eLink Design 2012 Internet Marketing Trends Report
2012 Internet Marketing Trends Report "American households now spend as much time online as they do watching TV, according to Forrester Research. Yet in 2010, only about 15% of media ad budget money was spent online. Online decision-making is skyrocketing; online marketing budgets arent." - Winning the Zero Moment of Truth, Google, Inc. In this report, we highlight statistics for the most important online marketing trends of 2012.
Page 2 of 5 Search Engine Marketing 92% of online users first use search engines to look for products and services. With that stat in mind, get on your computer and go to your favorite search engine. Enter the name of your companys main product or service. Youll likely see your company page. If so, great. Now, add the word reviews. Then, try the word best: best laser printer, best vacation resort, best realtor in Lexington, anything you like. What all do you see on the page? You probably see ratings and opinion sites, online stores, coupons, videos, images, and competitor websites. Are you happy with what you see? Will these results lead someone to buy your product? Is your product even visible? Mobile It’s clear that mobile computing is the wave of the future. Mobile offers 24x7 computing, increasingly faster network connections, it is more personal and more fun to use than a pc, enterprise adoption for tablets is becoming widely accepted, and mobile empowers users to engage with brands. How can your company use mobile-only functionality to increase leads and sales? GPS, Camera, Video, Maps, Directions, QR Codes, Check-Ins, Click to call, Text Messaging, Mobile Landing Pages. 85% of mobile devices will be web enabled by next year. 95% of smartphone users have searched for local information. 61% of users call a business after searching and 59% visit the location. 90% of these people act within 24 hours. Sources: Google "The Mobile Movement: Understanding Smartphone Users," 2011 70% of mobile users have compared product prices on their cell phones. 65% have read product reviews on their phones. 50% of mobile searches lead to purchase. Sources: Lightspeed Research, 2010; Google "The Mobile Movement: Understanding Smartphone Users," 2011 Have you viewed your website on a smartphone and tablet? Do you know how many people visit your site from a mobile device?
Page 3 of 5 M-Commerce If your company sells anything online, a mobile E-Commerce or M-Commerce site is vital for connecting with your customers when they are ready to buy. 79% of mobile users use their smartphone to help with shopping. 48% use it to get promotions or coupons. 49% use it to compare prices. 44% use it to read reviews or product info. 54% use it to find a retailer. Local Location-based services enable real-time physical retail/service opportunities with check-ins Transparent pricing allows instant, local online price comparison that could disrupt retailers, and deep discounts, which are being used to drive foot traffic to local retailers. Check-ins and search engine places listings usage is becoming regular use with smartphone users. Local businesses are looking to use Google and Facebook Places pages to do more than raise awareness; they see these channels as a way to interact with customers to drive sales. According to a recent Hiprocket survey, 54% of smartphone owners are interested in using time- or location-based mobile offers. Searching for local info is the most common smartphone activity. 1 in 3 mobile searches are local. 95% of mobile users looked up local information. 88% of local info seekers take action within one day.
Page 4 of 5 Social Time spent on social networks surpassed portals (Google, Yahoo) in June 2011. Determining how to measure social media ROI will be a major focus of 2012. 41% of B2B companies using Facebook have acquired a customer from it. US Internet users spend 3 times more time on blogs and social networks than on email. Businesses with more than 1000 followers get 6 times more traffic than those with less than 25 followers. 42% of companies have acquired customers through Twitter. LinkedIn drives the most referrals to B2B sites. Source: Hubspot, 2011 Content Content creation allows your company to connect with customers and prospective customers. "Were entering an era of reciprocity. We now have to engage people in a way thats useful or helpful to their lives. The consumer is looking to satisfy their needs, and we have to be there to help them with that. To put it another way: How can we exchange value instead of just sending a message?" Source: Winning the Zero Moment of Truth - ZMOT Video With an abundance of new devices available to consumers, demand for streaming video and audio continue to rise. As consumers become more comfortable with new technologies, the companies that can deliver this type of content through a variety of channels and devices will be best suited to win new customers. Creating video assets for use online produces the quality experience associated with TV at a lower cost and although the reach is lower online, web viewers are able to be engaged and nurtured actively online. Video is simply more engaging than text, particularly for educational and how-to guides and video is now an important component of search engine rankings. US online video ad spending is set to grow over 40% in 2012 eMarketer, June 2011.
Page 5 of 5 Email Email is as vital as it ever has been. With the emergence of mobile browsing, email messages now arrive in the palm of your customers hand. A major trend for 2012 will be the integration of email marketing with social media and mobile efforts. This will make the value of a mobile website extremely vital. Businesses must be able to send users direct to mobile landing pages that will offer them the experience promised in the email. Analytics ROI of online and integrated marketing efforts may only be determined by using analytical tools to measure results. Now is the time to start using your website analytics to improve the performance of your website and to grow your business. About eLink Design eLink Design, a Lexington Web Design & Internet Marketing Firm, is unique from nearly every Internet Marketing company through its broad offering of in-house services, empowering clients across all facets of the economy to work with a single company to design, develop, host, maintain, support, and market their websites. Icon Source: http://www.doublejdesign.co.uk/