tag:econsultancy.com,2008:/topics/strategy-operations Latest Strategy & Operations content from Econsultancy 2016-04-28T10:08:17+01:00 tag:econsultancy.com,2008:BlogPost/67789 2016-04-28T10:08:17+01:00 2016-04-28T10:08:17+01:00 Five companies using branded top-level domains (TLDs) & why Ben Davis <h3>Background to new gTLDs</h3> <p>The background to new TLDs makes fairly heavy reading. Most of the problems have surrounded new generic TLDs (gTLDs), for example Amazon's application for '.book'.</p> <p>These new gTLDs were introduced in 2012 and 2013, and you can read all the heavy detail about the bid process on <a href="https://icannwiki.com/New_gTLD_Program">ICANN's Wiki</a> (ICANN is the Internet Corporation for Assigned Names and Numbers, a private not-for-profit).</p> <p>Incidentally, the most bids were put in by Google (101), Amazon (79) and Microsoft (11), but non-tech giants like L'Oreal were also in the mix.</p> <h4><strong>Brand protection</strong></h4> <p>Some of the controversy around new gTLDs has involved concern from brands that want to protect their name from appearing in the URL of new domains, particularly unflattering ones.</p> <p>Would brands feel pressured to buy 'brandname.word', to stop others from taking them?</p> <p>Believe it or not, one of these controversial new domains is .sucks, which is charging a premium for brands to snap up their own brand.sucks.</p> <p>You can read the full background on that interesting gTLD in <a href="http://marketingland.com/controversial-sucks-domain-almost-here-121505">a detailed Search Marketing Land article</a>.</p> <p>Or go to its website and view <a href="https://www.registry.sucks/">the most bizarre video on the internet</a> with Ralph Nader.</p> <p><img src="https://assets.econsultancy.com/images/0007/4403/Screen_Shot_2016-04-28_at_09.42.26.png" alt=".sucks" width="450"></p> <h4><strong>Is the fuss dying down?</strong></h4> <p>According to World Trademark Review it appears that, despite this controversy, brands have not changed their domain enforcement strategies.</p> <p><a href="http://www.worldtrademarkreview.com/Blog/detail.aspx?g=7259ed76-544c-49fa-b7d5-4ba0d075c51a">Its study</a> published in April 2016 showed that 60.5% of companies haven't changed policy in light of new gTLDs.</p> <p>The question is, does that mean brands are unprepared? That's a debate for another post.</p> <p>Let's look at some brand TLDs, a slightly different kettle of fish.</p> <h3>Brand TLDs </h3> <p>Brand TLDs seem more straightforward and represent <a href="https://icannwiki.com/Brand_TLD">34% of new TLDs</a> applied for. Companies can't snap up brand TLDs just to sell them on.</p> <p>There was initial uncertainty about search performance but Google has since confirmed that there's no reason to fear brand TLDs, though they don't offer inherent <a href="https://econsultancy.com/reports/search-engine-marketing-seo-digital-marketing-template-files">SEO</a> advantage.</p> <h4>1. BMW</h4> <p>BMW celebrated its centenary by looking forward to the next 100 years on this website at next100.bmw.</p> <p>Here, the advantage is pretty much solely one of brand image, but brand TLDs do allow companies to create lots of second-level domains for campaigns and products.</p> <p>To some extent, this makes marketing easier. Think finance.bmw, etc. - shorter and more memorable URLs.</p> <p>Consumers can often be confused by TLDs (do I need .com or .co.uk?), so this brand TLD may also offer assurance to the customer.</p> <p><a href="http://www.next100.bmw/en/index.html"><img src="https://assets.econsultancy.com/images/0007/4393/Screen_Shot_2016-04-28_at_08.26.06.png" alt="bmw next 100" width="615" height="320"></a> </p> <h4>2. Barclays</h4> <p>In May 2015, <a href="http://www.newsroom.barclays.com/r/3162/uk_banking_first__barclays_launches_unique_branded_domain">Barclays announced</a> TLDs of .barclays and .barclaycard.</p> <p>Online banking isn't carried on this new brand TLD, but it's easy to see how security could be one advantage of using .barclays.</p> <p><a href="https://www.home.barclays/"><img src="https://assets.econsultancy.com/images/0007/4395/Screen_Shot_2016-04-28_at_08.26.47.png" alt="barclays tld" width="615" height="288"></a> </p> <h4>3. Sky</h4> <p>Sky is a good example of a business creating shorter, memorable URLs by using a brand TLD.</p> <p>For example, q.sky currently redirects to <a href="http://www.sky.com/shop/tv/sky-q/overview/">http://www.sky.com/shop/tv/sky-q/overview/</a>.</p> <p>Whether this will just be for marketing purposes, like custom URLs, or will eventually be used as the main domain remains to be seen.</p> <p>Other companies are using brand TLD redirects, too. Bing redirects search.bing to bing.com.</p> <p><img src="https://assets.econsultancy.com/images/0007/4397/Screen_Shot_2016-04-28_at_08.29.58.png" alt=".sky" width="615" height="320"> </p> <h4>4. CERN</h4> <p>CERN is another example of a new TLD being used for branding purposes, but also presumably to offer simple flexibility when it comes to creating second-level domains in future.