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Balihoo Predicts Top Local Marketing Trends for 2010
Wed, 12/30/2009 - 08:18Merging of time-tested tactics, new technology will lead Local Marketing during first year of new decade
Boise, ID December 29, 2009 -- This past year was not exactly what businesses had been hoping for -- the down economy not only took its toll nationally, but posed unexpected challenges for local marketers. Balihoo, the premier provider of Local Marketing Automation Local Marketing Automation technology and services to national brands with local marketing needs, has unique insights into local marketing trends. Their work to provide solutions to clients -- including more than 25,000 local affiliates with more than $180 billion in annual revenue -- means that they are on top of the local marketing trends that you will be seeing on a nationwide scale in 2010.
For more information, download Balihoo's Local Marketing Automation Whitepaper. http://www.balihoo.com/lma
Balihoo's predictions for the first year of the new decade include:
* Local Television: TV audiences may be watching an average of 13 hours a week, but an increase in programming options means that viewers are watching far more programs across the board. This pays off for local TV advertisers, giving them the ability to focus their messages on smaller, more targeted groups of viewers.
Prediction: More local businesses will use TV -- particularly cable -- to reach these more refined, segmented audiences.
* Local Newspapers: Local newspaper advertising has been rapidly declining as local marketers are looking for a greater ability to target their messages and audiences. Online newspaper advertising, however, has been expanding.
Prediction: Online advertising for local newspapers will halt its expansion and go flat, or even see a slight decline. The year 2010 will be a turning point for news delivered via the web and mobile devices, which are areas in which newspapers typically do not excel. The exception to this prediction: publications -- both print and online -- that serve rural areas or are focused on hyper-local news.
* Direct Mail: There has been a resurgence in direct mail as no-call lists, e-mail spam rules and untargeted broad media affect local marketers' ability to reach audiences.
Prediction: Better targeting and new, advanced tools to personalize messaging and track results will lead to a surge in direct mail.
* Mobile: Smart phones are becoming more popular, and technologies are moving mobile advertising from primarily text messaging-based to including images and video. However, Balihoo still sees mobile at the local level as more sizzle than steak.
Prediction: The next year will bring the biggest jump yet in text-based mobile advertising, but more advanced options such as image and video will be limited to all but the trendiest of trendsetters.
* Search Engine Optimization: Search Engine Optimization, or SEO, efforts were popular in local marketing plans in 2009, moving to the forefront of many local marketing budgets as Internet content has become more local and lively.
Prediction: There will be a big push for local SEO as more local businesses adopt the tactic, increasing competition across the board.
* E-mail: E-mail marketing at the local level has been slow-growing because of marketers' inability to collect relevant customer data.
Prediction: Local businesses will place a greater emphasis on collecting customer data and using it for e-mail outreach.
* Social Media: Social media has been the darling of national marketing efforts for the past few years and has made surprising inroads in local marketing.
Prediction: Social media will continue its dramatic rise as local businesses capitalize on this opportunity to engage with their local customers. YouTube, Facebook and Twitter will be favorites of local marketers, who will leave other social media untouched until later in the new decade.
* Point-of-Purchase: Point-of-purchase -- also known as in-store marketing -- held steady in 2009.
Prediction: There will be a significant rise in these efforts as local marketers look to increase their in-store sales.
* Integrated Marketing Communications: Historically, local businesses have not done a particularly good job at integrating their marketing communications across multiple channels. As audience sizes shrink and targeting options increase, there has been a renewed interest from local business in pursuing an integrated marketing communications strategy.
Prediction: Local marketers will continue their 2009 trend of pursuing an integrated strategy.
* Measurement and Metrics: A surprising trend in 2009 was the local marketing focus on measuring and optimizing the ROI of their campaigns. Interest in tracking the effectiveness of local marketing efforts reached unseen levels, driven primarily by the state of the economy and new tracking technology that works at the local level.
Prediction: This trend will continue and expand -- now that local marketers have learned how to measure success, they will continue to capitalize on it.
* Creative and Branding: Local marketers have been turning to demand generation-based creative that includes a call to action and provides immediate feedback. In 2009, consumers became jaded by the failure of many corporations, and the local marketer is taking advantage of this trend by focusing on the value of their brand.
Prediction: Local marketers will concentrate more on social media, in-store and personal interactions with consumers.
About Balihoo
Balihoo is the premier provider of Local Marketing Automation technology and services to national brands with local marketing needs. Balihoo brings enterprise-class marketing to the local level and gives national brands full visibility into all local marketing activities and results.
For more information, download Balihoo's Local Marketing Automation Whitepaper. http://www.balihoo.com/lma
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Customer Satisfaction with E-Retail Rebounds, Sets New High for Online Holiday Shopping
Wed, 12/30/2009 - 08:04Amazon Raises the Bar; Macys.com, Gap.com, Overstock.com Most Improved, According to ForeSee Results
ANN ARBOR, Mich.-- Customers of the largest online retailers are more satisfied than ever according to ForeSee Results’ annual report on holiday shoppers. The ForeSee Results E-Retail Satisfaction Index (U.S. Holiday Edition) surged 7 percent to 79 on the Index’s 100-point scale, a new all-time high. Websites for Macy’s, SonyStyle, The Gap, The Home Shopping Network and Overstock.com had the greatest increases in satisfaction year over year, with all five registering increases of 10 percent or more.
“Even in this tough economic climate, e-retail continues to be the bright spot in a dark environment and last year’s declines are proving to be the anomaly,” said Larry Freed, president and CEO of ForeSee Results. “But those gains aren’t necessarily shared across the board. These are the biggest retailers on the web, and they’ve got the ability to invest in the web channel and even meet the price points that consumers are looking for in this economy. Smaller and midsized e-retailers may not be so lucky.”
Amazon scores 87 and leads the pack again, improving 4% since last year and setting a new high-water mark for the Index. Eleven e-retailers scored over 80 (generally considered the threshold for excellence in studies using this methodology), and none scored below 70. Several companies made huge jumps in score, and the most improved among them include Macys.com (+13% to 79), Gap.com (+10% to 76) and Overstock.com (+10% to 76).
The annual Top 40 E-Retail Satisfaction Index from ForeSee Results and FGI Research uses the patented methodology of the American Customer Satisfaction Index (ACSI), which was developed at the University of Michigan and is a proven predictor of consumer spending. The study quantifies that a highly satisfied online shopper is 65% more likely to purchase online, 44% more likely to purchase offline, 70% more likely to recommend, and 49% more likely to return than is a dissatisfied shopper.
The report includes an analysis of what website elements would have the most impact on overall satisfaction if improved. For most companies, improving price (either actual prices or consumers’ perceptions of price) topped merchandise and functionality as a customer priority, though priorities differ from company to company.
“It’s no surprise that price is priority this year. It’s a reflection of these difficult economic times,” said Kevin Ertell, Vice President of Retail Strategy at ForeSee Results. “But simply cutting prices isn’t necessarily a business model for success, so prioritizing website improvements that customers value most is an absolute necessity.”
Company Name Satisfaction
2008
Satisfaction
2009
Point
change
%
change
To download the free report, visit www.foreseeresults.com.
About the ForeSee Results E-Retail Satisfaction Index (US Holiday Edition)
The fifth annual holiday online satisfaction report is based on a survey of over 10,000 visitors to the top 40 e-retail websites according to sales revenue as reported by Internet Retailer’s Top 500 Guide. Survey responses were collected by FGI Research’s Smart Panel. The study measured satisfaction among shoppers who visited the site, regardless of whether or not they ultimately executed a purchase online, which provides insight into the performance of retail websites as research and purchase channels. ForeSee Results used the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI) to determine the scores. The ACSI is the national standard for customer satisfaction and has been proven to have a direct link with stock prices and other measures of financial performance.
About ForeSee Results
As the leader in online customer satisfaction measurement, ForeSee Results captures and analyzes online voice of customer data to help organizations increase sales, loyalty, recommendations and website value. Using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), ForeSee Results identifies the improvements to websites and other online initiatives with the greatest ROI. With over 40 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers unparalleled expertise in customer satisfaction measurement and management. ForeSee Results works with more than 110 retail clients in the United States alone.
ForeSee Results (www.ForeSeeResults.com), a privately held company, is headquartered in Ann Arbor, Michigan and has offices in London and Vancouver.
