Measurement has always been a pain point for marketers; once upon a time the worry was “I know half my advertising budget is wasted, I just…..”. In the age of big data the measurement issue swung from a dearth of data to a deluge. “Help! I’m drowning in data, how do I start to make sense of this?”
Today, marketers have become adept at digesting large amounts of data, and they are detecting dark spots everywhere. Marketers are now realising they can’t see the truth, the whole truth and nothing but the truth of performance, if they rely on one analytics package alone.
For this reason, the Wolfgang Digital E-commerce Report 2019 has been expanded beyond Google Analytics to include the new Facebook Analytics reporting.
The report covers some pretty ground-breaking stats, lifting the lid on some untapped data which has largely gone under-or-unreported until now.
Highlights from the data used in the report include:
- Over 250 million e-commerce website sessions analysed
- New Facebook analytics integrated into study findings
- High return of visits yield increased business revenues
- Social media engagers double conversion rates
- Mobile is a big mover, with revenue up 23%
- Google still dominates but their overall share of pie has declined
Why returning website visitors are the best kind of visitors
The importance of encouraging return visits plus social media’s purchasing influence are among the key insights to be gleaned from the study.
Off-site interactions are proving to significantly sway online sales.
The Dublin-based digital marketing agency analysed 250 million e-commerce website sessions and €500 million in online revenue to find out what drives today’s consumer to click and buy.
For the first time, the study delved into Facebook analytics conversion data, merging it with Google analytics and online surveys, to give a more accurate picture of a person’s path to purchase.
Commenting on this year’s study, its author and Wolfgang’s founder and CEO, Alan Coleman said:
“This year we’ve gone bigger and broader with our data set to produce some really interesting findings. We’ve filled some holes in Google Analytics by tapping into Facebook’s new analytics tool to see which patterns of user behaviour on and off site correlate with higher than average e-commerce revenues. This year we’ve some of the strongest correlation scores seen yet.”
The intrinsic value of the returning visitor
The strongest trend the study has ever seen is the value of the returning visitor. Websites that attract a user back time and time again are thundering ahead of their one-click-wonder competitor when it comes to sales. The more visits per user the higher the revenues. Currently e-commerce website are averaging 1.5 visits over 12 months. Anything you can do to increase this return visit rate is about the best marketing you can do.
The true value of social media marketing revealed
It’s not just the user interactions on your website that count. Facebook analytics reveal a social media engager is TWICE as likely to buy from you than a website visit (4.4 per cent versus 1.8 per cent). Messenger was notable as having extraordinarily high conversion rates (9.9 per cent for messages received).
Facebook’s inherent advocacy advantage
48 per cent of people are more likely to buy from a brand they see a friend or family member interact with. With the average Facebook user having 338 friends, a single share can bring you up to 162 eager potential customers in an instant.
Average website conversion rate is 1.8%
Travel websites average 2 per cent. Retail websites averaged 1.7 per cent with online-only converting 11 per cent more than their multi-channel counterparts.
Big-ticket travel purchases are harder to convert
Hotel websites convert THREE times the number of customers than package holiday websites (1.99 per cent conversion rate versus 0.68 per cent), perhaps due to the higher Average Order Values – €378 for hotels and €1078 for package holidays.
Mobile’s the big mover for eCommerce
Revenues for purchases on mobile devices is the big mover, growing by 23 per cent to account for 32 per cent of overall revenue. Mobile dominates as a traffic source with 53 per cent coming from a smartphone, versus 37 per cent for desktop and 10 per cent for tablets. Big ticket purchases are still more likely to take place on desktop or tablet.
Google still dominates but their share of pie decreases
Google delivers the majority of traffic (60 per cent) and revenue (56 per cent). However its share continues to drop, with still no visibility from Google Analytics into who’s winning that share.
Websites are slowing down
Despite the prevalence of AMP over the past year, average page load times were 6.8 seconds, far slower than Google’s recommended 2 second threshold for e-commerce websites.
The UK tops Europe-wide conversion rates
European conversion rates are higher than the US and the UK is streets ahead of both.
When asked what’s the one piece of advice he’d give digital marketers Coleman said:
“Attract that visitor back. Think of each as a multi-step relationship rather than a point-in-time transaction. Create an itinerary of digital media touchpoints which transport them from interested clicker to loyal customer. Each interaction should add a new layer of value and reach them on a new channel.”
