Some research conducted in the UK by the advertising giants GroupM (part of WPP) shows advertising and marketing on the web will surpass print media by the end of this year.
As newspapers keep losing readers (and advertisers), Internet subscriptions rates continue to grow. Currently print advertising in the UK accounts for 13.2% of total advertising expenditure with the rest split among the Internet and other media. GroupM predicts a growth of only 0.1% for print advertising by the end of 2006.
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New Zealand Internet Usage Statistics and Growth |
YEAR |
Users |
Population |
% Pop. |
Usage Source |
2000 |
830,000 |
3,737,280 |
22.2 % |
ITU |
2003 |
2,110,000 |
4,122,609 |
51.2 % |
ITU |
2006 |
3,200,000 |
4,195,729 |
76.3 % |
ITU |
Internet Usage Statistics:
3,200,000 Internet users as of Dec/2005, 76.3% of the population, according to ITU.
Latest Population Estimate:
4,195,729 population for 2006, according to world-gazetteer.
Gross National Income:
GNI per capita is US$ 20,310 ('05) according to World Bank.
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Three page limit for search engine surfers.
The majority of web users will not persevere beyond three pages of results when conducting Internet searches, new research claims. A poll of more than 2,000 US web users found that most surfers expect to find what they are looking for on the first page of search results.
More than two in five respondents (41 percent) changed search term or search engine if they did not find what they sought in the first page of results, up from just 28 percent in 2002.
Analyst Jupiter Research and marketing group iProspect found that a third of searchers link companies in the top page of results with leading brands.
The iProspect Search Engine User Behaviour Study notes that, if a company's website does not appear on the first three pages of search results, they are losing nine out of ten potential customers.
Almost two thirds of web users (62 percent) click on a result on the first page of data, up from 48 percent in 2002, and 90 percent click on at least one link in the first three pages.
Robert Murray, president of iProspect, said: "This study clearly shows the increased importance of being found in the top search results ... If your site is not found on the first page - or within the first three pages of search results - you might as well be putting up a billboard in the woods."
6 important points to take into consideration when marketing online:
First things first - the rules of marketing your brand don't change on the Internet. You still have to set your goals, aims and objectives and understand your 5 Ps. Product, place, position, price and promotion.
What you do need to change are your strategies and tactics. There are some emerging rules about online marketing worth following.
1.Know your users
Is your target market net-savvy? How do they use the Internet? What sites do they currently use? Build your marketing around the features of the site they will find most appealing, whether it's saving time, getting daily updates of news or personalised gift recommendations.
2. Know your competitors
You have to do competitor analysis - find out what is already being offered online and establish your point of difference.
3. The Internet is an interactive medium
This is an extremely important thing to grasp. You are no longer marketing through passive media like TV and print ads. A good website ensures that its users interact with its brand through great functionality and accessibility, good design and reliable services. You also need to interact with your customers. Give them opportunities to talk to you via the website and make sure you respond.
4. Hire the right people for the job
There are great designers, editors and programmers out there who understand the web and its capabilities. Make sure you've got a team that works well together and is representing your product in the best way possible for the medium. Remember the key element of any good marketing is the "What's in it for me" factor. Your marketing content needs to tell potential customers why you've got the best product on the Internet for example. To do this well it needs to be written by people who know the rules of writing for the web.
5. Understand user behaviour
You have a great opportunity to constantly receive instant feedback through forms on your site, email marketing, pop up polling technology and more. As a marketer you are in an exciting area of business and unlike many offline marketing campaigns where results may be three to six months down the track you can see almost instantaneous results and alter your approach accordingly.
There are a variety of web tracking tools that are explored further in
Measuring success. Use them to your advantage. If your users are
always dropping out on a certain page you need to find out why.
6. Promote your URL wherever you promote your logo
Hopefully you've read all about domain names and have chosen an
easy to remember (and type) URL. Now promote it on business cards,
ads, articles about your business, at trade shows and in online
directories
 More Internet marketing news from this month's newsletter. Eyetracking
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