Search, Social, Shopping & MobileMay 2013Image Source: Flickr user blprntMARKETING TRENDS
ATTRIBUTIONShoppers converted withfewer touch points4.33.9012345# Touch PointsQ4Q1Data SourceRKG DMR Q1 2013Image SourceFl...
NEW CUSTOMERSOrganic & Paid eachaccounted for 20% of newcustomer visits201620110510152025New Visits New TransactionsOrgani...
EXISTING CUSTOMERSeMail and Organic searcheach account for 20% ofvisits20%13%20%6%0%5%10%15%20%25%Visits TransactionsEmail...
1/3 of product searches begin on Amazon.comAMAZONData SourceNYTimesImage SourceFlickr user scobleizer
AMAZON60% of mobile departmentstore traffic is onAmazon.comAmazon Everyone ElseData SourceInternet RetailerImage SourceFli...
When consumers abandon a retailer’s site, thesearch continues Amazon.com & GoogleAMAZONData SourceMultiChannel MerchantIma...
Key ?s• How are youintercepting thoseshoppers before theyget to Amazon.com?• How are you reducingabandons?• Are you creati...
Product Listing Ad (PLA) spend is up 238%THE LONG TAILData SourceRKGImage SourceFlickr user noppyfoto
PAID SEARCH SPEND IS UPData SourceRKGImage SourceFlickr user epsos0%10%20%30%40%50%60%Q1 2013Google Bing
Mobile drives traffic & revenuePAID SEARCHData SourceRKGImage SourceFlickr user clanlife0%10%20%30%Total Paid Search Q1201...
• PLAs drove 28% of Googlenon-brand mobile clicks inQ4 2012• But only 16% for Bing AdsMOBILE PAID CLICKSData SourceRKGImag...
33% of Google non-brand spend is onPLAsPAID LISTING ADSData SourceRKGImage SourceFlickr user moe
Naturalsearchaccounts for35% of webtrafficORGANIC SEARCHData SourceRKGImage SourceFlickr user winton
24% of organic search visits were mobileORGANIC SEARCHData SourceRKGImage SourceFlickr user dennis_vu
iOS 6 doesn’t pass referrerdata• 13% of all Google searchesare classified as “direct”trafficORGANIC SEARCHData SourceRKG
14% of US webtraffic was onmobile in 2012MOBILEData SourceKISSmetricsImage SourceFlickr user thenextweb
39% of traffic to Top 500 retailers will be from smartphones in 2013• Smartphones will surpass half of all traffic in 2014...
32% of shoppers researchand purchase on asmartphoneMOBILEData SourceMultiChannel Media Post
Mobile conversions lagthose of www sites…MOBILEImage SourceFlickr user ipdegirl
…But “mobile influence” for wwwand in-store conversions is HUGE• 13x multiplier from mobilerevenue to in-store mobileinflu...
Many showroomingshoppers are actuallyvisiting the store’s websiteMOBILE IN-STORE WIFIData SourceeMarketer0.0%10.0%20.0%30....
72% ofsmartphoneowners usethem whileshopping instoresMOBILE ASSISTData SourcesPewImage SourceFlickr user Damian jasonahowie
Key ?s• Are you acting on theknowledge thatshoppers are visitingthe website frominside the store?MOBILE IN-STOREImage Sour...
Mobile purchases increased 40% from 2011 to 2012BLACK FRIDAYData SourceIBMImage SourceFlickr user SquiffyEye
67% prefer an optimizedmobile site to a mobile appMOBILE SITES VS APPSData SourcesMediaPost
Key ?s• What’s the trajectory of your mobiletraffic?• How are you improving the mobileexperience?• Will an app satisfy you...
PEOPLE ARE BUYINGData SourceGoogle: Our Mobile Planet
MORE FREQUENTLYData SourceGoogle: Our Mobile Planet
SOME EVEN BUY DAILYData SourceGoogle: Our Mobile Planet
WHERE DOES MOBILE COMMERCE HAPPEN?Data SourceGoogle: Our Mobile Planet
BUT STILL TOO MUCH FRICTIONData SourceGoogle: Our Mobile Planet
MOBILE RESEARCH IS GROWINGData SourceGoogle: Our Mobile Planet
WHERE ARE THEY RESEARCHING?Data SourceGoogle: Our Mobile Planet
WHERE ARE THEY BUYING?Data SourceGoogle: Our Mobile Planet
• 32% of mobile users visit thesame page on desktop andmobile• 50% visit the same categorypageCROSS-CHANNEL: MOBILE + WWWD...
