All posts by Scott Anderson
According to new research from Experian Marketing Services, a global provider of integrated consumer insights, targeting, data quality and cross-channel marketing, mobile devices are playing an increasingly important role in how users make purchases across all categories. While purchases using a computer or digital tablet still reign supreme, transactions via mobile phones are on the rise, and marketers are poised to take advantage of this trend. The adoption of mobile marketing increased 17 percent in 2013, while 71 percent of marketers currently are engaging consumers in the mobile channel. This trend, among others, is highlighted in Experian Marketing Services’ recently released 2014 Digital Marketer: Benchmark and Trend Report. The report is an annual go-to resource for marketers looking for key industry benchmarks, insights, technology trends and consumer data.
Pinterest is the top social media traffic driver for retailer Websites; Amazon.com is the top source of traffic from social sites. According to new research from Experian Marketing Services, a global provider of integrated consumer insight, targeting, data quality and cross-channel marketing, social media Websites are playing an increasingly important role in driving traffic to other Websites, including retail Websites and even other social networking sites, at the expense of search engines and portal Websites. As of March 2014, social media sites now account for 7.72 percent of all traffic to retail Websites, up from 6.59 percent in March 2013. Further, Pinterest, more than Facebook or YouTube, is supplying the greatest percentage of its downstream traffic to retail sites. This trend, among others, is highlighted in Experian Marketing Services’ recently released 2014 Digital Marketer: Benchmark and Trend Report. The report is an annual go-to resource for marketers looking for key industry benchmarks, insights, technology trends and consumer data. “While search still dominates, social media is becoming a significant source of traffic across the Internet as consumers increasingly use sites like Facebook, Pinterest or YouTube more as discovery platforms,” said Bill Tancer, general manager of global research, Experian Marketing Services. “Many of today’s marketers are leveraging the power of social communities to increase customer engagement and expand their brand’s reach. For retailers, all eyes are on Pinterest.” According to the report, more retailers are directing their customers to social media within their email campaigns. Ninety-six percent of marketers now promote social media in their emails, and in 2013, Pinterest had the greatest year-over-year increase. Pinterest is now being promoted by 64 percent of brands within emails. Amazon.com is the top source of downstream traffic from Pinterest, Facebook and YouTube After visiting Facebook, YouTube or Pinterest, consumers are visiting Amazon.com more frequently than any other retailer Website. The top five retail sites downstream from Facebook: Amazon.com Walmart Zulily Target Beyond the Rack The top five retail sites downstream from Youtube: Amazon.com Walmart GameStop Crutchfield Target The top five retail sites downstream from Pinterest: Amazon.com Target Zulily Walmart Nordstrom “Social media continues to grow as an influential source of traffic for retail sites, and it’s important that marketers understand what is driving customers to their Web page,” said Tancer. “Amazon is clearly benefitting from this trend across all of the major social networks. Meanwhile, gaming and electronic retailers GameStop and Crutchfield are top downstream sites for YouTube, which is likely due to enthusiasts sharing videos of game performance and setup, and how-to videos for electronic enthusiasts.” Social drives more traffic to other social Websites In addition, social media Websites increasingly are responsible for driving traffic to other social sites. Upstream traffic from social networking Websites rose 20 percent in 2013 over 2012. Despite still driving the greatest share of traffic to social networking sites at 39.1 percent, search engines’ share declined 13 percent year-over-year. Upstream industries visited before social networking and forum sites 2013 versus 2012 Industry Click share 2013 Year-over-year difference Search engines 39.1% -13% Social networking and forums 15.1% 20% Email services 8.4% 18% Portal front pages 5.4% -41% Multimedia 5.0% 41% Games 2.5% 16% Software 1.6% 16% Television 1.6% 74% Reference 1.2% 28% Department stores 1.1% 48% Source: Experian Marketing Services’ 2014 Digital Marketer: Benchmark and Trend Report The 2014 Digital Marketer: Benchmark and Trend Report is available via a free download at http://ex.pn/PpijOx. The 2014 Digital Marketer webcast hosted by Bill Tancer can be viewed at: http://ex.pn/P2IFFd.
Every organization that touches consumer data is responsible for creating and maintaining consumer trust writes Rick Erwin, President of Targeting at Experian Marketing Services, in a recent issue of Direct Marketing News. Erwin, a direct marketing industry veteran and DMA board member, challenges the data industry at large to adopt strict guidelines and business principles that further consumer trust and effective data stewardship. Most organizations within the data industry realize the need for greater consumer education around privacy, but how do we address that need and put it into practice? At Experian Marketing Services, for example, we are guided by balance, accuracy, security, integrity and communications, the five tenets of our Global Information Values.
Experian Marketing Services announced the appointment of industry leader Peter DeNunzio as general manager for Experian CheetahMail. DeNunzio assumes responsibility across all CheetahMail offices in the United States and reports to Matt Seeley, president of Experian Marketing Services.
With more than 25 years of experience in marketing, branding and direct-to-consumer programs, DeNunzio has a proven track record of anticipating opportunity and delivering results in every organization he has led.
“Peter is a recognized leader in our industry, and joins us with an exceptional background in interactive marketing, data and agency services,” said Matt Seeley, president of Experian Marketing Services. “Through his leadership and breadth of experience, Peter brings a strategic vision that is essential as we continue to invest in technology and innovative solutions that help our marquee clients deliver truly coordinated, relevant and response driven marketing programs.”
Experian Marketing Services is hosting its annual Digital Summit (today through Friday) at the Venetian Hotel in Las Vegas.
This premier digital marketing event, with the theme, “Customer Obsession: Empowering Meaningful Relationships,” features highly engaging and inspiring learning sessions, providing marketers with key insights and best practices for keeping their customers at the heart and center of everything they do.
Experian Marketing Services today announced the acquisition of Conversen. Conversen is a pioneer in developing interaction management technologies that enable marketers to create fully integrated, cross-channel conversations through mobile, Web, social, email and traditional channels.
As part of Advertising Age’s American Consumer Project, Matt Carmichael (Director of Information Projects at Advertising Age) recently reported on “How the U.S. Watches Cable.” The coverage, and supporting map/infographic, offer some revealing analysis around cable television viewership with relation to demographic segmentation, with the map providing a snapshot of viewership by County. Experian Marketing Services contributed data and analysis.