DMA digital tracking study May 2010

DMA Digital Tracker – Inaugural Report Paul Seabrook – fast.MAP May 2010

Background For marketers, the digital landscape is one of the broadest mediums available It’s a truly direct medium with marketing messages delivered to people’s desktops, mobile devices, home PCs and in the work environment The landscape is changing rapidly. Social networking has grown exponentially and provides marketers with new challenges as consumers become more selective and savvy at ad avoidance But we live in a society where consumers demand choice, value, information and engagement We know the hard stats from the ISPs, the networking sites etc and we might know responses from campaigns you have delivered, but what are consumers thinking and what is it that makes them respond and engage

Methodology 17 questions were submitted via a self completion online survey to fast.MAP’s nationally representative Consumer Voice panel Sample size = 1,860 (statistical confidence +/- 1.4%) Field work 1st – 6th April 2010 Results re-weighted by age and gender Panellists were incentivised by £250 prize draw

What people like to hear about Source 2010 fast .MAP/Digital Tracker: What type of offer/content do you like receiving best? Money off 60% Free delivery 18% Increased loyalty coupons 6% Advanced notice of products 6% Other 5% Product reviews 5%

Pass it on… Source 2010 fast .MAP/Digital Tracker: What makes content “share-worthy”? Please tick all that apply. Interesting or informative / helpful content 63% Humorous 62% Comes from a trustworthy source 42% Simple and straightforward 38% Discounts or special offers 37% New or timely 26% Incentives to share 22% Shocking, surprising or controversial 18% Other 5%

Which industries are good at emailing? Source 2010 fast .MAP/Digital Tracker: Which industry sector do you think does promotional email well? Please tick all that apply. Travel and tourism 33% Retail 32% Food 32% Entertainment and media 31% Internet/ ecommerce 13% Other, please specify 13% IT 12% Banking 12% Energy and utilities 10% Telecommunications 10%

Which brands are good at email? Source 2010 fast .MAP/Digital Tracker: Which brands do you think do email well? Please tick all that apply. Tesco 25% Argos 22% Marks & 20% Boots 17% Sainsburys 14% John Lewis 12% B&Q 11% None of the above 11% Virgin 11% O2 9% Homebase 9% Morrisons 9% Orange 7% Dell computer 7% PC World 6% Vodafone 6% Easyjet 5% Curry’s Group 5% British Airways 4% Specsavers 3% Somerfield 3% McDonalds 3% Ryanair 2% Dreams Beds 1%

Recall of how many emails received Source 2010 fast. MAP/Digital Tracker: How many promotional emails do you receive in your in-box on average each week? Over 20 43% 16-20 9% 11-15 11% 6-10 14% 3-5 13% 1-2 6% None 5%

How much are of interest? Source 2010 fast. MAP/Digital Tracker:What percentage of those that you receive do you consider interesting or relevant to you? 91-100% 1% 81-90% 0% 71-80% 1% 61-70% 2% 51-60% 2% 41-50% 4% 31-40% 5% 21-30% 8% 11-20% 11% 1%-10% 46% 0% 18%

What happens next? Source 2010 fast. MAP/Digital Tracker :When you receive an interesting email, please select up to three most likely actions you would take from the list below: Go to the company’s website 56% Save the email to refer to at a later date 49% Bear the information in mind for later use 42% Go to their shop/retail outlet 22% Go to a comparison shopping website 17% None of the above 15% Go to a social network site or blog 3% Call the company 1%

What is considered to be Spam? Source 2010 fast.M AP/Digital Tracker :What is most likely to prompt you to mark email as Spam? I suspected them of phishing attack 32% Too many (frequency) 19% Don’t remember signing up 18% Lack of trust in the brand concerned 11% Products offered are illegal 10% Lack of time to go through the opt-out procedure 5% (marking as spam is easier) The unsubscribe mechanism was too hard 3% Don’t like brand 2%

