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UK AND EUROPEUK AND EUROPE

Internet Usage in the UK 3

Internet Usage in Europe 4

Online Advertising in the UK 5

Online Advertising in Europe 7

eCommerce in the UK 8

eCommerce in Europe 9

Social Networking in the UK 10

Social Networking in Europe 11

Executive Summary 2

Source of all statistics is eMarketer.

Executive SummaryExecutive Summary

Copyright © 2009 Research and Management

WSI Internet Marketing Trends Report

Internet Marketing in the UK and Europe Remains Resilient to Economic Downturn With today’s global recession, the economic crunch is having an impact on overall advertising spend among businesses of all industry sectors. Though no form of marketing medium is completely recession‐proof, current trends indicate that Internet advertising is far more resilient during a challenging economy than other forms of media. Online advertising resilience is common within all regions around the world, but this report focuses specifically on the UK and European markets. In the midst of today’s economic turmoil, marketers are allocating more of their advertising budgets toward this medium. According to eMarketer, the online population in the UK and Europe is growing steadily, giving business owners the opportunity to reach a larger audience through the Internet, today’s fastest growing marketing channel. This Internet Marketing Trends Report is a brief synopsis of the current online activities, as well as the projected trends for the next few years. Specifically, it covers Internet user penetration, online advertising growth, eCommerce revenue growth and social networking advertising spend.

Internet UsageInternet Usage

UK Internet Users Growth • eMarketer’s report puts the 2009 online population at 39.4 million, up 1.3 million since 2008

• In 2010, this number will increase to 40.6 million, which will account for 66.2% of the total population

• By 2013, 43.7 million people will be online in the UK, taking overall penetration to 70.7%

Online Activities of UK Internet Users • 87% of UK Internet users surveyed said that email was the most popular online activity

• Almost 84% said they went online to find information about goods and services

• 63% of respondents (close to two‐thirds) booked their travel and accommodation on the Web

• 49% use the Internet to complete banking transactions



Internet UsageInternet Usage

Internet Users in Western Europe • In Western Europe, 88% of 18‐24 year old survey respondents use the Internet on weekdays

• 80% of 18‐24 year olds use the Internet on weekends

• Of respondents between 25‐34 years of age, 81% use the Internet on weekdays

• 72% of 25‐34 year olds in Western Europe use it on weekends

Online Activities of Internet Users in Western Europe • The most popular online activity among Western Europeans is searching (87%)

• The second most popular online activity is email (81%)

• 49% of respondents said they use the Web for social networking

• Instant messaging is the 4th most popular online activity with 43% of respondents



Online AdvertisingOnline Advertising

Online Ad Spend Increase in the UK • UK online advertising spend hit £3.34 billion in 2008, a rise of 27.1% in one year

• eMarketer estimates that online ad spend will increase to £3.58 billion in 2009 and continue to rise every year thereafter

• So far, the Internet appears almost immune to budget cuts by advertisers

• In spite of the economic downturn, spending will reach £3.94 in 2010

Online Ad Spending Worldwide by Format • In a 2008 survey, 63% of companies said they would spend more on paid search

• 61% said they would spend more on search engine optimisation

• These increases were the largest planned for any major online advertising or marketing category

• 59% of companies said their email marketing budgets will rise

• 40% said they will allocate more money toward online display ads




Leading UK Industries, Ranked by Online Advertising Spend • Recruitment is the top industry based on online advertising spend in the UK (33%)

• The second ranked industry is automotive with 13% of total online advertising spend

• Third and fourth are the property and technology industries, at 11.1% and 9.4% respectively

• Finance is ranked as the 5th leading UK industry (6.2%)

UK Ad Spending Increase by Marketing Segments • Marketing firms were asked which areas of their business were priorities for increased spending

• Company websites (cited by 59%) were at the top of the list

• PR was second on the list (42.5%) • One in five businesses also planned to increase spending on networking and website optimization (19.7%)




Advertising Spending Growth in Western Europe • In 2008, Internet advertising spend increased by 17.2%