About FGI Research
FGI Research is a leading provider of market research and information solutions that improve the speed, accuracy and impact of business decisions. By combining proven research methods, trusted online sample, and advanced analytics and communications, FGI delivers to end users and marketing research firms immediate and actionable information to decision makers throughout their respective enterprises. FGI offers a premier suite of online research solutions under the SmartPanel™ family of specialty and proprietary custom research panels. For additional information, visit www.fgiresearch.com.
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New Poll: Media Landscape Shifting -- Print In Decline, Web Growing, but TV Still on Top
Wed, 12/30/2009 - 07:51TALLAHASSEE, Fla. --A newly released poll conducted for Ron Sachs Communications depicts a shifting media environment with traditional print media in decline, online media growing, and with television sitting atop the media heap as Florida’s most influential news source.
The poll underscored the crisis and challenge facing Florida’s struggling newspaper industry, whose readership is aging and shrinking. Thirty-two percent of Florida seniors (those aged 65 or older) report that newspapers are their primary source of news, but only 10.7 percent of young Floridians (aged 18 to 34) say so. And while 79 percent of seniors say they read a newspaper daily, so do only 33 percent of young Floridians. Overall, 20 percent of respondents said newspapers were their primary source for news.
“As the shift from newsprint to the Web continues to grow, it will be critical for newspapers to effectively resolve how to best monetize their Web sites and generate the revenues that enable a strong, sustainable news-gathering operation,” said Ron Sachs, President and CEO of Ron Sachs Communications. “So far, newspapers have been able to use print advertising to subsidize their Web operations, but as newsprint subscribers continue to age and are not replaced, media organizations will have to embrace a new paradigm.”
In contrast to the travails of print, online news sources have a young and growing readership, as 28 percent of young Floridians reported that media Web sites are their primary source for news, compared to just 9 percent of seniors. Overall, 16 percent of respondents said Web sites were their primary source for news.
Television, however, remains the largest media source for Floridians in all age categories, with 56 percent of respondents overall rating it as their primary source for news. Fifty-four percent of seniors, 60 percent of those aged 50 to 64, 58 percent of those aged 35 to 49, and 52 percent of young Floridians rated television their primary news source.
“This poll illustrates that while online news sources are steadily replacing newsprint as the primary news source for a significant portion of our population, television is still king of media,” said Michelle Ubben, Chief Operating Officer and Partner at Ron Sachs Communications. “Moreover, its reign appears likely to last several more decades as its dominance spans all age groups.”
Social media are also a growing sector of the media landscape. Thirty percent of respondents said they have a Facebook page, including 55 percent of young Floridians, 34 percent of those aged 35 to 49, 29 percent of those aged 50 to 64, and 11 percent of seniors. Of those with a Facebook page, 51 percent said they visited their page at least once per day.
The Facebook site appears to serve a business and professional function for many Floridians: While 56 percent of those with a Facebook page said they used it for primarily personal purposes, 44 percent said they often use their pages for business purposes, and 35 percent said they used the site primarily for networking.
“This blurring of the lines between personal and professional use of the Internet creates a challenge for employers in figuring out how to regulate this behavior during the workday,” Ubben said. “Employees on Facebook may be wasting time, or they may be cultivating business contacts – or maybe both. This ambiguity will take some getting used to for many employers.”
Other social media sites have much less presence in Florida. While 28 percent of Floridians said they have used the popular video site YouTube, only 4 percent said they have used the networking site LinkedIn, 3 percent said they have used the messaging site Twitter, and 2 percent have used the photo-sharing site Flickr.
The poll of 625 Florida adults was conducted by Mason-Dixon Polling & Research from Nov. 6 to 10. The poll’s margin of error is plus or minus 4 percent.
Ron Sachs Communications is Florida’s leading public affairs communications firm, building public and opinion leader support for issues of local, state and regional importance. Ron Sachs Communications is based in Tallahassee with offices in Central Florida. For more information, please visit www.ronsachs.com.
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Many Happy Returns with Returns@Ease Consumers and Merchants Have Options for Gift Returns
Tue, 12/29/2009 - 17:38WASHINGTON — If the shoe fits, wear it; if it doesn’t, return it with one of the package return services available from the U.S. Postal Service. Merchants, shippers and consumers looking for reliable, cost-effective solutions for returning holiday gift merchandise have several options available through Returns@Ease http://www.usps.com/business/packages/learnaboutreturns.htm
“Our package return services provide a variety of options for consumers and business mailers,” said Robert Bernstock, president, Mailing and Shipping Services. “Whatever the service requirement, we have solutions available for returning merchandise quickly and efficiently.”
Merchandise Return Service provides shippers with the flexibility to offer customers package return options using First-Class Mail, Priority Mail, or other package service, according to Bernstock, depending on urgency, size and cost. It is a convenient end-to-end returns solution.
Parcel Return Service provides qualifying high-volume business mailers with convenience and cost savings through a work-share discount program. Shippers can take advantage of the work-share discounts by enrolling in the program directly or by working with an approved third-party reverse logistics provider.
Shippers choosing either Merchandise Return Service or Parcel Return Service can simply include a return label with the original order or send it to customers via mail or e-mail.
Consumers returning holiday gifts from friends and family can rely on the ease and convenience of online solutions at Click-N-Ship to pay for postage, print shipping labels and request package pickup. Click-N-Ship offers consumers a quick and easy way to return gifts using a desktop computer at home or the office. They will also receive an online discount for postage and free Delivery Confirmation service on Priority Mail and Express Mail packages.
Package pickup is available for packages prepared through Click-N-Ship, Parcel Return Service and Merchandise Return Service at http://www.usps.com/business/packages/learnaboutreturns.htm
Regardless of the reason why holiday gifts need to be returned, the Postal Service can take care of the “how” through one of the simple and convenient return services found at http://www.usps.com/business/packages/learnaboutreturns.htm
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Chocoholics unite as chocolate sales worldwide defy recession
Mon, 12/28/2009 - 16:40Chicago (December, 2009)—Just in time for seasonal festivities, Mintel reports that chocolate sales around the world have busted through the recession...and likely our belts as well!
In China and the Ukraine—two countries not necessarily recognized for their rampant chocoholic populations—chocolate confectionery sales rose 18% and 12%, respectively, this year. Each country has seen steady sales increases since 2005 and Mintel predicts continued growth through 2013.
Other countries have also seen chocolate bars, bags and boxes flying off the shelves, albeit at lower rates. Brits drove their chocolate market up 5.9% this year, while Americans purchased 2.6% more chocolate than in 2008. Argentinean sales rose 1.8% from 2008, while in Belgium, a country that claims to produce some of the world’s best chocolate, sales increased by 3.2%.
“It’s clear that despite economic trouble this year, the world’s chocolate lovers didn’t deviate from their favorite treat. Chocolate is a small, affordable indulgence for shoppers who are cutting back on spending elsewhere. Even in countries not known for chocolate consumption, sales are on the rise,” comments Marcia Mogelonsky, global food and drink analyst at Mintel.
It’s the Swiss who flash the most cash for chocolate, forking over the equivalent of US $206 per person per year. Brits and Belgians follow, spending US $106 and $90, respectively, to satisfy their chocolate cravings. In the US, individuals spend just $55 each, while Argentineans devote an average of US $35 per year on chocolate confectionery.
Manufacturers are determined to keep consumers melting over new chocolate varieties. Despite worldwide economic troubles, Mintel’s Global New Products Database (GNPD) reports that manufacturers launched nearly the same number of chocolate products this year as in 2008. In Latin America, Asia, the Middle East and Africa, companies have already released more new products than last year.
Mintel is a leading global supplier of consumer, product and media intelligence. For more than 35 years, Mintel has provided insight into key worldwide trends, offering unique data that directly impacts client success. With offices in Chicago, London, Belfast, Sydney, Tokyo and Shanghai, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com
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DMA's 'Power of Direct Marketing' Report Finds Direct Marketing Ad Expenditures Climb to Over 54%
Mon, 12/28/2009 - 14:11Digital Media to Have Greater Impact on the Rebounding US Economy
The Direct Marketing Association (DMA) has released The Power of Direct Marketing, an annual forecast of direct marketing’s economic impact on the US economy, including advertising expenditures and sales. First published in 1995, the report is released each year in conjunction with the DMA09 Conference and Exhibition, the Global Event for Integrated Marketing.
“For the first time, this edition of the Power of Direct Marketing includes ad spending and DM-driven sales data for five new categories: Mobile, Internet Display, Search, Social Networking, and Internet (Other),” said DMA research manager, Yoram Wurmser, PhD. “As digital media continue to take up a bigger role the direct marketing world, we are seeing a permanent shift in spending from offline to online, with a significant increase in email and mobile.
