Search spend and ROI continued to grow in the US and UK in Q2, according to new statistics from Adobe.
The Q2 2012 Global Digital Advertising Update shows that digital marketers are continuing to invest in search and are benefitting from falling CPCs (cost per click) on both Google and Bing/Yahoo.
The report also shows that conversions rates on tablets are 20% higher than PC while smartphones lag some way behind.
It also appears that marketers are getting to grips with Facebook advertising, as statistics show that engagement with brand posts is up 84% year-on-year (YoY).
Email marketing is an important customer acquisition and retention tool, but as consumers get bombarded with more and more email messages, how do you know whether your campaign should be judged a success?
While the aims and objectives differ for each campaign, it is useful to be able to benchmark results against the industry average.
Email marketing firm Silverpop has published a study that examines email messages sent during 2011 and the first quarter of 2012 by 1,124 brands in its client base.
A broad set of message types was included in the study. From promotional emails and content-based newsletters to notifications and transactional messages sent by companies in a variety of industries.
The full report covers a number of criteria, but here we look at open rates, CTR and unsubscribe rates.
More than half of the UK population (52%) now own a smartphone, while tablet penetration now stands at 16%.
The findings come from a new study by Deloitte, which also shows that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.
The survey also asked people what they most frequently use their smartphones for, with checking email proving to be the most popular activity followed by search and social networks.
This adds to the growing body of evidence which shows that brands need to be optimising their email marketing for mobile.
Facebook has said all along that CTRs are irrelevant as a metric for social ads, instead trotting out the line that “you can’t click on a TV ad, but we know that they still work.”
If you were cynical you may think this was a way of masking the fact that people don’t click on Facebook ads in huge numbers.
But should social ads be treated differently to other digital channels such as display ads found on other sites or Google’s PPC ads, which are judged to a varying extent on their CTR?
A recent infographic from Wordstream compared the effectiveness of ads placed on Google and Facebook, highlighting that the average CTR for Facebook ads is 0.051% compared to 0.4% for Google.
But this discrepancy is to be expected, as Google ads are presented when a user is actively searching for information about a particular topic or product while Facebook ads appear when the user is essentially socialising.
As with all new industries, social media has developed its own unique jargon that can sound like a foreign language to ‘outsiders’.
We frequently use words like 'reach' and 'influence' with the assumption that we all understand them to mean the same thing, when in fact if you ask ten social media gurus or ninjas what they mean by ‘engagement’ you’ll likely get several different definitions.
This became apparent at a recent roundtable hosted by Yomego which aimed to begin the process of creating a common language and standards around measuring social marketing.
Each of the attendees could recount tales of misunderstandings with clients and colleagues caused by varying definitions of the same social buzzwords.
The online travel industry is highly competitive, with almost three quarters of travel research taking place online.
We’ve previously looked at which travel sites are most visible in organic search as well as the importance of paid search for driving traffic and average order values.
A new eTravel Benchmark Study looks at what travel companies are doing to improve conversions by comparing the usability of 52 websites. It examines several criteria including landing pages, search tools and the booking process.
The full eDigital Research report includes a lot of analysis, so I thought it would be useful to look at the search and booking process results in more detail, as well as seeing which site won overall.
The survey was carried out in May and June 2012 with each site allocated a percentage score that refers to the weighted average, where if all surveyors gave the top score the result would be 100%.
With around 15% to 20% of email opened on a mobile device, marketers need to ensure that their email campaigns cater to this growing trend.
However, our recent Email Marketing Census found that 39% of companies had no strategy for mobile email, while 48% were unaware how many of their emails were opened on phones.
To find out more about the challenges involved in optimising email campaigns for mobile, including the level of investment required and the ROI, I spoke to dotMailer MD Tink Taylor...
Once again I've rounded up some of the most interesting digital marketing stats we've seen this week.
Stats include mobile marketing spend, eBay's mobile revenue, the ROI of personalisation, Google's over-use of PPC ads, and UK consumers' love affair with Amazon.
For more digital marketing stats, check out our Internet Statistics Compendium.
Here's a round up of some of the best infographics we've seen over the past week.
Topics include social video, the rise of shopping APIs, how social influences purchase decisions, and PPC ads...
Forcing users to register their details before they checkout is a proven way of reducing your conversion rate.
Once a customer has chosen what they want to buy, they don’t want to have to fill in loads of forms and create an account before they can make a purchase.
ASOS managed to halve its abandonment rate at the registration page simply by removing any mention of creating an account, and another retailer added $300m to its annual revenues by removing the registration button.
But despite the evidence in favour of guest checkouts, many retailers (such as HMV) still force customers to create an account.
With this in mind, I looked at which of the top 10 US retailers still require users to register before checkout...