| Gillette: Thinking Outside the Xbox |
Amidst the shaky economy it seems some marketers are exploring innovative ways to market in the face of adversity and come out stronger than ever. There is of course no better place to do this than on the web, where cost effectiveness is the key. Online your dollars are more accountable and results are measurable. A look at the Hitwise Shopping & Classifieds - Health and Beauty industry reveals a perfect example of innovative marketing through brand alignment.
Gillette (www.gillette.com) have pre-empted any movement away from their premium priced razors by creating a partnership with computer game giant EA Sports, to create 'Champions of Gaming Tournament', powered by Xbox. The global marketing effort created to promote the Gillette brand to male gamers aged 18 to 34, contributed towards www.gillette.com surging up 440 places to rank 3rd most popular Shopping and Classifieds - Health and Beauty website visited by Singapore Internet users in November 2008.
Visitors to Gillette can also interact with the virtual Gillette Champions Roger Federer, Tiger Woods and Thierry Henry who are also subjects of the Champions of Gaming Tournament games. Whilst on the website, visitors can play Urban Tennis, Rooftop Golf and Street Soccer and have the opportunity to be placed on the leader board.
Driving 72.92% of upstream traffic to Gillette in November 2008 was PC game review website Gamespot (www.gamespot.com), indicating that the collaboration between Gillette and EA Sports is proving to be a good move. 'Gamespot' was also the top search term resulting in traffic to the Gillette during the 24 weeks ending 29/11/2008.
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| Malacca Hotel Guide - www.malacca-hotels.com |
The Malacca Hotel Guide (www.malacca-hotels.com) website increased its market share by 62% in a single week and climbed 45 places to rank as the 60th most visited Travel - Destinations and Accommodation website by Singapore Internet users, during the week ending 22/11/2008. Visits to Malacca Hotel Guide, which provides information not only on Malacca accommodation but also sporting and leisure activities, restaurants and maps, has been climbing steadily since the start of November (week ending 01/11/2008). During this period, its market share of visits amongst Destinations and Accommodation websites increased by 226%.
Analysis of traffic to the Malacca Hotel Guide website over the past three years indicates that the above mentioned spike is common for this time of year. Historically, visits to Malacca Hotel Guide peaked during the third week of November and again during mid-December each year. With year-on-year market share of visits up 25% from the same week last year (comparing weeks ending 24/11/2007 and 22/11/2008), it could be predicted that come mid December Malacca Hotel Guide will experience its greatest share of visits for the year.
According to Hitwise search term data, the A'Famosa Resort in Malacca is top of mind when Singaporeans search for Malacca accommodation. Search variations of the hotel name such as 'a famosa', 'a famosa resort' and 'a famosa malacca' accounted for 8 out of the top 15 search terms driving traffic to Malacca Hotel Guide during the 24 weeks ending 22/11/2008.
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| Aviation - Commercial Airlines |
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The following report lists the most popular terms typed into a search engine over the 24 weeks ending 06/12/2008 that resulted in traffic to websites classified by Hitwise within the 'Aviation - Commercial Airlines' industry. For example, the most popular search term was 'singapore airlines' representing 5.16% of all search terms that delivered users to websites classified by Hitwise in the 'Aviation - Commercial Airlines' industry.
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| 1. |
singapore airlines |
5.16% |
| 2. |
tiger airways |
4.20% |
| 3. |
jetstar |
3.99% |
| 4. |
air asia |
2.19% |
| 5. |
airasia |
1.86% |
| 6. |
sia |
1.63% |
| 7. |
jetstar asia |
1.55% |
| 8. |
cathay pacific |
1.40% |
| 9. |
singapore airline |
1.16% |
| 10. |
silkair |
1.09% |
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| Shopping and Classifieds - Department Stores |
| This category includes sites that offer a wide range of goods. If a site sells goods across more than 50% of the Hitwise shopping categories, then it is deemed a department store. This category includes both online and offline department stores. |
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| 19.7% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
56.36% |
| 2. |
Computers and Internet - Search Engines |
32.94% |
| 3. |
Shopping and Classifieds |
12.65% |
| 4. |
Computers and Internet - Social Networking and Forums |
11.48% |
| 5. |
Entertainment |
10.87% |
| 6. |
Business and Finance |
6.78% |
| 7. |
Lifestyle |
6.44% |
| 8. |
News and Media |
5.12% |
| 9. |
Computers and Internet - Email Services |
4.94% |
| 10. |
Entertainment - Multimedia |
3.67% |
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| 1. |
Computers and Internet |
29.15% |
| 2. |
Shopping and Classifieds |
22.87% |
| 3. |
Entertainment |
12.47% |
| 4. |
Business and Finance |
10.49% |
| 5. |
Computers and Internet - Social Networking and Forums |
8.56% |
| 6. |
Computers and Internet - Search Engines |
7.51% |
| 7. |
Lifestyle |
6.89% |
| 8. |
News and Media |
6.06% |
| 9. |
Shopping and Classifieds - Department Stores |
5.97% |
| 10. |
Education |
4.17% |
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| Singapore Takes to Online TV |
Online television is taking off around the world, and Singapore is no exception. Recently, MediaCorp's MOBTV (www.mobtv.sg) which offers a web based broadband TV service increased its market share of visits by 129.54% (comparing the weeks ending 01/11/2008 and 29/11/2008) within the Entertainment - Television category.
Ranked 16th most popular Entertainment - Television website during the week ending 29/11/2008, it appears that Singaporeans are highly engaged with MOBTV, with user visits on the website averaging 25 mins and 41 seconds.
That's 13 mins and 3 seconds longer than the average visit to websites in All Categories, and 11 mins and 15 seconds more than the average time spent on Entertainment - Televisions websites. The majority of MOBTV's traffic came from Search Engines, with Yahoo! Singapore accounting for 10.91% of all upstream traffic during week ending 29/11/2008. Now you know.
Visit the Hitwise To Go website for regular updates.
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