CURRENT ONLINE MARKETING TRENDS

GENERAL TRENDS

More than 80% of people have access

to the internet.

62%Inbound marketing is

CHEAPERper lead than

Outbound marketingInbound marketing tactics do not only

generate leads, they also generate revenue

and awareness.

1/3 of all advertising spend in the UK is on

the Internet.

1 3

THE UK INTERNET USER

50

hours

A WEEKonline, up from 30

hours in 2010.

The average person spends more than

More than 14% of 18-24 year olds spend more

than 10 hours a day on-line on the weekend.

16.4% of traffic is gen-erated by users access-ing the internet through smartphones, tablets and other connected

devices.

8.64

searches on Google,

Everyday we conduct approximatelybillion10h

‘‘SEO is a technique which helps your web-site to be found and ranked on search engines

higher than others sites.

This optimisation of the organic content of the website enables an increase in traffic, thus im-

proving your conversion rate.In general, people visit websites which are ranked on the top of the first page of the

search engine.

By increasing your organic visibility, you will increase your traffic, therefore your number of

leads and your revenue.

SEO (SEARCH ENGINE OPTIMISATION)

’’

SEO MARKET

£400OVER

S.E.Ospent on

in the UKlast year

SEO MARKET GREW BY

million LAST YEAR

+18 %

47%Of companies spend at least £10,000 per year on SEO and 20% spend more than £50,000. They’re investing well.

4500WEB SEARCHESPER SECOND

SEO FACTS

70-80% of us-ers ignore the paid, focusing on the organic results.

62%Inbound leads cost

LOWERthan Outbound leads.

SEARCHis the #

driver of traffic to content sites, beating social media by more

than 300%.

0

3

6

9

12

15

14.6% 1.7%

SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have

a 1.7% close rate.

1

SEO FACTS

70% of the links users click on are organic.

75%Of users

NEVER SCROLL

18.6% of organic clicks go to the #1 position.

10% of organic clicks go to the #2 position,

7% of organic clicks go to the #3 position.

#1#2#3

18.6%10%

7%

past the first page of search results.

PPC (PAY PER CLIC)

‘‘Short for Pay Per Click, PPC is an Inter-net marketing formula used to price online

advertisements. In PPC programs the online advertisers will pay Internet Publishers the agreed upon PPC rate when an ad is clicked

on, regardless if a sale is made or not.

With pay per click in search engine advertis-ing, the advertiser would typically bid on a

keyword so the PPC rate changes.

On single websites - or network of content websites - the site publisher would usually set  a fixed pay per click rate. Also called Cost-

Per-Click (CPC).’’

P.P.Crunning

campaign

IMPACT OF PPC ON SEO

S.E.Oorganic

efforts

clicksnumber of

+

GO

TOTAL

+25%

27%

HIGHERthan S.E.O alone.

TOTAL REVENUEgenerated by

combining S.E.O and P.P.C

yielded a profit of=

0

20

40

60

80

100

INPACT OF PPC ON SEO

ACTI

ONS

CLIC

KS

ORDE

RS

PAGE

VIE

WS

VISI

TORS

TIM

E ON

SIT

E

+91.

8%

+45%

+44.

9%

+43.

6%

+40.

7%

+39%

The addition of organic SEO to a pre existing PPC campaign yielded great benefits, by iCrossing.

INPACT OF PPC ON SEO

Paid search only Paid search & ranked in natural search

173.85

1.33

1.33

604.58

106.62

117,445.97

Total increase0.71

0.39

0.39

190.13

39.37

47,244.72164,690.69

145.99

794.71

17.85

1.72

1.72

CLICKS

ACTIONS

ORDERS

PAGE VIEWS

TIME ON SITE

VISITORS

33,667,000AUDIENCE TIME SPENT PER PERSON:

UPPER MIDDLE TO LOWER MIDDLE CLASS:

PAGES VISITED PER PERSON:

20,251,000

203

1h28

GOOGLE : AUDIENCE PER MONTH IN THE UK

MAIN SHOPPER

15,514,000

UPPER MIDDLE TO LOWER MIDDLE CLASS:

HIGH RANKING BENEFITS ON GOOGLE

75%Of users

NEVER SCROLLpast the first page of search results.

Of companies spend up to £5,000 on SEO each year, some spend over £1m.

64% of people in the UK use SEO, as com-

pared 3 years ago.

93% of online experiences begin with a search engine.

30%

INCREASE YOUR REVENUE WITH A HIGHER RANKING

INCREASE CONTENT

HIGHER SEARCH ENGINE RANKING RESULTS MORE REVENUE

INCREASE POPULARITY

MORE TARGETED TRAFFIC

CONSUMERS USE THE INTERNET TO AVOID GOING TO SHOPS OR TO FACILITATE “WINDOW SHOPPING”

96% of UK consum-ers book their travel

online.

60% of mobile phone users in the UK own a

smartphone

20% of monthly Google searches are for local businesses.

