SAScon 2011: Stat-o-rama – An Industry in numbers
Chair: Bas van den Beld
Speaker 1: James Murray (Experian Hitwise)
Speaker 2: Dan Lukas (Needle Insights)
James Murray kicks things off by talking about Key digital trends and the future of online advertising.
James is a marketing research analyst working for Experian Hitwise.
The top industries online and how they have changed over the years:
Email, entertainment, news and media, shopping and social networking are the ones that have grown significantly online over the past 3 years. The porn industry has nearly halved in terms of online visits over the past 3 years.
Social media is twice as big as porn online.
Clicks to social networking and forums have grown significantly from Google.co.uk (from 8% to 30% in the last 3 years). A majority of searchers in Google go to either entertainment websites or shopping and classifieds.
James shows a growth comparison graph between Facebook, YouTube and Twitter – showing Facebook accounts for 54% of all social visits on the web. YouTube has 19% visits, while Twitter only has 2% of social networking visits, which is less than half a percent of all online use. A key point to mention here is that the Twitter stat does not include 3rd party applications such as TweetDeck.
1 in every 6 page views in the UK is on a Facebook page.
20 million hours are spent on Facebook every day.
1 in every 10 visits to a website comes through Facebook.
“it’s at this point where we stand back and say, fuck me Facebook is massive!”
As shopping becomes more social, websites like Groupon are going to become much more important in terms of how we plan our marketing strategies.
Moving away from social…
As the riots were effecting Egypt, travel companies were staying away from Egypt holidays, and this left an opportunity for somebody else to become an authority in this field.
The website Lonely Planet became a trusted authority on Egypt during the riots. They setup a forum on their website and allowed people to post their comments in terms of what is actually happening out in Egypt. They doubled their traffic during this period, as people were coming to this website for trusted information.
Once the riots were over, Lonely Planet were receiving a large amount of traffic for holiday related terms as they had dominated the search space. This shows how important it is to become an authority online, and travel companies potentially missed out by not capitalising on this.
James goes on to talk about automotive brands…
Volvo in the competitive market isn’t anywhere near some others such as BMW and Ford – but last year they had a significant rise in traffic which was way above any other manufacturers website.
The rise in traffic was celebrated by the Volvo marketing team (22% rise) – but if this isn’t the right kind of traffic, it isn’t much of success.
The Volvo marketing team gained an increase in traffic from the wrong audience through car publications. On the demographic of their users, the people they targeted typically couldn’t afford to buy Volvo’s and they completely missed the people who typically DO by Volvo’s.
Using the Hitwise data, Volvo could see the typical websites that people are visiting who fit correctly in their demographic. Their example showed that people who buy Volvos typically like football (Manchester City) and camping holidays – and they could use this data to do some targeted advertising).
Take away points:
- Social media is MASSIVE and is increasing in influence
- Retail is gravitating more towards social (ie. Groupon and Living Social)
- Authority is more important than ever online
- Identifying the right audience is crucial
And now Dan Lukas takes the floor to talk about Needle (his new company) and his approach to data.
Dan’s key point is the ability to help people make better business decisions.
Clients typically want to put some money in and return a much bigger sum of money. What Dan wants to focus on is what happens in the process during the middle point between the two, helping customers to understand how they can make a greater return on their investment.
Agencies are bad at creating valuable content. It is typically outsourced for a low quality return, which doesn’t provide the necessary impact needed by people. Clients need to become more much integrated in the content creation process.