Posts About ‘Experian’

5 Insights for Christmas 2012

How was your summer? Looking forward to Christmas? Wait, its early June, what the … are you talking about? Christmas?

It’s not the bad weather which makes me ask this, we are still hoping for a good summer. But as James Murray pointed out in his last post about contact lenses it might be a smart idea to look forward. So why not look at Christmas already?

Experian made the video below as an introduction to one of their webinars. It gives you 5 insights for Christmas 2012.

Did you know for example that customers like to open e-mails more when Christmas time comes around? But that they are more tempted to spend when that Christmas e-mail is sent in November? And that Cyber Monday this year will be on December 3rd? Experian also expects the UK to spend no less than 27 million hours on social media sites on Boxing Day.

What are you doing?

These numbers show it is good to be prepared for specific events, like Christmas, but also for example the upcoming Olympics. So that makes me wonder: how ready are you for the Olympics? Or for Euro 2012? What have you done to prepare yourself? Let us know and we’ll collect them and you might just feature in our next post!

Integrated Marketing: the right blend for success – by James Murray

retailers-YouTube-Experian

Today’s guest post in our integration series in one from somebody who knows a lot more about trends and developments than most of us together, because at Hitwise Experian James Murray must see many many stats who tell him what is going on. He takes part of that knowledge to talk about the right blend of success.

Marketers have been talking about a channel shift in advertising for years now. In September 2009 the Internet Advertising Bureau (IAB) announced the UK as the first major economy where digital advertising spend had superseded TV advertising spend. In some cases this has led to a complete switch of focus towards online advertising at the exclusion of all other channels. I’ve always seen this as a flawed strategy, as truly successful advertising increasingly relies on a blend of integrated marketing channels that complement and enhance one another.

Integrated marketing needn’t be a complicated affair. At the basic end of the scale, distributing existing video content online has the effect of extending the reach of a TV campaign and provides a simple way to bring the content to new audiences. Office supplies chain Viking Direct for example increased its online traffic six-fold by hosting its video advert on YouTube. At the peak of traffic, Viking Direct was receiving nearly four times as many UK web visits as its closest competitor Staples, demonstrating how powerful even a modest foray into online video can be. (more…)