Q4 2009 Edition DIGITAL MARKETING...

DIGITAL MARKETINGFACTBOOK

A comprehensive compilation of trends, data, charts and facts from Internet marketing’s most trusted sources.

Q4 2009 Edition

© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.

CONTENTS

A letter from our President

A letter from our Director of Research

Online Overview

Email Marketing

Search Engine Marketing

Social Media Marketing

Research Sources

Our Team

Data Index

Page 3

Page 5

Page 7

9

Page 48

Page 83

Page 121

Page 137

Page 139


How Consumers Spend Time Online2004 vs. 2009 Online Overview 1-11

This chart demonstrates how consumers are

allocating their online time across various

types of activities. Consumers now spend

more than 40% of their time online on content

sites. Usage went up in the last five years from

37% to 42%. But, consumers spend less time

on Communications, which went down from

46% to 27%. A major factor that took time

from consumers’ communication use is the

rise of social networking sites or community

sites. According to the Online Publishers

Association, community sites account for

13% of Internet users’ time in 2009, up from

virtually nothing in 2003.

13%

5%

13%

42%

27%

0%

4%

17%

37%

42%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Community

Search

Commerce

Content

Communication

2004

2009

Source: OPA (Online Publishers Association) Internet Index

Methodology: Collected from 1,000 Internet users, August 2009

Percent of respondents


U.S. Interactive Marketing Spend2009–2014Online Overview 1-14

The following chart shows the five-year

forecast for U.S. Interactive Marketing Spend

by Forrester Research. This forecast provides

us an overview of where media dollars are

predicted to be spent. Search marketing

continues to lead interactive spend, with social

media predicted to see the highest rate of

growth.$0

$2,000 $4,000 $6,000 $8,000

$10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $22,000 $24,000 $26,000 $28,000 $30,000 $32,000 $34,000

2009 2010 2011 2012 2013 2014

Search marketing

Display advertising

Email marketing

Social media

Mobile marketing

Total Trended by Year (in $U.S. Millions)

Source: Forrester Research

Methodology: Forrester's Interactive Advertising Model; July 7, 2009


Email Marketing 2-1

14%

25%

27%

28%

32%

45%

49%

53%

56%

6%

75%

47%

44%

28%

27%

38%

27%

28%

13%

27%

26%

19%

39%

31%

45%

44%

29%

29%

24%

34%

17%

15%

6%

0% 20% 40% 60% 80% 100%

,Behavioral targeting (based on web activity)

Advanced segmentation

(Multi-channel triggers (e.g. sales call)

*Use of transactional emails for marketing

*Content personalization (beyond just name)

Re-marketing

Campaign testing

Spam testing pre-send

+Automated response to website visit/sign-up

Regular list cleansing

Basic segmentation

We do it Planning this We don't do this

Source: Econsultancy, "Email Marketing Census 2009"

Methodology: Collected from 1,000 organization, March 2009

Email Marketing PracticesEmail Marketing 2-8

This chart indicates the activities that are

considered essential email marketing practices.

Three-quarters of the 1,000 companies

surveyed (75%) are now undertaking basic

segmentation, with a further 19% saying that

they are planning to implement this. The chart

offers some insight into which practices are

used by companies and which ought to be

implemented in email marketing efforts.


Email Marketing 2-1

The following chart ranks countries by total

number of Internet users. China ranks first

with 298.0 million users—70 million more

Internet users than the United States. It is

second with 227.2 million Internet users.

Marketers planning to target consumers

globally should take into account where the

greatest volume of online consumers exists.

15%

21%

22%

28%

31%

34%

45%

52%

66%

0% 10% 20% 30% 40% 50% 60% 70%

Centralizing email onto one platform

Accessing data from other systems to

increase relevance

Integrating marketing into transactional

emails

Improving deliverability

Re-engaging inactive subscribers

Integrating social media and email

marketing

Growing opt-in email list

Improve segmentation and targeting

Improving email performance

Percent of Respondents Reporting "Important"

Source: StrongMail, "2009 Marketing Trends Survey"

Methodology: Collected from 1,000 businesses, June 2009

The Most Important Email Marketing Initiatives in 2009 Email Marketing 2-10

Looking at the most important email

marketing initiatives that businesses consider

to implement, we see that the top email

marketing initiatives reflect a desire to improve

relevancy; 66 percent of respondents are

looking to increase the performance of their

campaigns and 52 percent are looking to

improve segmentation and targeting.