If you’re interested in learning more about eCommerce KPIs and what makes the wonderful world of digital marketing tick, you can download the full KPI report over on the Wolfgang site for the full report and if you’re keen on getting into eCommerce on the back of this report, please read our guide on how to launch a successful eCommerce business here in Ireland live on our blog.
We have 3 Awards which are open to public voting:
- Best Mobile Service or Application
- Best Use of Technology for Social Good
- Best Social Media Activity
You may send in your vote for one of the nominations within each Award category but you don’t need to enter for each Award. Your vote will still be counted if you vote for a nomination for one or all of the Awards.
The Public Voting will be open from Friday 4th August until Friday 11th August (midnight) so if you are a nominee, get busy on social media to ensure the votes come rolling in!
Public Voting open 4th August – 11th August 2017
The new Board of the IIA launched its Vision and Mission this week, in the light of a recent strategic review.
At an event well attended by a mix of industry veterans, new innovators and long-standing IIA partners, plans
for 2017 were discussed and these included a wide variety of activities and initiatives. CEO Alex Gogan outlined how Advocacy will play
an important role for the organisation, to give members a voice when it comes to issues of policy and best practice.
The IEDR was announced as the primary partner for the Dot.IE Net Visionary Awards 2017, with a date for this to be confirmed shortly
The MyeComm Kit will be completed and launched and this will be a tool to help SME’s identify the best internet tools to use to drive future growth.
Enterprise Ireland is funding a number of regional events to promote the kit and members will be invited to attend these events at no cost.
Elevon were announced as new partners for the IIA and other sponsors are coming on board shortly.
The Diploma in Digital Marketing, run in conjunction with the Irish Times Training Dept., continues to be popular with two courses kicking off shortly.
Two new initiatives included an intention to launch into Northern Ireland, in the face of Brexit. And the Internet of Things (IOT) will be a focus for educational events.
All-in-all exciting times ahead and lots of opportunity for members to access resources, network, build their profile and engage with the IIA
While Thursday night represented a historic night for Irish sport, with Dundalk FC securing the first ever Europa League group stage win for an Irish football team, Wednesday, September 28th also saw Ireland reach an unprecedented landmark, albeit on the digital side of things.
The second annual Search Engine Land Awards, which look to highlight the world’s very best digital search campaigns, were held in New York City on Wednesday night, with no less than three Irish firms in contention for top awards at the ceremony which is affectionately referred to as “The Landies”. Seeing as no Irish company had ever won a Landy Award before, there was a cautious optimism in the air on the night.
As reported previously by the IIA, the Irish 2016 Search Engine Land nominees were:
- Littlewoods Ireland– Best Integration of Search into Cross-Channel Marketing
- com– Best Overall SEM Initiative – Small Business
- Wolfgang Digital– Agency of the Year – SEM
The night got off to a great start from an Irish perspective, with McElhinney’s, a family owned fashion retailer based in Donegal, picking up the gold for Best Small Business SEM Initiative, making them the first ever Irish company to win a Landy. Their alone time in the spotlight did not last long, however, with online department store Littlewoods Ireland picking up the award for Best Integration of Search into Cross-Channel Marketing soon after, making it two for two for the Irish contestants.
Unfortunately, a historic hat trick was not to be, as Dublin-based digital marketing agency Wolfgang Digital narrowly missed out on winning Agency of the Year. There was however, plenty of reason for Wolfgang to celebrate, as it was they who implemented the successful search campaigns for both Littlewoods Ireland and McElhinney’s.
Speaking at the awards ceremony, Alan Coleman, Wolfgang Digital CEO, was in upbeat mood, and had the following to say in relation to the wins:
“We’re thrilled with the wins. At Wolfgang Digital we’re a little bit different. Our organisational structure is our own construct. We’ve created very different policies on recruitment and ongoing training than are typical in the industry – we also have our own philosophy on effective client-communications. We believe these differences yield better digital marketing. We’ve enjoyed a wild run of international award wins this year. I see it as a powerful validation of the Wolfgang approach to digital marketing that judging panels in Ireland, the UK, Europe and now the US rate our output as the best.”