</p> <p><a href="http://home.cern/"><img src="https://assets.econsultancy.com/images/0007/4398/Screen_Shot_2016-04-28_at_08.31.09.png" alt=".cern" width="615" height="319"></a></p> <h4>5. Google</h4> <p>Our final example is a bit of a meta one.</p> <p>Google has registry.google, where it promotes access to new gTLDs that it has successfully applied for.</p> <p>Other registars can partner with Google here, to sell these domains.</p> <p>Look down the list and you can immediately see things of interest to many brands, whether or not they have their own brand TLD already.</p> <p><img src="https://assets.econsultancy.com/images/0007/4396/Screen_Shot_2016-04-28_at_08.31.26.png" alt=".google" width="615" height="320"> </p> <p>For more advantages of using a branded TLD, read: <a href="https://econsultancy.com/blog/66191-brand-tlds-five-potential-benefits/">Brand TLDs: five potential benefits</a>.</p> <p><em>Know more about TLDs than me? - why not leave a comment below.</em></p> tag:econsultancy.com,2008:BlogPost/67773 2016-04-22T11:30:00+01:00 2016-04-22T11:30:00+01:00 10 funky digital marketing stats from this week Ben Davis <h3>YouTube ROI is higher than TV in 77% of campaigns</h3> <p>This research was widely reported this week; Google's latest attempt to lure TV ad spend to <a href="https://econsultancy.com/blog/66784-five-tips-to-maximise-time-spent-with-online-video/">online video</a>.</p> <p>A meta-analysis of 56 case studies across eight countries showed that advertising on YouTube delivered a higher ROI than TV in 77% of cases.</p> <p>Looking in-depth at 17 of these case studies, 80% were recommended to more than double spend on YouTube ads.</p> <p>The research was carried out with a range of partners, the following carried out by Kantar Worldpanel using media mix modelling:</p> <ul> <li>Mars UK ran a Snickers campaign in summer 2015. Testing the mix of TV and online video activity in order to maximise in-store sales, the results showed that YouTube delivered more than double the ROI of TV for each pound spent.</li> <li>Danone’s French campaign for Danette desserts saw an ROI two to three times higher for YouTube than TV for every Euro spent. 7% of the sales were attributable to the online video activity.</li> </ul> <h3>Brits are 63% more likely to open an email with an emoji</h3> <p>Mailjet's research was conducted on a 15,000 strong sample of its database.</p> <ul> <li>In the US, the average increase in open rate from <a href="https://econsultancy.com/blog/66399-can-emojis-in-page-titles-increase-google-ctrs">emojis</a> drops to 43%.</li> <li>'Face with tears of joy' was the most successful emoji, generating an open rate of 41%.</li> <li>Average open rates fell by 11% among French recipients, showing that perhaps emoji are not the answer to every problem.</li> </ul> <p>At time of going to press, I don't have the raw data or methodology for this study, so although it's an interesting topic, you'll have to watch this space for a link.</p> <p><em><img src="https://assets.econsultancy.com/images/0007/4203/word.png" alt="word of the year" width="500"></em></p> <p><em>It would seem 'face with tears of joy', the Oxford English Dictionary word of the year, may also be an effective marketing weapon.</em></p> <h3>Cost of poor content</h3> <p><a href="http://www.shotfarm.com/product-information-report/">Shotfarm</a> has produced a report on product information, looking at how product content affects online sales.</p> <p>The survey of 1,500 consumers revealed the following:</p> <ul> <li>78% of consumers said product information is very important when making a purchase decision.</li> <li>42% of consumers have returned an online purchase in the past year due to poor product content.</li> <li>56% of consumers have abandoned their online shopping cart due to poor product descriptions or low-quality images.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4215/Screen_Shot_2016-04-22_at_08.37.54.png" alt="shotfarm product report" width="615"></p> <h3>33% of marketers admit company culture is a barrier to digital investment</h3> <p>Econsultancy's <a href="https://econsultancy.com/reports/marketing-budgets-2016/">Marketing Budgets Report 2016</a>, sponsored by Oracle, includes some fascinating data from the seventh year of the study.</p> <p>72% of the 500 marketing and agency respondents said they would be increasing digital marketing budgets in 2016. This was slightly down on last year (79%).</p> <p>Other findings include:</p> <ul> <li>16% are decreasing paid media spend, compared to 9% in 2015.</li> <li>33% of marketers admit company culture is a barrier to digital investment.</li> </ul> <p>The chart below shows how 2016's respondents seem to be less confident in a number of areas including working towards cohesive customer experiences, breaking down internal silos, achieving boardroom buy-in and innovating.</p> <p>On the brighter side, 54% are planning to recruit more people into their digital teams next year (compared to 51% last year).