current online marketing trends - cerebellum digital
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CURRENT ONLINE MARKETING TRENDS
GENERAL TRENDS
More than 80% of people have access
to the internet.
62%Inbound marketing is
CHEAPERper lead than
Outbound marketingInbound marketing tactics do not only
generate leads, they also generate revenue
and awareness.
1/3 of all advertising spend in the UK is on
the Internet.
1 3
THE UK INTERNET USER
50
hours
A WEEKonline, up from 30
hours in 2010.
The average person spends more than
More than 14% of 18-24 year olds spend more
than 10 hours a day on-line on the weekend.
16.4% of traffic is gen-erated by users access-ing the internet through smartphones, tablets and other connected
devices.
8.64
searches on Google,
Everyday we conduct approximatelybillion10h
‘‘SEO is a technique which helps your web-site to be found and ranked on search engines
higher than others sites.
This optimisation of the organic content of the website enables an increase in traffic, thus im-
proving your conversion rate.In general, people visit websites which are ranked on the top of the first page of the
search engine.
By increasing your organic visibility, you will increase your traffic, therefore your number of
leads and your revenue.
SEO (SEARCH ENGINE OPTIMISATION)
’’
SEO MARKET
£400OVER
S.E.Ospent on
in the UKlast year
SEO MARKET GREW BY
million LAST YEAR
+18 %
47%Of companies spend at least £10,000 per year on SEO and 20% spend more than £50,000. They’re investing well.
4500WEB SEARCHESPER SECOND
SEO FACTS
70-80% of us-ers ignore the paid, focusing on the organic results.
62%Inbound leads cost
LOWERthan Outbound leads.
SEARCHis the #
driver of traffic to content sites, beating social media by more
than 300%.
0
3
6
9
12
15
14.6% 1.7%
SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have
a 1.7% close rate.
1
SEO FACTS
70% of the links users click on are organic.
75%Of users
NEVER SCROLL
18.6% of organic clicks go to the #1 position.
10% of organic clicks go to the #2 position,
7% of organic clicks go to the #3 position.
#1#2#3
18.6%10%
7%
past the first page of search results.
PPC (PAY PER CLIC)
‘‘Short for Pay Per Click, PPC is an Inter-net marketing formula used to price online
advertisements. In PPC programs the online advertisers will pay Internet Publishers the agreed upon PPC rate when an ad is clicked
on, regardless if a sale is made or not.
With pay per click in search engine advertis-ing, the advertiser would typically bid on a
keyword so the PPC rate changes.
On single websites - or network of content websites - the site publisher would usually set a fixed pay per click rate. Also called Cost-
Per-Click (CPC).’’
P.P.Crunning
campaign
IMPACT OF PPC ON SEO
S.E.Oorganic
efforts
clicksnumber of
+
GO
TOTAL
+25%
27%
HIGHERthan S.E.O alone.
TOTAL REVENUEgenerated by
combining S.E.O and P.P.C
yielded a profit of=
0
20
40
60
80
100
INPACT OF PPC ON SEO
ACTI
ONS
CLIC
KS
ORDE
RS
PAGE
VIE
WS
VISI
TORS
TIM
E ON
SIT
E
+91.
8%
+45%
+44.
9%
+43.
6%
+40.
7%
+39%
The addition of organic SEO to a pre existing PPC campaign yielded great benefits, by iCrossing.
INPACT OF PPC ON SEO
Paid search only Paid search & ranked in natural search
173.85
1.33
1.33
604.58
106.62
117,445.97
Total increase0.71
0.39
0.39
190.13
39.37
47,244.72164,690.69
145.99
794.71
17.85
1.72
1.72
CLICKS
ACTIONS
ORDERS
PAGE VIEWS
TIME ON SITE
VISITORS
33,667,000AUDIENCE TIME SPENT PER PERSON:
UPPER MIDDLE TO LOWER MIDDLE CLASS:
PAGES VISITED PER PERSON:
20,251,000
203
1h28
GOOGLE : AUDIENCE PER MONTH IN THE UK
MAIN SHOPPER
15,514,000
UPPER MIDDLE TO LOWER MIDDLE CLASS:
HIGH RANKING BENEFITS ON GOOGLE
75%Of users
NEVER SCROLLpast the first page of search results.
Of companies spend up to £5,000 on SEO each year, some spend over £1m.
64% of people in the UK use SEO, as com-
pared 3 years ago.
93% of online experiences begin with a search engine.
30%
INCREASE YOUR REVENUE WITH A HIGHER RANKING
INCREASE CONTENT
HIGHER SEARCH ENGINE RANKING RESULTS MORE REVENUE
INCREASE POPULARITY
MORE TARGETED TRAFFIC
CONSUMERS USE THE INTERNET TO AVOID GOING TO SHOPS OR TO FACILITATE “WINDOW SHOPPING”
96% of UK consum-ers book their travel
online.
60% of mobile phone users in the UK own a
smartphone
20% of monthly Google searches are for local businesses.