Wolfgang Digital, Littlewoods Ireland and McElhinney’s have been doing extremely well in terms of this year’s search engine marketing awards season, with all three of them representing at the Drum Search Awards which took place in June. Littlewoods Ireland were the big winners on that night, securing the highly coveted Grand Prix Award which represents the “best in show” as far as campaigns are concerned.
The finalist nominations for the 2016 Search Engine Landy Awards were formally announced yesterday, with no less than three Irish websites securing places among the prestigious competition’s grand finals.
The Landys, now in their second year of competition, are a worldwide search awards which recognise the very best digital search marketing campaigns from around the world over the course of the past year. With over 200 entries on the awards’ long list, the competition was of an exceptionally high standard this year. The fact that Irish websites could so much make the long list, let alone the final short list, speaks volumes in terms of Ireland’s ability to ‘punch above its weight class’ in terms of the world of digital marketing.
The Irish websites to receive Landy finalist nominations are as follows:
Littlewoods Ireland – Best Integration of Search into Cross-Channel Marketing
This award signifies a website which has worked wonders in terms of combining paid search with organic search (SEO) to produce tremendous results. In Littlewoods Ireland’s case, their success was underpinned by record levels of search-based traffic and conversions during the Black Friday, Cyber Monday and Christmas periods, cementing their position as Ireland’s largest e-commerce website.
McElhinneys.com – Best Overall SEM Initiative – Small Business
McElhinneys found themselves fighting for attention in a highly competitive market space alongside some really high profile competitors, so knew they’d have to be smarter than the competition if they were to succeed. Through innovative use of custom audiences, custom AdWords scripts and a highly focused keyword strategy, they have been able to thrive in the online markets of both Ireland and the UK.
Wolfgang Digital – Agency of the Year – SEM
While widely considered to be one of Ireland’s leading digital marketing agencies, it would be hard not to consider Dublin-based Wolfgang Digital to be plucky underdogs at this year’s Landys, given the scale of the event. The fast-growing Wolfgang are not without form when it comes to upsetting the apple cart though, having already won top prizes at the DMAs, Drum Search Awards and European Seach Awards in the past year.
The trio of Irish websites have been doing quite well in terms of this year’s search engine marketing awards season, with all of them representing at the Drum Search Awards which took place in June. Littlewoods Ireland were the big winners on that day, securing the highly coveted Grand Prix Award. Can the Irish sites pull another rabbit out of the hat?
The Search Engine Landy Awards take place in New York City on the 28th of September. The full list of finalists can be viewed here.
IIA Toolshed #1
Tooler’s Choice? Camtasia because of the range of functionality, ease of use, support and additional use for easy video editing.
And we’re off! We’re delighted to welcome you to the inaugural post from the IIA Toolshed!
What is IIA Toolshed? IIA Toolshed is a group of digital marketers & digital experts who know how difficult it is to keep up with the ever changing array of tools at our fingertips, to supposedly make doing business easier! To make things simpler, we’ve come together to test, evaluate and share the reviews of a broad selection of tools & technologies, to ultimately make the decision easier for you, when choosing what tools might best suit your business needs. At the IIA Toolshed, we come together every 6 weeks to evaluate a set of tools for a particular business objective, and we’ll publish our findings right here.