</p> <p><img src="https://assets.econsultancy.com/images/0007/3923/Screen_Shot_2016-04-13_at_17.43.14.png" alt="marketing spend plans" width="615"></p> <h3>Under 35s account for 55% of mobile searches</h3> <p><a href="http://www.slideshare.net/bingads/seizing-the-mobile-opportunity-uk-mobile-insights-2016">Data from Bing search trends</a> have revealed the following changes:</p> <ul> <li>The number of questions asked on smartphones is growing by over 20% year-on-year.</li> <li>Under 35s account for more than half of smartphone queries (55%).</li> <li>Over 50s continue to dominate searches on tablets (40%).</li> <li>Women currently make six in 10 searches on smartphones and tablets.</li> </ul> <p>The chart below shows which categories see more search share on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/4213/Screen_Shot_2016-04-22_at_08.08.15.png" alt="bing insights" width="615"></p> <h3>86% higher spend on social advertising year-on-year in Q1 2016</h3> <p>Spend on social advertising jumped 86% year-on-year (YoY) in the first quarter of 2016, boosted by a 122% rise in mobile ad spend, according to the latest quarterly global <a href="http://www.kenshoo.co.uk/digital-marketing-snapshot/">data from Kenshoo</a>.</p> <p><a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram ads</a> and Facebook Dynamic Product Ads helped push social spend in the first quarter higher than that of Q4 2015, atypical for the season.</p> <p>In paid search, much of the 13% YoY growth for the quarter came from a 77% increased spend on smartphone ads.</p> <p>98% higher spend on Product Listing Ads (PLAs), generated three times more clicks than a year ago. </p> <p><img src="https://assets.econsultancy.com/images/0007/4212/Screen_Shot_2016-04-22_at_07.54.44.png" alt="social spend" width="500"></p> <p><img src="https://assets.econsultancy.com/images/0007/4211/Screen_Shot_2016-04-22_at_07.55.16.png" alt="search spend" width="500"></p> <h3>eBay.co.uk Spring spending</h3> <p>eBay Advertising sent me some stats about purchases on eBay.co.uk in May 2015, when it seems home improvement is in order.</p> <ul> <li>8m purchases were made in the Home, Furniture and DIY category - three purchases every second.</li> <li>Shoppers made 26 searches per minute for “sofa” in May 2015.</li> <li>1.4m were made in the Garden and Patio category, when searches for “BBQ” peaked at over 300,000.</li> </ul> <h3>Smartphone sales growth 101% in UK, tablets just 6%</h3> <p>The <a href="https://www.uk.capgemini.com/news/uk-news/imrg-capgemini-e-retail-sales-index-online-retail-sales-growth-rate-doubles-in-first">IMRG Capgemini e-Retail Sales Index</a> looks at ecommerce in the UK. Its Q1 2016 results revealed the following:</p> <ul> <li>15% YoY growth for Q1, over double the growth in Q1 2015 (excluding travel).</li> <li>Smartphone sales growth (101% YoY) far outstripping that of tablets (6%).</li> <li>Average basket value (ABV) increased from £77 (Q1 2015) to £81 (Q1 2016).</li> <li>The Home and Garden sector saw its highest increase (26%) since February 2014. </li> </ul> <h3>Mobile responsible for majority of traffic to top 25 UK retail sites</h3> <p>The majority of visits to the top 25 UK online retailers in Q1 2016 came via mobile (2m) as opposed to desktop (1.6m). A pattern also seen in Q4 2015.</p> <p>Very.co.uk recorded the highest mobile share (72%), followed closely by New Look (70%) and Argos (69%).</p> <p>Ebuyer.com recorded the highest desktop share (62%) followed by Ocado.com (60%) and ASOS (52%).</p> <p>Traffic sources were as follows:</p> <ul> <li>Direct traffic was responsible for 1.6bn visits (a 42% share).</li> <li>The second highest source of visits came from organic search, 1.05bn visits (29%).</li> <li>Referrals from third party websites (top two being eBay and Hot UK Deals) accounted for 709m visits (19%).</li> <li>Paid search accounted for 134m visits (4%).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4204/Screen_Shot_2016-04-21_at_21.51.48.png" alt="retail traffic q1 2016" width="615"></p> <h3>Ecommerce in Italy</h3> <p>Casaleggio Associati <a href="https://www.casaleggio.it/en/e-commerce/%20">presented</a> Italian ecommerce figures for the tenth year to the Milan Chamber of Commerce.</p> <p>2015 turnover is estimated at 28.8bn euros, putting growth at its highest since 2011.</p> <p><img src="https://assets.econsultancy.com/images/0007/4205/1-Ecommerce-turnover-Italy.jpg" alt="italian ecommerce" width="615"> </p> tag:econsultancy.com,2008:BlogPost/67769 2016-04-21T15:19:06+01:00 2016-04-21T15:19:06+01:00 The rise of Amazon's private labels shows the perils of not owning your data & customers Patricio Robles <p>As <a href="http://www.bloomberg.com/news/articles/2016-04-20/got-a-hot-seller-on-amazon-prepare-for-e-tailer-to-make-one-too">detailed by</a> Bloomberg's Spencer Soper, Amazon's private label brand, AmazonBasics, has grown to more 900 products.</p> <p>And its expansion appears to be driven by insights the mega-retailer has gleaned from its troves of sales data:</p> <blockquote> <p>At first, AmazonBasics - launched in 2009 - focused on batteries, recordable DVDs and such. Then for several years, the house brand 'slept quietly as it retained data about other sellers’ successes', according to the report.</p> <p>But in the past couple of years, AmazonBasics has stepped up the pace, rolling out a range of products that seem perfectly tailored to customer demand.