“These tough times have acted as a catalyst for the marketing community, as businesses have shifted marketing spending to mobile, Internet, and email for their greater efficiencies and ROI,” continued Wurmser. “Now that the economy is picking up, and there are signs that we are bottoming out, these channels will continue to benefit most.”
Direct Marketing Advertising Expenditures:
DM Ad Spend Increases Share of Total Ad Spend
As a highlight, 2009 will mark the fifth year in which direct marketing has captured more than half of all advertising spend nationwide. This figure is up to 54.3 percent from last year’s 52.7 percent, and is forecasted to remain above 53 percent for the next five years.
In 2010, total direct marketing ad spending is expected to increase 2.7 percent, yielding $153.3 billion overall.
Although the direct marketing share of total advertising continues to increase, ad budgets of all types suffered in 2009. Due to decreases in corporate profits, consumers economizing, belt tightening by businesses, and limited credit options, direct marketing advertising expenditures are predicted to fall to $149.3 billion in 2009, a decline of 11.2 percent compared to 2008. However, direct marketing is still performing better than general advertising which fell to $125.7 billion, down 14.2 percent from 2008. “Direct marketing is now a bigger slice of an overall smaller marketing pie,” added Wurmser.
Direct Marketing Sales:
Economy Begins Slow and Uneven Recovery, Second Half of 2009 and into 2010
Future economic growth will be slow, but is expected to be positive in the third and fourth quarters of this year.
Direct marketers should expect DM-driven sales revenue to decrease, nearly proportionate to ad spending, by 10.9 percent in 2009, reaching $1,738 billion from an actual $1,951.7 billion in 2008.
For 2010, sales generated from direct marketing are forecasted to grow by 3.5 percent to $1,798 billion. Several broad sectors are expected to realize above-average direct marketing sales growth in 2010, including Financial Services, Retail Trade, and Manufacturing, Resources.
Direct Marketing Adds 8.3 Percent to US Economy During 2009
“As in 2008, the overall US Gross Domestic Product (GDP) in 2009 will benefit from direct marketing,” said Wurmser. In 2009, direct marketing advertising across all economic sectors is expected to add over $1.2 trillion of incremental final demand nation-wide, accounting for almost 8.3 percent of total US GDP.
Key Economic Impact Findings:
· Employment Transfers: Although the overall picture for direct marketing employment is expected to drop in 2009 and into 2010, direct marketing employment, in general, is shifting from traditional, offline media to online, new media — mobile, Internet, and social networking will lead this trend.
· Higher Return on Investment: For 2009, an investment of $1 in direct marketing advertising expenditures is predicted to return, on average, $11.65 in incremental revenue across all industries. This exceeds the $11.61 achieved in 2008 and is expected to improve further to $11.73 in 2010.
· Shift in the Media Mix: While offline channels will continue to account for the bulk of advertising dollars in 2009, the most significant developments for the 2009 – 2010 period are the continued shift of dollars towards online media. Non-email Internet advertising will claim over 15 percent of all direct marketing advertising dollars in 2009, and nearly 17 percent in 2010.
DMA’s The Power of Direct Marketing Report was prepared in August 2009 using the economic model of US direct marketing activity updated every year for DMA by Global Insight. Incorporating the most recent data available on developments in all sectors of the US economy, it aims to help marketers plan expenditures, sales, ROI, and employment for the 16-month period through the end of 2009.
The Power of Direct Marketing Report is available the NMOA online bookstore.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,100 companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.
In 2009, marketers – commercial and nonprofit – will spend $149.3 billion on direct marketing, which accounts for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly support 8.4 million other jobs, accounting for a total of 9.9 million US jobs.
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Retail Industry Sales Will Remain Slow in 2010 Says Plunkett Research
Mon, 12/28/2009 - 13:40HOUSTON--Plunkett Research, Ltd. has released their newest market research and competitive analysis report, Plunkett’s Retail Industry Almanac, 2010 edition, which identifies and analyzes major trends shaping the retail industry.
According to Jack W. Plunkett, CEO of Plunkett Research, Ltd., “Consumers are focused on saving, not shopping. This trend will be compounded by the fact that unemployment will remain unusually high in 2010.”
Major trends affecting the retail industry and analyzed in Plunkett’s report include:
Apparel stores work with designers to create enticing merchandise at lower price points.
Discounting and discount stores lead the industry.
Category-killers and big box retailers struggle to keep up with discounters.
Bricks, clicks and catalogs create synergies while online sales grow.
Self-service retail technologies take off.
Retailers find new markets in China and seek partners in India for future growth.
Lifestyle centers and super-regional malls falter. Mall glut hurts investors.
Shopping center tenants face slow sales. Store closings force landlords to become creative. Vacancies are very high.
According to Jack Plunkett, “2010 will be a very challenging environment for retailers. The companies that prosper will offer compelling value to their customers, based on a combination of lasting quality, low prices and a reasonable level of customer service. Convenience will continue to be of great importance to shoppers, but they are definitely willing to drive a little further to find lower prices.”
A complete industry trends and statistics analysis is provided in Plunkett’s Retail Industry Almanac, 2010 edition. This extensive and easy-to-use report, full of rich data detailing the current trends and changes of the retail industry, is a valuable source of information. It includes retail industry trends analysis, statistics, contacts and profiles of the world’s leading retail firms.
About Plunkett Research, Ltd.
Plunkett Research is a leading provider of industry trends analysis and market research. Our reports and data services are used by the world’s top corporations, consultants, universities, libraries and government agencies. Plunkett’s products save time and effort when you need competitive intelligence, market research or marketing data. We cover such industries as healthcare, ecommerce, computers, energy and utilities, entertainment, renewable energy and telecommunications.
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comScore Media Metrix Ranks Top Growing Properties and Site Categories for November 2009
Mon, 12/28/2009 - 13:16Traffic to Online Retail Sites Surges as Holiday Shopping Season Takes Off
Deal-Seeking Americans Flock to Coupon and Incentive Sites
RESTON, VA, December 28, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. Web activity at the top online properties for November 2009 based on data from the comScore Media Metrix service. Retail sites experienced a surge in activity as Americans began their holiday shopping. Free shipping, price cuts, and discounts drove traffic to online Coupon and Incentive sites as shoppers scoured the Web for money-saving opportunities.
“November marks the official start of the holiday shopping season as millions of Americans search for gifts and deals both online and in stores,” said Jack Flanagan, executive vice president of comScore Media Metrix. “With nearly 4 out of 5 Americans online visiting a retail site during November, the Internet clearly represents an increasingly important channel for retailers during the holiday season and beyond.”
Consumers Look for Gifts and Deals as Retail Sites Swell
Retail sites experienced significant growth in November as the holiday shopping season officially kicked off. Among the top-gaining Retail sub-categories were Toys, Consumer Electronics, and Department Stores, each growing more than 30 percent versus October. Toys sites attracted 27.4 million Americans during the month, representing a 33-percent increase from the previous month. Toysrus Sites led the category with more than 14.8 million visitors (up 82 percent), ranking as the fourth top-gaining property in November. The LEGO Group grabbed the #2 position in the Toys category with 3.8 million visitors (up 12 percent), followed by Disney Shopping with 2.6 million (up 29 percent) and AmericanGirl.com with 1.9 million (up 44 percent).
Consumer Electronics sites grew to 52.8 million visitors during the month, a 32-percent increase versus October, led by BestBuy.com with nearly 25 million visitors and Walmart Electronics with 9.9 million visitors (up 139 percent). Radioshack Corporation grabbed the #3 position with 5.1 million visitors, followed closely by eBay Electronics U.S. with 4.8 million visitors (up 12 percent) and Buy.com with 4.4 million visitors (up 11 percent).
Online Department Stores also saw a 33-percent gain, reaching nearly 81 million unique visitors in November. Walmart.com led the category with 46.2 million visitors (up 62 percent), followed by Target Corporation with 38.8 million (up 43 percent), Sears.com with more than 19 million (up 36 percent), JCPenney Sites with 15.4 million (up 34 percent), and Macy’s Inc. with 12.7 million (up 38 percent).
Incentives & Coupons & Savings, Oh My!
Online shoppers couldn’t resist a great deal this holiday season, causing traffic to spike at Incentives and Coupons sites. With many Americans cutting back on spending this year, these service sites experienced significant growth in November. Traffic to Incentive sites jumped 76 percent during the month, attracting 27.6 million unique visitors, making it the top-gaining category for the month.
