tag:econsultancy.com,2008:/topics/search-marketing Latest Search Marketing content from Econsultancy 2017-03-24T15:05:08+00:00 tag:econsultancy.com,2008:BlogPost/68937 2017-03-24T15:05:08+00:00 2017-03-24T15:05:08+00:00 Stories from SXSW 2017: ad blocking, content distribution, and Joe Biden Nick Hammond <p>These looked at the areas of <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">ad blocking</a>, <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer marketing</a>, social video, <a href="https://econsultancy.com/blog/66752-10-steps-to-better-content-distribution/">content distribution</a>, and the thoughts of Joe Biden, former Vice-President of the USA.</p> <p><strong><a href="http://schedule.sxsw.com/2017/events/PP67501">Ending The Ad Blocking Wars</a></strong></p> <p>The panel for this session included representatives from Brave Software, The New York Times, Digital Context Next and The Christian Science Monitor. They considered whether publishers can improve the ad experience to persuade readers to turn off blockers? Or will add blockers bring about the end of the free web?</p> <p>As you may imagine there was no simple solution to this conundrum. The two biggest players in the digital space (you know who they are) are not affected by ad blocking and therefore are not bothered by its effects. </p> <p>Although ad blocking is plateauing (<a href="http://www.campaignlive.co.uk/article/uk-ad-blocking-levels-stabilise-22/1425085?bulletin=campaign_breakfast_briefing&amp;utm_medium=EMAIL&amp;utm_campaign=eNews%20Bulletin&amp;utm_source=20170223&amp;utm_content=www_campaignlive_co_uk_ar_6">at least in the UK</a>), the real squeeze is on smaller publishers, the little guys getting caught in the middle. These organisations are caught in an imperfect storm, made up of greater reliance on ad revenues and lacking the engineering investment levels and knowledge to respond to the threat.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/5034/adblock-blog-flyer.png" alt="" width="470" height="163"></p> <p>As a result of this, there is a real possibility of local, smaller publishers, starting to disappear. This could create a regional ‘news desert’ as even more people seek their news from social media. Currently 44% of Americans use Facebook as a news source and the number is rising. </p> <p>There was also a discussion around different types of ad blockers. Much of the debate tends to be around the big players, such as AdBlock which has 200m downloads; but there are other providers with different business models. <a href="https://brave.com">Brave Software</a> (represented on the panel) doesn’t just remove ads – it replaces them with new ads and splits the revenue between publishers, users, network partners and the company itself.</p> <p>Brendan Eich from Brave suggested that this software is the first ‘post-bad’ ad blocking solution. Still early days for this, 'softer' ad blocking model and it will be interesting to see how it plays out.</p> <p>Predictably, content was identified as a way to get around this challenge. The NYT emphasized the importance of engaging content – ‘pull instead of push’ – and advised strongly against using technology to push advertising onto consumers.</p> <p>Sponsored ‘native’ content is not necessarily the panacea to solve this problem, as publishers often tag creative to acquire more data; these are then identified as ads and therefore blocked. </p> <p>Ad fraud was a serious related issue discussed, with an estimated 23% of global video traffic being served to robots. </p> <p><strong><a href="http://schedule.sxsw.com/2017/events/PP65228">The Hundred Thousand Dollar Snap(chat)</a></strong></p> <p>The panel for this one was ShopStyle and Neiman Marcus, who considered the opportunities and challenges arising from social commerce, as well as the <a href="https://econsultancy.com/reports/the-rise-of-influencers/">growing importance of influencers</a>, particularly within retail.</p> <p>The background to this is the change in consumers’ consumption of media and the importance of the mobile channel. 30% of all time online is spent on social and 60% of that is on mobile.  </p> <p><img src="https://assets.econsultancy.com/images/0008/5033/snapchat_logo.jpg" alt="" width="470" height="243"></p> <p>As is often not the case, influencer activity should be approached in the same manner as any other communications campaign. It is not safe to assume that a single endorsement – ‘one and done’ – will do the trick. An effective frequency of ‘seven’, was mentioned as appropriate to the fashion retail sector. As with other channels, planning should be considered over an extended activity period, not as a series of one-offs. </p> <p>In addition, activity should not undermine influencers connections with their followers, and these retail influencers can be initially incentivised through special deals to offer to their followers. </p> <p>An interesting analogy compared the purchasing process for expensive items, such as for a Chanel bag, to the dating process; where buyers return to the store to view and interact with the product over time. In instances like these, iterative influencer messages can be effective in moving an individual closer to purchase.</p> <p>Strategies need to be different across separate social channels. Facebook is all about advertising, whilst Instagram benefits from a more organic approach. Snapchat is the new kid on the block and the hardest to measure. </p> <p>Above all, brands need to work out when to act as themselves, or through influencers in the social space. What are the key KPIs, how to measure these and how to ensure valuable content lives effectively beyond social channels? </p> <p><strong><a href="http://schedule.sxsw.com/2017/events/PP97038">Social Video and The Future of Consumption</a></strong></p> <p>Representatives from Vox Media, Vice Media and the New York Times joined this panel to discuss how social media is impacting video journalism. This session made very clear that Facebook is now the platform for video consumption. </p> <p>The NYT identified Facebook as ‘the stage’, and the essential channel for engagement and getting time with its audience. A major focus for NYT is around <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a>, which is being used to provide real-time coverage of news events. They are even looking at using this channel to create crowd-sourced investigations, a kind of mass citizen journalism.</p> <p>The upside of the live video phenomenon is that brands have an opportunity to powerfully engage with a massive audience, using current, exciting and rapidly changing content. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fnytimes%2Fvideos%2F10151119750979999%2F&amp;show_text=1&amp;width=560" width="560" height="476"></iframe></p> <p>The downside of live unedited content, is a concern around quality and the loss of editorial perspective. As a result, insightful user comments can be important to create context; but recognising this may not always be the case, Vice has indicated that all user comments are monitored in real-time.