• Though the change won’t be as high, online advertising is still expected to increase by 12% in 2009

• Meanwhile, traditional marketing spend is expected to decrease in 2009

• The biggest decrease is newspaper advertising (‐3.8% in 2008 and ‐4.1% in 2009)

Online Advertising Spend • In 2012, online advertising spend in Western Europe is expected to consume 14.8% of total ad spend

• This number is expected to increase to 15.1% in 2013

Display Advertising Spend • Western Europe is expected to increase their online display advertising spend by 4% in 2009

• In 2013, online display ad spend will rise again by 10%



eCommerceeCommerce

Reasons UK Online Buyers Purchase Online • The majority of UK online buyers (84%) said they prefer shopping online because it offers immediate access to products and services

• 81% of respondents said they favour online shopping because it saves time and hassle

• Meanwhile, the greater savings received online drew the attention of 67% of respondents



UK eCommerce Revenue Growth • UK eCommerce revenues will remain strong in 2009

• eMarketer predicts that UK B2C online sales would be worth £68.4 billion in 2009, a 14% increase from 2008

• In 2010, eCommerce revenues will increase another 14.8% to reach £78.5 billion

• By 2011, this number will increase by 10% to £86.4 billion

• B2C online sales will peak at £94.2 billion in 2012 (9% increase)

eCommerceeCommerce

European eCommerce Revenues Increase • Retail eCommerce revenues worldwide are expected to increase between 2009 and 2011

• Europe falls closely behind the US in terms of revenue in billions

• In 2009, European retail eCommerce will reach $140.7 billion, a slight decrease from 2008

• However, this number will rise again in 2010 to $170.9 billion

• By 2011, eCommerce revenues in Europe will peak at $198.2 billion

Online Buyers in Europe • 93% of Internet users in Western European are also online buyers

• This is slightly higher than North American Internet users (92%)

• Of the Internet users in Eastern Europe (also includes Middle East and Africa), 67% have made an online purchase

• Overall, 86% of worldwide Internet users are also online buyers



Social NetworkingSocial Networking

UK Social Networking Advertising • According to eMarketer, an estimated 11 million UK Internet users participated in social networking in 2007

• eMarketer also predicted that online social networking ad spend would reach £115 million in 2008

• Social network ad spend is expected to increase again in 2009 to reach £175 million

• eMarketer projects that in 2012, spending will increase to £285 million

UK and Western Europe Social Network Advertising • Social networking usage has grown the fastest in the UK among Western European countries

• The UK also dominates the region in social network ad spending

• Spending will account for 67% of the estimated £260 million in spending in Western Europe in 2009

• As spending grows in France and Germany, the UK’s share of the social networking ad pie is expected to drop to 55% in 2012



Social NetworkingSocial Networking

Social Networking Site Users in Europe • Based on sheer numbers, the largest social networking user markets in Europe are UK, Germany and France

• In the UK, there are 29.3 million unique social networking site users

• Germany contains 24.9 million social networking users

• France is close behind with 21.7 million people on social networking sites

• In total, there are 211 million social networking users in Europe

Social Network Advertising in Western Europe • Marketers in Western Europe spent £168 million advertising on social networks in 2008

• Before the end of this year, £260 million will be spent advertising on social networks

• eMarketer forecasts that by 2010, social network ad spend will reach £357 million

• This number is expected to rise again to £460 million in 2011 and £519 million in 2012



TABLE OF CONTENTSTABLE OF CONTENTS

Pond Liners Online 13

Black Tangerine Fashion 15

Skyline Whitespace 16

The Green Bike Company 18

2m2u Printing 20

InfoVista 21

“I am very pleased with the results of my WSI

solution. I was not expecting to receive so many sales in the first two months of the site

going live!” ‐ Mike Leask, Pond Liners

“We would like to thank the WSI team for all their advice, development and ongoing maintenance of

our site. We are delighted with its features and

functionality”. ‐ Grégoire Michel, VP World‐

wide Marketing, InfoVista

LandscapingLandscaping

POND LINERS ONLINE POND LINERS ONLINE ECOMMERCE CASE STUDY ECOMMERCE CASE STUDY

www.PondLinersOnline.co.uk Summary:Summary:Summary: Pond Liners was looking for someone to design and launch an eCommerce website and provide marketing solutions, which would create Web traffic and convert visitors into making an online purchase. Once the website was completed, WSI initiated an optimised PPC campaign and a search engine optimisation strategy. WSI also set up Google Analytics and conversion goals.