Coupon sites ranked as the #3 top gaining category in November, growing 33 percent to 37.5 million visitors. Coupons, Inc. held the leading position with more than 8 million visitors (up 9 percent), followed by EverSave.com with 5.3 million visitors and RetailMeNot with 5.1 million (up 43 percent). BlackFriday.info experienced a massive surge in activity, increasing more than 1,000 percent to 5 million visitors, as shoppers prepared for Black Friday. GottaDeal.com saw traffic surge 955 percent to 1.8 million.
Black Friday and Cyber Monday Help Drive Online Spending in November
The month of November saw online spending increase 10 percent versus year ago to reach nearly $12.3 billion in sales. Of course, we need to recognize that the comparison is against a very weak November 2008, which suffered from the economic crises of a year ago. The online shopping season kicked off early this year, with online retailers aggressively communicating their discounts and promotional offers well ahead of Thanksgiving. The result was that Black Friday (November 27 and the traditional kickoff day to the offline holiday shopping season) achieved $595 million in online sales, an 11-percent increase versus Black Friday 2008. Cyber Monday (November 30 and the traditional kickoff day for the online holiday shopping season) reached $887 million in online spending, up 5 percent versus year ago, as Americans returned to work and turned to the Internet for holiday purchases and exclusive online offers. Over 50 percent of all online purchases on Cyber Monday were made from work computers.
November U.S. Core Search Rankings
Google Sites led the U.S. core search market in November with 65.6 percent of the search queries conducted, up marginally from October. Google was followed by Yahoo! Sites with a 17.5 percent share (down 0.5 points from October) and Microsoft Sites at 10.3 percent (an increase of 0.4 points from October). Ask Network captured 3.8 percent of the search market, followed by AOL LLC with 2.8 percent.
Table 1
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comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)
November 2009 vs. October 2009
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Oct-09 Nov-09 % Change
Total Internet: Total Audience 198,218 201,139 1
BlackCard.com 168 5,459 3,148
Ubisoft Entertainment 1,925 6,916 259
GameStop 5,871 11,349 93
Toysrus Sites 8,111 14,794 82
ShopLocal.com 5,151 9,132 77
Best Buy Sites 16,141 26,943 67
Kohls Corporation 7,651 12,173 59
Grisoft 3,922 6,178 58
Wal-Mart 31,808 49,341 55
Sears Sites 17,143 26,299 53
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*Ranking based on the top 250 properties in November 2009. Excludes entities whose growth was primarily due to implementation of Media Metrix 360 hybrid audience measurement.
Table 2
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comScore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.)
November 2009 vs. October 2009
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Oct-09 Nov-09 % Change
Total Internet: Total Audience 198,218 201,139 1
Services – Incentives 15,658 27,622 76
Retail – Toys 20,546 27,384 33
Services – Coupons 28,240 37,510 33
Retail - Consumer Electronics 39,913 52,820 32
Retail - Department Stores 62,226 80,853 30
Retail – Mall 14,195 17,867 26
Retail - Consumer Goods 21,872 26,938 23
Business/Finance - Personal Finance 51,544 59,574 16
Retail - Jewelry/Luxury Goods/Accessories 15,327 17,662 15
Retail - Sports/Outdoor 27,152 31,208 15
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Table 3
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2009 Holiday Season To Date vs. Corresponding Days* in 2008
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: comScore, Inc
Millions ($)
2008 2009 % Change
November 1 – November 30* $11,180 $12,262 10%*
Thanksgiving Day (Nov. 26)** $288 $318 10%**
Black Friday (Nov. 27)** $534 $595 11%**
Cyber Monday (Nov. 30)** $834 $887 5%**
_____________________________________________________________________________
*Growth rates are not adjusted for the holiday season, the calculation does not compare corresponding shopping days from 2008 to 2009.
**Growth rates are adjusted for the holiday shopping season, the calculation does compare corresponding shopping days from 2008 to 2009.
Table 4
_____________________________________________________________________________
comScore Core Search Report*
November 2009 vs. October 2009
Total U.S. – Home/Work/University Locations
Source: comScore qSearch
Core Search Entity Share of Searches (%)
Oct-09 Nov-09 Point Change
Nov-09 vs. Oct-09
Total Core Search 100.0% 100.0% N/A
Google Sites 65.4% 65.6% 0.2
Yahoo! Sites 18.0% 17.5% -0.5
Microsoft Sites 9.9% 10.3% 0.4
Ask Network 3.9% 3.8% -0.1
AOL LLC Network 2.9% 2.8% -0.1
_____________________________________________________________________________
* Based on the five major search engines including partner searches and cross-channel searches. Searches for mapping, local directory, and user-generated video sites that are not on the core domain of the five search engines are not included in the core search numbers.
comScore will not publish the Top 50 Properties ranking and Top 50 Ad Focus Ranking until May 2010 after the hybrid transition period concludes.
About comScore Media Metrix
comScore Media Metrix provides industry-leading Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix reports are used by financial analysts, advertising agencies, publishers and marketers. comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo http://eml.mailingsvcs.com/trk/r.emt?h=www.comscore.com/boilerplate&t=silWYg&e=hBhQDRzuHpk.
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WHAT DO SALES LETTERS NEED TODAY?
Fri, 12/18/2009 - 09:29Can you tell me what year this article was written? Guess it right and John Schulte of the NMOA will give you and your company credit. Contact info below.
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Much debunking of general advertising has taken place in recent years. Now Sales Letters are in for a going-over. They are no less in need of a thorough and critical examination in the light of today's knowledge about buying and selling to consumer and industrial markets.
Sales Letters today lack a vital ingredient.
This deficiency may briefly be described in one word and that is - believability.
Yes, I said believability! You may call it anything you want - sincerity, honesty, conviction or what have you. It all comes down to the same thing.
For a long time mail selling has been associated with all kinds of unethical, shady and plainly dishonest practices. Not for unjustified reasons did the expression "Oh, that's some kind of mail order racket!" originate and flourish as a by-word among mail order buyers of all kinds. In fact, only in recent years has the stigma attached to mail selling been appreciably lessened.
It's still not gone completely!
Partly governmental regulations of all kinds and partly self-censorship by progressive business houses helped to clean up the mail order business. Today that process of cleaning-up is still going on. Every indication is that it will continue to where, some day, mail order advertising will stand free of major criticism in its own right!
The sales letter is probably the strongest single factor in mail order and direct mail advertising. Here much of the old fault of mail advertising was usually found. There is less of it in the greater number of sales letters today. And there is need for still less!
First of all, sales letters are supposed to sell!
You'd never realize that simple fact by reading some of the letters going through the mails. Instead, you'd think people were morons!
True, some of them are. But, not by a long shot, are we entirely a nation of morons. Some day all mail sellers will learn that fact!
Remember this - people are NOT ignorant!
They don't believe exaggerated claims . . . they don't "fall" for cure alls . . they quickly discredit dishonest claims . . . they're educated; no longer gullible.
The time is gone when a sales letter could sell anything to anybody on the strength of extravagant promises and low prices. What's more important, the time has passed when people believed EVERYTHING they read just because it was in print!
Today the sales letter that sells is the one that's believed.
Any old chunk of words from the dictionary won't do. Any old way of writing them won't do. Any old way of mailing them won't do.
Sure, making a letter believable is a tough job. No one ever said it wasn't. But a sales letter must be believable or it will inevitably fail in the job it's sent out to do. It must be honest and sincere and carry conviction. It must be pleasant and cheerful and persuasive. But, above all, it must be believable.
Right off the reel then, this eliminates the well known "baloney" that has and still does appear in too many sales letters. Colossal claims are out! They may still be effective in selling the movies to the great American public - but they don't convince or impress or move to action the vast group of mail order buyers of everything from paper clips to pre-fabricated houses!
"We the people" simply don't believe superlative claims in sales letters, folders or anything else printed and sent through the mails. Learn and believe that fact and you'll be just that much closer to making your sales letters sell more of your product or service!
All this sounds simple perhaps and therefore may seem like the useless rehashing of an old subject. The amazing point of the whole thing is that it isn't trivial. It's mighty important!
You see, people don't believe that your book is the greatest book ever published . . . the most complete book . . . the finest book the world has ever known; they don't believe that your service is actually the best that ever existed; they don't believe that your product will never break down . . . or lose its color . . . or never tarnish . . . or last a lifetime.
Do you?