Who are we? The Toolers are:
- Maryrose Lyons, Brightspark Consulting
- Eoin Kennedy, eoinkennedy.ie
- Felicity McCarthy, Sparkdigital.ie
- Dermot Casey, NearFuture.io
- Greg Fry, Contentplan.co
- Ailbhe Lee, iia.ie
- Sasha Kinch, inm.ie
- Sebastian Boppert, Eventbrite
- Conor Murphy, AIB.ie
- David Cuddy, Realex
- Laurynas Binderis, Talentevo
- Eoin Young, Electric Ireland
TOPIC 1: Screencasting Tools First up to test were a range of screencasting tools! What is Screencasting, you ask?? Screencasting is a really neat process of recording what’s happening on your screen as you do it. You can include narration as part of the recording, to explain exactly what you’re doing on screen, all from your own computer or laptop. Screencasting software is often used for short “how-to” videos and online tutorials. It can be a really helpful way to show a customer how to do something technical, as if you’re by their side! Here’s what we found about the four tools we reviewed:
|Product Name||Screenflow||Camtasia||Screencast Maker||Jing|
|Website||Screenflow 5||Camtasia||Screencast Maker||Jing|
|What Is It?||Screen capture for Spielbergs||An easy-to-use screen recorder that acts as powerful video editor by recording your voice and on screen actions. It also allow the easy import of additional media and advanced editing functions.||A low cost easy to use screen capture tool for the Mac.||Entry level screencasting & screen capture tool|
|What’s It Like To Use?||Easy to use. Simple to install. Free product. It's got a lot of functionality that make it too advanced for the average Joe.||Intuitive and very flexible piece of software. Good tutorials. Trial download with only an email address required and full functionality for 30 days. Designed to have you up and running with projects very quickly. Lots of functionality and export options.||Screencast Maker allows you to record your entire screen or just part of it. It also allows to narrate audio and even allows you to include video from your webcam. Output in.mov.||Free, easy to download, you can record activity you carry out on your screen, to share with others, including recording narration for additional explanation. Output in swf format and png for images|
|Is There Anything I Should Know?||If you are an Apple app store maker and you want to make videos to sell your product, this is the tool for you.||Camtasia has restrictions but its core abilities of creating professional screencasts is more than enough. Navigation and editing were easy with good ‘undo’ and keyboard shortcuts meaning you don't to start from scratch with mistakes. Transitions, inserting text, adding pointer arrows and animation are simple with drag and drop. Editing and cutting out sections was fast and less fiddly than other software.|
Export as an MP4 was simple along with other sharing options for YouTube etc al.
As an MP4 it was simple to upload natively to other platforms and to insert on websites.
It took approximately 4 hours to go from first open to a reasonably polished looking screen cast.
|There is a free trial available at screencastmaker.com where you can create screencasts of 2 minutes or less, but €4.99 will get you the full version. Screencast Maker is great for start ups and SMEs on a shoe string budget.||Videos limited to 5 mins, output to swf makes videos hard to share on FB, YouTube etc. No editing capability.|
|Cost inc VAT||€93.24||€85.14 for a single license.||€4.99||FREE|
|Ease of Use||4||4||4||3|
|Video Time Limit||4||4||5||1|
|Element of Desktop||1||4||4||4|
What’s next from the IIA Toolshed? Well stay tuned, because every 6 weeks we’ll be reviewing another set of tools. Next up, we’re reviewing Social Media Publishing tools. Which ones? Well you’ll have to come back to find out… all will be revealed in early May!
Summary: Overall, it’s fair to say that Camtasia is the standard that most people expect, and around the table it was commonly agreed that it had the best feature set. Thereafter Screencastmaker is a good option for those who are a bit more cash-strapped, but keen to get going. The other tools are more likely to be used for those getting started, or for internal communications.
Furious Tribe, a new company based in Media Cube in IADT, Dun Laoghaire, the digital and creative software incubation centre has just launched a revolutionary new “App Builder” platform called Apptivate.
This news comes as the global mobile market is tipped to grow to US$17.5bn. Furious Tribe has plans to add iPad and Android support to Apptivate in the near future.
“With over 4.6bn mobile subscribers worldwide, the launch of Apptivate is a strategic move, that will position Furious Tribe as a leader within the European App market.” according to Patrick Leddy, MD of Furious Tribe.
Patrick Leddy had always had the entrepreneurial spirit.
“I started my first business when I was in Secondary School. I went to IADT and when I graduated, I moved the business I was working on, into the Media Cube”.
Martin Hogan, Manager of the Media Cube facility, commented that “Furious Tribe is joining the ranks of many successful companies who have been the centre. Companies like Customer Minds, Campbell Ryan Productions and ICAP Media who deliver the platform for 02s Treats application.”
Furious Tribe has already done well in the enterprise market acquiring accounts with O2 to Citibank, EMI Music, Royal Sun & Alliance, RTE and TV3.
“While we have always seen a strong demand in the enterprise market, the recent witnessed demand for mobile Apps in the SME market is unprecedented.” Leddy stated.
Apptivate provides a simple pay as you go service that allows brand managers to bypass their IT departments, and simply sign-up with the company credit card. The platform is completely self- contained with Furious Tribe managing the servers, technology & submission to Apple.
“Companies that adopt a mobile strategy in 2010 are well positioned to become leaders in 2011” according to Leddy
This is written by Campbell Scott of IGOPeople.com. All comments, queries and case study suggestions welcomed via comments below. Thanks! – RS, IIA.