</p> <p>More controversially, the <a href="https://tytnetwork.com">The Young Turks</a> news channel is allowing users to pay to have their comments listed. Although the rise in importance of user comments can be seen as a democratic trend, allowing a financial bias on inputs would seem rather less altruistic. </p> <p>Another concern is that a publisher brand cannot easily prevent incorrect stories or unsuitable content being viewed. They can provide a retraction or an alternative perspective later on; but this may be seen by many fewer people. A good example of this would be the <a href="http://money.cnn.com/2016/06/10/technology/hillary-clinton-google-search-results/">SourceFed Hilary Clinton conspiracy theory</a>. </p> <p>For me, this progression towards an ‘always-on’ society is worryingly redolent of Dave Eggers' book, and now film, <a href="https://www.youtube.com/watch?v=QCOXARv6J9k">The Circle.</a></p> <p>In any event, the benchmark for how quality video is defined is changing rapidly as we transition from a ‘TV-centric’ to ‘mobile video-centric’ world. In the digital space, where everyone with a phone is a director, quality is now less about production values and more about the story, speed and authenticity. </p> <p>Separate approaches to video content are needed across different channels. For example on Facebook a ‘raw’ approach is more appropriate and authentic. <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy/">Episodic content</a> on Snapchat is popular, with bitesize ‘episodes’ being used to tell a story in a manner entirely fitting to the medium. </p> <p>With live video, there is also a greater ethical onus on brands to decide what they will show and what they will not. A good example of content that could be considered to be on this demarcation line is <a href="http://mashable.com/2016/10/21/snapchat-breaking-news/#i0SLEFuJPsql">Snapchat’s coverage of the conflict in Mosul</a>.</p> <p><strong><a href="http://schedule.sxsw.com/2017/events/PP65066">Content Distribution Platforms – Friends or Foes?</a></strong></p> <p>The panel for this session included The Economist, Conde Nast International, The Young Turks and ABC News. They looked at how<em> </em>publishers are becoming more reliant than ever on content distribution platforms such as Facebook and Snapchat to reach new audiences. </p> <p>A good starting point for this session was mention of Emily Bell’s 2016 article <a href="http://www.cjr.org/analysis/facebook_and_media.php">Facebook Is Eating The World</a>.</p> <p>Facebook is the key platform under consideration here, as it increasingly becomes the place where online content is consumed. It’s importance and control over brand content has increased with the rise of <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know/">Instant Articles</a>, as opposed to publisher feeds, keeping traffic within the Facebook ecosystem. As an aside, Snapchat was seen to be on the rise but not currently a viable global option. </p> <p>With this is in mind, the panel considered that Facebook was both a friend and a foe. It was seen to be a friend in terms of providing a broad distribution platform and a foe with regards to its control over advertising revenues. </p> <p>According to Steve Oh of The Young Turks, the key to content success with Facebook is threefold:</p> <ul> <li>Creating regular, relevant content</li> <li>Swift use of new product features released</li> <li>Focus on building an audience </li> </ul> <p>The Economist’s approach is to focus on bite size content that lures customers towards subscription, with news topics including ‘on this day’ and ‘famous quotes’. A specific approach is with ‘Vimages’, using Facebook <a href="http://www.niemanlab.org/2016/09/with-vimages-the-economist-is-using-facebook-to-make-low-budget-video-versions-of-its-stories/">to re-package magazine stories into video form</a>.</p> <p>One of the questions in the session, was how to keep up with the rapid changes at Facebook and the best ways to share content. There was no clear answer, but suggestions included looking for Newsroom tips, and Google Alerts pertaining to Facebook algorithms. </p> <p><a href="http://schedule.sxsw.com/2017/events/PP61899"><strong>Art + Science: Videos That Inform, Inspire &amp; Scale</strong></a></p> <p>Finally, PopSugar's David Grant discussed what brand marketers need to know about creating video that engages their target audience at scale while delivering on brand KPIs. The session sought to explain the success of PopSugar in targeting millennial women.</p> <p>The starting point for the brand's success is to understand, as does Snapchat, the increasing cultural relevance of the camera (<a href="https://www.nytimes.com/2017/03/08/technology/snap-makes-a-bet-on-the-cultural-supremacy-of-the-camera.html?_r=0">as identified in this NYT article</a>) and that humans naturally gravitate towards content that is made up of <a href="http://www.kvibe.com/2015/03/17/why-we-as-humans-gravitate-towards-video/">sight, sound and motion.</a></p> <p>PopSugar creates videos that inform, and are created from a combined perspective drawn from its brand, brand partners and their data. PopSugar has created its own tool, <a href="http://www.adweek.com/digital/how-popsugars-new-tool-will-help-you-stay-ahead-social-media-trends-174640/">Trend Rank</a>, to help it identify areas of content focus, supply ‘velocity data predicting’ and find trends ahead of time.</p> <p>Grant observed that, with video, companies typically have only one second to make an impact, so selected content has only that time to have an effect. </p> <p>Some examples of PopSugar's recent successful native content campaigns are: </p> <ul> <li>Doubletree by Hilton: ‘Find Your Happy’ campaign. Building on the fact that Hilton always leaves a cookie for its guests, PopSugar a campaign focusing on wider acts <a href="https://www.popsugar.com/smart-living/Random-Acts-Kindness-You-Can-Do-Every-Day-40742607">of kindness and generosity</a>.</li> <li>Garner Shampoo: ‘Photo Ready Mums’. Based on the insight that mums often take pictures of the family, <a href="https://www.youtube.com/watch?v=UzaKYqPYKyo">but regret that they are not in the pictures themselves;</a> this campaign shows how mums can be in the photos, and look great, with the help of Garner. </li> </ul> <p><strong>Joe Biden</strong></p> <p>And finally, some lessons from the keynote speech of SXSW 2017 (and a totally inspiring moment) from Joe Biden, former Vice-President of The United States. </p> <p>Perhaps more recently famous for his (unwitting) appearance in <a href="http://www.boredpanda.com/funny-barack-obama-joe-biden-tweets/">a sequence of memes with Barack Obama</a>, Joe Biden appeared on stage in Austin to raise awareness and seek support for his <a href="http://www.cnbc.com/2017/01/09/biden-outlines-steps-to-pursue-post-obama-cancer-moonshot.html">cancer Moon-shot agenda</a>.</p> <p>He discussed the progress made during Obama's presidency by the call for innovative solutions to tackle the barriers that prevent faster gains in ending cancer; and described how he plans to remain in the fight. </p> <p>This talk has a wider relevance for business because, as Joe Biden put it, organisations involved in the cancer treatment process had become ‘siloed by design’ and their ability to face the growing threat of this disease was limited by this lack of co-operation.</p> <p>One of these silo-related issues was the low number of patients involved in clinical trials (only 4/100) as there was no system for companies to match the correct trial drugs to the correct patients and vice versa. In addition a database of patient learnings was not being effectively shared between hospitals.</p> <p>Biden’s efforts to break down the barriers in the cancer treatment process are a lesson to organisations who may have similar silo problems. </p> <p>Organisations in this process have started to collaborate and other bodies have become involved in the fight. NASA is adding information regarding the impact of radiation on astronauts, and Amazon has provided free cloud data storage for the project.  </p> <p>There is also focus on clear KPIs and where the biggest return on investment can be derived. As Biden said, of any process "where everything is treated as equally important, then nothing is considered important."</p> <p>The key to the project’s increasing success (apart from the obvious profile of the promoter) is the open sharing of information, offering clear encouragement and, of course, giving hope.</p> <p>Inspiring stuff and a lesson to all businesses interested in breaking down silos and identifying priorities.</p> tag:econsultancy.com,2008:TrainingDate/3208 2017-03-21T12:28:11+00:00 2017-03-21T12:28:11+00:00 Search Engine Optimization (SEO) Marketing <p>Search Engine Optimisation [SEO] is becoming increasingly tricky - continuous innovations between the rival search engines, coupled with increased activity from your competitors, means that you have to identify the right strategy for your business to rank well.</p> <p>This SEO training course will enable you to build an organic search marketing strategy that will mean more of the right kind of visitors to your website, boost online conversions and stand out in today’s fiercely competitive online marketplace, ensuring the best possible return on investment.</p> tag:econsultancy.com,2008:TrainingDate/3205 2017-03-21T12:25:24+00:00 2017-03-21T12:25:24+00:00 Search Engine Optimisation (SEO) - Advanced <p>SEO is a complex subject and for those wishing to move their knowledge beyond the basics, this course has been designed for the intermediate to advanced learner. There is lots to consider when optimising for maximum visibility through search. From key phrase research and query audits, to content strategy, page mark-up and site architecture. Getting all these things right is key to grabbing customers who know what they want, but not where to get it from.</p><p>Providing you with a structured process to improve your results from SEO, an industry expert will lead this one-day workshop, reviewing attendees' existing optimisation approaches, analytics and tools against their top-performing competitors and best practice.</p> tag:econsultancy.com,2008:TrainingDate/3200 2017-03-21T12:18:01+00:00 2017-03-21T12:18:01+00:00 PPC <p>Pay per click (PPC) advertising campaigns are a great way to maximise website visibility on key search engines. But PPC markets are becoming increasingly competitive - you need an effective strategy or you’re throwing money (and traffic) away.</p> <p>This PPC marketing course covers the essentials of successful paid search campaigns, exploring best-practice tools and techniques from writing copy, to bidding strategy, to effective analysis of competitors.</p> tag:econsultancy.com,2008:BlogPost/68885 2017-03-21T09:51:45+00:00 2017-03-21T09:51:45+00:00 SEO ranking factors analysed: The importance of brand relevancy James Perrott <ul> <li>Domain Trust - defined by Majestic </li> <li>Number of referring domains</li> <li>HTTPS vs HTTP</li> <li>Mobile-friendly score</li> <li>Internal links prioritisation</li> <li>Canonical tags</li> <li>Keyword in meta title, h1 and h2 tags</li> <li>Length of on-page content for ranking pages</li> <li>Brand + product term to define relevance for a brand and the product searched for</li> <li>Engagement - average time on site and bounce rate as defined by Alexa.com</li> <li>Engagement of landing pages</li> </ul> <p><strong>The process:</strong> I have collated 100 keywords from five of the most popular online industries to identify which are the best performing websites. Remember, this is only 100 keywords and they are often much broader than this. </p> <p>Once I have identified the top performing websites and have seen what is working at industry level, I am going to dive into the most popular keyword in the industry and run a SERP comparison to identify what splits websites apart in the top 10. Then, in conclusion, we’ll be able to provide some insight as to what you should be focusing on to perform well in your industry.</p> <p>So, to begin...</p> <h3>Insurance</h3> <p>In the insurance sector, if you were to rank in first place for 100 keywords then the maximum traffic would equal 613,874 clicks.</p> <p>This market is now dominated by aggregators due to the nature of people’s searches for insurance related products. Brand loyalty is slowly dwindling within this space, even with brand loyalty being very much at the top of insurance providers’ remarketing. People are after the best price, period. </p> <p>Following a Google Insights report in April 2015 it was concluded that 61% of people perform research before a vehicle insurance purchase, and I think it is fair to roughly extrapolate that across the insurance market as a whole. The report found that only 44% of people bought from the brand they considered initially, but I think this is very apparent in the UK and would be a smaller percentage compared to France where this research was conducted. This helps explain the aggregator dominance and low brand advocacy.</p> <p>The chart below shows how the market looks for this keyword set. To explain the axis:</p> <ul> <li>X = number of ranking keywords</li> <li>Y = estimated monthly clicks</li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/4641/competitive_landscape_market_leaders.png" alt="" width="700" height="268"></p> <p>A large part of our work when looking at individual markets is to categorise each keyword into a product or offering group. This allows us to then dig into the individual sub-categories and begin to go very granular. </p> <p>Below shows how the 100 keyword set splits into individual categories, the largest clearly being vehicle insurance.</p> <p><img src="https://assets.econsultancy.com/images/0008/4642/click_distribution_for_insurance.png" alt="" width="700" height="226"></p> <p>After segmenting the market into different categories, we’re able to see that vehicle insurance provides the largest return into overall number of clicks. Vehicle is closely followed by holiday, then home, pet, life and so on.</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-12.29.31.png" alt="Keyword Cluster" width="409" height="354"></p> <p>The online insurance market is one of the most hotly contested, and the difference between position one and two for key terms could be worth millions of pounds of revenue. Looking at overall authority within the market share, it’s interesting to see that eight out of the 10 websites have an overall authority above 50.</p> <p><img src="https://assets.econsultancy.com/images/0008/4643/Domain_Trust_for_insurance.png" alt="" width="700" height="269"></p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-12.30.25.png" alt="Domain Trust &amp; Linking Domains" width="500"></p> <p>What is really refreshing in this chart is the fact that GoCompare.com does not have the most referring domains, nor the most authoritative domain, yet it leads the insurance market. It is fantastic news; this SERP is clearly showing a move away from link-based ranking metrics - to an extent. </p> <p>GoCompare.com does lead the engagement metrics chart, with an average time on site of 7mins and 26secs and bounce rate of 39.3%. Its average time on site is 30% higher than that of the nearest competitor.</p> <p><img src="https://assets.econsultancy.com/images/0008/4644/Bounce_Rate_for_Insurance.png" alt="" width="700" height="204"></p> <p>A standout in this graph must be Tesco Bank with a bounce rate of just 15.2%. This is incredible.