1213£
UK consumers spent an average of
PER YEAReach on online shop-
pping in 2012.
ONLINE SHOPPING VALUE PER HEAD PER YEAR IN UK
0
200
400
600
800
1000
1200
1400
UK
2007 2008 2009 2010 2011 2012
BLOGGING FACTS
of people who main-tain their blogs for a business, report that their blogs have in-creased their visibility within their industry.
say blogs helped them to establish a positionas a thought leader within their industry.
of inbounds links.Companies that blog have
75%56%
+97%
+434Companies that blog have an average of
INDEXED PAGESand companies with more indexed pages get far more leads.
%
SOCIAL MEDIA FACTS
1.8
2.3
2.9
3.7
4.6
2.7
4.4
SHOPPING BROWSING GAMING MULTIMEDIA SOCIAL NEWS EMAIL
WHAT PEOPLE DO ON THE INTERNET PER HOUR
is the most searched for term on the Internet in all comparator countries – except Japan, Russia and China.
IMPACT OF SOCIAL MEDIA
estimated user-generat-ed or consumer product
reviews as vital.
of UK shoppers said that online product ratings were a key
factor in 2010.
from UK users.
2,4In one month, in 2011, there were
VISITS
billion 57% 59%
SOCIAL MEDIA GENERATES LEADS
of advertisers are most likely to generate leads through email and on-
line transactions.
Online lead generation is now responsible for 42% of
total sales.
Email marketing (in-house lists) accounts for 18% of online lead
generation.
85%42%
18%
M-COMMERCE
1/6smartphone
owners in the UK accesses
news on their handset
almost every day.
Of smartphone own-ers have already used their mobile device to
make a purchase.
39%
Most of the UK merchantsexpect mobile commerce to be part of their main strategy within the next 12 months and more than 40 plan to have a transaction-al mobile site or applica-tion within the next year.
10% indicating intentions to start selling via mobile
applications or devices over the next three years.
UK SMALL AND MEDIUM SIZE BUSINESS TRENDS
Of SMB owners currently use social networks and 49% of them use them as part of their marketing initiatives.
Of all marketers saw increased traffic and subscrip-tions as a direct result of social media.
Of marketers say Facebook is “critical” or “important” to their business (+83% in 2 two years).
Of all marketers found social media helps get them increased exposure.
70%
88%
72%
44%
FACEBOOK OPPORTUNITIES
using Facebook from a mobile device each month
(brand, pages, groups, events and communities).The average user is con-
nected to about 80.
OVER 900objects to
interact with
MORE THAN 30 MILLIONSUSERS IN THE UK
(about 50% of the population)
751 million
Of which over half log in every day (665 million active users each day).
OVER 1.1USERS
billion
TOP FACEBOOK BRANDS
BRANDS
AMAZON UK
COCA-COLA
SKITTLES
CADBURY CREME EGG
ITUNES
3 525 792
2 409 927
2 781 429
2 254 111
2 066 988
# OF FANS
500MILLION
TWEETS/DAY&TOTAL USERS
Of users worldwide simply use Twitter as a “curated news feed
of uptades that re-flect their passions”.
40%
are active on theirmobile as well.
80% OF UKACTIVE USERS
456tweets per sec
Record:6,939
You don’t need to
Tweet to be on Twitter.
TWITTER : A HUGE POTENTIAL FOR BUSINESSES
Of people on Twitter fol-low a brand (that they will purchase from), in
comparison to only 51% on Facebook.
RECOMMENDCOMPANIESAND PRODUCTS
OF PEOPLEON TWITTER67%
53%
13
MORE LEADS/MONTH THAN
COMPANIES THAT
THOSE THAT DO NOT
USE TWITTER AVERAGE
2tim
es
Of marketers say twitter is “critical” or “important”
to their business.
TWITTER PLAYS AN ACTIVE ROLE ON PURCHASING DECISION
SEEK CUSTOMER SUPPORT
PURCHASE PRODUCTS/SERVICES
LOOK FOR DISCOUNT /SALES
ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES
PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES
LEARN ABOUT PRODUCTS/SERVICES
“ I USE TWITTER TO ...”19%
21%
26%
31%
41%
42%
MORE VISITSFROM USERS WITH A POST GRADUATE3
times
DEGREE THAN AVERAGE
Of LinkedIn users are senior level execu-tives and managers – Over 60% are either decision makers in their companies or have direct influence of decision making.
41% of people use LinkedIn for Marketing.
70% of people use LinkedIn for Job-hunting.80% of people use LinkedIn for recruiting.
20%
41% 70% 80%
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3
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CONCLUSION
Internet is a crutial space for generating awareness, engagement and revenues.
The online world represents a great opportunity for SMB’s to compete effectively against the big brands. With a concise digital strategy the potential is huge.
Brands must engage strategically online to ensure success and growth to their business.
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3FOR A NICE CHAT GIVE US A CALL:+ 44 (0)20 8861 4303hello@cerebellumdigital.com
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