1213£

UK consumers spent an average of

PER YEAReach on online shop-

pping in 2012.

ONLINE SHOPPING VALUE PER HEAD PER YEAR IN UK

0

200

400

600

800

1000

1200

1400

UK

2007 2008 2009 2010 2011 2012

BLOGGING FACTS

of people who main-tain their blogs for a business, report that their blogs have in-creased their visibility within their industry.

say blogs helped them to establish a positionas a thought leader within their industry.

of inbounds links.Companies that blog have

75%56%

+97%

+434Companies that blog have an average of

INDEXED PAGESand companies with more indexed pages get far more leads.

%

SOCIAL MEDIA FACTS

1.8

2.3

2.9

3.7

4.6

2.7

4.4

SHOPPING BROWSING GAMING MULTIMEDIA SOCIAL NEWS EMAIL

WHAT PEOPLE DO ON THE INTERNET PER HOUR

is the most searched for term on the Internet in all comparator countries – except Japan, Russia and China.

IMPACT OF SOCIAL MEDIA

estimated user-generat-ed or consumer product

reviews as vital.

of UK shoppers said that online product ratings were a key

factor in 2010.

from UK users.

2,4In one month, in 2011, there were

VISITS

billion 57% 59%

SOCIAL MEDIA GENERATES LEADS

of advertisers are most likely to generate leads through email and on-

line transactions.

Online lead generation is now responsible for 42% of

total sales.

Email marketing (in-house lists) accounts for 18% of online lead

generation.

85%42%

18%

M-COMMERCE

1/6smartphone

owners in the UK accesses

news on their handset

almost every day.

Of smartphone own-ers have already used their mobile device to

make a purchase.

39%

Most of the UK merchantsexpect mobile commerce to be part of their main strategy within the next 12 months and more than 40 plan to have a transaction-al mobile site or applica-tion within the next year.

10% indicating intentions to start selling via mobile

applications or devices over the next three years.

UK SMALL AND MEDIUM SIZE BUSINESS TRENDS

Of SMB owners currently use social networks and 49% of them use them as part of their marketing initiatives.

Of all marketers saw increased traffic and subscrip-tions as a direct result of social media.

Of marketers say Facebook is “critical” or “important” to their business (+83% in 2 two years).

Of all marketers found social media helps get them increased exposure.

70%

88%

72%

44%

FACEBOOK OPPORTUNITIES

using Facebook from a mobile device each month

(brand, pages, groups, events and communities).The average user is con-

nected to about 80.

OVER 900objects to

interact with

MORE THAN 30 MILLIONSUSERS IN THE UK

(about 50% of the population)

751 million

Of which over half log in every day (665 million active users each day).

OVER 1.1USERS

billion

TOP FACEBOOK BRANDS

BRANDS

AMAZON UK

COCA-COLA

SKITTLES

CADBURY CREME EGG

ITUNES

3 525 792

2 409 927

2 781 429

2 254 111

2 066 988

# OF FANS

TWITTER

500MILLION

TWEETS/DAY&TOTAL USERS

Of users worldwide simply use Twitter as a “curated news feed

of uptades that re-flect their passions”.

40%

are active on theirmobile as well.

80% OF UKACTIVE USERS

456tweets per sec

Record:6,939

You don’t need to

Tweet to be on Twitter.

TWITTER : A HUGE POTENTIAL FOR BUSINESSES

Of people on Twitter fol-low a brand (that they will purchase from), in

comparison to only 51% on Facebook.

RECOMMENDCOMPANIESAND PRODUCTS

OF PEOPLEON TWITTER67%

53%

13

MORE LEADS/MONTH THAN

COMPANIES THAT

THOSE THAT DO NOT

USE TWITTER AVERAGE

2tim

es

Of marketers say twitter is “critical” or “important”

to their business.

TWITTER PLAYS AN ACTIVE ROLE ON PURCHASING DECISION

SEEK CUSTOMER SUPPORT

PURCHASE PRODUCTS/SERVICES

LOOK FOR DISCOUNT /SALES

ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES

PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES

LEARN ABOUT PRODUCTS/SERVICES

“ I USE TWITTER TO ...”19%

21%

26%

31%

41%

42%

LINKEDIN

MORE VISITSFROM USERS WITH A POST GRADUATE3

times

DEGREE THAN AVERAGE

Of LinkedIn users are senior level execu-tives and managers – Over 60% are either decision makers in their companies or have direct influence of decision making.

41% of people use LinkedIn for Marketing.

70% of people use LinkedIn for Job-hunting.80% of people use LinkedIn for recruiting.

20%

41% 70% 80%

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2

3

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CONCLUSION

Internet is a crutial space for generating awareness, engagement and revenues.

The online world represents a great opportunity for SMB’s to compete effectively against the big brands. With a concise digital strategy the potential is huge.

Brands must engage strategically online to ensure success and growth to their business.

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3FOR A NICE CHAT GIVE US A CALL:+ 44 (0)20 8861 4303hello@cerebellumdigital.com