</p> <p><img src="https://assets.econsultancy.com/images/0008/4645/time_on_site_for_insurance.png" alt="" width="500"></p> <p>'Car insurance' is the most popular search term within the insurance market, at 550,000 searches per month on average in the UK. Let’s analyse the top 10 websites and how they compare.</p> <p><img src="https://assets.econsultancy.com/images/0008/4646/Positioning-Table_for_insurance.png" alt="" width="700" height="179"></p> <p>We identified that as part of the overall market analysis, link authority and number of links were not the deciding factors. It does not appear that HTTPS, page speed, internal links or words on the page are deciding factors either. Interestingly, we’re seeing in this SERP that both engagement and brand relevancy to the product are far superior.</p> <p>Looking at the final column in the table above, GoCompare is far more relevant for car insurance than any other brand in the top 10. That even includes Admiral, which is specifically a car insurance brand.</p> <p>The search term ‘gocompare car insurance’ has 110,000 searches on average per month. How much of that is influenced by the term ‘gocompare’ and ‘go compare’ can’t be accounted for, but this, mixed with great engagement, is certainly at play in this SERP. </p> <h3>Mortgages</h3> <p>In this sector the maximum amount of traffic from ranking first for the 100 keywords is 264,332 clicks.</p> <p>This market is now dominated by mortgage lenders as you would expect. Halifax has been slowly growing its online presence over the last year, so it will be interesting to see where it is overly proficient.</p> <p>After using the same methodology as the previous analysis, we’re able to start digging into the data. Halifax.co.uk is by far the market leader in the mortgages space. It receives an estimated 79,734 more visits than HSBC, the second largest. Halifax receives an estimated 59% of all position one clicks within the keyword set we collated.</p> <p><img src="https://assets.econsultancy.com/images/0008/4893/mortgage_market_leaders.png" alt="" width="750" height="287"></p> <p>When looking at authority and number of links within this space, we can see that Halifax is outperformed by Barclays with an overall authority of 72 and referring domains total of 16,223. This again puts a solid argument together that links aren’t the number one ranking signal within this space. </p> <p>There are some surprises in the authority sphere with Nationwide only having an overall authority of 37 and TSB at 25.</p> <p><img src="https://assets.econsultancy.com/images/0008/4894/mortgages_Linking-Domains.png" alt="" width="700" height="295"></p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-12.33.40.png" alt="Linking Domains" width="500"></p> <p>The 'calculator' section of the keyword set has by far the most search volume and estimated clicks associated to it. With 176,026 estimated clicks and 31 keywords, it contributes an enormous amount to the overall market within mortgages.</p> <p><img src="https://assets.econsultancy.com/images/0008/4895/Estimated-click-by-category_mortgages.png" alt="" width="700" height="272"></p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-12.34.46.png" alt="Keyword Cluster" width="495" height="291"></p> <p>Due to Halifax having the largest market share by far, I wanted to identify the reason for this domination. It appears that the answer is Halifax’s first position ranking for ‘mortgage calculator’. Ranking first for this keyword has led to the brand reaching an estimated 145,654 clicks and 82.7% market share.</p> <p>This traffic will prove invaluable for a brand that also sells mortgages; it is the best lead generation tool out there for both providing invaluable information and qualifying leads/mortgages that you want to follow up.</p> <p>Below is the split of estimated traffic that Halifax captures:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-12.36.41.png" alt="Category" width="500"></p> <p>It is clear to see that it nearly owns the entirety of the calculator space. However, there are significant gaps in informational content that could also add to Halifax’s purchase funnel. For example, Halifax should provide expert content on the processes for buy-to-let, help-to-buy and first-time-buyer guides. Doing this will eliminate the risk of having all its eggs in one basket with 'mortgage calculator' while providing expert content from a lender, which people reading up on the subject will trust.</p> <p>It currently does this very poorly, but high street lenders such as Nationwide and Natwest do it very well. Having the content very close to the mortgages section has allowed it to rank very well for terms such as ‘first time buyers guide’ etc. This is something Halifax should action sooner rather than later.</p> <p>Having this position one ranking, however, has damaged Halifax’s engagement metrics. The bounce rate for Halifax is 79% and average time on site at a dismal 56 seconds.</p> <p><img src="https://assets.econsultancy.com/images/0008/4896/Time-on-site_mortgages.png" alt="" width="700" height="204"></p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-12.37.52.png" alt="Time on Site &amp; Bounce Rate" width="500"></p> <p>After looking at the experience of Halifax’s mortgage calculator, which is cannibalising the average time on site and bounce rate, it becomes slightly clearer why this may be the case.</p> <p>The mortgage summary on the right-hand side automatically populates and does not offer a cross link into Halifax’s mortgage offering. A simple cross link may help keep users on the website once they have discovered out how much they can borrow. Also, the online banking portal which most visitors will be going towards goes onto a separate domain - halifax-online.co.uk</p> <p>Consolidating this into Halifax.co.uk may further help in areas of which Halifax is unaware, at present. Improving these engagement metrics could help improve rankings across the board.</p> <p><img src="https://assets.econsultancy.com/images/0008/4897/Mortgage_calculator_halifax.png" alt="" width="700" height="535"></p> <p>'Mortgage calculator' is the most popular search term within the insurance market at 550,000 searches per month on average in the UK. Let’s analyse the top 10 websites and see how they fare against one another.</p> <p><img src="https://assets.econsultancy.com/images/0008/4898/Position-and-Brand_mortgages.png" alt="" width="700" height="385"></p> <p>It’s clear to see that authority and links are not the main ranking factors when it comes to mortgages. Neither are HTTPS, page speed or number of words on the page.</p> <p>Halifax is one of the largest mortgage lenders in the UK and, like insurance, its brand relevancy for mortgages and in particular the mortgage calculator surpasses its rivals. With a brand plus keyword search volume total of 27,100, it’s 4,900 higher than the BBC which has an absolutely archaic page for its mortgage calculator that is not mobile-friendly and does not have a self-referring canonical tag.</p> <p>If this BBC page was updated, I would have it as a close contender to Halifax for this key term.