Stat-o-rama – An Industry in numbers - James MurrayPresentation Transcript
Key digital trends and the future of online advertising James Murray, Marketing Research Analyst
Top Categories online April 2008-11 2008 2011
Where is Google sending traffic to?
Top 3 players in social media
The behemoth that is Facebook 1 in every 6 page views in the UK is on a Facebook page Is the second biggest website in the UK after Google 20 million hours are spent on Facebook by UK Internet users every day 1 in every 10 visits to a website comes from Facebook Has a global reach of over 500 million users
Visits to Virgin Balloon Flights 700% increase
Virgin Balloon Flights takes 80% market share of visits within Ballooning
How much was Groupon responsible for this spike? 36% of visits from Groupon
The most important lesson to learn online…
How the riots initially affected Egypt holiday searches -26% Start of Egypt riots
News terms started swamping holiday terms
Lonely Planet became a trusted authority on Egypt
Visits to Lonely Planet doubled during the Egypt crisis.
For the week ending 15 January 2011 , 5% of all searches relating to the political unrest in Egypt went to the Lonely Planet website.
Egypt celebrates, Lonely Planet benefits
The future of digital: better consumer segmentation
What does Experian Mosaic look like?
Over 450 individual pieces of data contribute to Mosaic profiles
Mosaic allows you to see who your audience are online, what they like and where they are in the UK.
How Automotive brands perform online and offline Source: Experian Hitwise and SMMT
Volvo in the competitive manufacturer market
Volvo received more visits than Ford and Volkswagen in April
Visits to the Volvo website increased by 22% during April 2010
Where did Volvo’s traffic spike come from? Auto Publishers
Publisher traffic changed the Volvo Mosaic profile
New audience was wrong for Volvo
What Volvo should have done
Key Websites Suburban Mindsets visit
Key Takeaways Social media continues to grow in influence – it’s impossible to ignore the impact of social networks like Facebook and Twitter on the online landscape. Companies that innovate and communicate using social media will benefit from more traffic. Retail is gravitating toward social – Sites like Grouponare becoming a growing force in online retail and are driving more traffic to websites than ever beforeby combining discounts with community recommendations. Authority is more important than ever – establishing online authority on a given topic can have major benefits to your website traffic, as was witnessed by Lonely Planet during the Egypt crisis. Identifying the right audience is crucial – the future of digital will be driven by better customer segmentation. Experian Mosaic can improve targeting online and offline so that your brand message reaches the right audience.