Tag Archives: digital

Ecommerce Hits Milestone

Digital commerce, fueled by growth in mobile purchasing, hit a huge milestone last year.  In 2012, B2C ecommerce spending totaled on $1 trillion globally.  New research has come available that shows it’s not even close to slowing down.

shutterstock_111037535● From 2011 to 2012, global ecommerce grew 21% to reach $1.2 trillion

● By 2016, ecommerce is projected to hit $1.5 trillion worldwide

● In North America, digital spending grew 14% to nearly $365 billion.  Next year it is expected to expand to over $400 billion

● The number of digital buyers in the US is expected to grow from 150 million last year to 175 million in 2016

● China is expected to see the greatest growth.  Ecommerce is projected 65% from 2012 to 2013 and the number of digital customers will rise by nearly 25%

What Does This Mean To You?

What does your ecommerce strategy look like?
Digital purchasing, mcommerce in particular, is rapidly changing and growing. Having a strategy is important, but making sure it’s scalable is equally important.  Things like mobile point of sale will have a dramatic affect on how your business operates.  The international adoption of digital purchasing may open new markets for your business as well.  While we can’t predict the changes that may occur, being nimble and being able to quickly pivot is something that could give your company a competitive advantage in the future. For more information on how to capitalize on ecommerce growth,  please contact your Sun Sentinel representative or:
Julie Otto
Research Manager

Source: Emarketer


Mobile-ly Enabled Kids

Odds are that if you have a kid, they know how to use a mobile device – often better than you do.
Tablets, smart phones and other enabled devices are quickly replacing
the TV as the new electronic babysitter.  One of the benefits of
children using mobile devices is that parents can specify the content
they can view through apps and parental controls.


• Nearly 40% of kids 4 to 5 years old use mobile devices. They 68% more likely to have used a mobile device than a lap top

• Almost half of 10 to 14 year olds have access to a mobile device

• In total, nearly 80% of teenagers have a mobile device

• 74% of parents who use mobile devices to keep their kids calm have downloaded apps specifically for them

• Over 80% of middle & high school children cited mobile devices as holiday gifts they wanted to receive

What Does This Mean To You?

The age of mobile adoption continues to get younger.  Whether kids are using these devices to watch video, play games, chat with friends or listen to music, children today are definitely mobile first. While your business may not be marketing to children, these are the shoppers of tomorrow and your business needs to prepare to meet their needs – before your competition does. Mobile functionality is expanding incrementally, you should pay attention to trends and the ways your customers are using their devices.  Ignoring mobile will not make it go away, but it could help move shoppers to other businesses who are making their lives more convenient with mobile options.  For more information on how to effectively and efficiently make your business mobile-ly successful, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer; NPD; Ipsos; The 2012 Scarborough Report 2012; Qualcomm; Pew

Why Your Web Site Is Important

Think of how many digital entities your business may have.  Besides your web site, you probably have a Facebook page, maybe a twitter feed or a Pinterest board.  You may have a presence on a local review site or electronic listing page.  That doesn’t even count the amount of user generated content that could be floating around.  Consumers can probably find you in many different places – some you control and some you don’t.  Recently released information shows the sources that online shoppers trust when researching products to buy.  This information is extremely important in making sure potential customers get the right information about your business and the products you sell.

shutterstock_90091774• Nearly half of online shoppers said that a manufacturer or brand’s website was their most trusted source of information

• More than one-third said that they put trust in articles they found from a search engine

• 31% said that they trusted experts on certain topics

• Over 20% said that mainstream news sites were trustworthy for brand information

• Roughly 10% put their trust in links friends posted on social networks or information from blogs

What Does This Mean To You?

Overall, nearly 95% of consumers said they trusted some kind of online information when making online shopping product decisions.  The question is how do  you make sure they are getting the right information about your organization.

• Employ a robust search strategy – Your website is the most trusted source for online shoppers.  If you don’t have a strong search strategy, who knows what potential shoppers may see when they enter your name into a search engine.

• Monitor your social reputation – Social media can be a great referral tactic and engagement tool.  But if consumers are seeing negative information about your business, there is a good chance they will not do business with you.

• Utilize testimonials – Testimonials can be very powerful.  While you may not be able to get experts to extol the virtues of your business or product, people trust the opinions of others.  If you have a loyal customer, it would be beneficial to incorporate kind words from them in your web site.  Also, treat social media “likes” as virtual testimonials.  Because their social friends and followers will see it as well, a “like” or positive post can influence your perception among a large group of potential shoppers.

• Dot your Is and cross your Ts – When was the last time you took a critical look at your web site?
Is it outdated? Is all the product information current?
Can people easily find your contact information?
Are there typos?
Is it easily navigated?

Your web site, in many ways, is your front door to many consumers.  You need to make sure it’s easy to find, easy to navigate and potential shoppers can easily see the value of all the things you have to offer.  For more information on strategies to help you create a stronger ecommerce revenue stream, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: nRelate; eMarketer

Digital Drove Holiday Sales

As we turn the calendar to January, we’ll take a look at the first data back on shopping this holiday season.  Much of the research pointed to how big of an impact digital devices (computers, tablets or smart phones) would have this season – particularly how consumers used them to save money.

shutterstock_85671796• Over 80% of smart phone owners used a digital device to research or browse holiday purchases this year – that’s a jump of 22% over last holiday season

• Nearly three-quarters said they made a holiday purchase via digital device, that’s an increase of 35% from last year

• Over 60% used an email offer from a retailer.  Usage of email offers increased close to 40%

• One-third used a mobile coupon this holiday season.  Consumers redeeming mobile coupons grew more than 80% compared to last year

What Does This Mean To You?