</p> </blockquote> <p>Soper points to Rain Design, maker of a best-selling laptop stand, as an example of Amazon's strategy.</p> <p>Last year, AmazonBasics began selling a similar laptop stand, but at half the price, cutting into Rain Design's sales.</p> <p>Unfortunately for Rain Design, because Amazon's stand doesn't infringe on the company's patent, there isn't much it can do.</p> <p><img src="https://assets.econsultancy.com/images/0007/4156/laptopstand.png" alt="" width="861" height="493"></p> <p>According to Chad Rubin, who runs ecommerce firm Skubana, Amazon "know[s] what people want and they're going to mop it up."</p> <p>By Skubana's count, Amazon is increasingly doing just that, and added nearly 300 products to its AmazonBasics portfolio last year alone.</p> <p>Beyond AmazonBasics, the 800-pound gorilla of online retail has launched a number of private label apparel brands, including Lark &amp; Ro, Scout + Ro, Franklin &amp; Freeman and Franklin Tailored.</p> <p>These are now estimated to sell more tham 1,800 different products, putting Amazon directly in competition with former partners like Gap and Eddie Bauer.</p> <h3>Amazon's advantages</h3> <p>While sellers like Rain Design hope that customer loyalty will help them weather the competition from AmazonBasics, Amazon has a number of major advantages.</p> <p>The biggest: it owns the data.</p> <p>That gives Amazon the ability to identify the ripest opportunities, including those that others don't even know about, and attack them with a level of insight that competitors don't have access to.</p> <p>Amazon also owns the customers and customer experience, making it more difficult for sellers like Rain Design to build the kind of loyalty that might encourage customers to pay significantly more for a product.</p> <p>Finally, Amazon has the wherewithal to experiment and fail quickly. As Soper notes:</p> <blockquote> <p>Amazon's size gives it an advantage over so-called direct-to-consumer startups such as mattress seller Casper and eyewear merchant Warby Parker because Amazon can experiment with one product rather than having to build out an entire line. If an item flops, it's no big deal.</p> </blockquote> <h3>It's not just ecommerce</h3> <p>Of course, Amazon isn't the only company that's seeking to take advantage of ownership and control of data and customers.</p> <p>Publishers are increasingly being pushed to <a href="https://econsultancy.com/blog/67691-content-creators-it-s-time-to-abandon-yourself-to-facebook">abandon themselves to Facebook</a>, which is working to get more and more publishers to publish their content directly on Facebook using <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know">Instant Articles</a> and <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook Live</a>. </p> <p>Other popular social platforms, <a href="https://econsultancy.com/blog/67686-is-pinterest-using-how-to-pins-to-exploit-third-party-content-for-seo-benefit">like Pinterest</a>, are also taking advantage of the willingness of third parties to publish content outside of the channels they own and control.</p> <p>Obviously there's no guarantee that platforms will eventually look to cut out these publishers – Snapchat's <a href="http://digiday.com/publishers/lessons-snapchats-retreat-editorial-content/">retreat from original content</a> reveals numerous challenges in doing this.</p> <p>But the rise of Amazon's private labels and the impact it is having on Amazon sellers like Rain Design serves as a powerful reminder to <em>all</em> companies: if you don't control your data and customers, you can't really control your future.</p> tag:econsultancy.com,2008:BlogPost/67766 2016-04-21T12:26:00+01:00 2016-04-21T12:26:00+01:00 10 examples of great travel marketing campaigns Ben Davis <h3>1. The Airbnb Guidebooks</h3> <p>Let's start with something new. <a href="https://econsultancy.com/blog/65322-how-to-rebrand-airbnb/">Airbnb</a> launched guidebooks on its website and app this week, as part of its 'Live there' campaign.</p> <p>This fresh content shows Airbnb is keen to expand the knowledge and advice available through its network, competing with longer-established websites such as TripAdvisor.</p> <p>What's great about them is that every host can create one, meaning there are thousands of personal tour guides across Airbnb's network, and anyone who has signed up can access each of these guides.</p> <p>So, guests can easily view a host's local highlights, with a very handy map and some summary cards.</p> <p><a href="https://www.airbnb.co.uk/things-to-do/rooms/230839"><img src="https://assets.econsultancy.com/images/0007/4146/Screen_Shot_2016-04-20_at_14.28.02.png" alt="kiki's guidebook" width="615" height="337"></a></p> <p>Airbnb has also produced some city guidebooks, which are aggregated highlights from hosts' personal guides.</p> <p>I found these to be a more interesting mix than the standard TimeOut or TripAdvisor top ten listings. However, I was amused to see how certain boroughs are over-represented.