Where do people normally receive their emails? Source 2010 fast .MAP/Digital Tracker :What device do you normally view your emails on? Desktop 67% Laptop 49% Smartphone 5% IPhone 3% Mobile 3%

Time spent on email Source 2010 fast .MAP/Digital Tracker :How much time do you spend on email per day at work and home? over 7 hours 2% 2% 6-7 hours 3% 1% 5-6 hours 2% 2% Work 4-5 hours 3% Home 4% 3-4 hours 3% 6% 2-3 hours 5% 13% 1-2 hours 8% 34% 0-1 hour 15% 34% None 60% 3%

Current relationships Source 2010 fast .MAP/Digital Tracker :Which retailers do you use? Please tick all that apply. Tesco 72% Argos 68% Boots 64% Sainsburys 55% Marks & 55% B&Q 50% Morrisons 45% McDonalds 36% Homebase 34% PC World 29% O2 25% Curry’s Group 24% Virgin 23% Specsavers 23% John Lewis 22% Orange 21% Vodafone 19% Easyjet 17% Somerfield 16% British Airways 15% Dell computer 13% Ryanair 12% Dreams Beds 3% None of the above 2%

Social networking Source 2010 fast .MAP/Digital Tracker :Which of the following social networks do you use? Facebook 58% Do not use any 31% Youtube 24% msn 16% Yahoo 12% Twitter 11% MySpace 8% The Gumtree 6% LinkedIn 4% Bebo 4% Flickr 3% Blogger.com 2% Orkut 2% Photo Bucket 1% Bing 1% Badoo 1%

Time spent on these sites each week – for social purposes Source 2010 fast .MAP/Digital Tracker: How much time a week do you spend on these sites? LinkedIn 0% The Gumtree 0% Flickr 1% Youtube 2% MySpace 4% Twitter 4% Bing 8% msn 26% Facebook 32% Blogger.com 34% Over 3 hours a w eek

Social and Business mix Source 2010 fast .MAP/Digital Tracker: What do you use these sites for? LinkedIn 70% 14% Blogger.com 71% 28% The Gumtree 31% 39% Bing 17% 73% Yahoo messenger 1% 88% Flickr 5% 88% msn 1% 89% Tw itter 3% 90% Youtube 1% 93% MySpace 0% 95% Bebo 0% 95% Facebook 0% 96% Photo Bucket 0% 100% Orkut 0% 100% Badoo 0% 100% Social Business

Passing marketing messages on in this space Source 2010 fast .MAP/Digital Tracker :How often do you share company or product-related information on social networks? Never 40% A few times a year 26% Monthly 10% Weekly 12% Daily 12%

How and why do people share and engage? Source 2010 fast .MAP/Digital Tracker: How and why do you share information on social networks? Other 9% Help others 14% Reciprocity / Hope to receive info in 19% return Feel like a part of a community 22% None of the above – I do not 39% contribute but just watch Contribute to a conversation 43%

Reaching people on the move Source 2010 fast .MAP/Digital Tracker:Do you use your mobile, Smartphone or IPhone to check social networking sites? No 81% Yes 18%

So, where are we now? The medium of direct communication has grown exponentially through technology advances and because it works – 85% will be prompted into positive action But marketers and practitioners should see plenty of room for improvement as with all the sophisticated tools, segmentation, targeting etc consumers are still saying we’re not doing well enough with nearly two- thirds saying they find less than 10% of emails interesting The key principles of Direct Marketing still apply, right person, right time, right message, right offer Consumers that can be engaged are then compelled to pass it on via their social networks Get it all right and it will drive sales

Final thoughts before we see the next wave: Use the digital landscape not just for the final communication Test online beforehand to get the message, targeting, relevance and offer right Profile hand-raisers to learn in real-time Use tools such as the Royal Mail’s e-bay transactional data tool to see what your target market is buying Engagement is critical. Listen as much as you broadcast and deliver accordingly

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DMA digital tracking study May 2010

by Bryan Miller on May 13, 2010

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DMA digital tracking study May 2010 — Presentation Transcript