Our previous case study gave an excellent overview of some of the social media tools that are available to businesses, including blogs, Facebook, Twitter, Bebo, Youtube etc. This case study is based on observations about how O2 Ireland have embraced the use of social media, to get closer to their customers (and potential customers). This summary records some of the interactions with customers that have taken place, some of these on IGOpeople.
O2 were well aware that their brand, products and services, pricing etc. were all being talked about online by their customers. These discussions were taking place on blogs, discussion forums and social networks. Many people would have posted comments which were negative in tone, complaining about specific problems or the way they had been treated by O2 as a customer. For O2, the challenge was how to engage or join in the conversations taking place. Many of the comments in discussion forums are anonymous, or take place in a tone and context where O2’s response or involvement in the discussion may not be particularly welcome.
O2’s answer to this problem was to take the brave move of creating their own, open user discussion forum, where customers could ask questions and seek help, voice their opinion or complain. Registration was a requirement, to help O2 get in touch with members privately if required. This was a very positive move which was received well by O2 customers. As this was new territory for O2, they did demonstrate some early naivety, by correcting the content of some members posts, but their customer community was tolerant of this, as it was a new environment where everyone was learning.
Although the O2 Forum has developed from these early days and is now a popular and active community, O2 have extended the range of social media tools they use to reach customers, including Bebo, Twitter and now IGOpeople (links take you directly to the O2 profile page). We’re delighted to have O2 as part of IGOpeople, but everyone can learn from some of the specific conversations they have become involved in.
O2 have jumped straight into IGOpeople, posting regularly about items of interest to their customers – promoting shiny new phones and new product releases. This week, they offered customers the opportunity to direct any questions they may have to the Head of Customer Care – not something that is available to a consumer every day of the week!
However, the thing that is impressed me about O2, is the willingness to reach out to customers. There are a number of conversations where they acknowledge their shortcomings and state how they will fix things up, or recognise the need to make changes in the future. Their answers don’t always give you the answer you might demand, but they are there to listen and consistently discuss the issue, in a really honest and believable way – even if the answer isn’t quite what you want.
Here are some nice examples of the conversations they get involved in
I’m Roseanne Smith, the IIA’s new Membership, Marketing and Communications Manager. I started work with the IIA last Tuesday and it’s been full speed ahead since then.
With the Congress coming up in less than five weeks there has been a lot of interest in membership. It was particularly busy on Friday as our early bird offer closed so there was a desperate scramble to renew membership (Yes it is true: you are not alone although it gets lonelier by the day in the “Oops forgot to renew my membership” camp!) and to avail of the great offers. EUR195.00 for members – a bargain!*
I’ve also been dealing with a number of interesting queries from members and it occurred to me that it might be a good idea to post some of these queries in anonymised form here. I like to think I know a thing or two about this whole Internet business but unfortunately the queries happened to be about the other things about which I couldn’t claim expertise. Let me know what you think: how would you feel about your internet woes being the subject of discussion on this site. Leave a comment to let me know what you think.
And to finish some of you might be scratching your heads wondering where do I know her from so a lá Troy McClure from The Simpsons you might know me from:
- Rathmines in Dublin where I grew up
- Scoil Bhríde, Ranelagh and Muckross Park, Donnybrook where I went to school
- Trinity College Dublin where I got a degree in Drama Studies and Modern Irish and a M.Sc. in Multimedia Systems
- Too many stage productions to list as either cast or crew
- (And now this is really McClure-esque) “Amú san Áis” starring Hector Ó hEochagáin – you may have seen my name in the roller on: I was the researcher
- Gaelport.com: I’m a fluent Irish speaker and I was responsible for developing this community focussed site
- I was a founding representative of The Legacy Group and the Community Sector Employers’ Forum on behalf of Comhdháil Náisiúnta na Gaeilge
- My personal blog which you may have happened upon
- “Giotaí den saol” daily Irish language trivia snippets on a number of radio stations throughout the country.
- Letters in the Irish Times because I’m always writing in and givin’ out
- And if none of that rings any bells I went to Irish College in Rann na Feirste
I look forward to meeting you at Congress in May. Knock over to me and say hello if only to see if I have managed to master the delivery of my extravagant title!
*A slightly later little bird tells me that the early bird offer is extended for members only until 25th April. So get on the case right now. Email me for details.