</p> <p><img src="https://assets.econsultancy.com/images/0008/4899/BBC_mortgage.png" alt="" width="448" height="519"></p> <h3>Jewellery</h3> <p>In the jewellery sector, if you were to rank in first place for 100 keywords then the maximum traffic would equal 370,564 clicks. This market is now dominated by bricks and mortar stores as you would expect. </p> <p>However, there was an anomaly present within the data and that was Stevenstone.co.uk. Stevenstone ranks first for ‘engagement rings’, but after the analysis was run I concluded that it was wrongly ranking for this term, and did not want to skew the data or arrive at wrongful conclusions.</p> <p><img src="https://assets.econsultancy.com/images/0008/4902/Market-Leaders_jewellery.png" alt="" width="700" height="268"></p> <p>H Samuel leads the market that is largely dominated by brands on the high street. This is a much more closely contested market than others analysed so far, with the difference in market leader being only 3.9% market share and 25,548 estimated clicks.</p> <p>I believe this is down to H Samuel’s breadth in product and keyword ranking. H Samuel ranks for 97% of the keyword set (97 keywords), whereas the next is Ernest Jones with 71 keywords. With a slightly different keyword set this could be a different outcome, but for this exercise, H Samuel leads the way.</p> <p><img src="https://assets.econsultancy.com/images/0008/4903/Doman-trust_jewels.png" alt="" width="700" height="269"></p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-13.21.41.png" alt="Domain Trust &amp; Linking Domains" width="500"></p> <p>At first glance, authority and number of referring domains for each website do not stand out as a definitive ranking signal. </p> <p>Argos has far superior authority and number of domains but it is not jewellery-specific. But from the jewellery-specific websites, H Samuel is further ahead in regards to both.</p> <p><img src="https://assets.econsultancy.com/images/0008/4906/Time-on-Site_jewels.png" alt="" width="700" height="204"></p> <p><img src="https://assets.econsultancy.com/images/0008/4907/chart_2.png" alt="" width="500"></p> <p>Engagement is a similar story. Argos performs better than the rest; however H Samuel does so in regards to the jewellers. The average time on site for H Samuel is just under a minute higher than the others, a clear sign of product breadth and website quality as the bounce rate remains low.</p> <p><img src="https://assets.econsultancy.com/images/0008/4909/CLick-distribution-by-category_jewels.png" alt="" width="700" height="226"></p> <p>Engagement rings is the most popular search term (behind branded Apple watch term at 301,000 searches) within the jewellery market at 201,000 searches per month on average in the UK. Ranking first for this alone can draw in an estimated 48,501 clicks each month.</p> <p>Let’s analyse the top 10 websites and how they fare against one another.</p> <p><img src="https://assets.econsultancy.com/images/0008/4911/Positioning-3_jewels.png" alt="" width="700" height="312"></p> <p>Ignoring Stevenstone, we can see that H Samuel does not have the largest number of links, nor the strongest authority. There is no HTTPS, it ranks as mediocre in page speed, there is no self-referring canonical and it has a low level of internal links. </p> <p>However, it does have the second highest number of brand plus keyword searches, again proving brand relevancy is playing a factor. We also know of H Samuel as a high street retailer with huge jewellery relevancy, but we cannot place a signal on this.</p> <p>One thing I did notice is that since the launch of the new website Google is struggling with the ranking page as '/diamonds' is ranking but it has set up a canonical to http://www.hsamuel.co.uk/webstore/engagement.cdo</p> <p>Fixing this relevancy issue may help H Samuel overcome the dark horse, Stevenstone.</p> <h3>Fashion</h3> <p>In the fashion sector, if you were to rank in first place for our 100 keywords then the maximum traffic would equal 1,220,592 clicks.</p> <p>This market is by far the largest in this comparison data set. It is dominated by ASOS but significant market share is being taken away by the likes of Boohoo, Missguided and House of Fraser. This keyword set focused across both male (M) and female (W) keywords and if it was to be gender-specific, particular brands would be more prominent over one another.</p> <p><img src="https://assets.econsultancy.com/images/0008/4913/Fashion-Comptitor-Landscape_fashion.png" alt="" width="700" height="267"></p> <p>Looking at this broad, generic keyword set, we can see that ASOS reigns supreme. However, significant market share is beginning to be taken away by brands such as:</p> <ul> <li>Boohoo</li> <li>Missguided</li> <li>Prettylittlething</li> <li>Zalando</li> </ul> <p>The first three are really rising and progressing with their marketing activities, whilst Zalando is the ASOS of Europe which has come to the UK with a bang. Since launching its site with great SEO optimisation, Zalando has gone from strength-to-strength.</p> <p>ASOS currently captures an estimated 586,719 clicks per month with 48.1% overall market share. ASOS has so many pages ranking for these keywords that the company ranks for 106.1% of the keywords, meaning it double, triple, and quadruples up on ranking URLs for some keywords.</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-13.29.38.png" alt="Competitive Landscape Market Leaders Fashion" width="500"></p> <p>Boohoo is second in the market with 327,350 estimated clicks and 26.8% of the market, but only ranks for 75.5% of the keyword set. This suggests the number could be much higher if it ranked for the other 24.5% of the keyword set.</p> <p>When looking at the authority and number of referring domains that go into each of the websites, ASOS leads the market. ASOS has more than three times the number of links of competitors, which is more than contributing to its overall authority of 75. This is the first time I’ve seen this in the analysis so far.</p> <p><img src="https://assets.econsultancy.com/images/0008/4916/Linking-Domains_fashion.png" alt="" width="700" height="269"></p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Screen-Shot-2017-03-08-at-13.31.09.png" alt="Linking Domains" width="500"></p> <p>ASOS excels yet again in engagement; 27% bounce rate with an average time on site of over 10 minutes - that’s some serious browsing and adding-items-to-basket time!</p> <p><img src="https://assets.econsultancy.com/images/0008/4918/Time-on-site_fashion.png" alt="" width="700" height="204"></p> <p><img src="https://assets.econsultancy.com/images/0008/4919/fashion_chart.png" alt="" width="500" height="156"></p> <p>After categorising the keyword data, which I split into both men’s and women’s, there was a clear winner for where the most estimated clicks lay; dresses. Due to the vast amount of categories that online fashion retailers have, the chart below represents a shrunken-down number of categories to those that have the most potential.</p> <p><img src="https://assets.econsultancy.com/images/0008/4920/Click-distribution-by-cat_fashion.png" alt="" width="700" height="391"></p> <p>Dresses is the most popular search term within the fashion market at 201,000 searches per month on average in the UK. It was jointly most popular with prom dresses, which also receives 201,000 searches on average per month. Due to that being an average, which will have a huge seasonal spike when proms happen, let’s analyse the top 10 websites and how they fare against one another.</p> <p><img src="https://assets.econsultancy.com/images/0008/4921/Positioning-table_fashion.png" alt="" width="700" height="291"></p> <p>After all the market domination by ASOS, it is outperformed by five other brands in this SERP.