</p> <p>Take London for example. A lot of Airbnb hosts reside in East London (where a lot of young creatives live).</p> <p>That means that Hackney is fairly prominent in the London recommendations.</p> <p>Six of the 10 things to do are in Hackney, including the top three (Columbia Road Flower Market, Broadway Market, London Fields Lido).</p> <p>This is a minor gripe. The bottom line is these guidebooks are authentic, easy-to-use, and a wonderful way to increase customer satisfaction and engagement.</p> <p><a href="https://www.airbnb.co.uk/things-to-do/london"><img src="https://assets.econsultancy.com/images/0007/4147/Screen_Shot_2016-04-20_at_14.45.52.png" alt="city guidebook from airbnb" width="615" height="300"></a></p> <h3>2. HostelWorld's Alan Partridge tribute</h3> <p>Next I'm choosing an Anglocentric campaign.</p> <p>For anyone who has never watched Alan Partridge, there was a particularly famous scene where Steve Coogan's character was pitching ideas for new TV shows.</p> <p>Of all the ideas (Monkey Tennis, Cooking in Prison etc.), Youth Hostelling with Chris Eubank was one of the most absurd.</p> <p>For years, Chris Eubank didn't really understand why the public kept asking him about this. The boxer <a href="http://www.radiotimes.com/news/2015-08-10/chris-eubank-doesnt-get-youth-hosteling-with-chris-eubank">often sounded bemused on Twitter</a>.</p> <p>But then, 18 years later, <a href="http://www.hostelworld.com/">HostelWorld</a> decided to create this show as a marketing exercise.</p> <p>Fans of Partridge were delighted and the campaign generated lots of PR and, presumably, links.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. This Southwest Airlines flight attendant</h3> <p>Okay, she's not a campaign, but this video does have 22m views at time of writing and must have done a fair bit for the perception of enthusiastic and unique service from Southwest.</p> <p>The airline regularly ranks highly (as far as airlines go) in brand reputation rankings and sees a high level of <a href="https://econsultancy.com/blog/65544-10-loyalty-building-strategies-for-customer-retention">customer loyalty</a>. </p> <p><iframe src="https://www.youtube.com/embed/07LFBydGjaM?wmode=transparent" width="420" height="315"></iframe></p> <h3>4. SNCF Europe - it's just next door </h3> <p>Some solid <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">experiential marketing</a> next.</p> <p>In 2013, SNCF wanted to promote its rail services between European countries, highlighting the proximity of many destinations on the mainland.</p> <p>It did this with doorways that revealed LED screens broadcasting another major European city, allowing people to envisage stepping into another country.</p> <p><iframe src="https://www.youtube.com/embed/GGW6Rm437tE?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. LateRooms Magic Makers</h3> <p>LateRooms shows how easy it is with a modest budget to bribe/delight customers enough that they make a lot of noise on social media.</p> <p>The campaign was very simple. Choose some customers and surprise them with a tailored gift, either after their trip or when they reach their destination.</p> <p><a href="https://www.youtube.com/watch?v=pqHWAE8GDEk">KLM did something similar way back in 2010</a>, finding customers on FourSquare, doing some detective work and then delivering them a personalised gift at the airport gate.</p> <p>The beauty of LateRooms' approach in 2015 is that the blogging community is so vast, the company could bank on more than just a Facebook post or Tweet (and duly got it).</p> <p>Here's an example of love that came the brand's way.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/LateRooms">@LateRooms</a> AMAZING unexpected thoughtful gift just arrived- so impressed and thrilled thank you magic makers <a href="https://t.co/iexM1xhlSZ">pic.twitter.com/iexM1xhlSZ</a></p> — Sarah Redmond (@SarahARedmond) <a href="https://twitter.com/SarahARedmond/status/715498730200375296">March 31, 2016</a> </blockquote> <h3>6. HomeAway's anti-Airbnb TV spot</h3> <p>Airbnb is the elephant in the room when it comes to marketing most hoteliers and competing services.</p> <p>It certainly is (intentionally so) for HomeAway in the TV spot below. HomeAway is similar to Airbnb, except guests rent entire homes (without a host in sight).</p> <p>The company wanted to make a virtue of this difference, and it does so in a humorous way (far from the piety of the Airbnb message of joining communities).</p> <p><iframe src="https://www.youtube.com/embed/Ylil-RlERSs?wmode=transparent" width="560" height="315"></iframe></p> <h3>7. Virgin America's playful website</h3> <p>Okay, this isn't really a campaign, but Virgin America's website was so universally well-received that it felt like a campaign.</p> <p>I wrote a long blog post about how much fun it is to use. <a href="https://econsultancy.com/blog/65065-30-little-things-i-love-about-the-new-virgin-america-website/">Go check it out</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9575/fix_phone-blog-full.png" alt="virgin america website" width="615" height="546"></p> <h3>8. Visit Britain's GREAT campaign</h3> <p>The GREAT campaign has to be included here for simple yet bold creative and stunning results.