Key ?s• Do your customers have a great cross-channel experience?CROSS-CHANNEL: MOBILE + WWWImage SourceFlickr user JacksterD
Facebook send 30x more traffic than Google+SOCIALData SourceRKGImage SourceFlickr user owenwbrown
Fewer than 1% of transactions can be traced back to social linksSOCIALData SourceRKGImage SourceFlickr user owenwbrown
Pinterest traffic converts betterFACEBOOK VS PINTERESTData SourceBloomReach
Pinterest trafficsticks aroundFACEBOOK VS PINTERESTData SourceBloomReach
Pinterest trafficspends moreFACEBOOK VS PINTERESTData SourceBloomReach
Pinterest traffic is more engagedFACEBOOK VS PINTERESTData SourceBloomReach
Yet…Facebook drives 7x more traffic than PinterestFACEBOOK VS PINTERESTData SourceBloomReach
Key ?s• Do you engage users on Facebookand Pinterest?FACEBOOK VS PINTEREST
How will yougather, analyze and act ondata to create a greatcustomer experience andprofitable business?LAST QUESTION…Image...
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Marketing Trends: Search, Social, Shopping & Mobile

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Rundown of the data on search marketing (organic, paid, PLA), Amazon, mobile, e-commerce, and social.

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  • RKG
  • Forrester
  • Forrester
  • Can we somehow get mobile into the image?
  • RKG
  • RKG
  • RKG
  • RKG
  • RKG
  • Can you add a slide after this
  • Maybe compare the 14% to the 39% - more than double…
  • Pew – shouldn’t this be near mobile in-store (before Friday)
  • IBM
  • “This should come as no surprise but….people are buying on their smartphones. In fact, the number who have used their smartphone to for a purchase increased 20% from 2011 to 2012.”
  • “Not only are they buying, but those who do use their smartphone for purchases are doing so even more often.”
  • “When you look at the data on smartphone shoppers, it’s clear that those who adopt mobile commerce are increasing the frequency of their purchases.”
  • “Shoppers are buying on their smartphones in a variety of places.” Its very interesting that the majority of consumers who buy on a smart phone do it in their own home.
  • “Of course, there is still friction in mobile commerce that holds a lot of people back from completing a purchase on their smartphone. But as you know, the smartphone plays a role in purchases far beyond just those that are completed on that phone. Mobile assisted commerce is a huge use case and opportunity”
  • “One example ‘mobile assisted’ commerce is research. Google’s study found that shoppers are using their smartphones to research purchases”
  • “And they’re doing that research on a smartphone while they’re at home, work, in the store and out about town”
  • “Here’s the most important slide. It shows that shows that after the research, those smartphone shoppers are buying on their phones, on their desktops and laptops, and in the store. That’s mobile assisted commerce in action. In fact, a Deloitte study found that the mobile assisted revenue number was actually13x the transactions on the smartphones. So reducing friction and improving the cross-channel experience are key.”
  • RKG
  • Forrester
  • Marketing Trends: Search, Social, Shopping & Mobile

    1. 1. Search, Social, Shopping & MobileMay 2013Image Source: Flickr user blprntMARKETING TRENDS
    2. 2. ATTRIBUTIONShoppers converted withfewer touch points4.33.9012345# Touch PointsQ4Q1Data SourceRKG DMR Q1 2013Image SourceFlickr user katietegtmeyer
    3. 3. NEW CUSTOMERSOrganic & Paid eachaccounted for 20% of newcustomer visits201620110510152025New Visits New TransactionsOrganic PaidData SourceForresterImage SourceFlickr user perspective
    4. 4. EXISTING CUSTOMERSeMail and Organic searcheach account for 20% ofvisits20%13%20%6%0%5%10%15%20%25%Visits TransactionsEmail Organic SearchData SourceForresterImage SourceFlickr user anniemole
    5. 5. 1/3 of product searches begin on Amazon.comAMAZONData SourceNYTimesImage SourceFlickr user scobleizer
    6. 6. AMAZON60% of mobile departmentstore traffic is onAmazon.comAmazon Everyone ElseData SourceInternet RetailerImage SourceFlickr user dougbelshaw
    7. 7. When consumers abandon a retailer’s site, thesearch continues Amazon.com & GoogleAMAZONData SourceMultiChannel MerchantImage SourceFlickr user marktee0%10%20%30%40%50%60%70%Amazon Google
    8. 8. Key ?s• How are youintercepting thoseshoppers before theyget to Amazon.com?• How are you reducingabandons?• Are you creating arelevant experiencethat inspires loyalty?AMAZONImage SourceFlickr user yto
    9. 9. Product Listing Ad (PLA) spend is up 238%THE LONG TAILData SourceRKGImage SourceFlickr user noppyfoto
