Bigmouthmedia uncovers Britains missing millions
Released on: March 26, 2009, 5:45 am
Author: Iain Bruce
Industry: Internet & Online
Bigmouthmedia reports Britain's top companies stand to lose
out on a raft of sales in 2009 after an analysis of the FTSE 100's
digital marketing activity revealed that some of the country's biggest
brands are missing out on a potential online revenue stream worth over£370million.
While the majority of the UK's leading companies run successful affiliate marketing
campaigns responsible for increasing internet sales on average by 15%, many major
corporations are still failing to exploit the channel. Now, after extensive research
bigmouthmedia has revealed that based on available figures, a raft of household
names stand to lose potential affiliate revenues of £376.3 million in the next year
"This is just the tip of the iceberg. The research focused solely on FTSE100
operations, but if Britain's biggest companies are failing to capitalise on such a
lucrative revenue stream, the amounts being lost across the entire UK business
spectrum could be quite remarkable," said Lyndsay Menzies, Chief Operations Officer
Lyndsay continued, "Affiliate marketing is a well
established and proven digital channel, and the fact that so many leading companies
continue to ignore it is remarkable in light of the current economic situation."
Online FTSE100 revenues were calculated using recent British Retail Index estimates
that 15 pence in every pound is now spent online. Figures included only income
derived from goods and services sold direct to consumers.
In the interests of accuracy, only FTSE listed companies trading with the public
were included in the analysis. Due to the current unpredictable nature of the
savings and loans sector, banking organisations were similarly discounted.
Although there is broad industry consensus that affiliate marketing campaigns that
are run according to best practice guidelines can boost online revenues by up to
15%, bigmouthmedia calculated the listed companies' potential 2009 income from the
channel based on a more conservative figure of 10%.
"Affiliate marketing is a pay for performance model - you can see exactly where
your pound is being spent. It's a proven channel for acquiring new customers,
driving incremental sales and getting brand exposure on sites that you would not
necessarily traditionally target through other online marketing strategies," said
Jen Brain, Affiliates Manager at bigmouthmedia.
Jen concluded, "The low financial risk associated with the affiliate channel makes
it an ideal marketing tool in the current economic environment and one that all
transactional websites should look to invest in."
Founded in 1997, bigmouthmedia is Europe's largest independent digital marketing
agency. With a team of over 200 staff across 12 offices in 10 countries on 3
continents, the company maximises exposure for major brands online through a variety
of fully integrated digital marketing channels: Search engine optimisation, PPC,
Affiliate marketing, Social Media Planning, Online PR and Web Analytics.
Bigmouthmedia also provides up to date daily digital marketing news
to ensure clients
are fully informed and aware of all industry developments.
Leading the digital marketing strategies of a third of the UK's most trusted
brands, bigmouthmedia services over 300 big-brand customers globally including: MTV,
Adidas, BT, Hilton, AOL, British Airways, Cisco, Tesco, Aer Lingus, BP, Barclays,
Fasthosts, Jumeirah, Top Man, Debenhams, Air Berlin and Wall Street Institute.
Full report and high-res images available on request
BMM PR contact:
0845 130 8992