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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Ads take 10 days to become purchase decisions

It takes the average consumer 233 hours - that is, nearly ten whole days - to purchase a product online after initially being targeted by an advert, according to a study by Rakuten Marketing that examined display advertising and retargeting patterns in the UK.

The study showed how much the time to sale differs across sectors, with fashion being the most considered purchase at 282 hours and travel buys surprisingly the least, at 176 hours.

A proportion of shoppers however, do buy immediately after being retargeted with an ad. 14.4% of sales across the travel sector are made straightaway, compared to 8.3% of fashion purchases and 11.7% of luxury fashion buys, suggesting that luxury shoppers are more impulsive than high street customers.

Typically, the shopping journey will involve 2 to 3 engagements with the brand's ad before a product is purchased. In addition Rakuten has found globally that people who engage with an interactive banner return, and convert up to 44% faster, than those who just click. This metric of 'engagement' goes beyond a click, tracking the interaction between the consumer and an ad. It captures actions from scrolling, hovering or even watching a video within an ad.

The shopping journey transcends PC, mobile and tablet for all sectors. While desktop is the device where the final purchase is most likely to happen, tablet devices are likely to drive around 10% of sales, particularly across luxury fashion, travel and children's products. Children's products, for example, was the category that involved the fewest engagements to purchase and with the highest volume of purchases made on tablet devices, as busy parents have less time to browse.

"Customers are making increasingly considered shopping decisions. Brands therefore need careful planning to target consumers even more effectively, truly taking advantage of each engagement and reducing the delay to purchase," said Rakhee Jogia, director of display for Rakuten Marketing. "With sales taking place across numerous channels, over a number of days, it's become ever more challenging for brands to keep the interest of distracted consumers. With the help of data insights and more creative placements, brands can deliver display campaigns that increase conversion levels."

Sources: Rakuten Marketing / The Marketing Factbook.
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Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)