The 2010 digital marketer:Benchmark and trend report _EMS

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Table of contents
Executive summary...................................................................................................1
Introduction...............................................................................................................3
Consumer 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.........................................................................................17
Addressable advertising...............................................................................18
Advertising on digital devices......................................................................19
Case study: Addressable television advertising.......................................20
Case study: Online addressability...............................................................21
Email marketing.......................................................................................................22
Key findings.....................................................................................................22
Email offers......................................................................................................23
Share of upstream traffic from web-based email......................................23
Year-end email trends by industry...............................................................24
Top words in subject lines.............................................................................26
Email address verification.............................................................................28
Point-of-sale (POS) email address capture...............................................29
Mobile marketing.............................................................................................................30
Key findings..............................................................................................................30
Marketing opportunity............................................................................................31
Consumers’ behaviors and attitudes towards mobile devices........................32 Consumer response to mobile advertising.........................................................34
Case study: Mobile couponing..............................................................................35
Multichannel customer experience..............................................................................36
Key findings..............................................................................................................36
Data quality...............................................................................................................37
Case study: Data hygiene ......................................................................................37 Case study: Real-time address verification........................................................38
Direct mail.................................................................................................................39
Case study: Driving dynamic content with data modeling...............................41
Online communities and social media.........................................................................42
Key findings..............................................................................................................42
Social networking industry snapshot..................................................................43
Age of visitors to social networks.........................................................................44
Most popular social networking websites...........................................................45
Search marketing............................................................................................................46
Key findings..............................................................................................................46
State of the global search market..........................................................................47
Search keyword trends...........................................................................................48
Searches influencing offline purchases..............................................................49
Conclusion.......................................................................................................................52

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