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Content Marketing Insights for the Holiday Season - Slides

Date post:05-Dec-2014
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The coming holiday season will only have 26 days between Black Friday and Christmas so it's a short season and you need to be ready for it. Consumers are spending more time and retail dollars online during the holidays so you need to make sure your content is reaching them! In this webinar, we cover: - 2014 key holiday dates - What's happening in the holiday marketplace - Holiday content consumption trends - How to prepare your holiday campaign Watch the webinar here: http://outbra.in/1xgIabj
Transcript:
  • 1. Content Marketing Insights 2014 Holiday Webinar #OBwebinar Miko Levy VP, Outbrain @mikolevy The Webinar Will Begin Shortly All participants will be muted For audio, select Mic & Speakers in your GoToWebinar control panel To submit Q&A, use the Questions tool in the control panel
  • 2. Holiday Season Key Dates The Holiday Marketplace: Whats Happening Holiday Content Consumption Trends How Outbrain Can Help How To Prepare Your Outbrain Campaign Q&A #OBwebinar Agenda
  • 3. #OBwebinar @Outbrain #OBwebinar
  • 4. #OBwebinar Holiday Season: Key Dates October: Early Shopping November 28: Thanksgiving November 29: Black Friday December 1: Cyber Monday December 8: Green Monday December 15: Free Shipping Day December 27: Post-Holiday Sales
  • 5. The Holiday Marketplace: Buyers #OBwebinar
  • 6. $38,002 $37,501 $36,308 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 #OBwebinar The Marketplace: Buyers US Ecommerce Spending Trends ($ millions) PROJECTED US MOBILE E-COMMERCE MARKET BY END OF 2014 Source: ComScore $49,698 $43,153 $41,936 $56,781 $50,180 $49,843 $47,468 $63,084 $0 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
  • 7. #OBwebinar The Marketplace: Buyers $292 MILLION PROJECTED US E-COMMERCE SPEND FOR 2014 Source: FTI US Online Sales Forecast Report
  • 8. #OBwebinar The Marketplace: Buyers +13% INCREASE IN CONSUMER SPEND PER ONLINE ORDER FROM 2013 T0 2014 Source: IBM Online Retail Holiday Readiness Report 2014
  • 9. #OBwebinar The Marketplace: Buyers 1/3 OF VISITS TO ONLINE STORES COME FROM MOBILE DEVICES Source: eMarketer: Holiday Shopping Preview; 9/4/2013
  • 10. #OBwebinar The Marketplace: Buyers 80% OF AMERICANS ARE INFLUENCED BY ONLINE REVIEWS
  • 11. The Holiday Marketplace: Sellers #OBwebinar
  • 12. #OBwebinar The Marketplace: Sellers 49% OF MARKETERS WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE HALLOWEEN Source: Experian Marketing Services Study
  • 13. #OBwebinar The Marketplace: Sellers 22 AVERAGE NUMBER OF PROMOTIONAL EMAILS RETAILERS WILL SEND THEIR ACTIVE SUBSCRIBERS IN NOVEMBER Source: 2014 Exact Target Holiday Calendar Trends
  • 14. #OBwebinar The Marketplace: Sellers WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE HALLOWEEN Source: Kenshoo. 2013 Global Online Retail Seasonal Shopping Report
  • 15. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec #OBwebinar The Marketplace: Sellers WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE HALLOWEEN Source: Outbrain network 2013 2013 average network CPC
  • 16. Holiday Content Consumption #OBwebinar
  • 17. Q: When thinking of smartphones, what brands come to mind? EXPOSED #OBwebinar 8% 22% 7% 20% 10% 29% 8% 9% 66% 20% 0% 20% 40% 60% 80% 100% CONTROL Unaided Brand Recall (Electronics) Recalled 1st Recalled 2nd Recalled 3rd Recalled 4th Recalled later or not at all * Outbrain Earned Media Survey, October 2013; 815 participants
  • 18. How People Spend Their Online Time #OBwebinar 22% SOCIAL NETWORKING 5% ONLINE SHOPPING 13% MULTI-MEDIA SITES 19% EMAILS/COMMUNICATION 21% SEARCH 20% READING CONTENT
  • 19. Holiday Content Peaks Cyber Monday #OBwebinar Holiday Consumption Trends Black Friday Cyber Monday Green Monday Source: Outbrain; Nielsen; ComScore Top US Online Spending Days 2013 83% want to purchase within a day of consuming content
  • 20. #OBwebinar Top Performing Content by CTR +42% CTR BEAUTY +21% CTR SHOPPING +20% CTR THANKSGIVING +6% CTR PARTIES -8% CTR. CHRISTMAS
  • 21. #OBwebinar Desktop Still Rules Content Consumption by Device
  • 22. #OBwebinar Q+A Reminder Submit your questions using the Q&A feature on your Webex toolbar
  • 23. How Outbrain AMPLIFIES Your Content Sub #OBwebinar
  • 24. #OBwebinar Paid Recommendations
  • 25. #OBwebinar Weve Got You Covered
  • 26. #OBwebinar 30 Million NUMBER OF PEOPLE WHO CLICK ON OUTBRAIN RECOMMENDATIONS PER DAY Source: ComScore August 2014
  • 27. #OBwebinar 188 Billion NUMBER OF RECOMMENDATIONS SERVED PER MONTH Source: ComScore August 2014
  • 28. #OBwebinar Drive Traffic to Owned Content
  • 29. #OBwebinar Earned Media
  • 30. #OBwebinar
  • 31. Campaign Optimization Strategies for the Holidays Sub #OBwebinar
  • 32. #OBwebinar Optimizing Your Campaign 1. Start ahead of the holidays 2. Go mobile 3. Monitor closely 4. Optimize your CTR
  • 33. The longer you amplify your content, the higher your CTR #OBwebinar 1. Start ahead of the holidays
  • 34. #OBwebinar 2. Go Mobile 0.23% AVG CTR TABLET 0.16% AVG CTR DESKTOP
  • 35. #OBwebinar Mobile Consumption Peak Consumption Times
  • 36. #OBwebinar 3. Monitor closely Competition is fierce Monitor frequently Geo and device targeting to reach the right audience 2013 average network CPC Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  • 37. #OBwebinar 4. Boost your Engagement Test Multiple Headlines 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% CTR improvement compared with 1 URL > 5 URLs > 10 URLs > 20 URLs
  • 38. #OBwebinar 4. Boost your Engagement Use Descriptive Headlines 16-18 WORDS IN A HEADLINE GENERATE THE HIGHEST CTR
  • 39. #OBwebinar 4. Boost your Engagement Dont use pushy headlines 20% PUSHY HEADLINES GENERATE A LOWER CTR
  • 40. #OBwebinar 4. Boost your Engagement Use videos on Youtube +46% HIGHER CTR THAN VIDEOS HOSTED ON YOUR OWN DOMAIN
  • 41. #OBwebinar 4. Boost your Engagement Consider Top Performing Holiday Keywords
  • 42. #OBwebinar Steps for Success 1. Start ahead of the holidays 2. Go mobile 3. Monitor closely 4. Boost your engagement
  • 43. #OBwebinar Q+A Submit your questions using the Q&A feature on your Webex toolbar
  • 44. #OBwebinar We are here for you [email protected] help.outbrain.com Outbrain.com/blog

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