Goals and Objectives:Goals and Objectives:Goals and Objectives: The objective was to design a site with a unique pond liner calculator, which would take the length, breadth and depth pond measurements given by the customer and calculate the exact pond liner dimensions required and the cost of each type of pond liner for that dimension. The customer would then select a pond liner/s and go through a secure checkout process. A further objective is to ensure that the site is informative and a useful resource to anyone wanting to plan and construct a pond. WSI wanted to use the Internet as the sole means of marketing the product.

The Solution:The Solution:The Solution: WSI chose a customised solution due to the database requirements of the pond liner size calculator. Working with the developers on the functionality of the pond liner size calculator was a challenge but the final result is a unique, user‐friendly pond liner size calculator. In the development process, the difficulty was rounding up the metre squared dimensions. The pond liners are supplied via the manufacturers in fixed measurements with the “on‐the‐role” PVC pond liner dimensions differing from that of the rubber pond liners. So the calculator had to work in both

ABOUT THE CLIENT

ABOUT THE CONSULTANT

Pond Liners

Brian Holroyd, Bedfordshire, UK

Pond Liners has been in the landscaping industry for a number of years and has a wealth of knowledge and experience on ponds and pond construction materials. His vision was to have his own company supplying pond liners direct to the public. He was very impressed with WSI’s experience in building eCommerce websites.

Brian has been a WSI Consultant for about 2 years. He works in collaboration with his son, Dale (MSc) and his wife, Lynette (BSc). Dale’s key focus is sales, while Lynette takes care of SEO and PPC. Both Dale and Lynette are also responsible for project management.

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imperial and metric measurements, rounding up to the closest 0.5m in one dimension and closest 1m in another for PVC, and to the closest 0.5m in both dimensions for the rubber liners. The pond liner dimensions have to be absolutely accurate to avoid wastage or the liner not fitting into the hole exactly. Precision was key in this project.

Results:Results:Results: Since June 2008, the website is receiving 3,000 visitors per month with a sales conversion rate of 3‐4%. WSI’s reports show an average site visit time of 4.2 minutes and 4 pages views per customer, as well as a visitor bounce rate of 22% (improved from 27% in June). Since June, the client has received more than £25,000 worth of orders averaging at £500 per day. They were thrilled when WSI completed and launched the website, particularly because they received their first orders the day the site went live on the Web, and have continued to do so since.

Client Testimonial: Client Testimonial: Client Testimonial: “I am very pleased with the results of my WSI solution. I was not expecting to receive so many sales in the first two months of the site going live!” ‐ Mike Leask, Pond Liners

Conclusion:Conclusion:Conclusion: Once a site is live, it is important to get feedback from customers to address changes to the site, which can then improve conversion rates and increase sales. For example, based on feedback WSI collected, customers were not sure if the site was secure for purchasing, so WSI placed Protx security signs in several places. WSI will now monitor the conversion rates for improvements.

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LandscapingLandscaping

POND LINERS ONLINE POND LINERS ONLINE ECOMMERCE CASE STUDY ECOMMERCE CASE STUDY

www.PondLinersOnline.co.uk


Fashion RetailFashion Retail

BLACK TANGERINE FASHIONBLACK TANGERINE FASHION ECOMMERCE CASE STUDYECOMMERCE CASE STUDY

Summary:Summary:Summary: Black Tangerine was looking to increase online sales by generating more traffic to their low quality eCommerce site. They approached WSI for a PPC campaign, which WSI provided. The traffic increased, but this resulted in no measurable increase in sales. Fortunately, WSI advised the client from the beginning that their existing website would not convert the traffic at an acceptable rate. Therefore, WSI proposed a brand new website, which the client accepted.

