Things you didn't know about digital marketing

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Highlights of 3 Adobe Digital Index reports as presented on the Digital Marketing Forum in Brussels, Februari 2013.

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  • Only 1% of shoppers actually make a purchase, whilst 78% of retail marketing budget is spend on search and display primarely to bring this type of visitors to the site
  • TGIF: Thank God Its Friday
  • Things you didn't know about digital marketing

    1. 1. Three things you (maybe) didnt know about Digital Marketing | Sr. Solution Consultant, Digital Marketing | Adobe Waldo Smeets© 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 Giving credits to 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 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 websites
    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 IndexNotes – 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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. internet
    10. 10. Know the tablet habits© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
    11. 11. Purchasing habits of tablet users© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
    12. 12. 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. 12
    13. 13. Build your marketing plan across devices and become tablet friendly Segment Measure & Optimize Target© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
    14. 14. Why marketers aren’t giving social the credit it deserves© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    15. 15. Last click traffic sources© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
    16. 16. Attribution Models Matter© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
    17. 17. Search, meet Social© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
    18. 18. Adobe Digital Index - Conclusions 1. Attribution models • Marketers can and should use different attribution models, including first-click attribution, to more matter accurately measure social’s impact on their websites. 2. Improve media • Increased use of first-click attribution can change how much marketers invest in social media versus investments by using first- other channels and the social media sites in which click attribution they invest. 3. Improve investment allocations to social • Increased use of first-click attribution can change the perceived ROI and the marketing investment for each media sites by using first- of the different social media sites. click attribution© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
    19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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