14 DAY TRIAL // According to the Adobe Scene7 survey results, which have been made public recently, the major point of interest for most companies, in regard to online investment, is represented by mobile, rich media, personalization applications and social networking.
The results of the third annual edition of the Scene7 survey are based on 474 responses from brand-name retailers, media, and manufacturers from all around the globe. Of all the respondents, the retailers represented the majority, with more than 22 percent of the responses. Moreover, the consumer product manufacturing and high-technology areas were dominated by the North American respondents. On the other hand, the media and agency industries were better represented by the EMEA respondents.
“Web marketing continues to be an area of investment and innovation because in challenging economic times it can deliver high-impact marketing programs that can be easily and immediately measured,” declared Doug Mack, VP of Consumer and Hosted Solutions at Adobe. “Over 90 percent of our survey’s respondents are planning to invest in new rich media and social networking technologies to ensure their brands and products stand out on the Web,” added the Adobe representative.
More precisely, the companies plan to invest in online features in these proportions: blogs – 32 percent of the respondents, user feedback - 31 percent, 360-degree spin - 29 percent, circulars and catalogs - 28 percent, live video feed - 28 percent, product comparisons - 27 percent and video - 27 percent.
The efficiency of these investments will still be measured in conversion rates, usage and increased clicks. However, in order to determine whether the online marketing campaigns are successful or not, the companies will also take into account the revenues and the order size metrics. The final result of the calculation helps the companies determine the actions that need to be taken in order to make future campaigns even more effective.
Copies of the 2009 Online Customer Experience Survey are available for download here.