[An uber.la quickie is a streamlined takeaway from today’s best marketing sources]
Ecommerce is the name of the game in digital marketing. It’s just traffic if they don’t add items to a cart and purchase them. What can we learn from the changes in the ecommerce behavior of our customers. In this report Monetate looks at trends in the US and Worldwide to determine what’s working and what’s changing in electronic commerce. [Aside: Back in the day I was the person who drew the cloud on the whiteboard labeled ecommerce as my agency was designing the first integrated Dell.com. I had to erase the commerce cloud, because at this point, people conducting business over the internet was an idea not an industry.]
POINT ONE: YOY traffic from search marketing, social media, email marketing, and digital advertising are down.
With search making up the lion’s share of paid marketing, with 1.41 B in revenue in Q1 2014.
POINT TWO: The rise of the tablet and smart phone as an ecommerce force. And it’s interesting to note the times when the different devices are most commonly used.
And this certainly represents my behavior, though I rarely use my tablet these days. It’s a great consumption device, but I’m often commenting, writing, and screen-capturing data to share, and my laptop is extremely efficient and fast. And so how do the various platforms stack up in our US traffic analysis?
And the scale is similar but a bit less dramatic world-wide.
It is interesting to note, that after Windows, the Mac iOS platform is the highest performer with 21% when you combine iPad and iPhone traffic. Those are big numbers when you consider combining both Android platforms you get 7%. People with Apple mobile devices tend to browse more. Let’s see if they actually purchase from those mobile devices.
POINT THREE: Transactions. So we’ve seen how the traffic is generated by the various marketing channels, let’s see how many of these customers actually begin a transaction.
POINT FOUR: What’s converting? Who is actually completing the sale? It’s no surprise the ecommerce transactions are most often performed on a traditional device (laptop or desktop), but the mobile space of both tablets and smartphones are showing combined growth that now eclipses the desktop/laptop conversion rate. If you want your ecommerce to flourish you’d better make sure your mobile experience is best-of-breed, because your customers want to buy with their devices.
POINT FIVE: And ultimately what’s the revenue by platform and by marketing channel?
POINT SIX: What’s working in social marketing, the little buddy of digital marketing?
Visual sharing. A picture tells a story and launches purchasing transactions more frequently than Tweets or text-based shares. Put a picture in the story, and you’ve got a winner in social marketing. And look at those numbers for Polyvore! Have you heard of them?
- Digital marketing sources are driving less traffic over all. And of those traffic sources email is still the revenue king, while digital advertising is losing ground. [I wonder why they didn’t represent email in the first chart about overall revenue numbers?]
- Ecommerce today means over half your customers are going to be accessing your site via a tablet or smartphone, and most likely an Apple device.
- In social media the image is the driver. People buy what they see if they like it. And people share what they like as well.