Marketing Advisor Blog

European research: the we-factor of e-commerce

90% of European internet users go online weekly to search for information. More than 4 out of 10 consumers search for information on brands and products via comparison, expert and user review sites.

These are results of the MC DC report (Marketers & Consumers, Digital & Connected), conducted in 16 European countries.

The MC DC report is based on quantitative and qualitative research results, supplemented by secondary sources, expertise and cases. Quantitatively, in co-operation with IAB Europe, an online survey was conducted among 32,000 Internet users (15+) in 16 countries, and a bulletin board of 200 European digital media users was used over a period of 6 weeks.

A bulletin board is an online qualitative research method which allows us to obtain useful views through discussions with several participants over a longer period. All research data was collected in June and July 2009.

Top 10 search results rule

90% of European internet users go online weekly to search for information, and 6 out 10 even do so daily. Most searches aim at finding information on hobbies, personal points of interest, and general news. The internet is also often used to find information on products, services and brands in general.
Search engines play an important part in every step of the purchase process: 59% of internet users search at least on a weekly basis for products or services they wish to buy.

But surfers are impatient. They do not want to browse several search results pages and are demanding when working with search engines. They expect the top of the list to contain the most relevant search results, since 41% gives up after checking the first 10 search results, 7 out of 10 gives up after scanning 20 search results.

The We-factor of e-commerce

Several trends have led to changed consumer behavior, including social networking, conversing, sharing, tagging, content generation, and community participation. These activities have seriously influenced consumers’ buying behavior as well. Nowadays, it is more DCC - “discovery”, “comparison”, and “conversation”.

Consumers are well connected and have a much wider range of tools available in the pre-buying phases. The huge number of customer rating and review sites mean that e-commerce has become “we-commerce”, allowing consumers to evaluate brand alternatives before buying.

This phenomenon clearly influences consumer buying behavior. Across product categories, more than 4 out of 10 consumers search for information on brands and products via comparison, expert and user review sites.

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Tips to write killer web content

In the online world content is still king. Marketers need to have teasing and effective content on their web sites, in their email newsletters and on social media to attract customers and brand followers.

Valuable and relevant content is what makes people subscribe to your newsletter, click a link and become customers.

However, creating content can be tough, whether you're a writer by trade or not. After all, there are literally billions of pages online, many well written, some trying to convert readers to buyers, and some successfully using the web as a business portal.

This guide gives clear tips on how to create content that will stand out today and tomorrow.

Tips to improve conversion of an e-commerce website

These 10 tips for improving web site conversions will help any business define itself in the online world in the best way: creating sales.

Just what is a web conversion? It's when you earn money from something, namely a sale. A buyer finds your site, reads, then buys something from you, whether it's a service, a product, or sometimes even a referral to  another company.

So let's go over some dynamite ways to improve conversions.

5 easy ways to turn website customers into repeat buyers

It's easier and less expensive to turn a first time customer into a repeat buyer than it is to acquire new customers.

Ecommerce websites should never neglect a customer once a purchase is made. A first time  customer can turn into a repeat customer, referring friends in the process.

Here are 5 simple, inexpensive ways to impress a first time customers so they will remember your company website next time they make a purchase.

CMOs want to invest in social media this year but they want to see the money

According to a survey that was conducted last year by Bazaarvoice and The CMO Club, Chief Marketing Officers want to be able to better measure their social media activities this year.

The survey results, released late last year, show that CMOs are planning to invest more in social media in 2010 but not because ‘others do too’.

As is the case with marketing in general these days, CMOs want to know the return of their spend across various media and channels. And of course social media is just one of them, albeit the main one for 2010.

For us it’s good news to read that CMOs also want to look beyond obvious metrics and look at what counts: sales and the bottom line.

Pay Per Click advertising: why is the Click Through Rate important?

For PPC advertisers, there is only one thing that is truly important: ROI (return on investment).

Yet for some, other factors seem to precede and outweigh the bottom line. From per-click costs to conversion rates, advertisers are always stressing over details that often matter less than they think.

From a pure earnings perspective, there is only one thing that counts, and that is whether or not your advertisements are making you money.

Recession drives growth in Internet usage in the US

According to a Harris Interactive poll, US Internet users are now spending an average of 13 hours a week online.

20% of adult Internet users are online for two hours or less per week. 24% spends 3 to 5 hours a week online, 6% 6 to 7 hours and more than a quarter (27%) 8 to 15 hours.

This means that 21% of US adult Internet users are online for more than 6 hours a week (with 14% more than 24 hours!).

The consequences of the social media revolution for PR (professionals)

Today we found an article from Joel Leyden, CEO of the “Leyden Communications Group”, looking back at the evolutions that occurred over the past ten years in public relations. At the same time, he talks about PR as it is today. It will not come as a surprise that social media, SEO and online channels are central in Leyden’s view.

Now, we have to admit we don’t know Joel Leyden and there seems to be some uncertainties when we try to find some information about him (always check your sources) in Google, Wikipedia and the likes. Nevertheless, his article (which was distributed via PRWeb) is relevant to us and shows how new (and social) media are changing the world of PR.