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Mon, January 14, 2008
Here’s a striking piece of data that symbolizes how quickly the mobile device is becoming a viable marketing channel. Before you read this tidbit of information – consider the iPhone only makes up 2% of smartphones worldwide!
According to the NY Times, “on Christmas, traffic to Google from iPhones surged, surpassing incoming traffic from any other type of mobile device, according to internal Google data made available to The New York Times. A few days later, iPhone traffic to Google fell below that of devices powered by the Nokia-backed Symbian operating system but remained higher than traffic from any other type of cellphone. The data is striking because the iPhone, an Apple product, accounts for just 2 percent of smartphones worldwide, according to IDC, a market research firm. Phones powered by Symbian make up 63 percent of the worldwide smartphone market, while those powered by Microsoft’s Windows Mobile have 11 percent and those running the BlackBerry system have 10 percent.”
To us – this is not just about the iPhone. It’s about mobile usage overall. It’s the simple point that if you give consumers a mobile device and platform that is easy to use and easy to surf the web – they will use it. I believe there are a variety of new phones that will step up to the plate with some exciting new technologies. We, as an industry, have to be ready to embrace it. I, for one, am looking forward to it!
Read On
Tue, November 20, 2007
Last year, all of the hype was around Cyber Monday – the first Monday after Black Friday. The thought process was that Cyber Monday was the day when many people log on at work to look for gifts they didn't manage to buy over the long Thanksgiving weekend. Yes, sales are expected to be up for that Monday, but analysts are actually predicting the heaviest online shopping days will come approximately a week before Christmas. According to the story…
"Thanksgiving is a huge day because everyone is at home," said Heather Dougherty, director of research at Hitwise, an Internet measurement firm.
"There are a lot of moms who don't want to watch football," Dougherty said. "Thursday is a great day for online retailers to offer promotions and capture people."
Shoppers are even hopping online early to get a jump on Black Friday, the day after Thanksgiving and traditionally the kick-off to the offline holiday shopping season. Hitwise found traffic to Web sites advertising Black Friday deals rose 52 percent over last year in the week ended November 10.
"The holiday season is starting earlier and earlier every year, which is what consumers joke about, but it's honestly happening," Dougherty said. "People are going online and researching products before the holiday gets started."
There are clearly opportunities here for ticket purchases as gifts for the January and February period.
Read On
Wed, June 21, 2006
So, are there any opportunities to be had from the Father's Day holiday period for Broadway marketers? For your initiatives next year, consider these statistics.
Click here to read more.
Fri, March 03, 2006
Here's a piece of very interesting research.
According to a Post-Holiday Online Shopping Study conducted by Jupiter Research, 47% of Internet users who reported researching products online during the 2005 holiday season bought those products offline at a physical store, by phone or through some other offline channel.
This reports drives home two important themes that we should all keep in mind:
1) People are using the Internet as a research vehicle not just as a purchasing channel. So, whatever is written about you both good or bad, is probably being looked at by prospective buyers. It's amazing how easily accessible theater reviews are to a consumer. Simply google your show name with the words "Broadway reviews" after it. It shows if people want that information, they can freely gain access to it.
2) The overall effectiveness of online marketing isn't always fully represented through the sales reported on a tracking code. People very well may have seen your ad online and purchased through alternative non-trackable channels.
The report goes on to say, "it's not that shoppers are uncomfortable using the internet. Fully 63% of survey respondents said that they researched products at online merchant sites, and 62% of Internet shoppers used general search engines (such as Google and Yahoo!) when researching products online."
What the report doesn't say is WHY they didn't order online which seems to be a critical piece of information missing here.
Click here to read more.
Wed, November 30, 2005
A few weeks back we touched on the a new research report stating that Monday's during the holidays will be big shopping days online. The general premise is people visit the stores over the weekend and then look to make the actual purchase online on the following Monday.
This past Monday marked what analysts are now calling "Cyber Monday". Sales online rose 26% over the same time of last years sales.
So, what does that mean for Broadway marketers? Consider pushing "the perfect holiday gift" in any of your online advertising efforts. In addition, maybe try and scoop up a Monday email blast from Playbill, etc. and give it a test.
Click here to read more about "Cyber Monday."
Fri, November 11, 2005
A new study shows that people search the weekends for gifts at the brick-and-morter stores but many follow-up online on Monday to make purchases.
So, the weekend is for searching and the Monday is for purchasing to many folks.
So, with that said, should a Monday Playbill email blast in November or December lean towards mentioning "a perfect holiday gift"?
Click here to read more from the study.
Thu, November 03, 2005
One way to combat the January and February blues is gift certificates. I know there are numerous logistical reasons why we can't implement the programs just yet, but I believe strongly when there is a will there is a way.
The holiday season is here... and people WILL BUY gift certificates to your show. Market it on your website, in your advertising and in theatre. I don't see the downside here especially during the holiday period.
Let's not even get into the breakage rate of potentially 40%.
It is a gold mine waiting to happen. If you need more evidence, Forrester Research expects holiday e-commerce to grow 25% this year.
From my understanding, I believe that Ticketmaster can implement them for individual shows but Telecharge can not. Please don't quote me on this.
I can assure you, we have been pushing for this initiative over the past year and believe we are coming closer to a solution that may make this a reality for all shows.
Click here to read the projected holiday spending research.
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