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Interesting Online Marketing Data
(Article Contributed By Marie, of Sex Story Text - Posted on August 18th, 2010)
One of the sad facts of life about working in the adult industry is that most of us are rarely ... if ever ... going to get a chance to see the big picture when it comes to marketing. Sure we've got our own stats and sometimes there are friends who will share their stats with you but when it comes to the big picture we're pretty much in the dark.
We may never know if mature sites outsell teen sites ... if bargain sites bring more sales than full-price sites ... if there's one day of the week when you're sure to get more sales than any other day of the week. Data that reveals trends like that can be helpful for us if we want to maximize our sales but we never get that information.
Sure Google Trends and their Adwords Keyword Tool can give us some insights in which months are the best for searches for various terms and whether searches for those terms are growing or declining but those are just trends.
If you really want to target a market and make the best use of your resources you need a lot more information than just trends ... and that's what we're lacking here in adult.
Things are a little different over in mainstream and every now and again some data is released over there that's of great interest to marketers and some of that data has just been released by Experian Marketing. Their 2010 Holiday Marketer: Benchmark Trend Report has some facts and figures that should be of interest to us regardless of whether we're in mainstream or adult marketing.
Let's start with some interesting data about the Internet itself. It seems that almost 38 per cent of consumers in the United States can't live without the Internet and that's compared to just 21 per cent who said that they couldn't live without television.
If you thought that social networking sites were just a passing fad and you haven't bothered to look at ways you can work social networking sites into your marketing then the data from the Experian report should make you think again. More than 60 per cent of adult online users visit a social networking site at least once a week and 43 per cent of those visit a social networking site at least several times every day.
Over in mainstream email is still a major form of marketing but emails that offer things like free shipping, discounts and reward points have lower opening and click-through rates than those that don't. However if someone does click through from an email that offers free shipping etc. they're more likely to spend more money than those who click through from an email that offers no incentives.
I'm not sure how that compares with the next piece of data that's worth thinking about but I'm sure there's a link in there somewhere. 26 per cent of people who shop online are searching for bargains and the Internet is their tool for finding those bargains.
At the same time 14 per cent of people who shop online are only looking for the necessities ... they don't buy on impulse. The survey found that people from country areas are move likely to be in this group than urban dwellers.
So what does that tell you about the sites you're promoting and what people are looking for?
I know that a lot of people in this industry like to focus their marketing efforts on selling memberships in budget-priced sites but perhaps this data is suggesting that a marketing a mix of budget and average-priced sites might be the way to go although if your demographic is younger men then things may be different.
You see, the data in the report suggests that younger men are more likely to be looking for bargains. Younger adults are also more likely to buy products via their mobile phones.
Unfortunately, because the Experian report only deals with holiday marketing it does not give us any clear indication of which days of the week are more important than others but that doesn't mean you can't determine that from your own data.
For an overview of which days see more traffic all you have to do is look at your server stats and that will show you plainly which days are more popular than others.
The most popular time of day can also be an important factor in your marketing ... especially if you want to get a new offer from your sponsor in front of your surfers before they see it on some other marketer's site. Once again your server stats can show you that data but you might have to dig a little deeper if you're marketing in several niches on the same server.
It could be that some niches attract more interest than others at certain times of the day and that's something that's definitely worth looking at. Apart from getting some special offer out there before your competitors there may be that you can use more appropriate terms for marketing those niche products if you know what time of day most of your surfers are hitting those sites.
Sometimes the take-aways from the data in a report like the one from Experian isn't always obvious but when you take time to think about it you'll always find something useful for adult marketers.
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