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Q4 2018 Digital Marketing Report

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Q4 2018 Digital Marketing Report

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Since its launch in 2011, Merkle's quarterly Digital Marketing Report (DMR) has become one of the most highly regarded and frequently cited reports in the digital marketing industry, covering Amazon, Google, Facebook, Instagram, and more.

Since its launch in 2011, Merkle's quarterly Digital Marketing Report (DMR) has become one of the most highly regarded and frequently cited reports in the digital marketing industry, covering Amazon, Google, Facebook, Instagram, and more.

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Q4 2018 Digital Marketing Report

  1. 1. Q4 2018 Digital Marketing Report Review
  2. 2. © 2019 Merkle. All Rights Reserved. Confidential2© 2019 Merkle. All Rights Reserved. Confidential We help the best brands in the world create competitive advantage through people-based marketing. We believe in marketing to people not proxies. We believe the future of marketing is personal, informed by data, powered by technology, and delivered through creativity.
  3. 3. © 2019 Merkle. All Rights Reserved. Confidential3 7,000+ PEOPLE 55 OFFICES 10 COUNTRIES Serving our clients across the globe E M E A L O N D O N , A M S T E R D A M , B A R C E L O N A , B E L G R A D E , B R E D A , B R I S T O L , D E R B Y, D U B A I , E D I N B U R G H , F R A N K F U RT, G I J O N , H A M B U R G , M A D R I D, M U N I C H , R O TT E R D A M , S T. G A L L E N , A N D Z U R I C H 2 , 1 0 0 + P E O P L E A P A C S H A N G H A I , B A N G A L O R E , B E I J I N G , B R I S B A N E , D E L H I , M E L B O U R N E , N A N J I N G , P E RT H , P U N E , S I N G A P O R E S Y D N E Y 9 5 0 + P E O P L E A M E R I C A S C O L U M B I A , AT L A N TA , B O S T O N , C H A R L O TT E S V I L L E , C H I C A G O, D E N V E R , D E T R O I T, H A G E R S T O W N , L I TT L E R O C K , L O S A N G E L E S , M I N N E A P O L I S , N E W Y O R K , P H I L A D E L P H I A , P I TT S B U R G H , S A LT L A K E C I T Y, S A N F R A N C I S C O , & S E ATT L E 4 , 0 0 0 + P E O P L E
  4. 4. © 2019 Merkle. All Rights Reserved. Confidential4 Merkle Digital Marketing Report: Q4 2018 Released January 29th, 2019 Download the full report here.
  5. 5. © 2019 Merkle. All Rights Reserved. Confidential Google Paid Search
  6. 6. © 2019 Merkle. All Rights Reserved. Confidential6 Google Paid Search Investment Growth Remains Steady
  7. 7. © 2019 Merkle. All Rights Reserved. Confidential7 Google Shopping Spend Grows at Fastest Rate in Over Two Years
  8. 8. © 2019 Merkle. All Rights Reserved. Confidential8 Google Phone Spend Growth Rises After Jump in Shopping Impressions
  9. 9. © 2019 Merkle. All Rights Reserved. Confidential9 Industries Outside of Retail Did See Positive Investment Growth for Google Text Ads
  10. 10. © 2019 Merkle. All Rights Reserved. Confidential10 Shopping Ads Now Account for 89% of Retailers' Non-Brand Google Paid Search Clicks
  11. 11. © 2019 Merkle. All Rights Reserved. Confidential11 Shopping Ads Now Account for 89% of Retailers' Non-Brand Google Paid Search Clicks Traffic funneled to more specific query
  12. 12. © 2019 Merkle. All Rights Reserved. Confidential12 Showcase Shopping Click Share Continues Steady Rise
  13. 13. © 2019 Merkle. All Rights Reserved. Confidential13 Google Showcase Shopping Ads – Video Option Launched in September
  14. 14. © 2019 Merkle. All Rights Reserved. Confidential14 Local Inventory Ad Share of Google Shopping Clicks Jumps Five Points
  15. 15. © 2019 Merkle. All Rights Reserved. Confidential15 Google Shopping Ad Revenue Per Click Strong through Click Share Gains
  16. 16. © 2019 Merkle. All Rights Reserved. Confidential16 Search Partner Share of Google Shopping Clicks Set to Drop in 2019
  17. 17. © 2019 Merkle. All Rights Reserved. Confidential17 Search Partner Share of Google Shopping Clicks Set to Drop in 2019
