Adobe© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. About Adobe Digital Index Reports Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data across trillions of transactions and more than 5,000 companies worldwide that use the Adobe Marketing Cloud, to obtain real-time data and analysis of activity on their websites.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  3. 3. Insights ROI of existing Impact of tablets Customers on retailers Real value of social© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. The ROI from Marketing to Existing Online Customers© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. Site visitors broken into 3 segments© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. Majority of all visitors are first time shoppersNotes: Shoppers – up to and including first purchase on site. Return Purchasers - consumer with a previous registered purchase Repeat Purchasers – consumer with 2 or more lifetime purchases Sample: 33 billion visits in 180 U.S. and Europe websites © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  7. 7. Experience breeds confidence §  Repeat purchasers are 9X more likely to purchase an item than new shoppers. §  Return purchasers are 5X more likely to purchase an item than new shoppers.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. Digital Index: ROI from Marketing to Existing Online Customers Selected Highlights The  ROI  from  Marketing  to   Existing  Online  Customers   •  40% of revenue comes from returning or repeat purchasers, who represent only 8% of all visitors. •  Marketers in Europe must bring in 5 and 7 shoppers, respectively, to equal the revenue of 1 repeat purchaser. •  Most of the revenue improvement in purchaser segments can be attributed to increased conversion rates which are up to 9 times those of shoppers. Adobe® Digital Index   Notes – Shoppers – up to and including first purchase on site. Return Purchasers - consumer with a previous registered purchase Repeat Purchasers – consumer with 2 or more lifetime purchases © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  9. 9. Tablet visitors have the golden touch for online retailers The impact of tablet visitors on retail websites In over 16.2 billion visits in 2011 to 150 of the largest retailers on the internet© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  10. 10. Global traffic share February 2013© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  11. 11. Tablet users view 70% more pages compared to smartphone users© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  12. 12. Know the tablet habits© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  13. 13. Purchasing habits of tablet users© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. Purchasing habits of tablet users© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  15. 15. Report Showcases Value of “Tablet Visitors” for Retailers Selected Highlights •  77% of tablet owners use it to shop with estimated 300% increase in tablet visitors in 2013 •  Compared to Smartphone Visitors, 3X more likely to buy and spend 54% more •  Compared to Traditional Visitors, similar conversion rates and spend 21% more •  Companies need a distinct tablet and mobile/ smartphone strategies© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. Build your marketing plan across devices and become tablet friendly Segment Measure & Optimize Target© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. Why marketers aren’t giving social the credit it deserves© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. Last click traffic sources© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  19. 19. Attribution Models Matter© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  20. 20. Search, meet Social© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  21. 21. Adobe Digital Index - Conclusions •  Marketers can and should use different attribution models, 1. Attribution models including first-click attribution, to more accurately matter measure social’s impact on their websites. 2. Improve media •  Increased use of first-click attribution can change how investments by using first- much marketers invest in social media versus other click attribution channels and the social media sites in which they invest. 3. Improve investment allocations to social media •  Increased use of first-click attribution can change the perceived ROI and the marketing investment for each of sites by using first-click the different social media sites. attribution© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  22. 22. Adobe. http://adobe.ly/digitalindex© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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