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Online Marketing in Canada. Martin Byrne Director – Yahoo Search Marketing Canada. The CA Digital universe grew 13% from November 2005 to November 2006. Source: comScore Media Metrix Canada, All Locations Nov. 2005- Nov. 2006. Canadians Are Online. 59% of Canadians access the internet
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Online Marketing in Canada Martin Byrne Director – Yahoo Search Marketing Canada
The CA Digital universe grew 13% from November 2005 to November 2006 Source: comScore Media Metrix Canada, All Locations Nov. 2005- Nov. 2006
Canadians Are Online 59% of Canadians access the internet at least once a week, the highest % reach of any G7 country Source: comScore Media Metrix October 2005 Wikipedia 2004 – 2005 population estimates
Canadians of all Ages Online Canadians across all age groups use the web regularly Source: comScore Media Metrix Canada, November 05, All Locations Source: Statistics Canada, July 04 Census
Canadians Spend 40hrs+ a Month Online Wired Canadian households spend 40.8 hrs a month online, more than any other G7 country Source- comScore Media Metrix, November 2006 data
Canadians Are Spending More Time With Multi-Media The web is increasingly becoming a passive domestic utility that complements the consumption of other media like TV and Radio. With the increased adoption of wide format/hi-res plasma televisions and the introduction of IPTV the desktop PC will be replaced by the TV as the new domestic gateway to the internet.
Canadians are spendingLess Time With Old Media Canadians are spending less time with all other media except online Source: Cybertrends Pulse of the Internet Report March 2006
Online Marketing isGrowing…because it works In 2007 Canadian Online Marketing Spending is estimated to be more than $900m Source: IAB Canada 2006 Source: IAB Canada
Search is Becoming the eMarketers Choice In 2007 Search Marketing spending in Canada is estimated to be more than $400m Source: IAB Canada 2006
1) GET ONLINE! …because not being there now hurts your brand and your story It doesn’t change my view of the brand name, the product, or the service 64% I have a less favorable view of the brand name, the product, or the service 36% [Source: Yahoo! Search Marketing and Carat Expert, May 2005]
Social Media is the Ultimate Merger Of Influence • Social networking is a trifecta of factors that influence consumer choice. • The Internet ensures that the information shoppers need to make wise decisions is at their fingertips. • An unlimited network of “friends” • Expert media & information sources • Your marketing messages • Unleash the power of the Web by engaging consumers through social networking.
Search is the New Gateway to Consumers • 78% of Canadians online will use search engines to research on and offline purchases • 27% of those who researched product info online purchase online • 45% of those that search for product information online still purchase via traditional retail
Search is an Integral Resource Prior To Purchase Search Usage Prior To Purchase Source: 1)Long & Winding Road 2) Reach & Engagement Studies
Search is the Gateway to Travel Consumers • 83% of online travel buyers completed a relevant search prior to their online purchases. • Travel buyers performed an average of 5.4 travel-related searches and clicked on 7.8 links prior to each travel purchase they made. • 85% of online travelers feel that search is more valuable than offline resources.
Travel Marketers using search agree… • Travelers will go online to learn more about your products and services after being influenced offline or through other channels. • Search helps advertisers close the loop on their marketing efforts. • Search is more than a media buy and can be used as a distribution strategy. • Understanding acquisition costs by channel is essential in seeing the value of search as a potentially lower-cost form of distribution. • While highly effective as a direct response vehicle, search serves to aid in product and brand awareness-building.
Advertisers are Choosing Search Engines By 2010 Canadian Advertisers will be spending almost $4B a year in Online Advertising By 2010 more than 33% of all online marketing dollars or $1.2B will be spent on search engines In 2006 Canadian advertisers spent more than $350M on SEM/SEO
Understand Your Consumers Cognitive Funnel Consumer Decision Funnel Consumer Thoughts Search Query Need Recognition Need Qualification Solution Identification Solution Evaluation Solution Selection Transaction Selection “My Back Hurts” “Maybe I need a new bed” “I need a bed that gives me better back support” “Foam or Spring” Foam bed Brand A vs. Brand B I’ve only got $X to spend Back Pain Beds and back pain Beds with Back Support Foam vs. Spring beds Foam Beds Discount Foam Beds
A Search Program hits all potential consumers interested in your product or services Print program targeted at Annual Income $45k - $75k TV program targeted at 25 to 45 year olds Search Targets the Untargetable
Searching Often Leads Consumers to New Brands & Websites Brand & Website Introduction • Top ranking positions in search often convey perceptions of leadership – and ultimately drive traffic Looked at a site I didn’t intend to because it was one of the first few results I expect brand leaders to be consistently in the top results Source: YSM Reach & Engagement – Auto Insurance Target: Recent Auto Insurance Purchasers Source: The Role of Search in the Wireless Market Target: Those who have switched wireless providers in the last 12 months and used online search in the research process Source: The Role of Search in the Travel Research Cycle US Travel Web Searchers
Searchers Are Looking To Be Influenced Pre-Purchase # Of Brands Considered Before Purchase (across product categories: Automotive, Finance, Technology, Retail) Source: Long & Winding Road Indicates a significant difference at a 90% confidence level Average # of brands considered prior to purchase
Searchers Are Engaged Apparel Engagement: Searchers vs. Non-Searchers % Increase In Onsite Activity Among Searchers (vs. Non-Searchers) Source: Apparel Reach & Engagement Studies Indicates a significant difference at a 90% confidence level
Canadian Companies Might be Missing the Boat • 82% of Canadian businesses with websites use some form of online advertising. • Of those online advertisers 36% spend money on some form of SEM/SEO activity. • Of those that do invest in some form of SEM they spend, on average, less than 18% of their online budget on Search. • Of the 45% of online advertisers that advertise in Canada, only less than 25% have tried SEM. • In 2006 more than 79% of US online advertisers used or piloted some form of SEM program.
SEM is the Best Way to Compete With the Big Guys The percentage of large and medium-sized businesses use Sponsored Search is significantly higher compared to small businesses but, the use of online media as whole does not differ by size of business. Small business(1-4 emp. & sole proprietor) 81% Advertise Online 30% SEM/SEO 83% Medium business(5-49 employees) Advertise Online 60% SEM/SEO 81% Large business(50+ employees) Advertise Online 57% SEM/SEO
Understand the Relationship Between SEO/SEM Organic and Paid Search listings drive different kinds of consumer actions
Online is now a trusted Driver for Consumer activity Best Buy: exit surveys at the register found that 19% would NOT be there, except for the online promotion Source: Forrester Research/Shop.org
Key Online Marketing Trends through 2010 • Consolidation of advertising networks • Increased ability to purchase media based on performance and not volume (CPC/CPA vs. CPM) • Migration from audience targeting to prospect targeting • Migration from the PC to the New TV as the interactive hub of the household