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Additionally, 37% of US social media users trust what their friends and family members say about a brand or product on social media, compared to only 10% who trust what strangers say. (July 2011) 1Drilling down to specific social elements, 26% trust what friends and family members say in blog posts, 25% trust their posts on social media sites and 20% trust their tweets. This is compared to 7% who trust the blogs and posts of strangers, and 5% who trust strangers’ tweets. (July 2011) 2Additionally, an April 2011 study from ROI Research found that 60% of US social network users were at least somewhat likely to take action when a friend posted something about a product, service, company or brand on a social media site. (July 2011) 3The Knowledge Networks study found that 27% of US mobile internet users turned to social media to compare or check prices before, during or after shopping, while 24% checked reviews and 16% got coupons or discounts for local businesses. Overall, half of mobile web users interacted with social media at some point in the shopping process. (July 2011) 4Last year, American companies spent upward of $12 billion on paid search advertising, establishing it as the No .1 online marketing channel. By 2015, budgets allocated to the channel are expected to nearly double, with eMarketer expecting spend to reach $21.53 billion. (July 2011) 5Banner advertisements will continue to grow, exceeding the $11 billion mark over the next four years. (July 2011) 6Meanwhile, video advertising spend is set to be the fastest growing channel, jumping from $1.42 billion in 2010 to $7.11 billion in 2015. (July 2011) 7Paid search advertising is set to become an even bigger asset in B2B online marketing, with new reports suggesting spend could exceed $21.5 billion in the near future. (July 2011) 8The top online retailers sent each of their subscribers three promotional emails on average during the week ending July 1, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s up 2% week-over-week, down 2% from where it was four weeks ago, and up 9% year-over-year. (July 2011) 9As retailers enter the lowest email volume period of the year, the Retail Email Blog predicts subscribers will likely only be receiving 2.8 emails a week on average in a week or two. (July 2011) 10 |
Fourth of July messaging was expected to crest the long weekend of July 2-4. Between June 24 and July 1, the rate of Independence Day messaging increased by almost six times, rising from 5% of promotional email volume to almost 30% of promotional email volume. (July 2011) 11During the next few weeks, the Retail Email Blog predicts back-to-school messaging, which as of July 1 was minimal, will begin its rise, ending July with a bit more than 15% of retail emails including a back-to-school message. (July 2011) 12Friday, July 1 was the most popular date for major online retailers to send a promotional email last week, with 55% sending a message on the last weekday before the Independence Day holiday. Monday, June 27 was the next most popular (46%), closely followed by Thursday, June 30 (45%). Only about one-quarter of major online retailers (26%) sent a promotional email on Saturday, June 25. (July 2011) 13During February, March, April and May 2011, average retail email volume was up substantially from where it was a year earlier. The highest average number of emails top online retailers sent their subscribers in any given week during the equivalent period in 2010 was a little more than 2.8 (week ending June 17, 2010), while this year it approached 3.2 (week ending June 3). (July 2011) 14More than half (57%) of those using marketing automation saw positive gains in campaign metrics like open rate, clicks, purchases and registrations. However, a large percentage (39%) were unsure of the impact on their email marketing efforts, perhaps suggesting these companies lacked measurement capabilities. (June 2011) 15ccording to StrongMail, 46% of companies worldwide are currently taking advantage of lifecycle email marketing. (June 2011) 16Among those (lifecycle email marketers), the majority leveraged it for welcome programs (78%), and about half used it to maintain client communication in post-purchase campaigns (45%) and to continue post-sales revenue generation with cross-sell and upsell programs (44%). (June 2011) 17Still, StrongMail found 75% of respondents with lifecycle email marketing programs believed they outperformed traditional outbound marketing programs like general email blasts. (June 2011) 18Companies also cited revenue-specific benefits, including increased revenue and higher ROI. In addition, 38% said they were now able to send fewer but more profitable email messages, highlighting the ability for marketers to be more strategic in their email deployment, ultimately achieving more with less. (June 2011) 19Specifically, respondents said these automated programs had positive effects on customer experience: 67% cited increased subscriber engagement and 54% reported increased customer satisfaction and retention. (June 2011) 20 |
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