</p> <p>The four-year, £100m campaign has focused on culture, heritage, sport, music, countryside, food and shopping, as well as tying in with the Bond movie, Skyfall.</p> <p>A pre- and post-2012 Olympics push was also key to the ongoing campaign. The video below shows some of the many highlights.</p> <p>Topline results as follows:</p> <ul> <li>At least £2.5bn in additional visitor spend.</li> <li>£8.9bn in advertising equivalent value.</li> <li>£52.5m in partner funding (cash and in kind).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4166/skyfall.gif" alt="skyfall" width="605" height="279"></p> <h3><iframe src="https://www.youtube.com/embed/06NDKa_8OSY?wmode=transparent" width="560" height="315"></iframe></h3> <h3>9. Airbnb's Hollywood Vine</h3> <p>Yet more Airbnb and another blast from the past. The tech/travel giant jumped aboard Vine pretty quickly, using it to engage and incentivise, creating user-generated content in the process.</p> <p>A competition offered a trip to the Sundance Film Festival for lucky Viners who sent in something creative about their trip.</p> <p>Airbnb then created a feature length Vine with many of the entries. The joy of Vine in 2013 was its low-fi, DIY nature, and the feature captures this well.</p> <p>All in all, it was this kind of activity that set Airbnb apart as an engaged, thoughtful brand, not just a great platform.</p> <p><iframe src="https://www.youtube.com/embed/laCLVzWpS0I?wmode=transparent" width="560" height="315"></iframe> </p> <h3>10. Thomas Cook uses virtual reality</h3> <p>It's not just Thomas Cook, but British airways, too, that have <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality/">trialled virtual reality</a> to give prospective customers a taste of a destination.</p> <p>Of course, it's not the 1930s any more, we see exotic locations and aeroplanes on the television all the time, but using VR to engage and upsell could be a powerful tool.</p> <p>At the moment, of course, PR is the name of the game. Surely, the brand has reaped the reward already.</p> <p>Next step is the development of 12 360-degree films showcasing various cities <a href="http://visualise.com/case-study/thomas-cook-virtual-holiday">by Visualise</a>, to expand the experience and offer customers a taste of a range of destinations.</p> <p><img src="https://assets.econsultancy.com/images/0006/8203/thomas_cook.jpeg" alt="thomas cook vr" width="275" height="183"></p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/3008 2016-04-20T15:45:00+01:00 2016-04-20T15:45:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/67742 2016-04-18T14:19:40+01:00 2016-04-18T14:19:40+01:00 Digital marketing budgets are growing (but are marketers battle-weary?) Ben Davis <h3>72% are increasing digital marketing budgets</h3> <p>First things first. The outlook for digital marketing budgets is very promising, with 72% of respondents ready to spend more in 2016.</p> <p>As you can see from the chart below, the proportion of respondents planning to increase digital budgets has been fairly steady for the past five years (rising from 67% in 2011 to 74% in 2012).</p> <p>However, last year (2015) does stick out slightly as a high watermark, with 79% increasing budgets and only 20% holding things steady.</p> <p><img src="https://assets.econsultancy.com/images/0007/3947/Screen_Shot_2016-04-14_at_14.53.33.png" alt="digital budgets" width="615"></p> <h3>But are digital marketers battle-weary?</h3> <p>When asked to identify barriers to digital marketing investment, 33% of respondents admitted that '<a href="https://econsultancy.com/blog/67059-changing-company-culture-six-things-to-try">company culture</a>' was one. In 2015, this figure was only 24%.</p> <p>Looking more closely at the organisational attitude to digital marketing spend, it seems marketers are a little less bullish than last year as to whether all the battles have been won. </p> <p>A smaller proportion of respondents think they are working towards cohesive CX, breaking down silos, securing boardroom buy-in (a significant drop from 71% to 57%), reserving budget for innovation, or breaking the distinction between digital and traditional budgets.</p> <p>On the positive side, 54% of respondents are planning to recruit more people into their digital team in 2016 - this is an increase from 51% in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/3923/Screen_Shot_2016-04-13_at_17.43.14.png" alt="digital fatigue" width="615"></p> <h3>Has paid media spend dropped in the wake of ad blocking?</h3> <p>There is lots more data in the report about specific channel budgets etc. but I thought I'd finish with the chart below showing planned change in spend on 'earned', 'owned' and 'paid' media.</p> <p>Earned and owned haven't seen much change from 2015 to 2016 (though 4% are now decreasing earned media budget).</p> <p>Bigger changes are afoot with paid media though. The proportion of marketers decreasing paid media spend has gone from 9% up to 16%.