In 2012, 36% of advertising spend in the UK was on digital. This is up from 19% in 2007.
This statistic comes from OFCOM’s 2013 International Communications Market Report, revealed today.
The UK also spends a higher share of its advertising budget on digital than the rest of the world.
During the run-up to Christmas, which companies are bidding on paid search terms for the most popular products, and which have the most effective landing pages?
I took a look at paid search in my beginner’s guide what is paid search (PPC) and why do you need it? last month, and since then I’ve been a lot more attuned to this method of search engine marketing.
However I've also realised that PPC ads are for nothing, and a complete waste of searcher's time and an advertiser’s money, if conversion isn’t happening.
If one of the things we’ve learnt so far within digital marketing is that becoming more social is a key ways to succeed, does the installing of a paywall on newspaper run websites effectively mean ‘killing’ their shareability?
The most topical example of this is The Sun’s recent introduction of its subscription service. Named Sun+, this has attracted 117,000 subscribers to its £2 a week service in approximately three months.
With The Times, The Telegraph, Financial Times all having already installed paywalls at various points in their online existences, with varying degrees of success, has this made a difference to how their material is shared?
Do they even care? If they are making enough money from subscribers, then perhaps the volume of traffic is unimportant to them.
Within your own social circles, will followers of your channel be annoyed that you’re posting a link to something they need to pay for? This obviously introduces a whole new argument about the value of content, and whether it should be free or otherwise.
Our editor-in-chief Graham Charlton (pictured above) took an in-depth look at The Telegraph's metered paywall in his article earlier in the year, so let’s take a look at the other newspaper paywalls and attempt to shed some light on the questions raised.
Topshop is the top UK retailer for tablet user experience, according to the latest research by QUISMA, in which 10 top UK retailers were compared in terms of their tablet sites.
Topshop, Adidas and Nike provide the easiest to use websites for tablet users, whereas Zara and H&M performed poorly when it came to helping consumers navigate their sites.
Shall we blindly take QUISMA's word for it? Nah. Where's the fun in that?
Let’s have a look at some of the individual sites ourselves to see if we agree...
Some time between 2010 and 2011: “We should get a Twitter account!” bellows a CEO in a boardroom after reading the term repeatedly in a broadsheet newspaper over the weekend.
“Everyone’s on Twitter, our customers are on Twitter, we should get a Twitter account, and we should Twit at customers and tell them how great we are. We don’t want to be behind the curve on this one. Not like we were when we didn’t have a website until last year," continues the imaginary ruddy-faced executive as he pontificates to a room full of lap-dogs and sycophants.
"Also we should be on Facebook... Also do people still use MySpace?”
So the company immediately got a Twitter account, and a Facebook page and a [insert name of popular social media channel here] account and it pumped as many press releases, corporate slogans and nakedly brazen ‘buy-me’ marketing bilge down the channel as it possibly could, forgetting a number of key points.
- It’s a channel. Traffic can, and indeed should, move both ways.
- Nobody gives a damn what your company has to say.
- Your company will run out of things to say.
I should add a caveat here… ‘of varying degrees of quality’.
There are definitely six examples here, but I would suggest that only four and a half are actually 'innovative'.
I’ll start with the best one, which is the reason why I began this journey in the first place. Well that and an uncharacteristic wave of festive spirit after enjoying a post-lunchtime liqueur chocolate. Then if you can tread with increasing amounts caution through the remaining examples, that would be great.
So with the formalities dispensed with, let's begin...
Using video on a landing page can increase conversion by up to 86%.
This statistic comes from a study by EyeView on various ecommerce sites.
In the study, two different variations of the same website were built, with 50% of the traffic being directed to a landing page with an embedded video, the other 50% directed to a page without.
The website that achieved the largest conversion rate (86%) was an online tutoring service. This is clearly the type of company that would naturally benefit from a landing page video, as most of its content is likely to be delivered via that medium anyway. It’s a free ‘sampler’, a way to show how professional and useful your service is before the visitor has signed up for a subscription.
Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it's about a new service or product.
In the run up to Christmas 2013, it seems that online fashion retailer ASOS is the top UK brand on Pinterest, generating 1,728 shares per week.
These findings come from the latest study by Searchmetrics, based on the top ten UK retail sites.
Every company in the top 10 has set up its own official Pinterest page, largely as a result of the image based platform becoming the third biggest social network globally and increasingly responsible for driving traffic towards ecommerce.
ASOS has recently redesigned its homepage to put added emphasis on content marketing, and already has a strong cross-platform strategy when it comes to social.
Here’s some more stats that highlight ASOS’s success on Pinterest.
Even after seven years of YouTube's existence, brands still aren’t making much of a dent in the ‘YouTube 5,000’, an elite group of channels with at least 43m views each.
Theoretically brands have a much greater advantage than your average YouTuber as they have more money to produce content, however according to Touchstorm’s latest study, The Touchstorm Video Index, only 74 of the YouTube 5,000 channels are from brands.
In November 2013 I took a look at YouTube strategy for brands. I revealed some surprises from the research, and recommended some guidance on how brands can improve their YouTube reach.
Yesterday I talked to the SVP of marketing and production at Touchstorm, Sean Womack, about the topic, and he offered the following advice for brands.
Let’s say you have a great product or service.
Let’s also say that whatever SEO, SMO or PPC strategy you’ve used (or not used) is successfully driving traffic to your ecommerce site, and that when those potential customers have clicked through to your homepage, or landing page, you're confident that it ‘looks good’.
Finally let’s say your site even provides a fine user experience. No real complaints. Everything works as it should.
So now what?
Is there anything more you can do to convince that traffic to stay a little while longer? To not bounce straight back to the SERP? To respond to calls-to-action? To increase your conversion rate?