While the holidays are a once a year happening, they (on average)
account for upwards of 40% of total retail sales nationally.  The reason
behind the growth in digital shopping this year was convenience –
Nearly 40% of shoppers said they shopped online because of the
convenience and ease of it.
The trend towards online shopping  continues to rise – over four in 10 consumers said they shopped more  online than in physical stores this year compared to last year.
One of the things every business needs to do is stay relevant with its
customers. Making sure that it’s convenient to buy from your store vs.
the competition is part of staying relevant.
Just having a mobile site or ecommerce solution is not enough.  Part of your due diligence should be to continually look at the experience your digital and mobile
presences offer.
Are there things that the competitors have that you don’t?
How intuitive is the navigation?
Is it easy to find and buy products from your site?
Are you effective promoting your digital and mobile capabilities?
It’s easy to launch and forget, but if consumers have a bad experience –
it’s a good bet they will not return.  In tomorrow’s post, we’ll look
at what improvements consumer’s want to see from businesses.  For more information on creating digital presences that drive results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; GfK Roper; SapientNitro

Going Online Instead Of Going To The Doctor

For many people going to the Doctor ranks just above taking your car to the mechanic or having to visit the IRS as activities that sound like a good time.  More and more, consumers are turning to the anonymity of the internet as a place to find answers to medical questions.

shutterstock_4434508• Nearly two-thirds of adults said they would rather go online for health information instead of visiting a Doctor’s office

• Nearly one in four adults who would rather get medical information online did so because they lacked health insurance

• Over 20% cited embarrassment – this was the top reason cited from 18 to 24 year olds

•  19% said expensive co-pays were the reasons they would rather use digital resources

• 41% of adults said they would rather get information about sex from online health sources vs. a live Doctor

Information about STDs (29%), drugs & alcohol (16%) and weight were other top topics adults would rather get information about online

What Does This Mean To You?

Over the past 30 days 2.4 million adults have searched for medical information online.

These online health searchers were much more likely to be:

• Women

• Affluent

• College graduates

• White-Collar workers

According to several sources between 75% and 90% have some kind of health insurance.  They are also more likely to have a smart phone and were more likely to have visited a specialist in the past year. Digital resources have not only changed the ways consumers look at health care, it’s changed the way they health professionals recruit patients and market their services.  For more information on how can use digital and mobile tactics to build awareness & patient count, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Pearl.com; The 2012 Multi-Market Scarborough Report, Release 1

Where Holiday Shoppers Learn About New Items

“Jingle All The Way” might be one of the B list holiday movies but its storyline plays out every year.
There’s always one toy on the list that is virtually impossible to find – you go to the store and it’s sold out. You go online and there are none available.  You check with friends and they tell you that they found it…weeks ago.  Have you ever wondered how people hear about the items they intend to purchase for the holidays?  A new report chronicles the sources of information consumers use to learn about holiday gifts.

shutterstock_71205736• Over two-thirds of shoppers use digital tools to learn about the things they plan to buy

• For adults age 18-24, nearly 80% get their information via social media, online or mobile means – as do over 70% of those aged 25-34

• Six in 10 get inspiration from traditional media

• Nearly 60% learn about gifts from friends
or family

• Just over one-third get the idea to buy a certain item from catalogs

What Does This Mean To You?

Long-gone are the days of the old Sears Wish Book.  The toys were
conveniently located in the middle of the catalog and it always seemed
to open to the ultra cool GI Joe battle scene or the bridge of the USS
Enterprise with its spinning teleporter room.  The toys were never as
cool as the pictures.
Today, digital tools are the primary way
holiday shoppers learn about the gifts they intend to buy. And because
most sites have places to post and read comments, you find out that
Barbie’s playhouse has over 100 parts and takes over 3 hours to put
together.  The digital revolution has given shoppers all the information
they need.  Mobile has made that information more powerful and
portable.  It has also given you more opportunities to create unique
selling opportunities and set yourself apart from the competition.  Take
time to look at all of your digital promotional entities.
Does it give customers a reason to shop at your location?
Does it set you apart from your competitors?
Does it easily tell consumers where you are located and how to contact you?
The holidays are very busy, shoppers make quick decisions.  If your
site, mobile space and social presences don’t help bring customers to
you, then you are doing yourself a disservice.  In tomorrow’s post,
we’ll take a look at the influence social media has over holiday
shopping.  For more information on digital campaigns that will bring you
great holiday success,, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Deloitte

Actions Taken After Viewing A Video Ad

Video is one of digital’s top tools for building engagement and consumers seek out product video content. But what actions do consumers take after watching a video ad?  A new research study looks at what happens after consumers watch video advertisements.

• Over 30% of consumers visited the brand’s Facebook page

• 28% clicked to the site

• Just over one in five watched the video a
second time

• 17% visited the brand’s YouTube page

• 1% visited the company’s twitter feed and another 1% emailed the brand

What Does This Mean To You?

With video leading so many consumers to social media, you social reputation is extremely valuable.

The consumer has just finished watching your video and goes to your
Facebook page.  The last thing you want is for them to be confronted by
negative product information or posts about bad customer service.  A
majority of shoppers say they will not shop at a store that has negative
comments or questions in their social presences.  You need to make sure
you are promoting positive comments – turn these into virtual
testimonials. At the same time, you need to do whatever you can to
mitigate bad information and answer any questions that arise.
When was the last time you looked at comments left about your business?
Social media can be a powerful ally in building your business, but
negative comments will keep customers from visiting your location or
buying your products.  For more information on how to build up your social reputation,, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer; Jun Group