Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include Christmas shopping, eBay's referral traffic, mobile marketing, content marketing and how millennials use social.
For more digital marketing stats, check out our Internet Statistics Compendium.
Referral traffic from eBay to Argos increased by almost a third between October and November, thanks in part to a new click-and-collect partnership between the two retailers.
In September eBay signed a deal that enabled its customers to collect purchases from Argos’ UK stores, giving the online retailer a permanent foothold on the high street.
Argos currently achieves around 25% of its overall traffic from referrals, of which eBay now accounts for 11%. This equated to more than 600,000 visits in November.
Reserve-and-collect services are becoming ever more important for ecommerce retailers as consumers increasingly expect to be able to pick up their purchases when and where they choose.
In the past few weeks Asda has said it is looking to expand it click-and-collect service by installing collection points in new locations, which may include petrol forecourts, tube stations and university campuses.
Similarly Selfridges has opened a new drive-thru collection point on London’s Oxford Street, while a new service called StreetHub has launched with a view to helping small, independent retailers tap into the click-and-collect trend.
With this in mind, I thought it would be useful to round up some stats which show just why retailers are so keen to provide new delivery services to their customers.
Argos has launched a new Gift Guide minisite that aims to provide struggling shoppers with inspiration for Christmas presents.
It sits separately from the retailer’s existing ecommerce site but is linked to from its homepage.
The guide is part of Argos’ plans to secure its share of the whopping amount spent online over the festive season, which is predicted to reach £20.4bn in the final two months of this year.
To find out whether Argos’ Gift Guide will help to capture some additional sales, I browsed the site for Christmas inspiration.
Ebay has launched 'Click and Collect' for UK merchants, who will be able to use their own collection services or utilise the click and collect points at Argos stores.
This is to be followed in 2014 by eBay Now, a pilot one-hour delivery service beginning in London.
Amazon lockers and Amazon Collect+ stores are also springing up, as well as many supermarkets allowing timed locker collection of online orders, so it seems the click and collect invasion is gathering pace.
Almost two-thirds of consumers (63%) have bought products online before collecting them in-store at least once in the past 12 months, while 16% use reserve-and-collect at least once a month.
Overall around a fifth (22%) of consumers said they have never used the service, which is actually a very slight increase compared to 2012 when the figure stood at 20%.
Even so, the data highlights the continuing importance of reserve-and-collect services for multichannel retailers as a sales tool. The Multichannel Retail Survey, conducted using the Toluna survey tool, also found that 50% of respondents had abandoned a purchase online due to unsatisfactory delivery options.
Last week I wrote an article that asked whether Argos is doing enough to integrate digital technologies into its print catalogue.
The retailer has a number of QR codes dotted throughout the magazine as well as ads for its click-and-collect service, but I felt that it could do more to embed extra content within its pages.
As it turns out, Argos has actually been trialling an interactive catalogue in the north east of England that uses Blippar’s augmented reality technology.
Argos was nice enough to send me a copy of its special edition, so here’s a look at how the technology works...
While strolling around Farringdon the other day I was handed a copy of the new Argos catalogue by a cheery store employee.
Having already reviewed several of Argos’ digital products, including its mobile app, I thought it would be interesting to see how the company integrates digital elements into its catalogue.
Print has long been the backbone of Argos’ business and no doubt still is, yet as times change digital will become a more important revenue stream.
So, here’s a quick look at how Argos is adapting to the changing times...
Ecommerce currently makes up a whopping 43% of Argos’ business and is predicted to surpass 50% by 2015, so managing the company’s search strategy is an incredibly important job.
At Brighton SEO on Friday Argos’ search marketing manager Dan Patmore gave an insight into the way SEO works at the company and the tactics he uses to ensure his ideas are implemented.
Patmore currently has two people working for him internally and also outsources part of the process to NetBooster, but even then he said that managing on-site SEO remains a huge challenge.
According to a recent report three quarters of the worlds top brands have Google+ pages, with a combined following of more than 20 million fans.
This is a massive 9,400% increase since December 2011 when only 222,000 people followed them collectively.
But while writing a recent series of posts looking at how some of the world’s top brands use social I noticed that the amount of effort put into their G+ pages massively varies, while user interaction with content and posts is almost non-existent.
So to find out whether this is a common theme, I thought it would be interesting to take a look at how the UK’s top 20 online retailers use G+ and the levels of engagement that they achieve.
Just to clarify, this post isn’t about the SEO benefits of G+ or the potential for +1s to become more important in future, it’s an evaluation of how brands use G+ and how their fans respond...