Search Queries Performed by U.S. Internet Users by Search Engine: July 2008 vs. July 2009 Search Engine Marketing 3-17

Looking at a direct comparison of searches by

engine from July 2008 vs. July 2009 provided

by Compete, we see a major spike in searches

on Google. There was a healthy increase for

Microsoft and Ask, while the other engines

remained stable.

106

296

670

1,962

6,522

104

380

852

1,966

9,284

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000

AOL

Ask.com

Microsoft

Yahoo!

Google

July

2009

July

2008

Source: Compete

Methodology: Collected from 2,000,000 member panel of U.S. Internet users, August 2009

Numbers in millions


Purpose of Search Engine Marketing Use Search Engine Marketing 3-30

Produced using a survey of 890 Search

Engine Marketing agencies and advertisers by

SEMPO, this chart shows what marketers and

advertisers are hoping to accomplish by using

Search Engine marketing. Among advertisers

and large companies, brand awareness is the

top objective of Search Engine Marketing

campaigns, while sales is the top priority for

smaller firms.

1%

11%

14%

44%

56%

61%

63%

1%

8%

13%

42%

54%

63%

58%

2%

16%

17%

49%

58%

58%

70%

0% 20% 40% 60% 80% 100%

Other

To provide informational/

educational content only

To generate leads for a dealer of

distributor network

To drive traffic to our ad-

supported website

To generate leads that we

ourselves will close

To sell products, services or

content directly online

To increase/enhance brand

awareness

>500 Staff

<500 Staff

Advertisers

Source: Search Engine Marketing Professional Organization (SEMPO) , "Survey of SEM agencies and

Advertisers" Methodology: Collected from 890 search engine agencies and advertisers, February 2009

Percent of Respondents

9© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.

Social Media Marketing 4-1

U.S. Use of Social Media Content by Age Social Media Marketing 4-16

Park Associates asked 2,447 consumers how

they use social media. The results, shown on

the chart below, found that all age groups

consume roughly the same types of content,

in the same rank order, but that the level of

consumption significantly increases with age.

Interestingly, the majority consumes user-

generated content, yet the minority create

content. Video is the most lopsided medium,

with only a small fraction of viewers actually

creating or posting video.21%

30%

45%

45%

65%

72%

19%

31%

37%

51%

55%

64%

7%

11%

16%

33%

32%

45%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Upload videos

Publish blogs

Post photos

Read blogs

View photos

Watch videos

35-54

25-34

18-24

Source: Park Associates

Methodology: Collected from 2,447 consumers, March 2009



Social Media Marketing 4-1 The Benefits of Social Media Marketing Social Media Marketing 4-31

This chart shows that 81% of all marketers

surveyed indicated that their social media

efforts have generated some exposure for their

businesses. As an awareness-building tactic,

social media is working. Looking at other

lower-funnel measures, the success rate tends

to drop, however.

35%

45%

48%

52%

56%

61%

81%

0% 20% 40% 60% 80% 100%

Helped me close business

Reduced my overall marketing expenses

Generated qualified leads

Helped us rise in the search rankings

Resulted in new business partnerships

Increased my traffic/subscribers/op-in list

Generated exposure for my business


Source: Michael A. Stelzner, "Social Media Marketing Industry Report"

Methodology: Collected from 685 marketers, March 2009


Data Index

ONLINE OVERVIEW

Internet Users in the World by Geographic Region

Top 20 Countries With Highest Number of Internet Users

Top 20 Penetration Rates by Country

Make-up of Adult Internet Population by Generation

Home Internet Access: Broadband vs. Dial-up

Home Internet Connection Type by Respondent Age

Broadband and Internet Access by Income

Media Usage by Teens

Leisure Time Spent Online by Country

Internet Usage by Day Part

How Consumers Spend Time Online 2004 vs. 2009

U.S. Adults’ Internet Activities

Moms’ Activities Online

U.S. Interactive Marketing Spend 2009-2014

Which components of your current digital marketing campaigns are delivering the best results?

Which digital channel is your agency best able to track in real time?

