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Hitwise UK: Affiliate Marketing Online Travel Trends & Best Practices for Online Customer Acquisition

Hitwise UK: Affiliate Marketing Online Travel Trends & Best Practices for Online Customer Acquisition. About Hitwise. Online competitive intelligence service Collect anonymised internet usage data on over  25 million people globally  8.43 million UK internet users

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Hitwise UK: Affiliate Marketing Online Travel Trends & Best Practices for Online Customer Acquisition

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  1. Hitwise UK: Affiliate Marketing Online Travel Trends & Best Practices for Online Customer Acquisition

  2. About Hitwise • Online competitive intelligence service • Collect anonymised internet usage data on over 25 million people globally 8.43 million UK internet users • Report on over 800,000 websites • Provide daily delivery of information • Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore • 1,200+ clients worldwide, 400+ in the UK • Used for online customer acquisition: Search marketing Affiliate marketing Online advertising

  3. Changing Landscape - UK Market Share of UK Internet Visits • In February percentage change in market share of UK internet visits: • Search Engines +9% • Adult -9% • Net Communities & Chat + 60% • News & Media +22%

  4. Changing Landscape - US Market Share of US Internet Visits • In February percentage change in market share of US internet visits: • Search Engines +7% • Adult -15% • Net Communities & Chat + 66%

  5. Travel Trends

  6. Top UK Travel Sites Top 20 Travel Websites – UK Visits, February 2007

  7. Seasonality of Travel Market Share of UK Internet Visits

  8. How Consumers Reach Travel Sites Industry Clickstream, Week to 24th March 2007 • Search accounts for nearly half of visits. • Competitive traffic more than one third. • Social networks less than 1% (0.9%).

  9. Changes in Search Engine Use Share of UK Internet Searches Powered • Google up 6% year on year • Yahoo! Search up 12% year on year. • MSN Search + Live Search down 15% year on year. • Ask.com UK down 30% year on year and up 12% in past 6 months.

  10. How Consumers Search Industry Search Terms, 24th March 2007

  11. How Consumers Search Industry Search Terms, Week to 24th March 2007

  12. How Consumers Search Weekly Share of UK Internet Searches

  13. Fastest Growing Travel Websites Market Share of UK Internet Visits • In February percentage change in market share of UK internet visits: • National Rail +17% • Travel Supermarket +69% • Gumtree +84% • Laterooms UK +20% • (Among top 10 Destinations & Accommodation, Agencies and Transport websites in February).

  14. TravelSupermarket.com Traffic Sources Upstream Visits February 2007

  15. TravelSupermarket.com Search Terms

  16. TravelSupermarket.com Search Terms Travel Agency Paid Traffic Quadrants – February 2007

  17. TravelSupermarket.com Affiliates

  18. TravelSupermarket.com Traffic Sources

  19. TravelSupermarket.com Traffic Sources

  20. Potential Affiliate Partner? Weekly Share of UK Visits

  21. Late Rooms UK Traffic Sources Upstream Visits February 2007

  22. LateRooms UK Search Terms

  23. Searcher Behaviour Four Weeks to 24th March 2007

  24. Summary

  25. Summary • Online landscape changing constantly. • Search accounts for nearly half of visits to travel websites. • Navigational searches dominate, top searched for destinations Disneyland Paris, Tenerife, Alton Towers. • No correlation between share of visits, visits from search and percentage of paid traffic. • Consumers tend to click on the brand owner’s site when searching for a brand. However, that can change with misspellings. • Small players can do well for specific terms and niche markets.

  26. Heather Hopkins E-mail: heather.hopkins@hitwise.com Internet:www.hitwise.co.uk Analyst Weblog: Weblogs.Hitwise.com

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