| The Best Job in the World: Impact on Global Awareness |
Tourism Queensland's Island Reef Job campaign garnered publicity and interest from all over the World. The promotion which finished on 6th May 2009, with the announcement of Englishman, Ben Southall as the winner, was extended by normal media standards.
Hitwise's Research Note on this campaign revealed the global ebbs and flows in visits to IslandReefJob.com during different phases in the promotion and examined the effects of Social Media and Email Services during the campaign.
Key findings:
- The peak share of visits to IslandReefJob.com occurred within the week following the launch - led by Singapore, Australia and New Zealand.
- During the voting phase, Singaporean consumers were most engaged. Peaks in traffic were below those experienced during the 'entry phase' of the campaign, except for Hong Kong where the peak day was 225.6% higher than the highest peak of the 'entry phase'.
- The announcement of the shortlist seemed to go by unnoticed on the day itself, but a minimal increase in traffic was generated in the days that followed in each market.
- During the final phases of the promotion, visits to IslandReefJob.com peaked when the winner was announced on 6th May 2009: led by Singapore, Australia and New Zealand.
- Social Media was a prime marketing tool for this promotion and in each market was one of the largest contributors of traffic to IslandReefJob.com.
- Upstream website traffic from Search Engines reflected the impact of Pay-Per-Click (PPC) activity that was undertaken during the 'entry phase' of the campaign in the key markets of Australia, UK and New Zealand.
- Email Services were a prominent source of traffic to IslandReefJob.com, especially in the US; indicating that promotion of a specific campaign through email can be a cost-effective method to market directly to consumers.
Download the Island Reef Job Campaign Research Note.
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| Fish Where the Fish Are |
Following on from last month's newsletter where we demonstrated how to uncover underutilised segments using the Hitwise Lifestyle tools, we will show you how to delve deeper to extract the industries and websites that these uncovered Mosaic Australia Groups are prone to visit.
Let's examine the Mosaic Australia Group - 'Academic Achievers'. Last month's example showed that Honda (www.honda.com.au) received a greater share of their traffic from this Group than Toyota (www.toyota.com.au). We can use the Hitwise 'Find Websites by Demographic and Lifestyle' feature, to discover which websites and/or industries receive traffic from this Group.
Using this feature, if we select the relevant Mosaic Australia Group and tick the option 'Industry categories that best match my selection'; this will display the most popular industries by percentage that are frequented by Academic Achievers (see table below). From the previous example, if Toyota wanted to target the 'Academic Achievers' Group, they may examine marketing opportunities with websites within the Government - ACT industry, which received 15.29% of traffic from this group.
Using these niche industries that have the highest percentage of the demographic you are searching for, will allow you to target marketing campaigns with confidence.
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| 1. |
Government - ACT |
15.29% |
| 2. |
Sports - Skateboarding and In-line Skating |
15.28% |
| 3. |
Sports - Athletics |
9.87% |
| 4. |
Sports - Rugby Union |
9.60% |
| 5. |
Sports - Cycling |
9.57% |
| 6. |
Government - NT |
9.48% |
| 7. |
Health and Medical - Paramedical and Ancillary |
9.32% |
| 8. |
Sports - Brands |
9.03% |
| 9. |
Computers and Internet - Internet Advertising |
8.92% |
| 10. |
Entertainment - Performing Arts |
8.60% |
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| Calls To Action - Getting It Right |
As websites are primarily a marketing tool it is important to view them like you might a banner ad or email campaign. Without a clear call to action you might be leaving potential customers with no where to go, other than to leave your website.
Calls to action vary from website to website, but the main ones include:
Sign Up Buttons
Getting a user to register on your website can help increase engagement and loyalty. Consider positioning 'Sign Up' buttons above the fold on your website and experiment with colours (Tip: green traditionally encourages more sign ups). You may also consider restricting certain parts of your website for only 'logged in' users - that way you are giving the user a reason to join, for further information. Also consider playing with the wording of your buttons: 'Sign Up', 'Join', 'Register' or 'Get an Account' are all worth trying.
Login or Registration Forms
Removing diversions from your 'Login' or 'Registration Forms' can improve conversion rates. We recommend taking any navigation away and moving the registration form to the centre of the website. You can also increase sign up rates by including your registration form on the sidebar of every page.
Buy Now or Add to Cart Buttons
The wording and positioning of 'Buy Now' buttons can have a huge effect on conversion rates. Try different colours and sizes for your buttons and also try different 'Add to Cart' buttons (for example, some shopping websites call them 'Baskets').
The key is to identify what the calls to action are on your website, and to make them as prominent as possible. Move them above the fold, test different button sizes - even if this involves changing the whole layout of your website. The more combinations you test the more likely you are to find out which option engages your customers and provides the best return.
