Google 2014 Holiday Trends
5 Internet Secrets That Will Make or Break Your Season
Cindy [email protected] Partnership Manager
Tim [email protected] Marketing Managernetsertive.com
Google Confidential and Proprietary#Google Confidential and Proprietary#
#AssertiveOnlineMy Business is #AssertiveOnline with @Netsertive
Google Confidential and Proprietary#Google Confidential and Proprietary#
5 key trends for holiday 2014
Google Confidential and Proprietary#Google Confidential and Proprietary#1
Online engagement will be paramount to holiday success
Google Confidential and Proprietary#Google Confidential and Proprietary#Looking back: Mobile during 2013 holiday
5toys bought per second on mobile devices on Amazon
35%Of websitetraffic in Q4 13 was mobile
40%Black Friday e-commerce purchases on mobileGoogle Confidential and Proprietary#Google Confidential and Proprietary#Lets dig into the first trend this year mobile. Well start by looking at what happened in 2013.
35% - IBM Digital Benchmarkshttp://www-01.ibm.com/software/marketing-solutions/benchmark-hub/newyear.html
Over 5 toys Amazon press release, http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=1886961&highlight=
40% Black Friday Custora Holiday 2014
Alternate stats:Online sales for Department Stores in the forth quarter grew by 62.8% over 2012, with mobile sales growing by 49.6% year over yearHealth and Beauty online sales grew by 14.7% over 2012, with mobile sales growing by 81.7% year over yearOnline Home Goods sales grew by 46.4% over 2012, with mobile sales growing by 38% year over yearOnline sales of Apparel grew by 10.2% over 2012, with mobile sales growing by 54.5% year over year52% of online smartphone shoppers used their smartphone throughout their shopping process during holiday 2013 (Google-Ipsos Media CT Post-Holiday Shopping Intentions Study, Jan. 2014)Sales on smartphones and tablets reached a high of 19.1% of all e-commerce sales in December 2013, up three-fold from December 2011.
560%of total digital media time spentmobile milestones:Google Confidential and Proprietary#Google Confidential and Proprietary#Major mobile milestone: Mobile (smartphones and tablets) account for 60% of total digital media time spent, up from 50% a year ago. (comScore, May 2014, http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital)eMarketer estimates that American adults spend 23% of their daily media time on mobile devices in 2014. (Source: eMarketer, Apr 2014)50% of Millennial smartphone owners say that they access the Internet more often through their phone than through a computer. (http://www.mediapost.com/publications/article/229241/millennials-most-digitally-connected-generation.html)
6mobile milestones:38%of total traffic
Google Confidential and Proprietary#Google Confidential and Proprietary#Mobile site traffic across all industries reached 38.2% in March 2014, more than double the percentage in March 2012. (IBM 2014 http://www.internetretailer.com/2014/06/26/another-holiday-sprint-awaits-e-retailers)
At Netsertive, our Google Premier SMB Partner mobile website traffic hit 41% across their home furnishing store clients50% for automotive dealers37% for audio video integrators
771%of smartphone consumers have used a store locator to find a storeMobile plays a crucial role in shopping research, beyond m-commerce93%of mobile researchers go on to complete a purchase of a product or service46%of showrooming shoppers still ended up making a purchase in-store
Google Confidential and Proprietary#Google Confidential and Proprietary#Source: Google-Nielsen Mobile Path to Purchase custom study, Nov. 2013
Mobile inuences purchases across channels: 93% of people who use mobile to research a retail purchase go on to buy in a local, physical store. This means local retailers have the biggest opportunity to turn online research into a local sale.46% of showrooming shoppers still ended up making a purchase in-store, an 11-point increase from 2011.This means they come to your business, phone or tablet in hand, and look up your products and prices. The concern was that they used this information to buy from an ecommerce competitor. Our data shows showroomers are more educated, spend more per transaction, and tend to buy from the local retailer providing great service and information in larger numbers.71% of smartphone consumers used a store locator to find a storeImmediacy is key: 55% of consumers using mobile to research want to purchase within the hour74% used a mobilesearch engine at some point before purchasingShoppers spend an average ~15 hours per week researching purchases on mobile sites and apps.
Alternate:68% of US online adults now use their phones to access the web in stores (Forrester, 2014)
84% of people report using mobile in a store during the shopping process. What are they doing?Looking for dealsPrice comparison (49%)Checked stock elsewhere (35%)
Lead consumers to your store or website
Compare online, touch in-store
Search MarketingAdGoogle Confidential and Proprietary#Google Confidential and Proprietary#An effective mobile experience has to be pertinent to the moment whether at home or in the shopping aisle. The more the mobile experience and information match the shoppers needs at a given moment, the more likely she is to buy and the higher the conversion rate.
A recent Telemetrics study found that after doing a mobile search for a product or product category 65% of shoppers said they were looking to complete their transaction within the day or even sooner, depending on the category
Shoppers are going to choose different ways to explore products they are looking for, heres how they find you:
Researching online they find your local inventory through your search engine marketing advertisements [Animate]If they want to compare prices online but still need to physically see the product in person they can find your in-store stock through search [Animate]Or if they simply want to browse through the store they can find your location, store hours, store phone number through Google Places
Inform your shopper and give them as many options as possible to explore your products before and during their shopping trip.
940% of purchases are made crossing channels
Google Confidential and Proprietary#Google Confidential and Proprietary#TRANSITION: The ability to influence a holiday shopper early on in the path to purchase is important, but those channels might not be where the shopper makes a purchase.
As savvy retailers you know that research, information gathering and comparison shopping are not always done on the same channel where the purchase is made. ComScore has found that 40% of purchases are made crossing channels, whether searching in store and purchasing online or vice versa. The retailers who embrace the various channels and options that customers favor will deliver a positive customer experience and ultimately drive sales and brand loyalty.
Source: comScore.June 2014 - http://www.comscore.com/Insights/Press-Releases/2014/6/Study-Consumers-Demand-More-Flexibility-When-Shopping-Online
Additional/Alternate stat 67% of consumers use multiple screens sequentially to shop.http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
10Give customers what they are looking for instantly
Google Confidential and Proprietary#Google Confidential and Proprietary#Many customer journeys start with search.
The key to success during the busy holiday season is to be proactive. You have the opportunity to display a tailored marketing message to local customers the instant theyre looking for you, your products, and your brands.
For instance, many Moms and Dads are looking to upgrade their homes for the holidays. Think home theaters with a big TV or projector, custom seating and lighting, powerful speakers, the works.
In the Raleigh, NC region, Audio Advice has a solid presence through search year round. But during the holidays they beef up their online marketing spend to capture searches like the couple I mentioned, leading to more signed contracts and more installations in Q4 and on into the new year.
Google Confidential and Proprietary#Google Confidential and Proprietary#Search marketing is an effective cornerstone of your online marketing strategy.
But dont forget display advertising.
[Aminate] Target used GDN display ads that allow the user to choose what products they want to explore through the ad giving them the ability to interact in a meaningful way.
Display banners increase brand and product recall among local consumers, leading to more searches and ultimately more store and phone traffic for your business.
[Animate] Electrolux offers display ads to local retailers through Netsertive driving their new campaign Dry Them in 14 down to local stores to drive interest and foot traffic.
So does Epson for audio video installers.
And Chrysler for their local dealers who work with Netsertive.
Google Confidential and Proprietary#Google Confidential and Proprietary#Many brands support their local retail channel with turnkey digital marketing programs.
Theyre another important part of your holiday marketing outreach.
These programs make it easy f