</p> <p>The top websites have a very similar structure on-page with hyperlinks and internal links pointing you to the other types of dresses, which I find very useful. The one thing that the top websites do have that ASOS doesn’t and the data doesn’t show, is that they are mainly female-specific websites, which may establish a stronger relevancy towards dresses.</p> <p>Prettylittlething purely stocks female clothing and has had a huge push with marketing recently. Boohoo has only just recently launched a male range, Missguided is female only, New Look has a limited male stock, Monsoon is female only - and then you have ASOS.</p> <p>Again, we can’t draw any strong conclusions but it’s interesting to theorise. Perhaps on this occasion ASOS’s breadth of product and parameter/ugly URL has let it down.</p> <h3>Travel</h3> <p>In the travel sector, if you were to rank in first place for our 100 keywords then the maximum traffic would equal 504,247 clicks.</p> <p>The market leader in this space is onthebeach.co.uk with 178,478 estimated clicks and 35.4% market share for the keyword set I collated. Being market leader with only 58% keyword coverage suggests it ranks particularly well for some generic terms.</p> <p>Closely following OnTheBeach are Last Minute and Skyscanner.</p> <p><img src="https://assets.econsultancy.com/images/0008/4922/Comp-landscape_travel.png" alt="" width="700" height="268"></p> <p>OnTheBeach has really low overall authority and number of referring domains, showing once again that this is not an important ranking factor within this niche. </p> <p><img src="https://assets.econsultancy.com/images/0008/4923/Linking-Domains_travel.png" alt="" width="700" height="229"></p> <p>It is significantly outperformed by brands such as Lastminute, Skyscanner, Thomson and EasyJet.</p> <p><img src="https://assets.econsultancy.com/images/0008/4924/travel_chart.png" alt="" width="500" height="158"></p> <p>OnTheBeach has the second highest average time on site at 6mins 20secs with a much smaller product offering than Thomson. All holiday sites within this analysis have good bounce rates, but this may be more down to the nature of the market rather than poor experience. </p> <p>When searching for holidays, we are very patient people. We like to explore what is available to us on each different website to ensure we’re not missing an offer or resort.</p> <p>Due to the rise in mobile, the dwell time is much larger, as people are in the research phase. </p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/03/Time-on-site-4.png" alt="Time on Site &amp; Bounce Rate" width="1163" height="322"></p> <p><img src="https://assets.econsultancy.com/images/0008/4925/travel_chart_2.png" alt="" width="500" height="154"></p> <p>Cheap holidays is the most popular search term within the holiday market at 550,000 searches per month on average in the UK. Let’s analyse the top 10 websites and how they fare against one another.</p> <p>OnTheBeach has the market majority, but Thomson in this case leads on the most searched-for term. When analysing what it excels in, it does not have the largest number of referring domains, authority, internal links or number of words on the page. </p> <p>However, it does lead the market in regards to relevancy with the highest number of searches for ‘brand plus keyword’; in this case being ‘thomson cheap holidays’ with 390 searches on average per month.</p> <p><img src="https://assets.econsultancy.com/images/0008/4926/Pos-Brand_travel.png" alt="" width="700" height="267"></p> <h3>In conclusion...</h3> <p>Below are the five brands and URLs that capture the UK’s most competitive search terms in their relevant niche:</p> <p><img src="https://assets.econsultancy.com/images/0008/4927/overall_summary.png" alt="" width="700" height="169"></p> <p>Below are some averages and key takeaways that this analysis has provided me with:</p> <ul> <li>Authority is not the most important signal - average trust = 40.2</li> <li>Number of referring domains is not the most important signal - average linking root domains of 9,171 per domain.</li> <li>HTTPS is not a definitive ranking signal to push those out of the top positions if they remain on HTTP. I was a firm believer in this and from communication Google has produced, I believe I’m not the only one. However, these websites that remain on HTTP and lead the most competitive SERPs may still excel in other areas that make this small HTTPS ranking signal obsolete. But after looking at this analysis HTTP &gt; HTTPS.</li> <li>You must be mobile-friendly. After running each ranking URL through the test, they were all mobile-friendly. Just being mobile-friendly isn’t enough now, each brand is pushing the limits with ensuring their website is the best mobile site, especially with the looming <a href="https://econsultancy.com/blog/68425-google-to-create-separate-mobile-index-what-you-need-to-know/">mobile-first index</a>. The BBC mortgage calculator page is a great example of a page that has to be made mobile-friendly.</li> <li>Page speed is important, but not a deal breaker unless painfully slow.</li> <li>Average internal links was seven per URL, which isn’t impressive or advisable. I’d strongly recommend that it should be above this.</li> <li>Self-referring canonical on the URLs is a must.</li> <li>Keywords in meta title and following header tags is a must: I did not come across one URL that didn’t follow this practice. </li> <li>On-page content is important, as is faceted navigation. Average word count on page is 471 and the fashion websites were one to follow from an internal linking perspective at category level. </li> </ul> <p>The stand out factor for me throughout this entire piece was the weight that seemed to be conveniently placed on average 'brand plus keyword' search volume. Three out of the five market leaders had weaker metrics across the board, bar this - in which they were the best performers. The average brand plus keyword search volume is 38,478.</p> <p>This shows to me that sometimes you may excel in every ranking signal, but if your brand is not relevant to the product in the customer’s eyes then it isn’t in Google’s. This shows the importance of building brands and not placing sole digital marketing strategies on link and authority acquisition.</p> <p><strong><em>To learn more on this topic, check out these resources:</em></strong></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/search-marketing/"><em>Search Marketing Training</em></a></li> <li><a href="https://econsultancy.com/reports/seo-best-practice-guide/"><em>Search Engine Optimization (SEO) Best Practice Guide</em></a></li> </ul> tag:econsultancy.com,2008:Report/4438 2017-03-14T11:00:00+00:00 2017-03-14T11:00:00+00:00 Financial Services and Insurance Internet Statistics Compendium <p>Econsultancy's <strong>Financial Services and Insurance Internet Statistics Compendium</strong> is a comprehensive collection of the most recent financial services and insurance statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the financial services and insurance internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital financial services and insurance market trends</li> <li>Financial Technology (Fintech) and investments</li> <li>Digital strategy and transformation</li> <li>Online banking</li> <li>Mobile banking, mobile payments and the mobile wallet</li> <li>Customer experience</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:TrainingDate/3132 2017-03-10T08:09:36+00:00 2017-03-10T08:09:36+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> <p><a href="http://www.clickacademyasia.com/wp-content/uploads/2016/09/masterclass-in-lead-generation-2017.pdf" target="_blank">Click here to find out more about the course.