The latest report by Experian Marketing Services provides critical data and trend information spanning the marketing ecosystem, presenting marketers with a more complete and accurate understanding of the digital consumer. This report has key customer data statistics and tips for digital marketers as well as insight on the multichannel attitudes and behaviors of consumers today.
The 2010 digital marketer:
Benchmark and trend report
Consumer insight . Digital advertising . Email marketing . Mobile marketing . Multichannel customer experience . Online communities and social media . Search marketingForeword
When I meet a new client, I usually start our discussion by asking a series of simple questions: How well do you know your customers? Who are they? How do they behave? What motivates them to buy your product or service?
On its face, it seems the answers to these very basic questions would be obvious. Yet if you get to the bottom of understanding your customer in today's digitally enabled world, you'll most likely find that your target's behaviors and characteristics are constantly evolving, becoming more elusive every day.
With the current economic environment and the increasing pressure to improve the return on marketing spend, it's imperative that you arm yourself with as much data as possible to understand the evolution of the digital consumer.®At Experian Marketing Services, we look at consumers from many perspectives to provide a complete picture of their online and offline activities - including the observed online behavior of more than 10 million U.S. Internet users who ® ®comprise our Experian Hitwise panel; our consumer behavior studies at SMExperian Simmons covering 60,000-plus variables; and our rich demographic data, compiling information from more than 3,200 sources covering more than 215 million households. We help marketers to distill this information into effective customer segments with our analytical and consulting services and ®combine it with digital marketing platforms like Experian CheetahMail, our best-in-class email marketing service, providing actionable consumer and customer data across channels. In this report, we've highlighted some key points to provide you with an understanding of today's digital consumer and how best to reach them.
Before you continue on, ask yourself this basic question: How well do I know my customer - or, more specifically, what assumptions have I made about marketing to my prospects and customers?
I am confident that with these questions in mind, the following pages will provide some confirmation but also some surprising and actionable insights.
Bill Tancer General Manager, Global Research, Experian Author of Click: What Millions of People Are Doing Online and Why It MattersExperian Marketing Services helps leading companies from around the world effectively target and engage their customers through a full suite of marketing services, including email marketing, addressable advertising, data enrichment, modeling and analytics, strategic services, and consumer and competitive insights.Table of contents
Executive summary...................................................................................................1Introduction...............................................................................................................3Consumer insight.....................................................................................................4 Key findings.......................................................................................................4 Media they can't live without...........................................................................5 Most popular digital messaging channels...................................................6 Researching before making a purchase.......................................................7 Attitudes toward online shopping.................................................................8 First place people go for information............................................................9 Role of video games in social lives..............................................................10 New media choices for information and entertainment...........................11 Traditional media choices for information or entertainment..................12 Popular online activities................................................................................13 Cost-saving through digital channels.........................................................14
Digital advertising..................................................................................................16 Key findings.....................................................................................................16 Market opportunity...... [download for more]
