Rundown of the data on search marketing (organic, paid, PLA), Amazon, mobile, e-commerce, and social. Images are either original or used under Creative Commons license.

1. Search, Social, Shopping & Mobile
May 2013
Image Source: Flickr user blprnt
MARKETING TRENDS

2. ATTRIBUTION
Shoppers converted with
fewer touch points
4.3
3.9
0
1
2
3
4
5
# Touch Points
Q4
Q1
Data Source
RKG DMR Q1 2013
Image Source
Flickr user katietegtmeyer

3. NEW CUSTOMERS
Organic & Paid each
accounted for 20% of new
customer visits
20
16
20
11
0
5
10
15
20
25
New Visits New Transactions
Organic Paid
Data Source
Forrester
Image Source
Flickr user perspective

4. EXISTING CUSTOMERS
eMail and Organic search
each account for 20% of
visits
20%
13%
20%
6%
0%
5%
10%
15%
20%
25%
Visits Transactions
Email Organic Search
Data Source
Forrester
Image Source
Flickr user anniemole

5. 1/3 of product searches begin on Amazon.com
AMAZON
Data Source
NYTimes
Image Source
Flickr user scobleizer

6. AMAZON
60% of mobile department
store traffic is on
Amazon.com
Amazon Everyone Else
Data Source
Internet Retailer
Image Source
Flickr user dougbelshaw

7. When consumers abandon a retailer’s site, the
search continues Amazon.com & Google
AMAZON
Data Source
MultiChannel Merchant
Image Source
Flickr user marktee
0%
10%
20%
30%
40%
50%
60%
70%
Amazon Google

8. Key ?s
• How are you
intercepting those
shoppers before they
get to Amazon.com?
• How are you reducing
abandons?
• Are you creating a
relevant experience
that inspires loyalty?
AMAZON
Image Source
Flickr user yto

9. Product Listing Ad (PLA) spend is up 238%
THE LONG TAIL
Data Source
RKG
Image Source
Flickr user noppyfoto

10. PAID SEARCH SPEND IS UP
Data Source
RKG
Image Source
Flickr user epsos
0%
10%
20%
30%
40%
50%
60%
Q1 2013
Google Bing

11. Mobile drives traffic & revenue
PAID SEARCH
Data Source
RKG
Image Source
Flickr user clanlife
0%
10%
20%
30%
Total Paid Search Q1
2013
Clicks Spend

12. • PLAs drove 28% of Google
non-brand mobile clicks in
Q4 2012
• But only 16% for Bing Ads
MOBILE PAID CLICKS
Data Source
RKG
Image Source
Flickr user stevendepolo

13. 33% of Google non-
brand spend is on
PLAs
PAID LISTING ADS
Data Source
RKG
Image Source
Flickr user moe

14. Natural
search
accounts for
35% of web
traffic
ORGANIC SEARCH
Data Source
RKG
Image Source
Flickr user winton

15. 24% of organic search visits were mobile
ORGANIC SEARCH
Data Source
RKG
Image Source
Flickr user dennis_vu

16. iOS 6 doesn’t pass referrer
data
• 13% of all Google searches
are classified as “direct”
traffic
ORGANIC SEARCH
Data Source
RKG

17. 14% of US web
traffic was on
mobile in 2012
MOBILE
Data Source
KISSmetrics
Image Source
Flickr user thenextweb

18. 39% of traffic to Top 500 retailers will be from smartphones in 2013
• Smartphones will surpass half of all traffic in 2014
MOBILE
Data Source
Internet Retailer
Image Source
Flickr user Andrea_44

19. 32% of shoppers research
and purchase on a
smartphone
MOBILE
Data Source
MultiChannel Media Post

20. Mobile conversions lag
those of www sites…
MOBILE
Image Source
Flickr user ipdegirl

21. …But “mobile influence” for www
and in-store conversions is HUGE
• 13x multiplier from mobile
revenue to in-store mobile
influenced sales1
• Mobile will influence 17% of in-
store sales by 2016
• 20% who use Store Locator on a
mobile site visit the store2
MOBILE
Data Sources
1: Deloitte: The Dawn of Mobile Influence
2: Adidas case study from Google MobileAds
Image Source
Flickr user Damian Gadal

22. Many showrooming
shoppers are actually
visiting the store’s website
MOBILE IN-STORE WIFI
Data Source
eMarketer
0.0%
10.0%
20.0%
30.0%
40.0%
Visit Store Website
via In-Store Wifi
Men
Women

23. 72% of
smartphone
owners use
them while
shopping in
stores
MOBILE ASSIST
Data Sources
Pew
Image Source
Flickr user Damian jasonahowie

24. Key ?s
• Are you acting on the
knowledge that
shoppers are visiting
the website from
inside the store?
MOBILE IN-STORE
Image Source
Flickr user Damian tiseb

25. Mobile purchases increased 40% from 2011 to 2012
BLACK FRIDAY
Data Source
IBM
Image Source
Flickr user SquiffyEye

26. 67% prefer an optimized
mobile site to a mobile app
MOBILE SITES VS APPS
Data Sources
MediaPost

27. Key ?s
• What’s the trajectory of your mobile
traffic?
• How are you improving the mobile
experience?
• Will an app satisfy your mobile
demand?
• How are you maximizing mobile
discovery?
MOBILE

28. PEOPLE ARE BUYING
Data Source
Google: Our Mobile Planet

29. MORE FREQUENTLY
Data Source
Google: Our Mobile Planet

30. SOME EVEN BUY DAILY
Data Source
Google: Our Mobile Planet

31. WHERE DOES MOBILE COMMERCE HAPPEN?
Data Source
Google: Our Mobile Planet

32. BUT STILL TOO MUCH FRICTION
Data Source
Google: Our Mobile Planet

33. MOBILE RESEARCH IS GROWING
Data Source
Google: Our Mobile Planet

34. WHERE ARE THEY RESEARCHING?
Data Source
Google: Our Mobile Planet

35. WHERE ARE THEY BUYING?
Data Source
Google: Our Mobile Planet

36. • 32% of mobile users visit the
same page on desktop and
mobile
• 50% visit the same category
page
CROSS-CHANNEL: MOBILE + WWW
Data Source
BloomReach
0%
10%
20%
30%
40%
50%
60%
Product
Page
Category
Page

37. Key ?s
• Do your customers have a great cross-channel experience?
CROSS-CHANNEL: MOBILE + WWW
Image Source
Flickr user JacksterD

38. Facebook send 30x more traffic than Google+
SOCIAL
Data Source
RKG
Image Source
Flickr user owenwbrown

39. Fewer than 1% of transactions can be traced back to social links
SOCIAL
Data Source
RKG
Image Source
Flickr user owenwbrown

40. Pinterest traffic converts better
FACEBOOK VS PINTEREST
Data Source
BloomReach

41. Pinterest traffic
sticks around
FACEBOOK VS PINTEREST
Data Source
BloomReach

42. Pinterest traffic
spends more
FACEBOOK VS PINTEREST
Data Source
BloomReach

43. Pinterest traffic is more engaged
FACEBOOK VS PINTEREST
Data Source
BloomReach

44. Yet…Facebook drives 7x more traffic than Pinterest
FACEBOOK VS PINTEREST
Data Source
BloomReach

45. Key ?s
• Do you engage users on Facebook
and Pinterest?
FACEBOOK VS PINTEREST

46. How will you
gather, analyze and act on
data to create a great
customer experience and
profitable business?
LAST QUESTION…
Image Source
eleaf