A4uexpo london retail insights_2010
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A4uexpo london retail insights_2010
- 4. Today’s Session 1. Cross Channel Planning 2. Mobile Commerce 3. Marketing to men 4. Social Hype 5. If it ain’t broke... Retail Insight
- 6. A successful transaction! TV Direct Mail Review on a Blog Online Cashback The combination of direct mail and TV can boost customer response by 143%. When combined with digital marketing, that figure jumps to 175%. 1 1 ITV and the Direct Marketing Association (DMA), February 2010 When asked how they shop, 63% said they research across multiple websites before completing their purchase online. 1 1 eCommera, via Econsultancy blog, August 2010
- 13. Any questions or thoughts on Cross Channel Planning from the room?
- 14. Mobile internet retail sales are set to double in the next 3 years. By 2013 mobile internet sales could reach as much as £275 million, up from £123 million currently 1 1 Source: Verdict & Ovum, 2010 ]
- 19. Google’s mobile search patent
- 21. Will affiliate network tracking work in a mobile environment? In theory it is possible to support standard affiliate network tracking, as most mobile browsers accept cookies It is possible for mobile optimised sites to utilise network conversion tracking In theory it is possible for apps to utilise network conversion tracking but the implementation and de-duplication we take for granted is not so easy particularly due to Apples previous restrictions on transfer of data to 3 rd parties.
- 23. Any questions or thoughts on Mobile Commerce?
- 24. MTM Marketing to Men Its changing... ...a bit
- 25. According to research agency Fresh Minds Ads like CompareTheMarket’s ‘CompareTheMeerkat’ are Now connecting better with todays men If you are here for meerkats, I offer great welcome to you! Aleksandr Orlov
- 28. Debenhams is very keen to focus on this area – but unfortunately There aren’t too many CPA publishers serving the male market! Male Fashion Content Site Male Fashion Content Site
- 29. Any questions or thoughts on Marketing to men, any new sites we should be aware of?
- 30. Has your marketing kept up?...
- 31. The world has gone social Beyond Facebook Connect Social Content & Relationship Management (SCRM) Maximising reach
- 33. Beyond ‘Connect’ 72% of people believe that recommendations from friends or family are the single most important factor in the choice of website to buy from 1 1 eCommera, via Econsultancy blog, August 2010
- 39. Any questions or thoughts on developments of Social Media?
- 40. 100m to the checkout
- 42. Why do people abandon their transactions?
- 43. Why do affiliates drop merchants? 1 1 Econsultancy.com Affiliate Census 2009 I found a better / different merchant They changed their commission structure Conversion rate and EPC were poor Too many transactions declined Too many products out of stock
- 44. 77% of adults who have conducted a transaction online in the past year say they have experienced problems . 1 1 IMRG via InternetRetailer October 2009
- 46. Any questions or thoughts on usability and accessibility?
Notes de l'éditeur
- We hope today's session will Showcase recent consumer research into buying behaviour Offer practical advice on how to effectively plan marketing activities across all major Highlight trends which may affiliate marketing operations in the longer term
- The compound annual growth rate is calculated by taking the nth root of the total percentage growth rate, where n is the number of years in the period being considered
- What is push and pull marketing? Push is the 30-second TV / radio spot. Push is the billboard and web banner. Push is the full-page magazine / newspaper spread. Push The converse of push, is pull. Pull marketing is engaging; interactive; a two-way line of communication. You might turn to your friend that knows something about TVs. Or, you can go to Best Buy and they might be able to educate and inform your decision. In short, advertisements and a handful of “experts” were your resources..
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] 40% of all offline retail sales are influenced in some way by the online channel. By 2014 this number will be 54%. [Source: CalmSea via Omniture, December 2009] 36% of online consumers cited that receiving an email had prompted them to make a purchase online, whilst around a quarter (27%) reported that an email was the cause of an offline purchase. [Source: Econsultancy Habits and Motivations of Consumers report, July 2010]
- I’m going to take you through 2009 to give you an idea for our 2010 plan. Since then we have learn this and that We think we will do this much in 2010 Relate 2009 – back to now
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] For one thing this could be an opportunity for mobile optimised affiliate sites, but this would also require a retailer to have a mobile optimised site, as affiliates are unlikely to want to send users to an app download page whether it detects the handset or not
- In response to this, many retailers have released mobile applications for at the least the iPhone – the dominant smart phone platform when it comes to completing transactions online.
