Do different industries see better ROI on marketing?
The UK’s motor industry has a huge marketing budget to hand, one that not all sectors can hope to match. According to Google’s Car Purchasing UK Report in April 2017, a whopping £115.9 million was spent by the car industry on marketing, both offline and online. But is the return on the investment worth the initial spend? Together with Volkswagen dealership, Vindis, we take a look at the value of marketing across different industries.
When deciding to buy a new car, shoppers are relying on the internet more than ever, says Google’s Drive To Decide Report. Over 82% of the UK population aged 18 and over have access to the internet for personal reasons, 85% use smartphones, and 65% choose a smartphone as their preferred device to access the internet. These figures show that for car dealers to keep their head in the game, a digital transition is vital.
A huge 90% of automotive shoppers research online, according to the same report. 51% of buyers start their auto research online, with 41% of those using a search engine. To capture those shoppers beginning their research online, car dealers must think in terms of the customer’s
In terms of the total UK Digital Ad Spending Growth in 2017, the car sector made up 11% of the total from figures revealed by eMarketer. This came second only to the retail industry. The automotive industry is forecast to see a further 9.5% increase in ad spending in 2018.
With so many car purchases happening on the forecourt, does the online world really
With online sales hitting £16.2 billion for the fashion industry in 2017, it’s safe to say the market is there for online fashion. This figure is expected to continue to grow by a huge 79% by 2022. So where are fashion retailers investing their marketing budgets? Has online marketing become a priority?
Around 75% of purchases were made online in December 2017, says the British Retail Consortium. Online brands such as ASOS and Boohoo continue to embrace the online shopping phenomenon. ASOS experienced an 18% UK sales growth in the final four months of 2017, whilst Boohoo saw a 31% increase in sales throughout the same period.
Taking note of this surge of
Shoppers don’t want to troop through the crowded shopping centres anymore.
An emerging asset for the fashion sector particularly is influencers. According to
Retaining and gaining customers in the
In the top 100 highest spenders in UK advertising, the four biggest comparisons websites feature: Confused.com, Go Compare, MoneySupermarket, and Compare The Market. Comparison sites can be the difference between a high rate of customer retention for one supplier and a high rate of customer acquisition for another. If you don’t beat your competitors, then what is to stop your existing and potential new customers choosing your competitors over you?
Customer retention has surpassed acquiring new customers as a priority for British Gas. Whilst the company recognise that this approach to marketing will be a slower process to yield measurable results, they firmly believe that retention will
This is clear from the company’s choice to invest £100 million into a loyalty scheme, offering discounts and services to customers who remain with them. The
In December 2017, 40% of utilities-based searched occurred on a mobile platform, along with 45% of ad impressions, according to Google’s Public Utilities Report. As mobile usage continues to soar, companies need to consider content created specifically for mobile users as they account for a large proportion of the market now.
Unlike other industries, the healthcare sector is subject to many restrictions for marketing. The same ROI methods that have been adopted by other sectors simply don’t work for the healthcare market. Despite nearly 74% of all healthcare marketing emails remaining unopened, you’ll be surprised to learn that email marketing is essential for the healthcare industry’s marketing strategy.
An ever-increasing 2.5 million people have made email their main means of communication. This means email marketing is targeting a large audience. For this reason, 62% of physicians and other healthcare providers prefer communication via email – and now that smartphone devices allow users to check their emails on their device, email marketing puts companies at the fingertips of their audience.
With one in 20 Google searches enlisting the help of “Dr Google”, it’s in everyone’s best interests for real healthcare advice to be available online! This could be attributed to the fact that many people turn to a search engine for
This is without considering social media marketing too! Whilst the healthcare industry is restricted to how they market their services and products, that doesn’t mean social media should be neglected. In fact, an effective social media campaign could be a crucial investment for organisations, with 41% of people choosing a healthcare provider based on their social media reputation! And the reason? The success of social campaigns is usually attributed to the fact audiences can engage with the content on familiar platforms.
Should all industries invest?
It’s evident that an investment in marketing is a worthwhile venture, particularly for the fashion and automotive sectors. With a clear increase in online demand in both sectors that
Webstrategies.com predicts that 41% of a firm’s marketing budget will go towards online marketing in 2018, and increase to 45% by 2020. Social media advertising investments
Will you be investing in online marketing? If mobile and online usage continues to grow year on year at the rate it has done in the past few years, we forecast the investment to be not only worthwhile but essential.