Well, neither do the millions of people you write to. They're not "dopes"! The sooner mail order sellers stop thinking the American is a moron with no more than 12-year old intelligence and coldly correct their "pet" claims, the sooner they'll make more money by mail. And the sooner all mail order advertising will become believable!
You might say that sales letters today need a dose of good old-fashioned honesty and simplicity. That doesn't necessarily mean simplicity of format. It means simplicity of fundamental principles of selling . . . the use of honest virtues . . . real facts. Not distorted truth . . . half- truths . . . exaggerated claims.
Great advances have been made in letter format. The use of color, die cutting, interest-capturing folds, illustrations and better envelopes are all good. If they fit into your scheme - of - things and budget, use these sales-stimulating helps with skill, care and intelligence.
But, in the sales letter itself, inject believability. Make it ring true! Write as you'd talk to your prospect face-to-face. Tell him about what you have to sell in plain, honest language. Use words that convey your full meaning with clarity and justice to your selling effort. Believe it or not, the dictionary is full of words of this type. The time and trouble in finding them is well justified. It pays intelligent mail sellers big dividends.
Today buying of most commodities is pretty much standardized. In the months ahead, standardization will increase as defense demands dig deeper into consumer production schedules. And mail order methods of selling will, of course, be affected by these changes.
For one thing, standardization reduces the competitive advantages of one mail order dealer over another. In a good many cases, it really doesn't matter where you buy. You can get the same product, of the same specifications, at the same price from any number of sources.
What does this mean to the mail order man?
Plenty! It means that he has to make more friends than he's ever had before. All things being equal, you see, the buyer will deal with the firm towards which he is most kindly disposed. He'll buy from the fellow he considers his friend. He'll buy where he's best treated. Where he gets the best service. Where he gets prompt and courteous attention to his inquiries and orders and - yes, complaints, if they should arise.
Naturally then some mail order firms will have to mend their ways. If they don't, they'll find their customers "crossing the street" to the mail dealer who gives some extra measure of service with what he sells. Who, briefly, treats his customers like a welcome friend returning to his old home!
To make a friend you must be one. To a great degree, too, customer-friend making can be accomplished by your sales letters . . . your inquiry answering letters . . . your handling of complaints . . . your prompt shipment of orders, subject, of course, to unavoidable delays arising through defense priorities.
This development of friends is much more than just putting words on your letterhead, signing your name to it and mailing. Trying to be friendly on paper without being friendly in actuality falls flat. It's void and dull and lifeless. Today's buyer sees right through sham!
Friendliness in sales letters must and can be only the result and expression of a spirit of friendliness. That attitude is vital . . . it's dynamic . . . it's contagious. It radiates and invigorates and lights up a letter. It makes it live and breath, and it sells merchandise, ideas and services.
Friendliness obviously isn't some thing definite or tangible that you can pick up and insert into a letter. It's an attitude . . . a way of doing business, if you wish. If you have or can acquire it, it may - with skill - be made a part of your letters. Of course, it works both ways! Being friendly doesn't mean that you'll automatically write a friendly letter. Letting the other fellow know you're friendly is a job in itself. It requires patience and skill and expressive writing. But it can be done and it pays well when it is done!
Now, let's see what all this boils down to!
Sales Letters face a hard selling job today. They need to be good letters in every respect to sell in today's tough conditions. We should remember that while more money may be in circulation and buying may be freer, people are not buying gullibly or wildly.
Your sales letter must be friendly and honest and sincere. It must offer a good product at a fair price. It must describe that product so well that its value becomes far greater to your reader than the price. Your sales letter must be convincing and competitive. Accompanying this, your service . . . your method of doing business . . . should unmistakably be fair and square as well as friendly and attentive.
Carried to its proper completion, this attitude will help to make your letters believable.
Your sales letters will then befriend, inform and persuade people. When they do that, they'll be acted upon.
Then, and only then, will your sales letters ring up sales in steady, profitable volume.
And that's what you want, isn't it?
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Send your answer to:
John Schulte
National Mail Order Association, NMOA
http://www.nmoa.org
schulte@nmoa.org
USADATA Releases Special Report: Top Five Direct Mailing List Trends For 2010
Fri, 12/18/2009 - 09:23NEW YORK-- Wondering if traditional direct mail marketing will be a viable channel in 2010? Although marketers are shifting some of their 2010 spend to social media, 42 percent of surveyed businesses in StrongMail’s "2010 Marketing Trends Survey," still planned to invest in direct mail campaigns. Additionally, the Winterberry Group reports that direct marketing spending will maintain 2009 levels.
What’s more, 2010 will see enhanced mailing list targeting options that will help drive campaign ROI. Saturation lists will become more targeted, data enhancement will make in-house mailing lists more profitable, and expanded data selection options will help local businesses more precisely target their best prospects.
That’s good news for direct marketers.
USADATA, a New York-based marketing services and technology company, has released their special report, “Top Five Direct Mailing List Trends For 2010.” This special report spotlights five mailing list trends that can help increase marketer ROI.
“Many businesses are looking at 2010 for not just recovery -- but also for growth,” said Grant Epstein, Senior Data Specialist at USADATA. “New trends in mailing lists, such as more precise lifestyle targeting and segmentation options are helping companies find new customers, increase sales and increase campaign profitability.”
The complete special report, which is available at no charge, can be viewed at: www.usadata.com/top5-mailing-lists-trends.html
About USADATA
USADATA has been helping companies with their business and consumer mailing lists and sales leads for over 10 years, and is a trusted provider of leads for more than 100,000 businesses nationwide including Western & Southern Life, Standard Register (NYSE: SR), and HealthSpring (NYSE: HS).
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Adblade Reveals 5 Deadly Sins Committed by Online Advertisers
Fri, 12/18/2009 - 09:21Real Life Lessons in Maximizing Advertising ROI Online
SOMERVILLE, N.J.--Adblade, the web’s largest premium only advertising platform, serving ads on over 1000 premium portals, today released a list of 5 common but deadly mistakes committed by online advertisers. The results were compiled over the last 12 months by speaking with advertisers and by reviewing hundreds of campaigns placed on the Adblade Premium Publisher Network.
Failure to change or rotate ad creative – All online advertising creative experiences user fatigue over time. Campaigns which run out of steam quickly are those that fail to change or rotate their ad creative. This includes changing images, headlines, descriptions and landing pages. The most sophisticated advertisers are constantly testing and rotating in new creative.
Too ambitious with design or creative – Engagement and click through rates for standard IAB Units continue to fall, yet many advertisers fail to think critically about what will generate the most engagement by users, even after time and money is poured into their designs and concepts. You may have a nice logo and a stunningly attractive ad but will your target audience notice and what reason will they have to click?
Using Long Tail Sites and Ad Networks – Ad Networks that serve long tail publishers have a much higher incidence of click and impression fraud resulting in lower ROI for advertisers. Is a $.40 CPM really a bargain when half of the impressions and 95% of clicks are fraudulent? Sticking with premium distribution will not only increase your brand value but will also deliver increased ROI.
Unable to get over the learning curve – Many advertisers have grand plans to scale their business using digital media but are disappointed with their first attempts. It takes patience and time to optimize successful online campaigns, from finding the best creative and placements to optimizing landing pages, user experiences and offers. Advertisers too often give up before they have found their secret formula.
HTML/Browser warnings – Landing pages look different in every browser type. Certain browsers also display warnings based on the HTML of the website. Internet Explorer for example asks users to decide if they would like to see web pages which contain both secure and non-secure information before the page loads. Make sure your landing pages don’t cause warnings which interrupt and inhibit the conversion process. Any warnings or errors will have a dramatic negative effect on campaign performance.
About Adblade
Adblade has quickly become a leader in online display advertising by offering advertisers and publishers unique features and technology which improve the economics of online advertising for everyone. Adblade represents much of the advertising seen on over 1000 premium branded local and national websites. Adblade’s News Bullets have a much higher engagement and click through rate than traditional display advertising. Adblade now reaches over 150 million unique US monthly users making Adblade the largest premium ad platform on the Web. More information at www.adblade.com
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Not Every Business Needs – or Wants – a Web Site
Wed, 12/16/2009 - 16:16Research Shows Key Online Tools Have Yet to be Embraced by Majority of Small Business Owners
RIVERWOODS, Ill.-- In spite of a growing interest in social networking, online transacting and using a Web page to promote their operations, the majority of small business owners still don’t consider use of the Internet as mandatory in running a small business in America today, according to research from Discover.
