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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Waldo Smeets | Sr. Solution Consultant, Digital Marketing | Adobe "ree things you (maybe) didn't know about Digital Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
About Adobe Digital Index Reports
Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries.
Research is based on the analysis of select, anonymous, and aggregated data across trillions of transactions and more than 5,000
companies worldwide that use the Adobe Marketing Cloud, to obtain real-time data and analysis of activity on their websites.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Insights
ROI of existing Customers
Impact of tablets on retailers
Real value of social
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
"e ROI from Marketing to Existing Online Customers
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Site visitors broken into 3 segments
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Majority of all visitors are !rst time shoppers
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Notes: Shoppers – up to and including !rst purchase on site. Return Purchasers - consumer with a previous registered purchase Repeat Purchasers – consumer with 2 or more lifetime purchases
Sample: 33 billion visits in 180 U.S. and Europe websites
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Experience breeds con!dence
§ Repeat purchasers are 9X more likely to purchase an item than new shoppers.
§ Return purchasers are 5X more likely to purchase an item than new shoppers.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Digital Index: ROI from Marketing to Existing Online Customers
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• 40% of revenue comes from returning or repeat purchasers, who represent only 8% of all visitors.
• Marketers in Europe must bring in 5 and 7 shoppers, respectively, to equal the revenue of 1 repeat purchaser.
• Most of the revenue improvement in purchaser segments can be a#ributed to increased conversion rates which are up to 9 times those of shoppers.
Selected Highlights
Notes – Shoppers – up to and including !rst purchase on site. Return Purchasers - consumer with a previous registered purchase Repeat Purchasers – consumer with 2 or more lifetime purchases
The ROI from Marketing to Existing Online Customers
Adobe® Digital Index
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Tablet visitors have the golden touch for online retailers "e impact of tablet visitors on retail websites
In over 16.2 billion visits in 2011 to 150 of the largest retailers on the internet
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Global traffic share February 2013
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Tablet users view 70% more pages compared to smartphone users
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Know the tablet habits
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Purchasing habits of tablet users
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Purchasing habits of tablet users
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Report Showcases Value of “Tablet Visitors” for Retailers
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• 77% of tablet owners use it to shop with estimated 300% increase in tablet visitors in 2013
• Compared to Smartphone Visitors, 3X more likely to buy and spend 54% more
• Compared to Traditional
Visitors, similar conversion rates and spend 21% more
• Companies need a distinct
tablet and mobile/smartphone strategies
Selected Highlights
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Build your marketing plan across devices and become tablet friendly
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Segment
Target
Measure & Optimize
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Why marketers aren’t giving social the credit it deserves
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Last click traffic sources
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A#ribution Models Ma#er
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Search, meet Social
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Adobe Digital Index - Conclusions
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• Marketers can and should use different a"ribution models, including #rst-click a"ribution, to more accurately measure social’s impact on their websites.
1. A#ribution models ma#er
• Increased use of #rst-click a"ribution can change how much marketers invest in social media versus other channels and the social media sites in which they invest.
2. Improve media investments by using !rst-click a#ribution
• Increased use of #rst-click a"ribution can change the perceived ROI and the marketing investment for each of the different social media sites.
3. Improve investment allocations to social media sites by using !rst-click a#ribution
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Adobe.
h"p://adobe.ly/digitalindex
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