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Waldo Smeets | Sr. Solution Consultant, Digital Marketing | Adobe

Three things you (maybe) didn't know about Digital Marketing

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About Adobe Digital Index Reports

Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-

commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data across trillions of transactions and more

than 5,000 companies worldwide that use the

Adobe Marketing Cloud, to obtain real-time data and

analysis of activity on their websites.

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Insights

ROI of existingCustomers

Impact of tabletson retailers

Giving credits to social

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The ROI from Marketing to Existing Online Customers

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Site visitors broken into 3 segments

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Majority of all visitors are first time shoppers

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Notes: Shoppers – up to and including first purchase on site. Return Purchasers - consumer with a previous registered purchase Repeat Purchasers – consumer with 2 or more lifetime purchases

Sample: 33 billion visits in 180 U.S. and Europe websites

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Experience breeds confidence

Repeat purchasers are 9X more likely to purchase an item than new shoppers.

Return purchasers are 5X more likely to purchase an item than new shoppers.

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Digital Index: ROI from Marketing to Existing Online Customers

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• 40% of revenue comes from returning or repeat purchasers, who represent only 8% of all visitors.

• Marketers in Europe must bring in 5 and 7 shoppers, respectively, to equal the revenue of 1 repeat purchaser.

• Most of the revenue improvement in purchaser segments can be attributed to increased conversion rates which are up to 9 times those of shoppers.

Selected Highlights

Notes – Shoppers – up to and including first purchase on site. Return Purchasers - consumer with a previous registered purchase Repeat Purchasers – consumer with 2 or more lifetime purchases

The ROI from Marketing to Existing Online Customers

Adobe® Digital Index

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Tablet visitors have the golden touch for online retailersThe impact of tablet visitors on retail websites

In over 16.2 billion visits in 2011 to 150 of the largest retailers on the internet

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Know the tablet habits

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Purchasing habits of tablet users

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Report Showcases Value of “Tablet Visitors” for Retailers

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• 77% of tablet owners use it to shop with estimated 300% increase in tablet visitors in 2013

• Compared to Smartphone Visitors, 3X more likely to buy and spend 54% more

• Compared to Traditional Visitors, similar conversion rates and spend 21% more

• Companies need a distinct tablet and mobile/smartphone strategies

Selected Highlights

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Build your marketing plan across devices and become tablet friendly

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Segment

Target

Measure & Optimize

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Why marketers aren’t giving social the credit it deserves

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Last click traffic sources

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Attribution Models Matter

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Search, meet Social

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Adobe Digital Index - Conclusions

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• Marketers can and should use different attribution models, including first-click attribution, to more accurately measure social’s impact on their websites.

1. Attribution models matter

• Increased use of first-click attribution can change how much marketers invest in social media versus other channels and the social media sites in which they invest.

2. Improve media investments by using first-click attribution

• Increased use of first-click attribution can change the perceived ROI and the marketing investment for each of the different social media sites.

3. Improve investment allocations to social media sites by using first-click attribution

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