</p> <p>That feels fairly substantial and could reflect caution in the market after much publicised panic from publishers and trade bodies about the level of <a href="https://econsultancy.com/blog/67130-seven-ways-publishers-are-addressing-ad-blocking">ad blocking</a> and <a href="https://econsultancy.com/blog/67660-what-can-prevent-ad-fraud-we-ask-an-ad-tech-ceo/">ad fraud</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/3924/Screen_Shot_2016-04-13_at_17.56.01.png" alt="content slowdown" width="615"></p> <p>Subscribers can download the <a href="https://econsultancy.com/reports/marketing-budgets-2016/">Marketing Budgets Report 2016</a>, sponsored by Oracle Marketing Cloud, now.</p> tag:econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p> tag:econsultancy.com,2008:BlogPost/67749 2016-04-15T12:01:35+01:00 2016-04-15T12:01:35+01:00 Desktop still behind most online sales, but smartphones on the rise Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/3968/image002.jpg" alt="" width="514" height="196"></p> <p>That's according to data from Bizrate Insights, a division of Connexity, which polls online shoppers about their experiences across thousands of online retailers.</p> <p>In the first quarter of 2014 well over half of mobile purchases were made using a tablet device. By the first quarter of this year, that number had dropped to 36%, the same percentage as iPhones.</p> <p>Android smartphones were seen to account for 28% of mobile online purchases.</p> <p><img src="https://assets.econsultancy.com/images/0007/3969/image004.jpg" alt="" width="480" height="217"></p> <p>Despite the fact that most online purchases are still taking place on the desktop and a quarter of shoppers don't use a mobile device at all, mobile devices are increasingly impacting how consumers behave in-store.</p> <p>According to Bizrate Insights, 21% of shoppers use their mobile devices in-store, and two-thirds of this segment of shoppers use those devices to comparison shop and locate coupons.</p> <p>The majority (63%) of all consumers say they check stock using a mobile device before they visit a store, or believe doing so is a good idea.</p> <h3>The smartphone challenge</h3> <p>While most retailers are no doubt aware that <a href="https://econsultancy.com/blog/67348-why-online-retailers-should-focus-on-mobile-this-christmas">more and more of their traffic is coming from mobile devices</a>, and that <a href="https://econsultancy.com/blog/63268-showrooming-is-on-the-rise-stats">mobile is affecting how consumers shop offline</a>, Bizrate Insights' data highlights the importance of smartphones specifically.</p> <p>Building <a href="https://econsultancy.com/blog/66647-10-of-the-finest-mobile-ecommerce-sites">great mobile shopping experiences</a> can be difficult, and tablet and smartphone users <a href="https://econsultancy.com/blog/10497-tablet-mobile-users-expect-pages-to-load-within-seconds-report">have high expectations</a>.</p> <p>But there are many differences between meeting those expectations on tablet versus smartphone devices. Tablets typically have more screen real estate than smartphones, and in many cases more capable hardware.</p> <p>Tablets are also frequently used in home environments with WiFi whereas smartphone shoppers may be on mobile networks that don't offer the best connectivity.</p> <p>Smartphones are also more likely than tablets to be used in-store, so retailers looking to address showrooming and better serve their mobile-savvy customers have good reason to ensure that their mobile offerings are up to par.</p> tag:econsultancy.com,2008:BlogPost/67702 2016-04-06T01:00:00+01:00 2016-04-06T01:00:00+01:00 Digital in China: 10 things you might not know Ben Davis <h3>1. State media control</h3> <p>On 19 February, 2016, China announced it will ban all companies with part foreign ownership from delivering online content in China without prior approval.</p> <p>Media companies have always needed an operating licence but this latest announcement tightens regulation further, meaning big publishers will soon have to deliver their content via a local company.</p> <h3>2. Blocked websites</h3> <p>The so-called 'Great Firewall of China' blocks websites deemed a threat to state security or culture and tradition.</p> <p>Here are some of the sites currently blocked:</p> <p><img src="https://assets.econsultancy.com/images/0007/3604/Screen_Shot_2016-04-05_at_10.10.34.png" alt="blocked in china" width="615"> </p> <h3>3. Internet users are urban</h3> <p>Despite a population that is 46% rural (2014 World Ban figures), fully 72% of internet users are actually urban, residing in big cities.</p> <p><img src="https://assets.econsultancy.com/images/0007/3602/Screen_Shot_2016-04-05_at_09.58.29.png" alt="china internet citizens" width="615"></p> <h3>4. Impressive WeChat user growth</h3> <p>WeChat enjoyed annual monthly-active user (MAU) growth of 30%-40% from Q3 2014 to Q3 2015.</p> <p>Facebook's year-on-year MAU growth in Asia over the same period was around 16%.</p> <p>WeChat's 2015 annual report states that nearly 76% of internet users in China use WeChat ‘regularly’ and almost all these users are on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/3605/Screen_Shot_2016-04-05_at_10.49.03.png" alt="wechat user growth" width="615"></p> <h3>5. Adding someone on WeChat</h3> <p>Sticking with WeChat, the platform offers some interesting user experiences.