Marketing Strategy in a Digital World

Marketing Strategy IN A DIGITAL WORLD Marketing Strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities - Wikipedia. Knowing the core data shows any organization where to optimally target and spend MOBILE PHONES and TABLETS BROWSING 67.5% Home & Work 52.1% locations: Google sites led the U.S. 52.1% of mobile phone users used browser (November 2012, comscore.com) explicit core search market in February with 67.5% market Browsing Google Sites share (up 0.5 % from Jan 2013) (February 2013 comscore.com) Smartphones have surpassed 125 million U.S. consumers and tablets are now owned by more than 50 million (February 2013, comscore.com) & 125 million 50 million Mobile phones and tablets accounted for a combined 13.3 percent of total Inter- net page views in August 2012, nearly doubling the traffic in just one year. 45% of all mobile searches are goal-oriented and conducted to help make a decision (August 2012, comScore Data Mine) Mobile commerce revenue amounted to approximately /O billion US dollars Currently more than 37.6 million people in the US are mobile buyers Conclusion: Your online assets need to be mobile friendly PEOPLE WHO USE FACEBOOK 150.3 m 97.7 10.8% of all online time is spent on Facebook (December 2012, comscore) Facebook has 150.3 million desktop visitors and 97.7 million mobile visitors 83% of all social networking time is spent on Facebook (December 2012,comScore) 2/3 of online American adults (67%) are Facebook users, making Facebook the dominant social networking site (Pew Research Center, December 2012) Conclusion: Your brand needs to be active on Facebook U.S. E-Commerce Sales Amounted to 289 Billion U.S. Dollars in 2012 Conclusion: If you sell products, you need to have eCommerce available to your clients via your site and Amazon PRODUCTS BOUGHT ONLINE SPORTING COODS Books Consumer Athletic Apparel Sporting Goods 53% Electronics 46% 42% 40% Shoes 39% Pet Supplies 38% Clothing 37% Jewelry 36% Office Supplies Home Improvement 29% Auto Parts Home Furnishings 31% 36% 35% Personal Care Groceries 28% 22% Average monthly unique visitors to the most popular US retail websites during 4th quarter 2012 (in millions) Amazon site 100 % Apple.com sites 50% Wal-Mart 49.6% Target Corporation 33.6% Best Buy sites 29.2% Macy's 18.4% Sears.com 17.5% The Home Depot 15.4% Etsy.com 15.3% JCPenney sites 15.3% Kohls Corporations 14.8% Ticketmaster 14.7% Hewlett Packard 12.7% Lowes.com 12.1% Toy'R'Us sites 11.4% WASTED AD DOLLARS 44% of all mail recipients throw away their “zunk mail" without reading it (AlIBusiness.com) Roughly 2 percent of all recipients are likely to respond to any direct mail offer, whether they are ordering or asking for additional informa- tion (Gaebler.com) Conclusion: If you do direct mail, you are literally throwing money away TV ADVERTISING 86% of people SKIP TV ads on their DVR 8:37 7:00 10:00 Conclusion: If you spend money on TV ads, make sure they are available online as well PEOPLE ON INTERNET 43% 78.1% There are 43% U.S. hosted sites in the top 1 million websites (pingdom.com, December 2012) Total Online Population in 2012: 245,203,319 in US representing 78.1% of the population (Internet World Stats, December 2012) Conclusion: Everyone is on the Internet and if your company isn't you are fishing in the wrong places. 2.4 billion people use the Internet worldwide (Pingdom, December 2012) BLOGGING 181 million blogs worldwide (NM Incite, December 2011) tumblr. WORDPRESS 87.8 MILLION 59.4 MILLION 87.8 million Tumblr blogs in 2012 (Pingdom, December 2012) 59.4 million WordPress sites in 2012 (Pingdom, December 2012) BLOGGING DEMOGRAPHICS Women make up the majority of bloggers, half of the bloggers are aged 18-34 3 out of the top 10 social networking sites on the Internet are for consumer-generated blogs (Blogger, Wordpress, Tumblr) в Blogger is the largest = more than 26 million unique U.S. visitors per month Source = Nielsen, December 2011 More than half of all Internet users read blogs at least monthly and 329 million people view at least one blog every month 77% of Internet users read blogs 61% of consumers made a purchase off a blog recommendation 57% of companies have gained a customer from their blog 81% of businesses reported that their company blog is essential for their business 92% of companies who blog multiple times per day have acquired a customer from their blog 58% of business bloggers say they are better known in their industry because of their blog 71% of business bloggers report that they have increased their visibility within their industries through their blogs 55% of companies that blog get more website visitors 55% of the average companys that blogs generates more website visitors, 97% more inbound links and 434% more indexed pages SOURCE = IMPACT, September 2012 Conclusion: Blogging is an excellent way to gain brand awareness and sales SEO 70% 61% 44% 61% of global Internet users research 70% of the links 44% of online shoppers begin by using a search engine search users click on are organic products online Conclusion: You need to be on the first page of Google for your product or you will lose sales to competitors A MARKETING STRATEGY FOR A DIGITAL AGE SEO SOCIAL MEDIA WEB SERVICES WITH ECOMMERCE WEB SERVICES BLOGGING Today's companies need a holistic marketing strategy that brings people to their websites via SEO, Social Media and Blogging and converts them to leads or sales. 2$ We are all living in a digital world-and it's not your world; it's your customer's. Having a digital presence, and even more important, a digital strategy is vital if you expect longevity. digital firefly ILLUSTRATED BY: VERONICA WEBB marketing