Hear all about it! Weekly news round up (06/07/10)
Tuesday 06 July 2010
TAGS: Search engine optimisation
Here's some exciting news for the world of online marketing, each week we provide a weekly-round up for your delectation and information...
Online Advertising to Grow by 7% in 2010- Outstripping both TV and Print
Whilst other forms of UK media witnessed a significant decrease in advertising spend in 2009 (a drop amounting to 16%), in a new report eMarketer confirms British online advertising budgets grew by 5.7% pushing total online advertising spend to £3.54 billion within that year.
The report entitled “UK Online Advertising Spending and Trends” goes on to predict investment in online advertising in 2010 will outstrip TV and print by 7%.
eMarketer anticipates a total advertising spend of £3.79 billion in 2010, rising to £4.84 billion in 2014.
Internet Use Increases by Almost Two Million in 2009
According to UK Online measurement agency, UKOM, UK internet use increased by 1.9 million in 2009, pushing the total British online population up from 36.9 million in 2008, to 38.8 million last year.
The biggest growth occurred in the over 50 age group. Men over 50 accounted for 38% of new users and women in the same age bracket make up 15%.
UKOM also recorded a smaller increase in younger users, particularly among females. There was an increase of 14% in women aged 21 to 34 and 12% for 12-20 year olds.
The Growing Importance of SEO as a Marketing Tool
A new Internet Advertising Bureau (IAB) survey conducted amongst the top 100 UK advertisers revealed that search marketing is not being fully integrated into the marketing mix. 99% of advertisers interviewed believe they can better incorporate search into their wider communication activity and 37% could do more to improve click-through rates.
The IAB “Search Marketing Barometer” reported that many advertisers did not appreciate the benefits attached to search. Although 78% of companies understood the principles of search and PPC, a large proportion didn’t employ newer, more effective tools.
In 2009, the search marketing industry was worth £2.15 billion and 2010 will witness budget increases of 58% and 45% for SEO and PPC respectively. The IAB recommends further education and greater involvement from agencies and advertising bodies to ensure efficiency and increased use.
60% of Consumers Hit the High Street after Receiving a Promotional Email
A worldwide study by Lightspeed Research on behalf of e-Dialog has revealed almost 60% of consumers make an in-store purchase after receiving a promotional email.
Further evidence that online and offline can mix harmoniously came from the report’s revelation that a third of consumers willingly give their email address in store to benefit from future online mailings and promotions.
Although this is not surprising news for advertisers, many retailers still need to be made aware of the benefits attached to online advertising and its uses as a mechanism to drive in-store sales.