</p> <p>There are a number of ways to add people to a WeChat contact list. Traditionally this includes:</p> <ul> <li>Using a WeChat ID.</li> <li>From contacts already on the user’s phone.</li> <li>Via contact lists on other networks including QQ, Google, and LinkedIn.</li> </ul> <p>However, WeChat has also introduced some innovative ways to add contacts:</p> <ul> <li>Add friends or strangers who are physically nearby.</li> <li>Use of QR codes.</li> <li>Shake to add someone else who is shaking at the same time.</li> </ul> <p>For example, a small group can add each other on WeChat at the same time by shaking, without having to laboriously ask for each other’s phone. </p> <h3>6. QR codes are popular</h3> <p>QR codes are used for a variety of purposes in China.</p> <p>I've detailed 10 of them below. To read about these use cases in more detail, see <a href="https://econsultancy.com/blog/67545-10-practical-uses-for-qr-codes-in-china/">10 practical uses for QR codes in China</a>.</p> <ul> <li>Following WeChat accounts.</li> <li>WeChat CRM.</li> <li>Sharing contact information.</li> <li>Transferring money.</li> <li>Making offline payments.</li> <li>Product history and verification.</li> <li>Installing apps.</li> <li>Website login.</li> <li>WiFi login.</li> <li>Hotspot access.</li> </ul> <h3>7. The scale of Alibaba</h3> <p>Alibaba sold products worth $14.3bn on Single's Day on 11 November 2015. As a comparison, in the US, Black Friday (25th November) drew $4.45bn across all retailers.</p> <p>Taobao is Alibaba's C2C ecommerce platform and Tmall is its B2C platform.</p> <p>The chart below shows the relative scale of each.</p> <p><img src="https://assets.econsultancy.com/images/0007/3610/Screen_Shot_2016-04-05_at_11.17.35.png" alt="alibaba gross revenue" width="615"></p> <h3>8. Third-party online payments</h3> <p>Tenpay, Tencent's payment system that integrates with WeChat, is gaining ground but Alipay still dominates the market.</p> <p>Data from November 2015 shows Alipay has a 45% share of all online payments by third parties, however this rises to 70% share on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/3611/Screen_Shot_2016-04-05_at_11.21.21.png" alt="payment share in china" width="615"></p> <h3>9. Sina Weibo drops character limit</h3> <p>Sina Weibo has been much talked about over the past three years as possibly in decline, since the state prevented anonymous accounts.</p> <p>However, the Twitter-esque platform has 200m MAUs and its VIP users bring in revenue with a monthly fee.</p> <p>Just as <a href="https://econsultancy.com/blog/67378-five-reasons-twitter-s-character-limit-increase-is-a-terrible-idea/">Twitter is planning to scrap its character limit</a>, Weibo did this in January 2016, allowing 2,000 characters instead of a mere 140.</p> <h3>10. ASOS continues its China adventure</h3> <p>ASOS has been active in China since late 2013.</p> <p>In October, 2015 new CEO Nick Beighton said China was still a “key market” for ASOS, and acknowledged that the company was still in “startup mode” in the country.</p> <p>The company expects losses of £5m-£7m over 2016 in China as it builds its offer.</p> <p>For a full case study of ASOS's marketing in China, download the quarterly <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016/">China Digital Report</a>.</p> tag:econsultancy.com,2008:Report/4085 2016-04-05T14:40:00+01:00 2016-04-05T14:40:00+01:00 Innovating the Digital Customer Experience <p>Successful innovation starts with the customers, and this Econsultancy report, in association with Jahia, takes a closer look at innovation within digital customer experience. </p> <p>The report is based on interviews with senior executives working for international brands, and covers current innovation, inspiring case studies and how to get company buy-in. </p> <h3>What you'll learn:</h3> <ul> <li>How to innovate and 'visionate' for your company.</li> <li>Leadership skills essential to innovation.</li> <li>How to future-proof innovation and keep it agile.</li> <li>How to maintain growth when competition is rife.</li> <li>How to secure much-needed company buy-in to pursue innovation.</li> <li>What steps have been put in place to encourage innovation by recognised international brands.</li> </ul> <p><strong>Download the report to view more.</strong></p> <h2><strong>Contributors</strong></h2> <p>Our thanks go to:</p> <ul> <li>Joe Guith, President, Cinnabon</li> <li>Edwin Bos, VP Innovation, Reevoo</li> <li>Cameron Worth, CEO, SharpEnd</li> <li>Markus Wulff, Digital Innovation, Absolut</li> <li>Fredrik Thorsén, Head of Digital Marketing, Absolut</li> <li>Andre Eikmeier, Co-Founder and Joint CEO, Vinomofo</li> <li>Mariano Dima, Global CMO, HomeAway</li> <li>Dominique Ansel, Chef Patron, Dominique Ansel Bakery</li> <li>Amber Gadsby, Director of Digital Experience, Domino's</li> <li>Debbie Hulme, Senior Customer Experience Manager, Virgin Atlantic</li> <li>Omaid Hiwaizi, President of Global Marketing, Blippar</li> </ul>