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Free Guide to Paid Search in the UK

E-consultancy has published a free 12- page briefing on the Paid Search industry in the UK.

The document is packed full of useful information, including:

  • An overview of the UK market (including market valuation and trends)
  • A write-up of the key points emerging from the discussion
  • New statistics
  • Useful resources

Topics discussed included:

  • Yahoo!’s launch of Panama platform
  • Landing page optimization
  • Bid management technology
  • Quality of traffic on content networks
  • Budget allocation and resourcing

Hey, you can’t beat free!*

(*well you could if they paid you to read it, but they’re not, so go read it cos, it’s free, which means you don’t have to pay for it…, they’re not going to pay you to read it, so stop asking!)

UK Internet Ad Spending Passes Newspapers

While the average spent on online advertising in the U.S. hovers around 5% of total ad budgets, the U.K. is blazing a trail with 11.4%.

Online advertising grew by more than 41% in 2006, overtaking national newspaper ads (10.7% share) and about half the amount spent on TV ads (which actually dropped 4.7%).

It’s good news for online marketers…

“The internet is a hugely popular mass medium now, and advertisers are continuing to switch more of their budgets online to build their brands and interact with their customers,” said IAB chief executive Guy Phillipson.

Why the rapid growth?

“With consumers now enjoying even faster broadband and installing wireless routers in their homes, the growth of online advertising in the UK is set to continue unabated,” he added.

You Need to Get Email Marketing Right

If you’re doing email marketing, you really need to get it right. You need to start off on the right foot: around 80% of recipients will mark an email as spam based on subject line and sender alone, according to a survey conducted by the Email Sender and Provider Coalition. Trevor Hughes, executive director of the Email Sender and Provider Coalition, told ClickZ:

We found that four out of five folks are deleting or reporting messages as spam before even opening them. Consumers are tyrannical; they are brutal editors of their inbox. If your from and subject line is not showing who you are and the message is legit, you will never even be previewed.

comScore vs Hitwise vs Nielsen vs Compete: Who Wins?

It’s no secret that every ratings service has different numbers for search engine market shares, site visits, and just about any other metric out there. What to do?

We ask Danny Sullivan. (I mean, DUH. Who else would you ask?) Danny has a set of graphs showing the trends over the last year from comScore, Hitwise, Nielsen and Compete.

So what are the conclusions? While there’s a relatively huge spread on the percentage, the overall slow upward trend is universal for Google. Ask and AOL don’t show significant differences either.

But Yahoo and Live are a different story. For Yahoo, comScore and Hitwise hold steady but Nielsen and Compete show a dip in the last few months. Live/MSN is almost the opposite.

Podcasting on the Rise

Although still highly “niche,” the popularity of podcasting has grown by 18% year over year according to Edison Media Research (via Podcasting News). In their survey in 2007, 13% had listened to a podcast, up from 11% in 2006. (The 18% is lift: (13-11)/11=0.181818.) Awareness of podcasts has grown even more, from 22% having heard of the medium in 2006 to 37% in 2007. (68% lift.)

Video casting has grown from 10 to 11%, which is 10% lift. There is some doubt to whether this is accurate, since such popular vidcasts as Ask a Ninja and Rocketboom wouldn’t fit into the same definition as a podcast (ie they’re usually not downloaded for later listening or viewing).

Edison VP Tom Webster says of podcasting’s growth:

Small Communities, Big Engagement

Engagement is getting to be quite the buzz word lately. While it’s certainly important to any site, engagement is the lifeblood of community websites. If you’re thinking about building an online community, a new study by online community developer Communispace can help.

Time for data. (Oh, numbers, how I love thee!) (And some words. Whatever.) From MediaPost:

  • 86% of the people who log on to private, facilitated communities with 300 to 500 members made contributions: they posted comments, initiated dialogues, participated in chats, brainstormed ideas, shared photos, and more. Only 14% merely logged in to observe, or “lurk.” [The opposite of most sites, yes?] The more intimate the community, the more people participate.

Offline Ads Prompt Online Searches

Apparently it goes both ways with online searches and offline activity. MediaPost’s Center for Media Research reports that offline advertising often prompts online searches. In fact, of any action taken, the study performed by BIGresearch and teh Retail Advertising and Marketing Association finds that an online search is the most popular consumer response to an engaging advertisement.

Just under half of the consumers surveyed said they’d begun an online search after viewing ads in magazines, reading articles, seeing ads on TV and seeing ads on newspapers (in order of popularity).

But the benefit for advertisers doesn’t stop there: