Performics Weekly Digital Research Recap

Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team

United States

Performics Authored

-Google+ One Year Later: Best Practices for Brands by Performics

  • G+ is already deeply integrated in search (especially local) it should be in all brands’ performance marketing toolkits. Marketers should:
  • Capitalize on G+’s Search Visibility – Create a G+ Business Page to increase the likelihood that you’ll achieve “free” SERP visibility, at least for brand terms
  • Dominate the SERP with 3 Targeted Messages for Brand Terms
  • G+ Local Best Practices – Align location-level URLs to these Place pages so that qualified traffic will click through to the appropriate local page with the intended content
  • Encourage Participation! – When a searcher sees that other searchers—particularly their friends—have +1’d a result, that result is perceived as more relevant and will get more clicks – +1s increase CTRs 5–10% on avg.
  • Marry Social & Search – Because your G+ content will show on the SERP, anything you do on G+ must be consistent with your overall search strategy
  • Read the full report on Performics’ SlideShare

Channel Insights

Multi-Channel Touchpoints

-Segmenting Buyers: Introducing Super Buyers, Connected Tradionalists, and Tradionalists (Forrester)

  • Super Buyers are the most connected shoppers and buy from many channels: online, offline, and mobile. Super Buyers like to mix and match their shopping by either researching online and buying offline or vice versa.
  • 17% of U.S. online adults are 'Super Buyers' – the most connected type of shopper, buying online, offline, and mobile
  • Connected Traditionalists do most of their shopping online on a computer or in an offline store
  • Traditionalists are the largest segment; they do most of their shopping in-store — although they are also shopping online on a computer. This group has the lowest uptake of tablets and smartphones.

-Consumers Embrace Digital on Their Path to Purchase, But Online Still Trumps Mobile (Forrester)

  • Particularly at the start of the buying process, consumers are doing more research online than ever, with Google, Amazon, and brick-and-mortar stores leading the way as the research resources of choice. Key trends marketers should be aware of in 2012 include:
  • Today’s shopper is fluent in multiple channels and focused on value – 82% of consumers research a product before buying it and nearly two-thirds of respondents say they pay more attention to prices and value now than they did a year ago
  • Digital touchpoints have varied adoption – Retailer websites and search engines dominate consumers’ choices for research aids
  • Digital, balanced, and analog researchers all use digital differently, but few use mobile – 54% of the U.S. online population is a digital researcher, using primarily online resources to research products; 72% of that group also completes their purchase online
  • Only 7% of this group, however, used mobile to research a recent purchase. Mobile will become an irreplaceable tool eventually, but hasn’t hit its stride just yet — even among the most digitally savvy.


-College Students Put Mobile Marketers to the Test (eMarketer)

  • By the time the class of 2016 graduates, close to 90% of college students in the U.S. will own a smartphone
  • Nearly 7 in 10 students in a Ball State University survey reported they had been annoyed by mobile ads—and the most likely kind they reported seeing were text ads
  • Nearly half said they were actually less likely to purchase a product after seeing a mobile ad
  • College students don’t take themselves too seriously and they connect with brands that act the same way
  • A company that can poke fun at itself or inject humor into its mobile campaigns in other ways is more likely to be perceived as open, honest and innovative—three qualities college students value


-Google: Nearly 6 Million Requests to Remove Search Results This Month

  • Google revealed the extent of the search removal requests in the latest update to its Transparency Report Page. By the numbers, in the past month:
  • 5,678,030: URLs requested to be removed
  • 31,628: Specified domains
  • 1,845: Copyright Owners
  • 1,376: Reporting organizations
  • Requests submitted to Google peaked at 1.49 million the week of August 13, compared to 156,708 in the same time period in 2011
  • Read the full article here


-Amazon’s Zappos Combines Pinterest And E-Commerce In New Site (Bloomberg)

  • Created by a team at Zappos, the new website is called PinPointing and suggests Zappos products, such as shoes, dresses and swimsuits, based on Pinterest posts
  • Participants can see suggestions that correlate with their own personal pins or those of other Pinterest users
  • While Zappos got approval from Pinterest for the PinPointing site, the companies aren’t officially teaming up
  • According to Zappos Director, Will Young, Zappos users were 13 times more likely to share a purchase on Pinterest than on Twitter and 8 times more likely to share on Facebook than Twitter
  • Read the full article here

Global Insights


-Mobile Banners Continue to Boast High Click Rates (eMarketer)

  • Mobile banners enjoyed clickthrough rates between 0.42% and 1.41%, depending on the region measured
  • Average clickthrough rates worldwide on various rich media advertisements were also lower than mobile rates, and depending on the industry of the advertiser, ranged from 0.11% for business-to-business ads to 0.33% for entertainment efforts
  • eMarketer expects mobile ad spending in the U.S. to reach $2.61 billion this year, of which 33% will go toward spending on banners and rich media

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