For more information on this topic or about Hitwise Search Marketing Services please email search.csm@hitwise.com.
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| ACA - Do Us a Flavour! |
It just goes to show how a little media exposure can help contribute to the success of a marketing campaign. The Smiths Snackfood Company - Do us a Flavour competition website (www.smithsdousaflavour.com.au), received 4.08% of its upstream traffic from the A Current Affair (aca.ninemsn.com.au) website, which features a story on the competition to come up with the next Smith's crisp flavour. The Smiths Snackfood Company - Do us a Flavour website, increased its market share 30-fold for the week ending 30/05/2009. Now you know.
Colour me Pink
Australians can't get enough of Pink with tickets for her 60 concerts in the country most sought after. Hitwise Search Intelligence revealed that 'pink tickets' were the most searched for variation of the term 'tickets', followed by 'acdc tickets', 'john farnham tickets' and 'afl tickets', for the 4 weeks ending 20/06/2009. Pink's Page (www.pinkspage.com) also ranked 2nd in the Music - Bands and Artists for the week ending 20/06/2009, after The Wiggles (www.thewiggles.com). Now you know.
Visit the Hitwise To Go website and subscribe for regular feeds.
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| Online Retailer Expo and Conference - Sydney, 18-19 August 2009 |
Join Hitwise at the Online Retailer Conference and Expo. This two-day multi-track conference features over 50 local and international speakers, workshops, round-table discussions, and a major showcase of e-commerce technology and e-retailing solutions. The event will provide retailers with a comprehensive blueprint for internet retailing success. Everything you need to leverage the power of web-based retailing is at Online Retailer ... knowledge, connections and solutions!
Alan Long, Hitwise Research Director, will also be presenting 'Online Consumers: What they Buy, What they Want, and Where they Buy it From' - exploring online consumer attitudes, purchasing behaviours and providing critical insights into the behavioural patterns and psychology of Australian online shoppers.
Special Offer for early bird subscribers. Register online before 31st July 2009 and receive $200 off the Conference Pass. To take advantage of this special offer, visit Online Retailer Conference and Expo and quote PROMO code: MKT346.
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| Television - Fansites |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 13/06/2009 that resulted in traffic to websites classified by Hitwise within the 'Television - Fansites' industry. For example, the most popular search term was 'surf the channel' representing 5.07% of all search terms that delivered users to websites classified by Hitwise in the 'Television - Fansites' industry.
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| 1. |
surf the channel |
5.07% |
| 2. |
surfthechannel |
1.42% |
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spongebob games |
0.97% |
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back to the bay |
0.62% |
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home and away back to the bay |
0.59% |
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family guy quotes |
0.43% |
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smallville |
0.41% |
| 8. |
bold and the beautiful |
0.39% |
| 9. |
bold and the beautiful spoilers |
0.38% |
| 10. |
trekmovie |
0.38% |
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| Restaurant Gordon Ramsay - www.gordonramsay.com |
Gordon Ramsay's recent visit to Melbourne and the publicity he received from making comments about A Current Affair host Tracy Grimshaw, have certainly increased curiosity online.
The chef's website Restaurant Gordon Ramsay (www.gordonramsay.com), jumped 104 places increasing its market share by over 150% within a week in the Food and Beverage industry (week ending 13/06/2009).
Interestingly, 6 of the top 10 search term variations for 'tracey grimshaw' for the 4 weeks ending 13/06/2009, included 'ramsay' (or variations of his name).
So, how does that saying go… 'all publicity is good publicity'?
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| Computers and Internet - Search Engines |
| This category includes sites whose primary function is to provide results linking to Internet content based on keywords entered. These sites act as gateways to the broader worldwide web. All data below is based on All sites » Weekly rankings for the week ending 13/06/2009 » Ranks by 'Visits'. |
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| 77.1% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
60.60% |
| 2. |
Computers and Internet - Search Engines |
18.19% |
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Computers and Internet - Social Networking and Forums |
15.68% |
| 4. |
Computers and Internet - Portal Frontpages |
13.99% |
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Entertainment |
9.57% |
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Business and Finance |
7.00% |
| 7. |
Computers and Internet - Email Services |
6.64% |
| 8. |
News and Media |
6.42% |
| 9. |
Shopping and Classifieds |
5.84% |
| 10. |
Computers and Internet - Software |
4.12% |
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| 1. |
Computers and Internet |
28.61% |
| 2. |
Entertainment |
14.32% |
| 3. |
Computers and Internet - Social Networking and Forums |
12.68% |
| 4. |
Business and Finance |
12.60% |
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Shopping and Classifieds |
8.91% |
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Education |
7.32% |
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News and Media |
6.11% |
| 8. |
Education - Reference |
5.55% |
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Travel |
5.27% |
| 10. |
Lifestyle |
5.13% |
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