    10. 10. PAID SEARCH SPEND IS UPData SourceRKGImage SourceFlickr user epsos0%10%20%30%40%50%60%Q1 2013Google Bing
    11. 11. Mobile drives traffic & revenuePAID SEARCHData SourceRKGImage SourceFlickr user clanlife0%10%20%30%Total Paid Search Q12013Clicks Spend
    12. 12. • PLAs drove 28% of Googlenon-brand mobile clicks inQ4 2012• But only 16% for Bing AdsMOBILE PAID CLICKSData SourceRKGImage SourceFlickr user stevendepolo
    13. 13. 33% of Google non-brand spend is onPLAsPAID LISTING ADSData SourceRKGImage SourceFlickr user moe
    14. 14. Naturalsearchaccounts for35% of webtrafficORGANIC SEARCHData SourceRKGImage SourceFlickr user winton
    15. 15. 24% of organic search visits were mobileORGANIC SEARCHData SourceRKGImage SourceFlickr user dennis_vu
    16. 16. iOS 6 doesn’t pass referrerdata• 13% of all Google searchesare classified as “direct”trafficORGANIC SEARCHData SourceRKG
    17. 17. 14% of US webtraffic was onmobile in 2012MOBILEData SourceKISSmetricsImage SourceFlickr user thenextweb
    18. 18. 39% of traffic to Top 500 retailers will be from smartphones in 2013• Smartphones will surpass half of all traffic in 2014MOBILEData SourceInternet RetailerImage SourceFlickr user Andrea_44
    19. 19. 32% of shoppers researchand purchase on asmartphoneMOBILEData SourceMultiChannel Media Post
    20. 20. Mobile conversions lagthose of www sites…MOBILEImage SourceFlickr user ipdegirl
    21. 21. …But “mobile influence” for wwwand in-store conversions is HUGE• 13x multiplier from mobilerevenue to in-store mobileinfluenced sales1• Mobile will influence 17% of in-store sales by 2016• 20% who use Store Locator on amobile site visit the store2MOBILEData Sources1: Deloitte: The Dawn of Mobile Influence2: Adidas case study from Google MobileAdsImage SourceFlickr user Damian Gadal
    22. 22. Many showroomingshoppers are actuallyvisiting the store’s websiteMOBILE IN-STORE WIFIData SourceeMarketer0.0%10.0%20.0%30.0%40.0%Visit Store Websitevia In-Store WifiMenWomen
    23. 23. 72% ofsmartphoneowners usethem whileshopping instoresMOBILE ASSISTData SourcesPewImage SourceFlickr user Damian jasonahowie
    24. 24. Key ?s• Are you acting on theknowledge thatshoppers are visitingthe website frominside the store?MOBILE IN-STOREImage SourceFlickr user Damian tiseb
    25. 25. Mobile purchases increased 40% from 2011 to 2012BLACK FRIDAYData SourceIBMImage SourceFlickr user SquiffyEye
    26. 26. 67% prefer an optimizedmobile site to a mobile appMOBILE SITES VS APPSData SourcesMediaPost
    27. 27. Key ?s• What’s the trajectory of your mobiletraffic?• How are you improving the mobileexperience?• Will an app satisfy your mobiledemand?• How are you maximizing mobilediscovery?MOBILE
    28. 28. PEOPLE ARE BUYINGData SourceGoogle: Our Mobile Planet
    29. 29. MORE FREQUENTLYData SourceGoogle: Our Mobile Planet
    30. 30. SOME EVEN BUY DAILYData SourceGoogle: Our Mobile Planet
    31. 31. WHERE DOES MOBILE COMMERCE HAPPEN?Data SourceGoogle: Our Mobile Planet
    32. 32. BUT STILL TOO MUCH FRICTIONData SourceGoogle: Our Mobile Planet
    33. 33. MOBILE RESEARCH IS GROWINGData SourceGoogle: Our Mobile Planet
    34. 34. WHERE ARE THEY RESEARCHING?Data SourceGoogle: Our Mobile Planet
    35. 35. WHERE ARE THEY BUYING?Data SourceGoogle: Our Mobile Planet
    36. 36. • 32% of mobile users visit thesame page on desktop andmobile• 50% visit the same categorypageCROSS-CHANNEL: MOBILE + WWWData SourceBloomReach0%10%20%30%40%50%60%ProductPageCategoryPage
    37. 37. Key ?s• Do your customers have a great cross-channel experience?CROSS-CHANNEL: MOBILE + WWWImage SourceFlickr user JacksterD
    38. 38. Facebook send 30x more traffic than Google+SOCIALData SourceRKGImage SourceFlickr user owenwbrown
    39. 39. Fewer than 1% of transactions can be traced back to social linksSOCIALData SourceRKGImage SourceFlickr user owenwbrown
    40. 40. Pinterest traffic converts betterFACEBOOK VS PINTERESTData SourceBloomReach
    41. 41. Pinterest trafficsticks aroundFACEBOOK VS PINTERESTData SourceBloomReach
    42. 42. Pinterest trafficspends moreFACEBOOK VS PINTERESTData SourceBloomReach
    43. 43. Pinterest traffic is more engagedFACEBOOK VS PINTERESTData SourceBloomReach
    44. 44. Yet…Facebook drives 7x more traffic than PinterestFACEBOOK VS PINTERESTData SourceBloomReach
    45. 45. Key ?s• Do you engage users on Facebookand Pinterest?FACEBOOK VS PINTEREST
    46. 46. How will yougather, analyze and act ondata to create a greatcustomer experience andprofitable business?LAST QUESTION…Image Sourceeleaf

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