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Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Google 2014 Holiday Trends
5 Internet Secrets That Will Make
or Break Your Season
Cindy [email protected]
Strategic Partnership Manager
Senior Marketing Manager
netsertive.com
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
#AssertiveOnlineMy Business is #AssertiveOnline with @Netsertive
Twitter Q&A
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
5key trends for
holiday 2014
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
1Online engagement will be paramount
to holiday success
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Looking back: Mobile during 2013 holiday
5toys bought
per second
on mobile
devices on
Amazon
35%Of website
traffic in
Q4 ‘13 was
mobile
40%Black Friday
e-commerce
purchases
on mobile
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60%of total digital media
time spent
mobile milestones:
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
mobile milestones:
38%of total traffic
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71%of smartphone consumers
have used a store locator to
find a store
Mobile plays a crucial role in shopping research, beyond
m-commerce
93%of mobile researchers go on
to complete a purchase of a
product or service
46%of showrooming shoppers
still ended up making a
purchase in-store
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Lead consumers to your store or website
Research online
=
Search MarketingAd
Compare online, touch in-store
=
Search MarketingAd
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40% of purchases are
made crossing
channels
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Give customers what they are looking for instantly
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Be personal
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Be present
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Seasonal automotive trends
Source: Google Internal Data, 2013
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Automotive: New model spikes research
Sources: Google Trends <google.com/trends> & Google Keyword Planner
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1Tent pole events will no longer
be a single day
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Black Friday turns gray…
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Day 1 Day 4 Day 7 Day 10 Day 13 Day 16 Day 19 Day 22 Day 25 Day 28 Day 31 Day 34
2012 2013
Thanksgiving
Day
Black
Friday
Cyber
Monday
Black Friday Query Demand
Black Friday
Query Demand +27%
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15%
5%
9%
19%
48%
I've already started before Labor Day before Halloween Black Friday/CyberMonday
early December
EARLY START29% of shoppers will have
started holiday shopping
before Halloween
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Match the customer demand calendar
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Home furnishings trends
Sources: Google Trends <google.com/trends> & Google Keyword Planner
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1More opportunities to influence always
connected consumers
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daily time spent with digital
2010 2013
Shoppers are constantly connected…
3:11
5:46
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0
2
4
6
8
10
12
14
16
18
Hours spent researching for holiday purchase
2012 2014
76% using online resources
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78% of consumers are not loyal to a particular brand
And they are open to influence…
57% of holiday shoppers don’t have a specific products or
brand in mind when they begin their holiday shopping
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512
2010 2013
Influence shoppers before they
visit your store
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Audio video installation trends
Sources: Google Trends <google.com/trends> & Google Keyword Planner
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Retailers andStore Visits
69% YouTube
64% Twitter
61%
Word of Mouth
74%
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Create useful contentEngage with the connected consumers
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Create informative content
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1Fewer store visits but more
value per visit
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2010 2013
38
17
fewer visits to store…
Footsteps in billions
(Nov-Dec)
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$681$783
2010 2013
…but more purposeful
ecomm +57%
offline +13%
retail sales in $billions
(Nov-Dec)
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…which makes each visit twice as valuable
2010 2013
$17
$42
(offline)
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Measure cross channel impact
In-Store Visit Beta
Enables advertisers to measure how
Google Search traffic is driving store
visits across mobile, tablet and
desktop devices.
In-Store
Transaction Beta
Effectively measurement of offline sales driven by AW clicks through
importing offline point-of-sale transaction data into the Adwords
interface.
Google Confidential and Proprietary 36Google Confidential and Proprietary 36
1Pricing & shipping will
drive purchases
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92%are checking online for best prices
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#1comparing prices is the number 1
reason smartphone owners
search in-store
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if shipping is free
8 out of 10 will wait…
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The Faster, The Better
9%
14%
18%
75%
None of the above
Same-day shipping for a premium
Next-day shipping for a small premium
Expedited (2 to 3) day free shipping
When buying online, if a product is available from multiple retailers at the exact same price, would any of
the following shipping offers sway your purchase decision?
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Procrastinators Get One More Day to Ship
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
2-Dayshipping
Overnightshipping
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(Just don’t over-promise
and under-deliver)
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Top Holiday Trends for 2014
1. Online engagement will be paramount to holiday success
2. Tent pole events will no longer be a single day
3. More opportunities to influence always connected consumers
4. Fewer store visits but more value per visit
5. Pricing & shipping drive purchasing
Google 2014 Holiday Trends
Google Confidential and Proprietary 44Google Confidential and Proprietary 44
1Happy holidays from
Google & Netsertive!
Google Confidential and Proprietary 45Google Confidential and Proprietary 45
Google 2014 Holiday Trends
5 Internet Secrets That Will Make
or Break Your Season
Cindy [email protected]
Strategic Partnership Manager
Senior Marketing Manager
netsertive.com
