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Research | Media Development | E-Commerce
- The average advertising budget among e-commerce companies is
£9.8 million, with 53 per cent reporting a rise in their
total advertising budget over the past two years.
- A remarkably high number of e-commerce companies (17 per cent)
report that over 91 per cent of their ad budget goes below the
line.
- The average annual spend on Direct Mail was £1.58 million,
with 16 per cent spending between £1 and £10 million
per year.
- 44 per cent of e-commerce companies said that they are using
Direct Mail more,
with 16 per cent only using the Internet more.
- Over eight out of ten e-commerce companies claim to have a marketing
database for an average time of 6.5 years.
- Just over four out of ten e-commerce companies (44 per cent)
have a customer loyalty programme with the main benefits seen
as an increase in loyalty (87 per cent) and an increase in long-term
sales (42 per cent).
- National newspapers (22%) emerged as the most common medium
used in conjunction with Direct Mail, followed by the Internet
(20%), and Magazines (17%).
- The most commonly-used agencies among e-commerce companies are
Direct Marketing (44%), design (43%), and PR (40%).
- The mean length of time that e-commerce companies have been
using Direct Mail is 7.4 years, with 32% having been using for
less than four years.
- Direct Mail was being used because it was identified as being
used: targeted (51%), accountable (28%), direct (23%) and builds
relationships (16%).
- The greatest USP of Direct Mail, however, was that it enabled
E-Commerce companies to target specific customer segments (8.92
out of 10), and generate databases (8.07).
(Source: DMIS E-Commerce Media Development
Report)
Click here to
download DMIS E-Commerce Media Development Report (pdf)
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