Objectives:Objectives:Objectives: To design a new, conversion‐focused website that would convert visitors into customers and to increase traffic through a PPC campaign and organic search marketing.

The Solution:The Solution:The Solution: WSI delivered a WSI Business Edge solution with an eCommerce module. This was the chosen platform due to its comprehensive functionality.

Results:Results:Results: The client is delighted with the solution and is looking to invest heavily in ongoing Internet marketing to ensure the long‐term success of the project. Since the site was launched very recently, ROI data is still being collected.

Conclusion:Conclusion:Conclusion: Interestingly, all conversations were carried out phone, email and postal. WSI and the client didn’t meet face‐to‐face until after the site was launched.

www.BlackTangerine.co.uk

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Exhibition StandsExhibition Stands

SKYLINE WHITESPACESKYLINE WHITESPACE CASE STUDY CASE STUDY

www.SkylineWhitespace.com Goals and Challenges:Goals and Challenges:Goals and Challenges: When WSI initially met Skyline Whitespace, the client wanted some advice on how to market their business online and get ahead of their competitors who were at the top of the search engine results at the time. WSI identified that the best way to do that was to create a new website that was more search engine friendly and to make sure that it was optimised correctly for the search terms the client wanted to compete for.

Objectives:Objectives:Objectives: Skyline Whitespace wanted a “showcase site” that would not only look good and display the many variations of display products that they create, but also one that would reach the top of the search results and enable them to increase the online visibility of the business. They also wanted to be able to update the site themselves which they had not previously been able to do.

The Solution:The Solution:The Solution: WSI chose to provide a WSI Business Edge solution due to its modular platform, which enabled WSI to add the appropriate modules to achieve the functionality required, and also to achieve a very high‐end looking solution. For this client in their industry, image is extremely important and they were therefore very particular about the design and implementation of their solution. The client was overall very satisfied with WSI’s creativity. In order to help with the marketing of the site, WSI incorporated some content pages and these pages are already bringing traffic to the site.

ABOUT THE CLIENT


Skyline Whitespace

David Duncan, Surrey, UK

Skyline Whitespace designs and creates memorable exhibition stands for a wide range of industry sectors from government, IT, leisure, retail and banking through to charities and small privately owned organisations. Their team members are some of the industry’s most talented exhibition stand designers.

David has been a WSI Consultant since January 2004. He is assisted in his business by his son Martin who has been working with him full‐time for the last couple of years. Martin’s background in graphic design and sales is ideally placed to help David build the business.


Results:Results:Results: The new www.skylinewhitespace.com website reflects the sleek and professional image of Skyline Whitespace and conveys their exceptional exhibition services and portfolio of past projects in an organised and attractive manner. The client’s reaction has been very positive with internal staff and other Skyline subsidiaries showing enthusiasm and interest in the new UK site. They are already seeing improved traffic, conversion rates and search engine results and are receiving increased management information from WSI’s Web analytics service.

Conclusion:Conclusion:Conclusion: The WSI Business Edge has been a great solution for this client. It has been flexible enough to meet the client’s needs and the modular design makes it easy to add functionality whilst keeping the site design consistent. By incorporating some optimised content pages into the solution from the outset, the client is quickly seeing improved search results over the their previous website. WSI is thankful for the expert assistance of our production team throughout the design and build process, and the client is impressed with the overall creativity and innovation of their new Web solution.

