|
MARKETING
CHANNELS: COMPARISONS
Note: These statistics reflect the fact that people use more than one marketing channel. more Search
engine listings are better than banner ads (by 3 to 1) at
creating effective brands. Established
preferences with longterm Internet use: most Internet users
now go directly to websites (relying on bookmarks) rather
than relying on search engines and links from other sites.
daily
number of US Internet users who use search engines: 33
million
The overall
ACSI score for search engines is 68, but the differences between
the largest competitors are vast. Google registers a score of
80 -- more than 30% better than Alta Vista (61) and Ask Jeeves
(62). Such a difference among competitors is extremely rare
and is usually limited to evolving industries. Typically, customers
will flock to the best companies, with industry consolidation
a probable result. The recent agreement between AOL and Google
to join forces and offer AOL users the Google search engine
may be a step in this direction. But it may help AOL more than
Google. Not surprisingly, Google has much higher customer loyalty
than its competitors. Google users tend to spend more time searching
the site than do users of competitive sites: 24.1 minutes for
Google users, compared with 18 minutes for AltaVista users and
16.2 minutes for AskJeeves users. Furthermore, Google led all
search engines in total search hours per month per user: 11.7
hours for Google users, compared with 4.8 hours for AskJeeves
users and 1.9 hours for AltaVista users. (Commentary by Professor
Claes Fornell) search
engine promotion statistics
worldwide
email traffic
percentage
of US Internet users who check their mail on a typical day:
52% percentage
of US company online sales due to email-based promotions:
15% More
US businesses are now using email marketing campaigns than traditional
direct mailings. percentage
of marketers who plan to increase use of email newsletters:
65%
WORD
OF MOUTH
Relationship
between "word of mouth" advertising and customer satisfaction
Source: Taylor Nelson Sofres, May, 2002
customer
service statistics
Source: University of Michigan Business School, Mar 2002 and ACSI (The American Customer Satisfaction Index), Aug 2002 most important factors for online customer satisfaction, as rated by US customers:
|
||||||||||||||||||||||||||||||||||||||||||||||
| ||||||
