DMA Digital Tracker – Inaugural Report Paul Seabrook – fast.MAP May 2010
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DMA Digital Tracker – Inaugural ReportPaul Seabrook – fast.MAP
May 2010
Background
For marketers, the digital landscape is one of the broadest mediums available
It’s a truly direct medium with marketing messages delivered to people’s desktops, mobile devices, home PCs and in the work environment
The landscape is changing rapidly. Social networking has grown exponentially and provides marketers with new challenges as consumers become more selective and savvy at ad avoidance
But we live in a society where consumers demand choice, value, information and engagement
We know the hard stats from the ISPs, the networking sites etc and we might know responses from campaigns you have delivered, but what are consumers thinking and what is it that makes them respond and engage
Methodology
17 questions were submitted via a self completion online survey to fast.MAP’s nationally representative Consumer Voice panel
Sample size = 1,860 (statistical confidence +/- 1.4%)
Field work 1st – 6th April 2010
Results re-weighted by age and gender
Panellists were incentivised by £250 prize draw
What people like to hear about
Source 2010 fast .MAP/Digital Tracker: What type of offer/content do you like receiving best?
5%
5%
6%
6%
18%
60%
Product reviews
Other
Advanced notice of products
Increased loyalty coupons
Free delivery
Money off
Pass it on…
Source 2010 fast .MAP/Digital Tracker: What makes content “share-worthy”? Please tick all that apply.
5%
18%
22%
26%
37%
38%
42%
62%
63%
Other
Shocking, surprising or controversial
Incentives to share
New or timely
Discounts or special offers
Simple and straightforward
Comes from a trustworthy source
Humorous
Interesting or informative / helpful content
Which industries are good at emailing?
Source 2010 fast .MAP/Digital Tracker: Which industry sector do you think does promotional email well? Please tick all that apply.
10%
10%
12%
12%
13%
13%
31%
32%
32%
33%
Telecommunications
Energy and utilities
Banking
IT
Other, please specify
Internet/ ecommerce
Entertainment and media
Food
Retail
Travel and tourism
Which brands are good at email?
Source 2010 fast .MAP/Digital Tracker: Which brands do you think do email well? Please tick all that apply.
1%2%3%3%3%
4%5%
5%6%
6%7%7%
9%9%9%
11%11%11%
12%14%
17%20%
22%25%
Dreams BedsRyanair
McDonaldsSomerfield
SpecsaversBritish AirwaysCurry’s Group
EasyjetVodafonePC World
Dell computerOrange
MorrisonsHomebase
O2Virgin
None of the aboveB&Q
John LewisSainsburys
BootsMarks &
ArgosTesco
Which brands are good at email?
Source 2010 fast.MAP/Digital Tracker: Proportion of responsents who think retailer do email well of those that use the retailer.
6%7%
8%15%
15%16%
17%17%
21%21%21%22%22%
22%22%
23%24%24%
29%30%30%
31%33%
33%
Dreams BedsMcDonaldsSpecsavers
RyanairCurry’s Group
MorrisonsPC World
SomerfieldB&Q
HomebaseBritish AirwaysDell computer
BMIEasyjetOrange
VodafoneSainsburys
BootsArgos
O2John Lewis
VirginTescoM&S
Recall of how many emails received
Source 2010 fast. MAP/Digital Tracker: How many promotional emails do you receive in your in-box on average each week?
5%
6%
13%
14%
11%
9%
43%
None
1-2
3-5
6-10
11-15
16-20
Over 20
How much are of interest?
Source 2010 fast. MAP/Digital Tracker:What percentage of those that you receive do you consider interesting or relevant to you?
18%
46%
11%
8%
5%
4%
2%
2%
1%
0%
1%
0%
1%-10%
11-20%
21-30%
31-40%
41-50%
51-60%
61-70%
71-80%
81-90%
91-100%
What happens next?
Source 2010 fast. MAP/Digital Tracker:When you receive an interesting email, please select up to three most likely actions you would take from the list below:
1%
3%
15%
17%
22%
42%
49%
56%
Call the company
Go to a social network site or blog
None of the above
Go to a comparison shopping website
Go to their shop/retail outlet
Bear the information in mind for later use
Save the email to refer to at a later date
Go to the company’s website
What is considered to be Spam?
Source 2010 fast.M AP/Digital Tracker :What is most likely to prompt you to mark email as Spam?