“Over the last three years we’ve seen a steady increase in the number of entrepreneurs who are going online to promote and grow their businesses, but the Web has yet to become a must-have tool for everyone,” said Ryan Scully, director of Discover Business card, which commissions monthly research by Rasmussen Reports. “While traditional methods for marketing and advertising a small business still work, Web resources are starting to make a difference for a significant number of entrepreneurs when it comes to fining new business leads.”
Discover has been tracking the business concerns and economic confidence of America’s 22 million small businesses since 2006, and some key trends are emerging with regard to online resources.
“My Business Will Never Need a Web Site”
The number of small businesses with their own Web sites has grown 36 percent in the past two years, but still fewer than half of owners have one. The number of small businesses that have Web sites grew from 33 percent in November 2007 to 45 percent in August 2009.
Forty-six percent of small business owners said it is a myth that every company should have a Web site, 44 percent felt the opposite and 10 percent were not sure. Consumers seem to agree. While 46 percent of them say that they expect every business will have a Web site, another 37 percent don’t think every company needs one. The remaining 17 percent weren’t sure.
“Just because a small business doesn’t have a Web site, doesn’t mean it can’t be found on the Internet,” Scully said. “Most telephone listing services give their business customers some kind of online option, which means a search engine can probably find a phone number or address for most of the businesses you’re looking for.”
When asked to choose from a list the biggest reason why they don’t have a Web site, 41 percent of small business owners said that their business doesn’t need one, 19 percent indicated “cost,” 16 percent chose “not enough time to monitor and manage,”10 percent selected “some other reason,” 9 percent said “complexity,” and 1 percent answered “not sure.”
The remaining 4 percent had no doubt: They chose the option: “My business will never need a Web site.”
“That’s not so hard to believe,” Scully said. “Many corner markets, drycleaners, bakeries and other mom-and-pop operations have enough neighborhood foot traffic that they really don’t need the Internet to turn a profit, even if it might contribute to one, but the need isn’t 100 percent. On the other hand, I’ll bet 99.9 percent of them have a phone.”
Social Networking and New Business Leads
Small business owners are increasingly leveraging online tools and resources to connect with customers and generate new business leads.
The number of small business owners who are part of a popular online social networking site has jumped from 22 percent in October 2007 to 40 percent in April 2009, and 40 percent of small business owners said this year that they have used e-mail to promote their businesses.
Nearly half of all owners said that they have used social networking sites to promote their businesses, and nearly a third of those owners said the biggest benefit of using these sites is getting new business leads.
As for consumers of small business products and services, 47 percent say they are more likely to use a business or a service if it has a web site and 43 percent would consider using a business that they heard about on a social networking group.
Data was collected as part of the monthly Discover Small Business Watch poll of 750 random small business owners with less than five employees. Consumer data is from a random sample of 3,000 users of small businesses. The survey of business owners has a margin of error of plus or minus 3.8 percentage points; the margin of error for consumer data is plus or minus 1.8 percentage points.
The views and opinions expressed by small business owners and consumers who participate in the Small Business Watch survey are their own and do not necessarily reflect those of Discover Financial Services or its affiliates.
DATA
Small Business Owners (Random sample: 750)
1. Is it a myth that “every” business needs a Web site? (August 2009)
46% Yes
44% No
10% Not sure
2. Does your business have a Web site?
(August 2009 – November 2007)
45% – Yes – 33 %
54% – No – 65 %
1% – Not sure – 2 %
3. What is the biggest reason why you don’t have a Web site? (August 2009)
41% My business doesn’t need one
19% Cost
16% Not enough time to monitor and manage
9% Complexity
4% My business will never need one
10% Some other reason
1% Not sure
4. Have you ever used e-mail to promote your business? (April 2009)
40% Yes
58% No
1% Not sure
5a. Are you a member of any online social networking community such as Facebook, Linked-In, My Space or Twitter? (April 2009)
38% Yes
62% No
0% Not sure
5a.i Are you a member of a popular, general-interest online community? (October 2007)
22% Yes
78% No
5b. [answered by those who said yes to 5a. ] Have you ever used social networking sites to promote your business? (April 2009)
45% Yes
55% No
0% Not sure
5c. [answered by those who said yes to 5.a] What is the biggest benefit to your business of being part of an online networking community? (April 2009)
32% Getting new business leads
26% Not benefited at all
18% Benefited in other ways
17% Getting business tips
2% Getting new suppliers
2% Getting new employees
3% Not sure
Consumers (Random sample: 3,000)
6. Do you expect every business, small or large, to eventually have a web site? (September 2009)
46% Yes
37% No
17% Not sure
7. Are you more likely or less likely to use a small business that has a web site? (September 2009)
47% More likely
17% Less likely
34% It would have no impact
3% Not sure
8. Would you consider using a service or small business that you heard about on a social or business networking site?
(September 2009 – October 2007)
43% – Yes – 31%
32% – No –55%
26% – Not sure – 14%
About the Small Business Watch
The Discover Small Business Watch is a monthly index measuring the relative economic confidence of U.S. small business owners who have less than five employees, a segment that consists of 22 million businesses producing more than a trillion dollars in annual receipts. The Watch is based on a national random survey of 750 small business owners. It is commissioned by Discover Business card, which strives to offer the best business credit card for American small businesses, and is conducted by Rasmussen Reports, LLC (www.rasmussenreports.com), an independent survey research firm. The numeric index is calculated by assigning values to responses to a set of six consistent questions. The base value of the Watch was established at 100.0 based on surveys conducted in August 2006. In addition to generating the index, the Small Business Watch surveys small business owners every month on key issues, and polls 3,000 consumers four times per year to gauge purchasing behavior and attitudes towards small businesses. For past results and survey data, visit www.discovercard.com/business/watch. For information on Discover Business card, visit www.discovercard.com/business.
About Discover
Discover Financial Services (NYSE: DFS) is a leading credit card issuer and electronic payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States. The company operates the Discover card, America's cash rewards pioneer, and offers student and personal loans, as well as savings products such as certificates of deposit and money market accounts. Its payments businesses consist of Discover Network, with millions of merchant and cash access locations; PULSE, one of the nation's leading ATM/debit networks; and Diners Club International, a global payments network with acceptance in 185 countries and territories. For more information, visit www.discoverfinancial.com.
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Ad-ology Forecast: More than a Quarter of U.S. Small Businesses Plan to Spend More on Online Video, Social Media Marketing in 2010
Wed, 12/16/2009 - 14:49WESTERVILLE, Ohio--Small business owners are hoping to engage customers in new ways in 2010. According to Ad-ology Research, 28% of small business owners say they plan to spend more on online video in 2010, up 75% over last year’s plans. Twenty five percent say the same about social networking, while 21% plan to commit more resources to mobile advertising.
Facebook was ranked the most beneficial social network for small business, followed by LinkedIn and Twitter. These owners say the top business benefits of social networking are lead generation, keeping up with the industry, and monitoring the online conversation about their business.
E-mail marketing continues to be the most popular online marketing method for small businesses, but these numbers show increased acceptance for emerging media since last year’s study.
“Small business owners understand that the marketing landscape is changing, and they need to connect with consumers in new ways,” said C. Lee Smith, president and CEO of Ad-ology Research. “They’re still using traditional media, but they’re embracing these emerging media types as a way to take their business to the next level,” Smith said.
Twenty-nine percent plan increased advertising spending overall, targeting increased resources to online, direct mail, and newspaper advertising.
The Ad-ology Small Business Marketing Forecast reveals small business owners are generally hopeful, with more predicting increased sales in 2010 versus 2009, and one in five expressing optimism about the economy.
Other key findings from the study:
* 31% say they don’t use social media because their customers don’t use social media.
* More than one-third of these business owners plan to spend more time writing white papers and e-articles.
* 52% of small business owners surveyed plan to devote more resources to cause marketing in 2010.
* 42% plan to participate in trade shows or conferences, and the percentage of these planning to spend on trade publications increased 18% from last year.
The study was conducted in November 2009 by Ad-ology Research to analyze the attitudes and marketing plans of small business owners. The Small Business Marketing Forecast is available for purchase through the Research Store at Ad-ology.com.
ABOUT AD-OLOGY RESEARCH
Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties, local governments, and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.
METHODOLOGY
Ad-ology Research surveyed an online panel of 1100 owners of U.S. businesses with less than 100 employees in November 2009. The margin of error for this survey is +/- 2.95 percentage points.
