Source: DigitasLBi / Harris Interactive
While global marketers responding to a recent survey attested to focusing more on customer acquisition than retention, senior US retail executives surveyed by KPMG for a new report [pdf] believe that customer retention will be the most significant driver of their company's revenue growth over the next 1-3 years. That reflects waning customer loyalty in the retail sector, and is likely a driver of retailers' increased customer-centric focus. Read more »
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Source: The CMO Survey [pdf] (Duke University's Fuqua School of Business)
While roughly two-thirds of online retailers have some type of personalized content on their websites, basic techniques such as product recommendations (45%) are being used more commonly than more advanced ones such as dynamic pricing (8%), per results from a Retention Science survey of 139 marketers at online retailers. Similarly, while almost three-quarters conduct some form of A/B or multivariate testing, most do so on their email subject lines, while few test their websites. Read more »
Organic search is the primary driver of website traffic, says BrightEdge [download page], on the basis of a foray into its Data Cube repository, "which analyzes billions of pieces of content from across the web." Across all industries analyzed during June and July of this year, organic search drove 51% of all visitors, far ahead of paid search (10%), social (5%) and the combination of all other (such as display, email, and referred). In fact, organic search's influence is greatest in the business services sector. Read more »
Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.
Consumers around the world tend to be more likely to shop for than buy products online, although the gap between browsing and buying is relatively small for most product categories, according to a new study [download page] from Nielsen. In its analysis of 22 B2C product categories, Nielsen found buying intentions to be as high as browsing behavior in 13, with more buying than browsing in only one. That said, purchase intentions are on the rise. Read more »
This month's quick-hit set of top charts includes the following topics: marketers' changing media mix; online channel goals and digital metrics; top concerns among CMOs; content marketing's effectiveness; the most-desired brand video types; social's growing impact on TV; and consumer spending patterns by category and generation. Read more »
Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions, finds a new survey from Fluent. The study, fielded among more than 1,400 undergraduate students, also finds that online coupons have a significant effect on back-to-school shopping decisions. And for all the popularity of visual-sharing social media, these channels don't have much of a stated influence. Read more »
Social ads continue to outperform portals, networks, and exchanges in cost-effectively reaching new and exclusive audiences, although the data may be skewed by social users who use private browsing, details Neustar Aggregate Knowledge in its latest quarterly "Media Intelligence Report" [download page] covering Q2 activity. The study reveals that social ads performed 167% better than the 4-channel average in reaching new and exclusive users at a low cost. Read more »