Inspire 2011 certainly lived up to its name, not only by motivating advertisers to actively engage with a new set of innovative technologies, but also by sparking much debate about the startling size, clout and potential of the digital advertising landscape.
Each guest speaker’s presentation was a rich source of captivating statistics and facts. So much so that the Twitter hash tag for the event (#Inspire2011) was buzzing with delegates sharing insightful little morsels.
Turn out on the day was also impressive, with over 250 digital marketers present! Even if you weren’t able to attend, we want to give you the lowdown on what we learned. We’ve scoured guest speaker presentations and social media chatter surrounding the event to bring you a collection of stats that may surprise and inspire you as well.
For a bit of Friday fun and education: Did you know…
- Around 80% of affiliate sales only involve interaction with a single affiliate.
- Humorous video campaigns can really work to promote brand as well as going viral in their own right. Old Spice’s “the man your man could smell like” campaign received 1 billion impressions across various social channels but also increased traffic to the brand website by 300%.
- Social media influencers have real selling power. After Stephen Fry’s one single tweet in praise of David Eagleman’s book Sum: Forty Tales from the Afterlives, sales increased by 6000% and the book rose from number 3,629 in the Amazon book chart to number 2.
- An average Amazon product page features a whopping 90% social tools and only 10% product information.
- ComScore found a 0.07% click-through rate in the UK for static image, flash and rich media format display ads. Most people online never click on a display advert; in fact 3% of browsers are responsible for 64% the clicks.
- ComScore found that heavy clickers of display advertising are not necessarily representative of the online audience. In fact, despite low click conversion, use of display advertising is still influential, as it can increase trademark search queries by 94% and site visitation by 72%.
- Digital Animal quoted research that showed that only 33% of all users online trust online banners. More than 90% of these users trust the online recommendation of their friends. 70% even trust the online recommendation of strangers.
- Almost 60% of the UK online population uses Facebook regularly.
- In the UK, Facebook receives more traffic than Google.
- TBG place 2 billion adverts on Facebook per day, covering 65 markets.
- Facebook advertising can generate a 500% better conversion rate when the landing page stays within Facebook.
Retail and travel adverts are the most difficult to convert from Facebook advertising because of their longer sales process.
- 66% of online transactions are abandoned due to price-comparisons, website difficulties, payment issues and add-on or hidden costs such as postage.
- 22% of consumers who abandon their cart (the largest %) do so because of hidden fees or high costs – leaving a big opportunity to remarket to them with discounts soon after the “sale”.
- 15-20% of abandoned records can be converted to sale.
- Personalised retargeting (based on site behaviour) is becoming a standard and vital practice, making “2011 the year for early adopters”.
- myThings found that personalised retargeting led to 80% incremental traffic increase for merchants on the Affiliate Window network. They also achieved up to 500% uplift in return conversion rate.
- When retargeting with display ads, myThings suggest that the best practice is to cap personalised ad impressions and ensure a browser is un-tagged after purchase to avoid over-exposure.
- Ve Interactive has achieved 10% uplift in conversion from a generic remarketing email but another four times that conversion rate when using a bespoke email featuring a time-limited discount.
- Coupons/vouchers are more popular with mobile internet users than check-ins. JiWire found coupons to be the second most valuable benefit of location-based applications (second only to GPS/Maps and appearing above reviews, status updates, checking-in etc.)
- According to VouChaCha’s current projections, in 2014 there will be 300 million mobile coupon users.
- VouChaCha also say that near field communication (NFR) for mobile devises is not that far off – there are already retailers using this technology.
Thank you to everyone who highlighted points by engaging with us on twitter. You can see the presentations that were delivered on the day via the links below. If you have any questions about the information above or Inspire, please contact us at email@example.com.
Making sense of new technologies | Affiliate Window & buy.at | Kevin Edwards, Owen Hewitson
Social Media Display | TBG | Lee Griffin
Email Remarketing | Ve Interactive | | David J Brown, Mark Hargreaves
Behavioural Retargeting | myThings, comScore | Benny Arbel, Mike Shaw
Social Media Audience Engagement | digitalanimal, fandistribution | Oliver Huggins