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Drop in Online Shopper Satisfaction Predicts Lackluster Revenue Increases, According to ForeSee Results
Wed, 12/16/2009 - 14:44ANN ARBOR, Mich.--According to ForeSee Results’ weekly benchmark of customer satisfaction with online holiday shopping, Green Monday shoppers were less satisfied this year than last, continuing a season-long trend of declining satisfaction year-over-year. Green Monday, a term coined by eBay for their biggest shopping day of the year, is traditionally the second Monday in December and kicks off the strongest online shopping week of the year for many online retailers.
ForeSee Results’ previous weekly benchmarks have all reported satisfaction as down year-over-year and declining, and Green Monday is no different. With a 2009 score of 72.5 (on a 100-point scale), online customer satisfaction on Green Monday is 4% lower than last year and half a point lower than it was last week (December 7-13). Additionally, every measured element of satisfaction (navigation, search, site performance, etc.) and every measured future behavior (likelihood to purchase online in the future, likelihood to recommend, etc.) is down year over year, many substantially down.
SHOPPER Satisfaction with E-Retail 2006 2007 2008 2009 Thanksgiving Weekend (Friday 11/27 to Sunday 11/29) 76.3 77.1 75.5 73.2 Cyber Monday (11/30) 75.6 76.6 75.9 73.1 Week 1: 11/30-12/6 76 76.3 75.6 73.1 Week 2: 12/7-12/13 75.1 77.6 75.2 72.9 Green Monday (12/14) N/M N/M 75.7 72.5“Week over week and year over year, there is a clear downward trend across every measurable component, both on and offline,” says Larry Freed, CEO of ForeSee Results. “We should be setting a new record every Green Monday, but we’re just not seeing it. There’s nothing positive about a 3% average increase year over year. We are simply not seeing the impressive growth many predicted, and we won’t, based on our data.”
Customer satisfaction, when measured using the methodology of the American Customer Satisfaction Index (ACSI), has been consistently shown to be a predictor of sales, loyalty, recommendations, and even stock prices. Therefore, the downward trend is troubling.
“When we see low and declining scores like this and we understand the relationship between online satisfaction and financial success, we have to be worried,” said Kevin Ertell, Vice President of Retail Strategy at ForeSee Results. “What’s happening is that those who have been working on the customer experience over the last year are improving it and increasing sales. Retailers who have forced their online channels into static, money-saving mode are going to pay the price for putting customer experience on the backburner during the recession.”
A further look at ForeSee Results’ retail benchmark shows that the top 20% of companies in ForeSee’s benchmark (in terms of satisfaction scores) are increasing satisfaction year-over-year, while the bottom 20% are actually declining.
Comscore data underscores the ForeSee Results finding. While revenue is up a modest 3-4% year over year, the modest spoils seem to be going to the bigger players. While the Top 25 retailers are growing 13% year over year, the “Small and Mid Tail” retailers, with a few exceptions, are actually declining at a rate of 10%. In backward-looking metrics (financial data) and in forward-looking, predictive metrics (customer satisfaction), the gap between top e-retailers and bottom e-retailers is widening.
“Industry-wide, this continues to be a disappointing holiday season, but for some there is light at the end of the tunnel,” added Freed. “Those companies that learned from their past mistakes, and used the predictive data found in this study every year to vigorously attack their deficiencies are not simply seeing a substantial rise in online satisfaction, but in revenue as well. In this tough economy, you can’t do any better than that.”
METHODOLOGY
This third report in a series of ForeSee Results’ weekly holiday benchmarks was conducted using the methodology of the American Satisfaction Index (ACSI), which was developed at the University of Michigan and has been proven to be predictive of future sales (online and offline), word of mouth, and financial performance. Data was collected from more than half a million visitors to top online retail websites between November 2 and December 14, 2009, including more than 13,000 online shoppers on Green Monday alone. Among the more than 110 e-retailers included in the ForeSee Results weekly holiday benchmark are companies like Ace Hardware, Belk, Best Buy, Borders, Chef’s Catalog, Chicos, Danskin, Eastern Mountain Sports, Finish Line, Helzberg Diamonds, Godiva, Guess, Kodak Easy Share Gallery, Lego, Newegg.com, NFL, Sephora, StubHub, and UnderArmour to name a few.
For more information on the results of the 2009 Holiday Retail Benchmark or to get on the mailing list to receive the weekly ForeSee Results benchmark through the holiday, please contact Chaat Butsunturn (415-391-7900, x114; cbutsunturn@kearnswest.com) or Courtney Jenkins (202-821-2120; cjenkins@kearnswest.com).
About ForeSee Results
As the leader in online customer satisfaction measurement, ForeSee Results captures and analyzes online voice of customer data to help organizations increase sales, loyalty, recommendations and website value. Using the methodology of the American Customer Satisfaction Index (ACSI), ForeSee Results identifies the improvements to websites and other online initiatives with the greatest ROI. With over 40 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers unparalleled expertise in customer satisfaction measurement and management. ForeSee Results works with clients across industries, including: retail, financial services, healthcare, hospitality, manufacturing and government.
ForeSee Results, a privately held company, is headquartered in Ann Arbor, Michigan and on the web at www.ForeSeeResults.com.
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Postal Service Goes Mobile New features for mobile devices
Wed, 12/16/2009 - 14:32WASHINGTON - It's a Post Office on your phone. Customer convenience and product access are the focus of expanding the most popular online services onto web-enabled mobile devices.
Some of the most popular functions currently available on usps.com are now available on cell phones and other mobile devices. The new features include Track & Confirm, Post Office locator, and the most popular application, ZIP Code lookup.
With more than 232 million mobile communications devices in the United States - a growing number of which can access the web - the promise of Internet access from virtually anywhere in the country is fast becoming a reality.
"Our new mobile capability makes USPS services even more convenient for our customers," said Robert Bernstock, president, Mailing and Shipping Services.
Any mobile user with web access will be able to log on to the Postal Service mobile site no matter where they are, without having to use a personal computer, Bernstock said.
"If they're on the road, they'll be able to use the Post Office locator function to find a Post Office that's close to them. And they'll also be able to track and confirm delivery of their mail or packages using their mobile phone," he said.
The Postal Service is also designing applications for "smartphones" and other mobile devices like the Apple iPhone, BlackBerry and iPod Touch which take advantage of additional capabilities, such as GPS.
Mobile applications make it easier for customers to interact and transact business with the Postal Service. These applications are the latest in a series of enhancements, upgrades and solutions designed for Postal Service customers.
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The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition
Wed, 12/16/2009 - 14:25In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures!
The Power of Direct Marketing provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.
Emphasis on Short-Term Forecasts!
Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years.Access the latest top-line data, highlighting:
- Return on Marketing Investment
- DM Advertising Expenditures
- DM-Driven Sales
- DM-Driven Employment
- DM Impacts by State and by Industry
- Direct mail (Non-catalog)
- Direct mail (Catalog)
- Telemarketing
- Internet Display Advertising
- Search Engine Marketing
- Social Networkng sites
- Internet (Other)
- Mobile
- Direct Response Television
- Direct Response Radio
- Direct Response Magazines
- Direct Response Newspapers
- Direct Response Insert Media
- Other
- Direct order
- Lead generation
- Retail purchase
- Fundraising
- Business-to-Consumer
- Business-to-Business
Banking rewards a hot trend in direct mail
Wed, 12/16/2009 - 14:14Chicago (December, 2009)--You get rewarded for purchasing subs, gasoline and airplane tickets, so why not get rewarded from your bank for every purchase?
Mintel Comperemedia, a service that provides direct marketing competitive intelligence, reports that in the first three quarters of 2009, nearly a third of checking direct mail offers (31%) promoted rewards for everyday banking. This compares to just 13% of offers tracked in 2007.
“Taking a cue from credit card issuers, many banks have started offering rewards for daily purchases. Consumers feel tapped out financially, so they want more bang for their buck. Banking rewards programs are yet another deal for bargain-hunters to find,” observes Susan Wolfe, VP of financial services at Mintel Comperemedia.
Citibank’s extensive rewards program--the ThankYou Network--leads the industry in innovation. “Designed to develop and nurture customer relationships, Citibank’s program is unmatched in depth,” states Susan Wolfe. Citibank heavily promotes the ThankYou Network in customer mailings and as part of its acquisition strategy.
Other banks offer rewards programs, but they often focus on just one activity, like debit usage. Mintel Comperemedia has tracked these offers from banks including Citizens and KeyBank. One notable exception is Capital One, which launched a rewards checking account in late 2008. Capital One allows customers to combine rewards from credit and checking to earn points faster.