</a></p> tag:econsultancy.com,2008:TrainingDate/3125 2017-03-10T07:47:53+00:00 2017-03-10T07:47:53+00:00 Search Engine Optimization (SEO) Marketing - Singapore <p><strong style="color: #000000;">Learn the Best Practices of SEO Marketing From UK's Top Digital Marketing Research &amp; Training Company!</strong></p> <p>This intensive 2-day course enables you to plan and build an organic search engine optimization (SEO) strategy. The right SEO strategy brings the right kind of visitors to your website, boosts online conversions and helps you stand out in the fiercely competitive online space. The course also gives you the latest updates on the increasingly tricky nature of SEO as search engine continuously innovates and online competition heats up.</p> tag:econsultancy.com,2008:BlogPost/68856 2017-03-02T10:27:00+00:00 2017-03-02T10:27:00+00:00 How influencers can impact SEO: Q&A with Thomas Cook Airlines Nikki Gilliland <p>I recently spoke with Diego Puglisi, search marketing manager for <a href="https://www.thomascookairlines.com/">Thomas Cook Airlines</a>, to find out more about this topic, specifically related to his own experience of working with influencers. </p> <p><img src="https://assets.econsultancy.com/images/0008/4280/FullSizeRender.jpg" alt="" width="143" height="204"></p> <p>Here’s what he said.</p> <h4> <em>Econsultancy:</em> First, could you explain how working with social influencers can positively impact SEO?</h4> <p><em>Diego Puglisi:</em> SEO has changed drastically in the last five years - I think that’s what makes our profession one of the most exciting in the digital marketing sphere. </p> <p>Over this time, SEOs have had to find ways to adapt to various changes in order to retain competitiveness in the space, and influencer marketing has become one of the most natural directions to take. </p> <p>In the ‘dark ages’, brands used bloggers extensively, but in a rather unilateral and short-sighted way. Now, this relationship actually tends to have very little SEO in it – instead working in conjunction with social media, PR and the over-arching brand. </p> <p>With “mentions” becoming a potential ranking factor, links have lost importance, also making influencer marketing effective for more than just SEO. Moving away from an obsessive attention to link-building has been refreshing for us in the industry. It is now less isolated, with SEO in general becoming an integral part of an organic strategy, and one which also touches on other areas of our business.</p> <h4> <em>E:</em> Do you think influencers are more important or effective for travel brands compared to other industries?</h4> <p><em>DP:</em> I believe that influencers are just as important to travel as they are in any other vertical. </p> <p>However, I do think influencers can be even more effective in niches where communication is vital to engage and excite the audience. Here is where the travel industry utilises the true power of influencers – by capitalising on their ability to tell a story and promote a real experience.</p> <h4> <em>E: </em>How does Thomas Cook Airlines typically collaborate with influencers?</h4> <p><em>DP:</em> Influencer marketing has become an integrated part of our over-arching marketing strategy. We have and continue to invest in influencers when it comes to the promotion of key destinations, new route launches, and brand sponsorships (such as Manchester and Brighton Pride). </p> <p>Lastly, we also typically collaborate when there is a new product to be promoted or one that would benefit from a review, such as James Martin’s new in-flight menu.</p> <h4> <em>E: </em>How do you go about choosing which influencers to work with, and how do you usually reach out to them?</h4> <p><em>DP:</em> Due to the high organisational complexity when working with influencers, identifying the right influencer is absolutely the key. Over the years, we have constantly refined our research and scoring approach. First, we tend to assess whether their audience is one we also need to target. To do this, we analyse their followers using tools, but we also directly speak to the influencer to ensure we are on the same page.</p> <p><img src="https://assets.econsultancy.com/images/0008/4296/thomas_cook_airlines.png" alt="" width="700" height="388"></p> <p>We also look at the influencer’s style - whether this suits our brand, our specific style of communication as well as our marketing objectives.</p> <p>We then look at the number of followers they have - but that alone is not enough. We understand the phenomenon of un-organic likes and followers, hence why we also look at engagement in the form of likes, shares and the types of comments they commonly receive on their posts.</p> <p>Last but not least, we evaluate influencers based on SEO metrics attached to their website, which often involves Domain Authority (Moz), Citation Flow and Trust Flow (MajesticSEO).</p> <h4> <em>E:</em> Is there a typical structure you follow to build influencer relationships – i.e. in terms of compensation or payment?</h4> <p><em>DP:</em> Being a travel brand, we tend to take influencers on trips with us or offer to send them to a particular location they are keen to go to. This, together with any tailor-made and unique experiences we can offer them, generally compensates for the partnership. </p> <p>That being said, we make use of paid collaborations less frequently, mainly for specific high-tier campaigns or when we address to exclusive brand ambassadors. </p> <h4> <em>E:</em> Do you always create the content yourself or do you rely on influencers to do this?</h4> <p><em>DP:</em> It’s been a mix so far. We think that influencers should feel free to express their opinions according to their own style – this of course makes any campaign far more authentic. However, we tend to amplify content by ensuring that the tone of the brand also shines through. </p> <h4> <em>E: </em>How do you measure the results of a campaign?</h4> <p><em>DP: </em>The KPIs we set for our campaigns are a mix of social media engagement in the form of likes and shares, backlinks and mentions.</p> <p>We also measure rank changes from an SEO point of view as well as direct traffic to the site from the influencer’s content.</p> <h4> <em>E:</em> How do you ensure there is a good balance between authenticity and high authority?</h4> <p><em>DP:</em> Authenticity is a hard one to assess. How the influencer engages with his or her audience (in terms of replying to comments, likes and shares) could be an indicator, as well as the way content and opinions are expressed in the first place. </p> <p>Of course, if it’s clear an influencer is only interested in monetary gain, especially if it’s above and beyond the respect of their own audience, this is always a sign that it’s not the best fit, regardless of authority.</p> <p><strong><em>Further reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68815-becoming-an-influencer-notes-from-a-fledgling-travel-blogger/" target="_blank">Becoming an influencer: Notes from a fledgling travel blogger</a></em></li> <li><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank"><em>Four key trends within the world of influencer marketing</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> </ul> <p><em>For more on SEO marketing, you can also download the <a href="https://econsultancy.com/reports/seo-best-practice-guide/" target="_blank">SEO Best Practice Guide</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68819 2017-02-17T11:03:14+00:00 2017-02-17T11:03:14+00:00 10 outstanding digital marketing stats from this week Nikki Gilliland <p>On we go...