2%
3%
5%
10%
11%
18%
19%
32%
Don’t like brand
The unsubscribe mechanism was too hard
Lack of time to go through the opt-out procedure(marking as spam is easier)
Products offered are illegal
Lack of trust in the brand concerned
Don’t remember signing up
Too many (frequency)
I suspected them of phishing attack
Where do people normally receive their emails?
Source 2010 fast .MAP/Digital Tracker:What device do you normally view your emails on?
3%
3%
5%
49%
67%
Mobile
IPhone
Smartphone
Laptop
Desktop
Time spent on email
Source 2010 fast .MAP/Digital Tracker:How much time do you spend on email per day at work and home?
3%
34%
34%
13%
6%
4%
2%
1%
2%
60%
15%
8%
5%
3%
3%
2%
3%
2%
None
0-1 hour
1-2 hours
2-3 hours
3-4 hours
4-5 hours
5-6 hours
6-7 hours
over 7 hours
Work
Home
Current relationships
Source 2010 fast .MAP/Digital Tracker:Which retailers do you use? Please tick all that apply.
2%3%
12%13%
15%16%17%
19%21%22%23%23%
24%25%
29%34%
36%45%
50%55%55%
64%68%
72%
None of the aboveDreams Beds
RyanairDell computer
British AirwaysSomerfield
EasyjetVodafone
OrangeJohn LewisSpecsavers
VirginCurry’s Group
O2PC World
HomebaseMcDonalds
MorrisonsB&Q
Marks &Sainsburys
BootsArgosTesco
Social networking
Source 2010 fast .MAP/Digital Tracker:Which of the following social networks do you use?
1%1%1%2%2%3%4%4%
6%8%
11%12%
16%24%
31%58%
BadooBing
Photo BucketOrkut
Blogger.comFlickrBebo
LinkedInThe Gumtree
MySpaceTwitterYahoo
msnYoutube
Do not use anyFacebook
Time spent on these sites each week – for social purposes
Source 2010 fast .MAP/Digital Tracker: How much time a week do you spend on these sites?
34%
32%
26%
8%
4%
4%
2%
1%
0%
0%
Blogger.com
msn
Bing
MySpace
Youtube
Flickr
The Gumtree
Over 3 hours a w eek
Social and Business mix
Source 2010 fast .MAP/Digital Tracker: What do you use these sites for?
100%
100%
100%
96%
95%
95%
93%
90%
89%
88%
88%
73%
39%
28%
14%
0%
0%
0%
0%
0%
0%
1%
3%
1%
5%
1%
17%
31%
71%
70%
Badoo
Orkut
Photo Bucket
Bebo
MySpace
Youtube
Tw itter
msn
Flickr
Yahoo messenger
Bing
The Gumtree
Blogger.com
Social Business
Passing marketing messages on in this space
Source 2010 fast .MAP/Digital Tracker:How often do you share company or product-related information on social networks?
12%
12%
10%
26%
40%
Daily
Weekly
Monthly
A few times a year
Never
How and why do people share and engage?
Source 2010 fast .MAP/Digital Tracker: How and why do you share information on social networks?
43%
39%
22%
19%
14%
9%
Contribute to a conversation
None of the above – I do notcontribute but just watch
Feel like a part of a community
Reciprocity / Hope to receive info inreturn
Help others
Other
Reaching people on the move
Source 2010 fast .MAP/Digital Tracker:Do you use your mobile, Smartphone or IPhone to check social networking sites?
18%
81%
Yes
No
So, where are we now?
The medium of direct communication has grown exponentially through technology advances and because it works – 85% will be prompted into positive action
But marketers and practitioners should see plenty of room for improvement as with all the sophisticated tools, segmentation, targeting etc consumers are still saying we’re not doing well enough with nearly two-thirds saying they find less than 10% of emails interesting
The key principles of Direct Marketing still apply, right person, right time, right message, right offer
Consumers that can be engaged are then compelled to pass it on via their social networks
Get it all right and it will drive sales
Final thoughts before we see the next wave:
Use the digital landscape not just for the final communication
Test online beforehand to get the message, targeting, relevance and offer right
Profile hand-raisers to learn in real-time
Use tools such as Silverpop’s Share to Social which can help identify your most valuable brand influencers
Engagement is critical. Listen as much as you broadcast and deliver accordingly
Thank you
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