Mapping the UK Digital Media Landscape


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'Mappnig the Digital Media Landscape' , by Anton Grutzmancher of Hitwise, UK, on 29 April 2008 at the Journalism Leaders Programme, University of Central Lancashire, Preston:

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  • Mapping the UK Digital Media Landscape

    1. 1. Mapping The Digital Landscape Anton Grutzmacher Head of Client Services Hitwise April 2008
    2. 2. <ul><ul><li>Hitwise is the only source of timely and complete information on how 8.43 million people in the UK interact with over 1 million online businesses, across 160 industry categories every day . </li></ul></ul><ul><ul><li>1400+ clients worldwide, including 9 out of the top Print Media websites in the UK. </li></ul></ul><ul><ul><li>Founded in 1997 with operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore. </li></ul></ul><ul><ul><li>Acquired by Experian in 2007. </li></ul></ul>About Hitwise
    3. 3. An ever changing landscape Share of UK visits to Search Engines, Social Networking and Adult websites March 2006 – March 2008
    4. 4. Information is shared not just pushed Share of UK visits to Blogs and Community Directories and Guides March 2006 – March 2008
    5. 5. National Print Media Regional Media Hitwise online media landscape
    6. 6. National growing, local stagnating <ul><ul><li>Online growth is compensating for falling offline sales in the national media, but not in local media </li></ul></ul>
    7. 7. BBC sites dominate local media <ul><ul><li>Local media most popular in more remote regions / places with strong local identities: e.g. Scotland, Wales, Liverpool, Cornwall, etc… </li></ul></ul>
    8. 8. Brand and navigational searches Searches sending traffic to Regional media publications
    9. 9. Regional sites with a high local audience index North East South West East
    10. 10. <ul><li>East 77% </li></ul><ul><li>E-Midlands 22% </li></ul><ul><li>NW 61.5% </li></ul><ul><li>NE 24% (40% without BBC sites) </li></ul><ul><li>SE 75% </li></ul><ul><li>SW 180% </li></ul><ul><li>Growth in traffic from search engines: </li></ul><ul><li>NE 0% (4% without BBC sites) </li></ul><ul><li>SW 120% </li></ul>Growth in visits to Regional News
    11. 11. Source: François Nel at Growth takes investment
    12. 12. <ul><li>Business & Finance - Insurance </li></ul><ul><li>Shopping & Classifieds </li></ul><ul><li>Travel </li></ul><ul><li>Entertainment </li></ul>NE Media as a source of traffic
    13. 13. <ul><li>Business & Finance - Insurance </li></ul><ul><li>Shopping & Classifieds </li></ul><ul><li>Travel </li></ul><ul><li>Entertainment </li></ul>SW Media as a source of traffic
    14. 14. Have you embraced Search marketing?
    15. 15. Have you embraced Search marketing?
    16. 16. Searches for local newspaper advertising local advertising publication scarborough free advertising for small business in stoke delinea manchester advertising business advertising in thanet the dundee courier advertising advertising in northwich advertising in bury advertising in cleveland uk business advertising in pembrokeshire worcester job advertising heaton advertising leeds advertising in truro newspaper + bishops stortford + advertising southend on sea newspaper advertising the leader newspaper brighton advertising cost for advertising wirral globe newspaper farmers guardian newspaper advertising advertising a business in local newspaper canterbury newspaper advertising cost advertising costs in newspapers free advertising newspapers in colchester advertising kent newspapers
    17. 17. <ul><li>Your audience is your greatest asset! </li></ul><ul><li>You might as well get to know them… </li></ul>Understand your audience
    18. 18. Offer your audience what they need
    19. 19. Retail example: Dixons & Insurance
    20. 20. <ul><li>Growth takes Investment. </li></ul><ul><li>Embrace online marketing platforms. </li></ul><ul><li>Understand your online audience. </li></ul><ul><li>Offer your audience what they need! </li></ul>Conclusions
    21. 21. Anton Grutzmacher [email_address]