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Exhibition StandsExhibition Stands

SKYLINE WHITESPACESKYLINE WHITESPACE CASE STUDY CASE STUDY

www.SkylineWhitespace.com


Cycling & TransportationCycling & Transportation

THE GREEN BIKE COMPANYTHE GREEN BIKE COMPANY CASE STUDY CASE STUDY

www.TheGreenBikeCompany.co.uk UK Cycling Industry:UK Cycling Industry:UK Cycling Industry: The UK cycling industry is worth circa £900m per annum. Cycling in the UK is experiencing significant growth, with people trying to become “greener” and fitter. There is a gap in the market comparable to the car market, where used bikes could be correctly serviced, warranted and retailed to a customer who is keen to buy a top end bike, but perhaps on a novice’s budget.

Client’s Business Goals:Client’s Business Goals:Client’s Business Goals: This is where the client’s vision of a business that buys, reconditions and sells used bikes comes from. The initial target market is the people seeking to return to cycling but confused by all the new talk of technology within the sector. The Green Bike Company’s business plan was created in the winter of 2007/08 in conjunction with WSI, who was selected to provide the online platform that would be the visible face of the business.

Summary:Summary:Summary: The website seeks to help returnees to cycling with helpful advice as well as just selling them a bike. Since the start‐up of the concept in spring 2008, The Green Bike Company has been approached by many of the new bike retailers in the UK who are looking for a way to move their part‐exchanged bikes, ex‐demo and older models into the marketplace.

The Solution:The Solution:The Solution: WSI provided the client with a WSI Business Edge solution with an eCommerce module. WSI also offered the client a link building strategy and we are now also managing a

ABOUT THE CLIENT


The Green Bike Company

Simon Thompson, Malvern, UK

The Green Bike Company is a family business, created by cycling enthusiasts, who believe that cycling can be a sociable, environmentally responsible hobby, which allows anyone to find their own level and get fit.

Simon has been a WSI Consultant since September 2004 and operates his business in the UK with a national license. He is also the WSI Consultant Group leader for the South West UK (south of Birmingham to Cornwall, Oxfordshire to Pembrokeshire).


Google AdWords campaign – again starting slowly then building up to the spring 2009 buying period.

Results: Results: Results: The site was launched in October 2008 with “real world” publicity coming from leaflets and emails being distributed to cycling clubs and local venues known to be frequented by cyclists. The Green Bike Company wanted to develop its offline business processes as it builds the business and not be inundated with huge numbers of enquiries early on. The first business peak will be from February to June next year. This was a start‐up business so everything is an increase in ROI. WSI measured the results through sales figures collected by the WSI Business Edge eCommerce module and Google Analytics, plus feedback from the client. The client is very pleased with his solution to date and is a good source of referral business for WSI.

Client Testimonial: Client Testimonial: Client Testimonial: “We found WSI to be incredibly intuitive as we took the business from concept to reality. Simon researched the opportunity and helped us to create a brand image which can now begin to grow. The site is now fully interactive and has the scope to add categories with a build which has its eye on future growth opportunities. Advice is always on hand tailored to all levels of technical expertise. We have recommended WSI to plenty of our friends and associates.” ‐ Ian Moseley, Director, The Green Bike Company

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Cycling & TransportationCycling & Transportation

THE GREEN BIKE COMPANYTHE GREEN BIKE COMPANY CASE STUDY CASE STUDY

www.TheGreenBikeCompany.co.uk


Printing CompanyPrinting Company

2M2U INTERNET MARKETING2M2U INTERNET MARKETING CASE STUDY CASE STUDY

www.2m2u.co.uk Challenges:Challenges:Challenges: This project was completed collaboratively by Tracy Spence and Warren Thorp. The client’s website developer let him down, and a mad panic to get a Web page developed and launched within 48 hours led him to call WSI.

The Solution:The Solution:The Solution: WSI started working immediately and exceeded the client’s expectations by turning the project around overnight. 2m2u decided to use WSI to design more Web pages. Warren started the client’s email marketing campaign, and Tracy began the SEO work. The Web pages have all been built with keywords and meta tags in place and links have been created too. WSI also combined this with a pay‐per‐click campaign, achieving an average of 14.86% click‐through rate!