  18. 18. © 2019 Merkle. All Rights Reserved. Confidential18 Search Partner Share of Google Shopping Clicks Set to Drop in 2019 Yahoo ramped up serving Google Shopping ads in early 2016
  19. 19. © 2019 Merkle. All Rights Reserved. Confidential19 Amazon's Google Shopping Approach Appears Unchanged During Holiday Season
  20. 20. © 2019 Merkle. All Rights Reserved. Confidential20 Brand Keyword CPC Inflation on Google Continues to Slow
  21. 21. © 2019 Merkle. All Rights Reserved. Confidential21 Google Minimum Text Ad Bids Steady, but CPCs Have Risen
  22. 22. © 2019 Merkle. All Rights Reserved. Confidential22 Position One Taking More Desktop Google Search Text Ad Clicks
  23. 23. © 2019 Merkle. All Rights Reserved. Confidential23 Reach of Audience Targeting for Google Search Ads Rebounds
  24. 24. © 2019 Merkle. All Rights Reserved. Confidential24 Apple ITP 2.0 – Launched with Safari 12 on Desktop and iOS in mid-September
  25. 25. © 2019 Merkle. All Rights Reserved. Confidential25 Share of Google Clicks from Audience Targeting Had Dropped after Apple’s ITP 2.0 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 8/1/2018 8/3/2018 8/5/2018 8/7/2018 8/9/2018 8/11/2018 8/13/2018 8/15/2018 8/17/2018 8/19/2018 8/21/2018 8/23/2018 8/25/2018 8/27/2018 8/29/2018 8/31/2018 9/2/2018 9/4/2018 9/6/2018 9/8/2018 9/10/2018 9/12/2018 9/14/2018 9/16/2018 9/18/2018 9/20/2018 9/22/2018 9/24/2018 9/26/2018 9/28/2018 9/30/2018 Customer Match Similar Audiences RLSA
  26. 26. © 2019 Merkle. All Rights Reserved. Confidential26 Audience Click Share Gap Between Safari and Other Browsers Widens
  27. 27. © 2019 Merkle. All Rights Reserved. Confidential27 iOS Devices and Safari Desktop Produce Majority of Google Search Ad Clicks
  28. 28. © 2019 Merkle. All Rights Reserved. Confidential28 Google Shopping Actions Making an Impact Yet?
  29. 29. © 2019 Merkle. All Rights Reserved. Confidential29 Walmart Exits Google Express and Shopping Actions
  30. 30. © 2019 Merkle. All Rights Reserved. Confidential30 What Does this Say About Voice E-commerce?
  31. 31. © 2019 Merkle. All Rights Reserved. Confidential Amazon Ads
  32. 32. © 2019 Merkle. All Rights Reserved. Confidential • Whether impressive growth in DuckDuckGo query volume is translating into meaningful site visit increases for brands • How Google search ad remarketing volume has trended in the months following the launch of Apple’s ITP 2.0 • What’s at stake as Bing Ads becomes the exclusive search ad provider for Yahoo and its properties • How fast advertisers have increased Instagram budgets and how big it has become to total Facebook ad investment Download the full report here to learn more about Amazon Ads and…
  33. 33. Thank you.

Hinweis der Redaktion

  • THIS SLIDE IS WORTH TAKING TIME ON:

    Our “mission” or what we do… is:
    We help: we are a services business
    The best brands in the world: our focus is Fortune 1000
    Create competitive advantage: meaning we don’t just do campaigns, we help them build value over time
    Through people-based marketing: this is our “North Star,” and it’s what we believe helps our clients win in the market

    We believe in marketing to people (not proxies) is a key message – that audiences are defined by real people (IDs) and not guessing (pixels, panels, proxies)

    Where do we see the marketing going? We see a future where marketing is more personal in EVERY MOMENT. And there is a formula:
    DATA – informs every moment
    TECHNOLOGY – powers the delivery of each moment
    CREATIVITY – makes each moment a chance for intimate, emotional connections
  • 5,200 people across the globe, and growing.
    Organized into three regions: Americas, EMEA, APAC, and Australia
  • Produced quarterly Since 2011
    Established programs (same-site data)
    Large sample
    Primarily US data
    Outlier data dropped
  • https://www.engadget.com/2019/01/24/google-express-no-longer-works-with-walmart/
  • https://www.engadget.com/2019/01/24/google-express-no-longer-works-with-walmart/

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