“In 2010, I believe we’ll see banking rewards programs begin to grow in number and scope. As the industry recovers from recession, banks will look for ways to make their customers more loyal and profitable. Rewards programs will likely be part of that solution," states Susan Wolfe.
Visit Mintel Comperemedia’s blog for the latest direct marketing trend analysis: www.comperemedia.com/blog/
About Mintel Comperemedia
Mintel Comperemedia provides competitive intelligence for businesses looking to advance and improve their direct marketing strategy. Tracking direct marketing (including mail, email and print advertising) targeted at consumers, small businesses and insurance agents, Mintel Comperemedia offers a unique perspective on everything from banking trends to insurance trends to credit card statistics.
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Holiday “Cyber Stretch”: Pre-Black Friday to Post-Cyber Monday Period Boosts Online Retail Sales
Wed, 12/16/2009 - 14:05Performics’ ‘same store’ retail data shows YoY increases in holiday sales and conversions; making 2009 reminiscent of 2007, 2008 a ghost of shopping seasons past
CHICAGO – December, 2009 – Performics (http://www.performics.com), the performance marketing expert inside Publicis Groupe, today released aggregate data from its clients’ ‘same store’ online retail search marketing campaigns from the holiday season to date. The most significant findings indicate that the 11-day period, or “Cyber Stretch,” around Black Friday and Cyber Monday proved even more fruitful for advertisers than these individual days. Additionally, Performics has seen a return to 2007-like fourth quarter sales and conversion rates among its retailers, with data trending positive for the remainder of the holiday season.
Performics’ analyzes its ‘same store’ retail data to monitor daily trends during the holiday season. The latest data shows that year-over-year (YoY) online sales growth was double-digit for every day in the nearly two week period. While Cyber Monday did have the strongest growth (44 percent), what’s more telling is that Thanksgiving Day grew in sales volume as much as Black Friday (+26 percent), while the Tuesday after Cyber Monday showed the second strongest YoY growth (+31 percent) across all days in the period. By comparison, a more conservative growth estimate from the National Retail Federation saw only an eight percent growth in Cyber Monday traffic this year over 2008.
“Performics’ clients have seen very strong performance and growth during this crucial holiday shopping period, from the Wednesday before Black Friday to the Saturday after Cyber Monday,” said Nick Beil, CEO of Performics. “In fact, some of our largest retailers have seen growth on days like Thanksgiving and Cyber Tuesday that far outpaces the growth on the traditional Black Friday and Cyber Monday benchmarks. Marketers have better aligned their online and offline strategies and consumers are more actively shopping online over an extended period. This change in behavior should give retailers confidence to market and invest continuously through the end of December.”
Advertisers have adopted more aggressive strategies regarding pre-Black Friday and post-Cyber Monday advertising and promotions, which may also be contributing to extended online activity. As a result, 2009 holiday retail sales have returned to levels reminiscent of a healthier 2007. For instance, 2007 saw continuous holiday sales growth through the days leading up to Christmas, while 2008 saw a precipitous drop-off immediately after Cyber Monday through December 25th. These upticks are making the 2008 holiday period appear to be a ghost of seasons past for many advertisers.
More broadly, Performics ‘same-store’ retail data also shows clients are outpacing industry benchmarks, posting a healthy, five percent YoY advertiser spend growth rate for November. ComScore reported holiday season retail online spending for the month of November, noting a three percent increase in online spend in the same period last year as sales rose from $11.9bn to $12.3bn.
“Many retailers are continuing to heavily push online offers and promotions that started in the period around Black Friday and Cyber Monday to maintain the positive momentum in website traffic,” notes Beil. “In some cases, Performics clients have leveraged these promotions to gain transaction volume at the expense of average order values (AOV). Nonetheless, it reflects a growing opportunity for holiday advertising through the rest of the season”
It’s only mid-season and the full success of advertiser strategies remain to be seen. However, it is clear that while less noteworthy days have typically been associated with a lull in online shopping, the “Cyber Stretch” of peak shopping days continues to grow each year and positively contributes to overall holiday performance.
About Performics
Performics provides search and performance marketing solutions to more than 125 of the world’s top brands.
Methodically innovative, we use the digital building blocks of search to create future-forward media opportunities designed to acquire and convert consumers. We help shape how consumers engage with advertisers online; we are impassioned visionaries who use structured approaches to anticipate and generate new brand experiences and leverage those events to drive ROI.
Headquartered in Chicago with offices around the world, Performics is the performance marketing expert inside Publicis Groupe’s VivaKi Nerve Center. Performics is MarketingNext.
Visit us: www.performics.com
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New App Lets You Track, Ship and Locate UPS
Wed, 12/16/2009 - 11:46UPS today announced an industry-first application for BlackBerry® devices that not only ships and tracks packages but also finds the nearest UPS location.
Available tomorrow for free downloading at www.blackberry.com/appworld, the new UPS MobileTM App for BlackBerry enables users to track shipments, create shipments using the My UPS address book, calculate shipping rates and time-in-transit and then find the nearest UPS location.
"The UPS Mobile App for BlackBerry is a first-to-market solution for on-the-go professionals that's arriving just in time for the busy holiday shipping season," said Jordan Colletta, vice president of customer technology marketing at UPS.
Developed exclusively for use on BlackBerry smartphones, the new UPS Mobile App doesn't require log-in for tracking. But when logged in, the application shows a history of tracked shipments and automatically refreshes when the application is opened. UPS tracking numbers also can be nicknamed for quick reference.
BlackBerry users can use their smartphones to access their My UPS Address Book and Preferences and create shipping labels, which can be e-mailed in a PDF file for printout. Once the label is printed, customers can use the application's "find locations" feature to easily find a UPS drop-off location.
The UPS Mobile App supports the BlackBerry StormTM, BlackBerry BoldTM, BlackBerry TourTM and the BlackBerry CurveTM 8900. For more information on the new application, users can visit www.ups.com/blackberry.
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New training guide helps small businesses create successful advertising.
Tue, 12/15/2009 - 16:03In an era when the talk of the town is web advertising, the fact remains that print advertising still is a powerhouse of small business promotion. So knowing how to create, or judge, a good money making advertisement is crucial to every business owner’s success.
MINNEAPOLIS, MN, December, 2009 – Small businesses cannot depend on the web alone to grow their business. Every small business needs to have a multi-platform advertising strategy that includes print advertisements in magazines, newspapers, inserts, fliers and brochures. That’s the reason the National Mail Order Association (NMOA) has published their most recent training guide, ‘How to Create Successful Small Business Advertising.’
“With millions of webmasters competing for popular key-words and phrases, banner ads, and natural search engine placement, the cost of web advertising is skyrocketing. The web is a very cluttered place; almost impossible to stand out in without a significant budget. It’s a seller’s market that does not favor the small business person,” says John Schulte, author of the new advertising training guide.
“With every action there is a reaction,” says Schulte. “Over these last few years, magazines, newspapers and various forms of direct mail have taken a back seat to the web, causing a decline in revenue for many of these media outlets, thus opening up a buyer’s market for small businesses to buy targeted print advertising at a bargain rate.
The catch is most small businesses have not been trained to create or recognize good money making advertisements. Because of this, most businesses end up wasting money on rushed advertisements that provide poor results or none at all. This new training guide ‘How to Create Successful Small Business Advertising’ puts the odds back in the favor of the small business person by teaching them how to create and recognize good solid advertisements that produce results.
Readers learn how to strategize an advertising plan, target their market, find their market, the process for creating a good ad for their market, the tactics for buying their advertising at steep discounts, and tracking the results of every ad they place.
“Bargains are to be had in print promotion when you know what you’re doing,” says Schulte “Learn the professional advertising tactics in this guide and you will be a better marketing and business person, fail to understand and use these proven advertising principles and watch your budget go down the drain.”
The full Table of Contents and ordering information can be found here: http://www.nmoa.org/catalog/advertisingguide.asp
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About The National Mail Order Association (NMOA)
The National Mail Order Association, (NMOA) is a 35-year old professional organization that provides information, education and business contacts to small to midsize businesses and entrepreneurs that employ mail order and direct marketing tactics for selling goods and services.
About John Schulte
John Schulte is a Small Business Consultant and Direct Marketing Strategist. He is a 30-year veteran of advertising, marketing, publicity, promotions and sales. He is an internationally recognized expert in the areas of mail order, direct mail, cataloging and overall direct marketing. He is one of the few people in the United States that has been certified by a United States Federal Court as a Direct Marketing and Catalog expert, able to act as an expert witness in Federal Court cases.