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This Jupiter Research Study is a great insight into online advertising capabilities. If you are in the auto industry and invloved with digital marketing, you should visit the ADM Professional Community. The ADM Professional Community is a living example of the compelling value proposition for online communities that serve the automotive industry. ADM serves as proof that the impact of Social Media on the automotive vertical is more significant than widely understood. Be sure to visit the ADM Professional Community at http://www.AutomotiveDigitalMarketing.com or the acronym URL at http://www.ADMPC.com or the Twitter URL at http://ADM.fm today, and don't just be a Lurker... Join!
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Behavioral Targeting &
The Purchase Funnel Opportunity
Prepared for:
Revenue Science
by JupiterResearch
Key Questions
• What type of advertising drives interest and action? To what extent are online consumers receptive to different advertising strategies?
• How large is the BT receptive audience and how can this group becharacterized – in particular what is this group’s propensity to shop online?
• How does the Internet fit into daily shopper activities? How are users leveraging different tools (as a compliment or outside of Search?)
• How does the Internet fit into the shopping process? And how does the shopping process vary by product category?
• To what extent is there an opportunity to reach online shoppers through behavioral targeting?
Methodology*
• AOL and Revenue Science commissioned JupiterResearch to conduct an independent unbiased study to address the study key questions.
• This effort leveraged an online consumer survey –developed by JupiterResearch – for the primary research effort.
• Online survey specifications:
• Timeframe: April 2007.
• Number of respondents: 2035 representative of the online consumer population.
• Number of questions: 25.
*Note: This is an abbreviated methodology; the full version is available upon request
Online Advertising And
Behavioral Targeting Study Highlights
93% of the BT receptive audience
shops online!
Key Findings
� More consumers are consistently more receptive to
behaviorally targeted ads than to contextual advertising. In
fact, behavioral outperformed contextual by as much as 22
percent.
� Consumers who prefer BT ads represent a higher value
audience making them a more attractive online advertising
target
� Represent a higher income bracket
� Spend more money online
� Shop online more frequently
Moving Forward
� Online shoppers are a moving target but the opportunity
is there to provide a relevant experience and win their attention by:
� Providing ads related to considered purchases during their daily
activities
� Leveraging the general online activities and habits of online shoppers
� Taking advantage of the multiple steps of the purchase funnel where
online shoppers leverage the Internet for more than just purchasing
online – also for researching their purchases (whether the purchase
execution is online or offline)
Two-Thirds Of Online Users Have Acted
As A Result Of Viewing Online Ads
34%
7%
8%
12%
14%
17%
17%
21%
27%
32%
33%
0% 20% 40% 60% 80% 100%
None of the above
Called toll-free to order
Forwarded ad to a friend
Told a friend about ad/product
Purchased in a physical store
Played a game online
Registered with site for coupon/discount
Purchased product/service online
Used search to find out more about
product/service
Visited Web site related to ad
Entered a sweepstakes
66% of
Online Users
Percentage of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Behavioral Ads More Likely To Receive
Attention Than Contextual Ads Overall
49%
63%
0% 20% 40% 60% 80% 100%
Contextual Ads
Behavioral Ads
Percentage of Online Users
Represents Top 2 Box Scores: Strongly Agree, Agree
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
More Online Shoppers of All Types Are More
Receptive To BT Ads
20%
50%
72%
36%
65%
78%
0% 20% 40% 60% 80% 100%
Non-Shoppers
Infrequent Shoppers
Frequent Shoppers
Percentage Of Online Users
Behavioral Receptive
Contextual Receptive
Represents Top 2 Box Scores: Strongly Agree, Agree
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Online Shopping And
The Purchase Funnel
Progress Of The Purchase Funnel
Decision Stages
CompareInspire/Initiate Execute
Check
price,
features,
etc.See
what’s
available
Narrow
down
choices
Find a specific store or site Make
purchase
Review general product info
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Online Shoppers Large Percentage Of The
Online Population
12%
7%
18%
64%
0% 20% 40% 60% 80% 100%
Neither researched nor
purchased
Purchased not researched
Researched not purchased
Researched and
purchased
88% have
shopped online
Percentage of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Online Shoppers Visit Several Sites In A
Typical Day
Percentage of Online Users
48% visited more than 5
sites in one day
2%
6%
4%
11%
27%
50%
0% 20% 40% 60% 80% 100%
E-mail or IM only
21 or more
16 to 20
11 to 15
6 to 10
1 to 5
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Half Of Online Shoppers Shop Online At
Least Once Per Month
2%
5%
5%
13%
26%
50%
0% 20% 40% 60% 80% 100%
Every day
More than once a week
Once a week
Every other week
Once a month
Less than once per month
Percentage of Online Shoppers
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Online Purchase Research Activity
5%
1%
1%
1%
6%
10%
14%
29%
33%
0% 20% 40% 60% 80% 100%
More than 12 weeks
9 to 12 weeks
7 to 8 weeks
5 to 6 weeks
3 to 4 weeks
1 to 2 weeks
4 to 7 days
1 to 3 days
Less than one day
38% reported
the purchase
process lasted
at least 4 days
Percentage of Online Shoppers
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Limited Opportunity to Connect With Online Researchers
10%
2%
8%
23%
29%
28%
0% 20% 40% 60% 80% 100%
More than five times
Five times
Four times
Three times
Twice
Once
Percentage of Online Researchers
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Behavioral Ads/Promotions More Likely
To Be Noticed By Category Purchase Intenders
57%
57%
61%
68%
59%
59%
69%
77%
74%
76%
79%
73%
77%
79%
0% 20% 40% 60% 80% 100%
Telecommunications
Computing products
Consumer electronics
Health products
Travel
Auto
Financial services
Behavioral Receptive
Contextual Receptive
Percentage of BT and CT Receptive Segments
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
Behavioral Ads/Promotions More Likely
To Be Noticed By Category Purchase Intenders
51%
55%
61%
55%
58%
62%
56%
73%
73%
75%
71%
71%
78%
72%
0% 20% 40% 60% 80% 100%
Government services
Education services
Fashion/ style
products
CPG
Pharmaceuticals
Classifieds
Entertainment
Behavioral Receptive
Contextual Receptive
Percentage of BT and CT Receptive Segments
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)