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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
Page 29
Page 48
Page 83
Page 121
Page 137
Page 139
Page 18© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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
Page 21© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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
Page 37© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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.
Page 39© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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.
Page 65© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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!
July
2009
July
2008
Source: Compete
Methodology: Collected from 2,000,000 member panel of U.S. Internet users, August 2009
Numbers in millions
Page 78© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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
Page 99© 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
Percent of Respondents
Page 114© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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
Percent of Respondents
Source: Michael A. Stelzner, "Social Media Marketing Industry Report"
Methodology: Collected from 685 marketers, March 2009
Page 139© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
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
1-1
1-2
1-3
1-4
1-5
1-6
1-7
1-8
1-9
1-10
1-11
1-12
1-13
1-14
1-15
1-16
1-17
1-18
1-19
1-20
1-21
Page 7
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9
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11
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17
18
19
20
21
22
23
24
25
26
27
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Page 140© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Data Index
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
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
2-1
2-2
2-3
2-4
2-5
2-6
2-7
2-8
2-9
2-10
2-11
2-12
2-13
2-14
2-15
2-16
2-17
2-18
Page 29EMAIL MARKETING
Page 141© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Data Index
Page 48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
3-1
3-2
3-3
3-4
3-5
3-6
3-7
3-8
3-9
3-10
3-11
3-12
3-13
3-14
3-15
3-16
3-17
3-18
3-19
3-20
3-21
3-22
3-23
3-24
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
Page 142© 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
3-31
3-32
3-33
3-34
SEARCH ENGINE MARKETING
Page 143© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Data Index
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
Page 83
4-1
4-2
4-3
4-4
4-5
4-6
4-7
4-8
4-9
4-10
4-11
4-12
4-13
4-14
4-15
4-16
4-17
4-18
4-19
4-20
4-21
4-22
4-23
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
Page 144© 2009 MARKETINGPROFS LLC · ALL RIGHTS RESERVED.
Data Index
107
108
109
110
111
112
113
114
115
116
117
118
119
120
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
4-24
4-25
4-26
4-27
4-28
4-29
4-30
4-31
4-32
4-33
4-34
4-35
4-36
4-37
SOCIAL MEDIA MARKETING