- Some people in particular Adobe CTO Kevin Lynch have waved the finger at Apple for the proliferation of a ‘walled garden’ on the web – in response to Flash being removed for the iPhone Software Development Kit earlier this year. http://www.telegraph.co.uk/technology/apple/7684631/Adobe-Apple-wants-to-turn-the-web-into-a-walled-garden.html On the other hand this is exactly inline with what some large scale publishers such as New Corporation are trying to do with the Pay walls now in place on their leading titles
- Some people in particular Adobe CTO Kevin Lynch have waved the finger at Apple for the proliferation of a ‘walled garden’ on the web – in response to Flash being removed for the iPhone Software Development Kit earlier this year. http://www.telegraph.co.uk/technology/apple/7684631/Adobe-Apple-wants-to-turn-the-web-into-a-walled-garden.html Apps can be seen as a bit ‘back to the future’ a return to the days when you had to use locally installed software to complete tasks. On the other hand this is exactly inline with what some large scale publishers such as New Corporation are trying to do with the Pay walls now in place on their leading titles
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] For one thing this could be an opportunity for mobile optimised affiliate sites, but this would also require a retailer to have a mobile optimised site, as affiliates are unlikely to want to send users to an app download page whether it detects the handset or not
- The stats certainly back this
- Google has a patent that describes how a mobile algorithm could show results based on the users location, the time of day and their previous history. For example if you opened up Google at lunchtime it would display a list of phone numbers for your favourite local pubs before you even had to search for anything. Mobile algorithms are going to become more and more behavioural based as Google extracts more data from our mobile search habits. The key to ranking well in these algorithms is going to be very similar to the current online methods of ranking in Google Local. It is though that people browsing on mobiles will browse less than desktop users due to the inherent differences in the devices and the context in which you use them Mobile users will be unlikely to link back to good sites in the same way they currently do http://www.blogstorm.co.uk/mobile-search-why-link-based-algorithms-are-useless/ A need for different kinds of products / services when mobile A corresponding lack of some tasks being carried out when mobile Constraints of the device - leading, I would imagine, to shorter searches, more mis-spellings, etc., even when searching for the same thing Desire for results local to current location Plausible effects in either direction on branded search - on one hand, people don't have access to all their bookmarks, might not want to type .co.uk, etc. - but on the other hand, performing a search requires two page loads to get to the end location and that can be slow on some devices http://www.seomoz.org/blog/mobile-search-ranking-factors
- With only 2.1% of UK‘s adult population currently shopping via a smartphone, and the potential growth is enormous. [Source: Verdict & Ovum, 2010] Pinch Media Research Based on 30 million downloads http://techcrunch.com/2009/02/19/pinch-media-data-shows-the-average-shelf-life-of-an-iphone-app-is-less-than-30-days/
- http://www.appclix.com/ProductComparison.aspx These guys provide online analytics that are approved by apple – they can capture referring info etc.
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] For one thing this could be an opportunity for mobile optimised affiliate sites, but this would also require a retailer to have a mobile optimised site, as affiliates are unlikely to want to send users to an app download page whether it detects the handset or not
- The company surveyed 1.500 UK Men 15 – 40 They also setup a panel of men producing blogs and video diaries to illustrate their everyday lives The results showed a more fragmented market than when the company ran similar research 10 years ago Laddism was thought to unite men across different ages and social backgrounds
- The company surveyed 1.500 UK Men 15 – 40 They also setup a panel of men producing blogs and video diaries to illustrate their everyday lives The results showed a more fragmented market than when the company ran similar research 10 years ago Laddism was thought to unite men across different ages and social backgrounds
- Bauer surveyed 1.500 UK Men 15 – 40, They also setup a panel of men producing blogs and video diaries to illustrate their everyday lives The results showed a more fragmented market than when the company ran similar research 10 years ago They identified 6 clusters, a departure from the ‘ladd-ish’ tribalism identified 10 years ago which led to the rise of titles such as FHM Some men might fall under more than one category Men today are more diverse, its easier than its ever been for them to add depth to their personalities with access to a wealth of information As a result FHM’s editorial positioning has been altered
- “ There is a big difference between the attitudes of men and women. Women are more cautious and more likely to protect household spending” Ivan Brown, GfK, Marketing Week 16 th September 2010 19% of men believe the recession will have a significant impact on them compared with 28% of women
- Locating quality publishing sites with a male focus willing to work on CPA is no easy task. Locating quality publishing sites with a male focus willing to work on CPA is no easy task there are content sites out there, but many are large scale publishers only willing to work by other metrics
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] For one thing this could be an opportunity for mobile optimised affiliate sites, but this would also require a retailer to have a mobile optimised site, as affiliates are unlikely to want to send users to an app download page whether it detects the handset or not
- http://mashable.com/2010/04/21/facebook-open-graph/ Average retail site has 35,000 fans // vc.co.uk is pushing that CUSTOM PAGES ON FACEBOOK
- [Source: Hitwise, August 2010] Facebook user stats here: comScore estimates that Facebook and MySpace brought in an average CPM of only 56 cents last year, compared to the $2.43 average for most advertising inventory online. [Source: comScore, via Econsultancy blog, July 2010] Talk about TBG One Media Manager, Rocket http://mashable.com/2010/04/21/facebook-open-graph/ Average retail site has 35,000 fans // vc.co.uk is pushing that CUSTOM PAGES ON FACEBOOK
- Recommendations from friends or family are the single most important factor in the choice of website to buy from, with 71% giving this reason. [Source: eCommera, via Econsultancy blog, August 2010]
- http://mashable.com/2010/04/21/facebook-open-graph/
- http://mashable.com/2010/04/21/facebook-open-graph/
- Info from Virtrue.com
- http://mashable.com/2010/04/21/facebook-open-graph/ MENTION WHY THERE IS NO SLIDE FOR LOYALTY, VOUCHERCODES.