Results:Results:Results: In a short span of time, the website has become more visible by the search engines. In fact, 90.44% of their visitors find them through the search engines currently. This has led to a large increase in sales for 2m2u. They are very happy with WSI’s services. Tracy and Warren are currently quoting for social media marketing, in particular using videos online.

Client Testimonial: Client Testimonial: Client Testimonial: "WSI have been invaluable to my business during the last few weeks. They have insured we had our new website up and running on time to match our marketing campaign we were in the process of running. WSI have put their skills and efforts into making the difficult situation a more manageable one, something I am most grateful for. I will be trying to secure WSI more business whenever I can. I will be recommending their services most highly." ‐ Mark Hipperson, 2M Print Ltd.

ABOUT THE CLIENT

SCREENSHOT

2m2u is a Web trading arm of 2mprint Ltd. specialising in sales of printed calendars and photo books. 2m2u already had a system in place that they used for taking orders. They worked with a Web developer to change their home page according to their email marketing and mail shots. The aim of 2m2u was to increase brand awareness and to sell, sell, sell.


TechnologyTechnology

INFOVISTA CASE STUDY INFOVISTA CASE STUDY

www.InfoVista.com Project Summary:Project Summary:Project Summary: At the beginning of 2008, WSI participated in an eMarketing trade show in Paris, where Gilles first met this client. Shortly after, the client found a post on the DotNetNuke (DNN) website that Gilles wrote and contacted him directly. The client’s webmaster left the company before finishing the new website, which was built on the DotNetNuke (DNN) platform. This site was mainly used to: • Keep investors informed • Help to recruit new employees • Present InfoVista’s products & services • Promote events, articles and training

Objectives:Objectives:Objectives: WSI’s first objective was to finalize the website, optimise it and start SEO and Web analytics. An extranet website has also been set up to manage “Update Requests” coming from subsidiaries all around the world. The second phase will be to train the new webmaster (recruitment in progress) and to help InfoVista reach a new level by using more multimedia conversion tools and social media optimisation.

The Solution:The Solution:The Solution: The solution was already chosen and operational. It is a DNN website with a lot of modules. The extranet is a Microsoft SharePoint Portal, which is easy to set up, configure and use by the 12 InfoVista’s employees involved in the content update process.

ABOUT THE CLIENT


InfoVista

Gilles Dandel, Epone, France

InfoVista is the world leader in proactive service assurance software. InfoVista empowers telecom operators, services providers and enterprises to maximize business return and productivity by assuring the optimal delivery of mission‐critical networked services, applications and infrastructures.

Gilles is a French WSI Consultant who has been running the business for 2 ½ years now. Gilles is acting as a WSI Area Representative for the French speaking Consultant community covering France, Belgium, Luxembourg and Martinique.


TechnologyTechnology

INFOVISTA CASE STUDY INFOVISTA CASE STUDY

www.InfoVista.com Results:Results:Results: As a result of WSI’s assistance, the client not only saved his initial investment of rebuilding his website, but also improved it. The next steps will be to increase the value of this website by generating more leads, selling more training, reducing support costs, etc. WSI is also providing search engine optimisation for the site, combined with other marketing campaigns (PPC and email marketing). To monitor website performance, WSI is using the WebTrends Web Analytics solution.

Client Testimonial: Client Testimonial: Client Testimonial: “We met with Gilles Dandel of WSI to discuss our mission‐critical and time sensitive website development needs. In the last three months, we have experienced timely and efficient delivery of our specific business needs such as Internet marketing, search engine optimisation, online promotions, and an enhanced overall online presence. The Web analytics reporting really helps us to understand our online visitors and work towards offering them a superior navigation experience that is targeted and focused on their needs. We would like to thank the WSI team for all their advice, development and ongoing maintenance of our site. We are delighted with its features, functionality and overall presentation”. ‐ Grégoire Michel, Vice‐President Worldwide Marketing, InfoVista

Conclusion:Conclusion:Conclusion: The client is doing 90% of his business outside of France. He quickly understood the power of the WSI concept and chose WSI because of the global coverage we were able to offer his business.

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