Dml 13 waldo smeets - adobe - things you didn't know about digital marketing

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.

Waldo Smeets | Sr. Solution Consultant, Digital Marketing | Adobe "ree things you (maybe) didn't know about Digital Marketing


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 existing Customers

Impact of tablets on retailers

Real value of social


"e ROI from Marketing to Existing Online Customers


Site visitors broken into 3 segments

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Majority of all visitors are !rst time shoppers

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Notes: Shoppers – up to and including !rst 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


Experience breeds con!dence

§  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 a#ributed to increased conversion rates which are up to 9 times those of shoppers.

Selected Highlights

Notes – Shoppers – up to and including !rst 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


Tablet visitors have the golden touch for online retailers "e impact of tablet visitors on retail websites

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


Global traffic share February 2013

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Tablet users view 70% more pages compared to smartphone users

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Know the tablet habits

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Purchasing habits of tablet users

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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


Build your marketing plan across devices and become tablet friendly

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Segment

Target

Measure & Optimize


Why marketers aren’t giving social the credit it deserves


Last click traffic sources

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A#ribution Models Ma#er

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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 a"ribution models, including #rst-click a"ribution, to more accurately measure social’s impact on their websites.

1. A#ribution models ma#er

•  Increased use of #rst-click a"ribution 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 !rst-click a#ribution

•  Increased use of #rst-click a"ribution 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 !rst-click a#ribution


Adobe.

h"p://adobe.ly/digitalindex

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Dml 13 waldo smeets - adobe - things you didn't know about digital marketing