Percent of Consumers Who Trust the Following Forms of Advertising

Relative Effectiveness of Digital Marketing Media

Most Important Marketing Tactics

Usage of Web 2.0 Media at Work for Work

Incidence of Digital Cross-Channel Campaigns

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Data Index

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Email Usage Among U.S. Adults

Frequency of Internet/Email Use at Home

Types of Emails Received

What Gen Y Consumers Want From Email Marketers

Corporate vs. Consumer Email Accounts Worldwide, 2009-2013

Actions That Consumers Take After Opening Permission-based Emails

Most Effective Subject Lines

Email Marketing Practices

Number of Emails Sent Monthly by Company

The Most Important Email Marketing Initiatives in 2009

Email Campaigns in 2009 With Twitter or Facebook Links

The Best Time of Day to Send Emails

Email Deliverability

Total and Unique Click Rates by Month

Open and Click Rates by Subject Line Length

Email Marketing Messages Open Rates by Industry in 2008

Email Marketing Messages Click Rates by Industry in 2008

Reasons Email Marketers Do Not Track Conversions

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Page 29EMAIL MARKETING


Data Index

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3-2

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Number of Queries

U.S. Query Volume

U.S. Paid Search Metrics

Revenue per 1,000 Searches

U.S. Paid Clicks

Monthly Number of Core Searches: 2007-2009

Monthly Number of Core Searches in 2009

Share of Core Searches: 2007-2009

Share of Core Searches in 2009

Alternative U.S. Searches in July 2009

Unique Searchers on Alternative Engines: July 2009

Alternative Engine Searches per Search Visit: July 2009

Alternative Engine Searches per Searcher: July 2009

Number of Result Pages per Search: July 2009

% Of U.S. Searches With PPC Ads

U.S. Paid Search Metrics, Q2 2008 vs. Q2 2009

Search Queries Performed by U.S. Internet Users by Search Engine: July 2008 vs. July 2009

Average Number of Words Per Search

Percentage of U.S. Clicks by Number of Keywords

Number of Unique Searchers by Region: July 2008-July 2009

Percent Change of Unique Searchers by Region: July 2008 vs. July 2009

Number of Unique Searches on Top 10 Sites in North America

Number of Unique Searches on Top 10 Sites in Latin America

Number of Unique Searches on Top 10 Sites in Europe

SEARCH ENGINE MARKETING

2© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.

Data Index

73

74

75

76

77

78

79

80

81

82

Number of Unique Searches on Top 10 Sites in Asia-Pacific

Number of Unique Searches on Top 10 Sites in Middle East-Africa

When Making Purchasing Decisions, How Valuable are the Following Information Sources?

Top 20 SEM Spenders: September 2009

Top 20 Most Expensive Keywords: September 2009

Purpose of Search Engine Marketing Use

Metrics Tracked to Gauge the Success of SEM programs

Source of Budget for Organic Search Optimization Programs

Expected Performance of Search Engine Marketing

What are you most likely to notice in an ad you see online?

3-25

3-26

3-27

3-28

3-29

3-30

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3-34

SEARCH ENGINE MARKETING


Data Index

84

85

86

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90

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Page 83

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Ages of Social Networkers (who have 2 or 3 profiles)

Social Media Usage by Gender

Social Media Users by Average Age

Average Income Among Social Media Users

Online Social Network Usage by Age

Online Social Network Usage by Education

Twitter Activity by Day

Frequency of Use of Social Networking Sites by Age

Accessing Social Sites by Age

Adoption Rate of Social Networks by Age Group

Do you agree that social media provides work/life balance at work?

Time to First Fixation With Sponsored Ads on Social Networking Sites

Proportion of Social Media Users Who Turn to Social Media When Making Purchase Decisions

Adoption of Digital Media by Generation

Percent of Consumers That Cite Influence of Social Media While Online Shopping

U.S. Use of Social Media Content by Age

How Often Social Network Users Share Recommendations Online

Activities of Social Network Users Worldwide on Social Sites

Consumer Intent While Online

Women Who Participate in Online Social Media by Age

Social Media Habits of Women by Age

Number of Social Networks Women Belong to

Importance of Various Online Activities

SOCIAL MEDIA MARKETING


Data Index

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108

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Percentage of Respondents (By Ethnicity) Who Visit Social Networking Sites at Least 2 or 3Times a MonthBusiness Professional Baby Boomers Social Networking Usage

Social Media Use by Fortune 100 Companies

Percentage of Firms Using Social Media

Percentage of Firms Using Social Media for Marketing Activities

Top Challenges In Launching an Integrated Social Media Program

Experience with Social Media Marketing

The Benefits of Social Media Marketing

Effectiveness of Twitter

Media Channels U.S. Marketers Would Like to Use for Building Brands

Opinion of Social Networking Impact on Brand Perception

Product/Brand Recommendations via Social Networking Sites

Propensity for Social Context Interaction with Brand Based on a Category

Viewpoints on At-Work Social Media Use

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SOCIAL MEDIA MARKETING

Q4 2009 Edition DIGITAL MARKETING...

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