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] For one thing this could be an opportunity for mobile optimised affiliate sites, but this would also require a retailer to have a mobile optimised site, as affiliates are unlikely to want to send users to an app download page whether it detects the handset or not
- 80% of consumers say they would be less likely to return to a retailer's website after a negative online shopping experience. [Source: Allurent via Marketing Charts, Feb 2008] 61% of online shoppers who spend more than $1,500 online per year insist on pages loading quickly. [Source: Get Elastic, November 2009 ] The standards of some of the UK‘s biggest retailers are slipping when it comes to the usability of their websites, with half of the sites studied by the firm offering a lower level of online service compared to last year. [Source: Webcredible via Econsultancy blog, Oct 2007] Webcredible estimates that the combined spending power of the UK's disabled population is up to £80bn annually. [Source: Webcredible via Econsultancy blog, March 2009]
- Top reasons for abandoning shopping carts among US shoppers. [Source: ComScore / PayPal press release, June 2009]
- This year we also asked affiliates why they drop merchants they have been promoting. Far and away the biggest factor here is that they have found a better / different merchant. [This emphasises the need for merchants to be competitive with their affiliate programs and the fundamental importance of making sure they are offering good terms and links for affiliates as well as having a compelling proposition in their market. The next most common reason for dropping a merchant is changes in commission structure, cited by 14% of respondents. S significant numbers of respondents also cited poor conversion rates as the reason for dropping a merchant, also expressed as low earnings per click. In the words of one respondent: “ It's all money related - if you're making money, you don’t drop them.” Other factors mentioned, sometimes related, included: High level of declined commissions / reversals / poor tracking Bad click-through (explaining poor conversion rates) Moral reasons / reputational risk Not enough products in stock Merchant going out of business (e.g. Woolworths) Bad data feeds Econsultancy.com Affiliate Census 2009 THE LAG TIME IN SITE RELEASES -
- 77% of online adults who have conducted an online transaction in the past year say they have experienced problems when doing so. [Source: IMRG via InternetRetailer, October 2009] 80% of consumers say they would be less likely to return to a retailer's website after a negative online shopping experience. [Source: Allurent via Marketing Charts, Feb 2008] Nearly 40% said a frustrating online experience would make them less likely to shop at that retailer‘s high street store Respondents were asked what would deter them from shopping with a particular etailer, and the most common answer was poor images and product descriptions (42%). [Source: eCommera, via Econsultancy blog, August 2010] 40% would abandon a website if it takes more than 3 seconds to load. [Source: Get Elastic, November 2009]
- Not all companies are Microsoft and can afford to spend millions each year on R&D. So how can we innovate? Well the clue is in the Steve Jobs quote. innovation is not just defined as creating new products or technology, its just about leading the field in ‘a different area’. In affiliate marketing terms, that could be as simple as validating sales on a weekly basis when all your competition do it monthly. Like many Bricks and clicks businesses for sometime Debenham.com shared stock with high street stores Delivery costs potentially deter browsers buying single items or lower value multiples The online market is already crowded and will only become more so. As a result, innovation and differentiation will become ever more important. This doesn’t necessarily have to mean technological innovation but it could be creative or process innovations. Deliver in-store to be launched end of Feb. Stock that is exclusive for the online store “ Human” brand stories e.g. H! by Henry Holland Extra brand exposure on Ebay and Amazon Press launch days e.g. Ben de Lisi “ In a recession, dare to invest aggressively in marketing, innovation and customer quality”, is the clear message to be drawn from PIMS (Profit Impact of Market Strategy) research into which business strategies aid success during and after a market downturn lasting several years. http://www.emeraldinsight.com/10.1108/10878570310483960
- When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. [Source: eCommera, via Econsultancy blog, August 2010] For one thing this could be an opportunity for mobile optimised affiliate sites, but this would also require a retailer to have a mobile optimised site, as affiliates are unlikely to want to send users to an app download page whether it detects the handset or not