Online Marketing Works Well in the UK
According to the AT Internet Institute, more than half of the visits to Web sites in the U.K. using online marketing campaigns come from these very campaigns.
The study, which examined France, Germany, Spain and the U.K., “took into consideration websites which declared the use of online marketing campaigns (affiliates and partners, marketing emails, RSS feeds, sponsored links or advertising) on their sites. In addition to this, these websites were visited on a daily basis by internet users who accessed these websites via online marketing campaigns,” according to the report.
On average, 53 percent of visits to these sites in the U.K. were generated by online marketing campaigns in September. This figure was 45.3 percent in Spain, 40.3 percent in Germany and 28.9 percent in France.
The report also looked at the top five access types in each of these four countries for Web sites that receive traffic from online campaigns on a daily basis.
In Germany, 31.8 percent of visits to these sites came from direct access, followed by 28.9 percent from sponsored links. Search engines accounted for 20.8 percent of visits, while referral sites accounted 6.9 percent and marketing e-mails accounted for 4.5 percent.
In Spain, sponsored links drew 36.3 percent of visits to these sites, followed by search engines with 25.8 percent, direct access with 22.3 percent, referral sites with 5.6 percent and affiliations and partners with 4.5 percent.
In France, 31.7 percent of visits to these sites came from search engines, followed by 27.7 percent from direct access, 14.7 percent from sponsored links, 10.3 percent from referral sites and 5.2 percent from marketing e-mails.
In the U.K., sponsored links led to 28.2 percent of visits to these sites, followed by direct access with 24.0 percent, search engines with 16.7 percent, affiliations and partners with 13.3 percent and marketing e-mails with 5.7 percent.
The differences between how much traffic online marketing campaigns generate in each country could be the result of “various different reasons,” according to the AT Internet Institute.
“For example, online campaigns might be more used by sites in one country and less in another. Another reason which can be used to explain the differences is the fact that the behaviour of Internet users varies from one country to another.”
Cultural differences are also cited as a possible reason for these differences, as “some internet users see marketing campaigns as being intrusive and as a result they refuse to use them and because of this the marketing campaigns are rejected.”
“These slight behavioural differences which occur from country to country highlight how important it is for a company to adapt its web strategy to meet the needs of a particular country,” the report concludes.
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