</p> <h3>73% of retailers fear cybercrime will negatively impact them in 2017</h3> <p>According to <a href="https://www.mimecast.com/resources/white-papers/Dates/2017/2/email-security-risk-assessment" target="_blank">new research</a> from Mimecast, retailers are hyper-aware of cyber-crime, with 73% believing that an attack will negatively impact their business in the year ahead.</p> <p>65% also believe a malicious email is the most likely way they’ll be infected by ransomware, making retail the most fearful industry overall.</p> <p>This news comes on the back of Mimecast’s security risk report which – from analysis of 26m emails – found 3.5m pieces of spam and 6,681 dangerous files.</p> <h3>Lingerie more popular than chocolate this Valentine’s Day</h3> <p>Criteo has revealed the most-searched for items this Valentine’s Day. Coming in at number one was ‘earrings’, followed by ‘men’s watches’ and ‘engagement ring’.</p> <p>Interestingly, searches for lingerie increased a massive 366% in the lead up to the day itself, somewhat justifying many online retailer’s <a href="https://econsultancy.com/blog/68767-how-retailers-are-targeting-mobile-shoppers-this-valentine-s-day/" target="_blank">heavy promotion</a> of the category.</p> <p>More traditional items were also in demand, with searches for perfume and diamonds up 141% and 130% respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/3973/valentines.jpg" alt="" width="650" height="433"></p> <h3>Millennials drive traffic to luxury online retailers</h3> <p>Ahead of London Fashion Week, Hitwise has revealed how a new generation of affluent millennials are increasingly seeking out luxury brands.</p> <p>According to data, 50% of website traffic to Louis Vuitton, Burberry and Gucci is driven by this demographic. Consequently, brands are expected to continue investing in digital efforts to engage with them.</p> <p>Overall, there has been a 45% increase in website traffic to luxury fashion retailers over the past three years.</p> <p><img src="https://assets.econsultancy.com/images/0008/3972/Luxury_Millennials.JPG" alt="" width="690" height="328"></p> <h3>66% of marketers struggle to understand their audience</h3> <p>In the wake of Brexit and the US Presidential election, two-thirds of digital marketers are now questioning whether they truly know their audience.</p> <p>This is according to a new survey from Greenlight, which also found that, as a result, 94% now intend to better understand what their customers are looking for.</p> <p>37% plan to target subsets of their audience to ensure their brand is tapping into the conversations that suit their business. Typically, 57% rely on customer surveys and 59% use online forms to collect insight.</p> <h3>18-24 year olds dominate Snapchat usage</h3> <p>Data from Verto has revealed that, despite 18-24 year olds accounting for just 35% of Snapchat's UK users, they account for 70% of the overall time spent on the platform.</p> <p>In contrast, while 40% of Snapchat's audience is aged over 35, this age group accounts for just 5% of usage time.</p> <p>Other data shows that the average user spends 4hrs 22mins on Snapchat a month - a figure down from 5hrs 30mins just six months ago. </p> <p>However, this is still much lower than Facebook, which has an average user time of 12hrs 43mins per month.</p> <p><img src="https://assets.econsultancy.com/images/0008/3971/Verto.JPG" alt="" width="690" height="420"></p> <h3>Proflowers.com leads in Valentine’s Day paid search ad spend</h3> <p>Adgooroo has revealed that ahead of the holiday, Proflowers.com generated a 7.3% share of total clicks on Valentine’s Day-related keywords.</p> <p>This means the site beat out the likes of Hallmark, whose e-card website Hallmarkecards.com generated a 7.1% click share.</p> <p>There was heavy competition in the greetings cards category, too, with Tinyprints.com generating a 3.4% click share, edging out American Greetings and Blue Mountain, which both saw a share of 2.5%.</p> <h3>26% of marketers feel unprepared for GDPR</h3> <p>New research from the <a href="https://dma.org.uk/article/the-gdpr-and-you-chapter-two" target="_blank">DMA</a> suggests that one in four businesses are still unprepared for the EU General Data Protection Regulation (GDPR), with just over half reporting that they feel prepared, and 5% believing it’s not their responsibility to do anything about it.</p> <p>It’s not all bad news, however, as awareness of the GDPR <em>has</em> risen from 53% to 66% since June, while marketers’ personal feelings of readiness increased from 49% to 71%. </p> <p>Despite this, there is still a clear need for urgency, with many marketers not believing their businesses will be compliant before the new rules come into place.</p> <p><img src="https://assets.econsultancy.com/images/0008/3969/DMA.JPG" alt="" width="500" height="295"></p> <h3>Almost 6m UK households have no savings </h3> <p>A five-year study from Experian has found that people in their 20s and 30s are far less well off than the previous generation, with nearly 1m households having received a loan or financial gift from other family members. </p> <p>Experian found that almost 6m households in Britain have no savings, with 423,000 Britons relying on unauthorised overdrafts or payday loans to make ends meet.</p> <p>Lastly, the report also highlights how over 35m people in Britain may be paying more than they should for inappropriate financial products and utility plans, with most <a href="https://econsultancy.com/blog/68789-how-smart-switching-energy-apps-are-tapping-into-customer-need/" target="_blank">failing to switch</a> to a better deal.</p> <h3>66% of marketers no longer use mobile apps in campaigns</h3> <p>The State of Digital Commerce report by Episerver has revealed that two-thirds of marketing professionals are no longer using mobile apps in their marketing campaigns, choosing a responsive mobile presence instead.</p> <p>The report also states that 32% of top retailers do not provide a mobile application across either iPhone or Android devices, and eight out of 10 top UK retailers have adopted a responsive ecommerce site.</p> <p>The shift is said to be due to the surge in mobile search as well as the introduction of <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Google’s Accelerated Mobile Pages</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/3970/Episerver.JPG" alt="" width="482" height="206"></p> <h3>Changing attitudes to brand loyalty</h3> <p>The new Accenture Strategy report has highlighted how consumers’ allegiances towards brands are frequently changing. </p> <p>In a survey of the attitudes of 25,426 consumers, Accenture found that 54% of US consumers have switched a provider in the past year, while 18% report that their own expectations about brand loyalty have changed.</p> <p>Alongside personalisation, greater loyalty could be driven by an experiential approach – with 44% saying they are loyal to a brand that encourages the design or co-creation of products or services.</p> <p>Lastly, 42% of US respondents are also loyal to brands that their family and friends do business with, while 37% are loyal to brands that actively support shared causes, such as charities or public campaigns.</p>