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Holiday 2015 Digital Marketing Trends

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October is the New DecemberHoliday 2015 Digital Marketing Trends September 24, 2015

#Copyright 2015 Response Mine Interactive, Inc.2015 Campaign Timing & Key Dates for Promotions

Online Shopping Trends

Mobile Trends

Social Trends

Tactics & TakeawaysTodays Agenda

#Copyright 2015 Response Mine Interactive, Inc.

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In 2014, 25% of shoppers started their holiday shopping before Halloween and 48% of shoppers did a majority of their shopping on or before Cyber Monday (up from 40% in 2013)

And starting in October, in-store and online purchases are dead even, yet by December, 60% of customers are shopping in a physical store, compared with 40% using online methods Key Takeaway: Digital marketers need to make the most of the early holiday season before physical store traffic takes the edge

Tuesdays & Wednesday are the most popular days for online shopping and Fridays and Saturdays are top days overall for in-store holiday shopping

Holiday Digital Campaign Timing

#Copyright 2015 Response Mine Interactive, Inc.Source: Ipsos MediaCT Google Post Holiday Shopping Intentions Study, January 2015 SteelHouse 2015 Holiday Marketing Guide

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Key Dates for Promotions

#Copyright 2015 Response Mine Interactive, Inc.

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Holiday CPC Trends

#Copyright 2015 Response Mine Interactive, Inc.Source: Bing Holiday Zen and the Art of Planning, Microsoft internal data, 20145

Holiday CPC Trends

#Copyright 2015 Response Mine Interactive, Inc.Source: Bing Holiday Zen and the Art of Planning, Microsoft internal data, 2014

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78% of shoppers used the internet for holiday research and 40% of all holiday shopping occurred online

39% of online purchases began with a search and 45% of online traffic during the holiday season was from mobile

IBM reports 4 of the hottest categories with substantial online sales growth for Cyber Monday will be dept. stores, health & beauty, home goods and apparel

Gender is No Object/Men Matter 75% of men buy gifts between Nov. mid Dec. with 39% seeking advice from social networks and online research when deciding what to buy Key Takeaway: Tailoring message for men matters!

Online Shopping Trends 2014

#Copyright 2015 Response Mine Interactive, Inc.Source: Ipsos MediaCT Google Post Holiday Shopping Intentions Study, January 2015 IBM Commerce Eighth Annual Online Retail Holiday Readiness Report7

Cyber Monday- The King of Online Shopping Days

#Copyright 2015 Response Mine Interactive, Inc.Source: IBM Commerce Eighth Annual Online Retail Holiday Readiness Report8

Cyber Monday May Be The King But Thanksgiving Shows the Most Growth Opportunity

#Copyright 2015 Response Mine Interactive, Inc.Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014.

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45% of online shopping traffic was from mobile in 2014 and mobile revenue grew 111%

83% of smartphone users engage in shopping activities on their phone immediately before, during or after visiting a store 53% while shopping in-store

67% of consumers move between devices when theyre shopping onlineKey Takeaway: Be consistent across devices offers on landing page should be identical and easy to find

Mobile in-app campaigns convert at 5-10x the mobile web rate and people spend 82% of mobile time in-app

Mobile visitors spend approximately 50% less time on a site as desktop visitors

Mobile Trends

#Copyright 2015 Response Mine Interactive, Inc.Source: Bing Holiday Zen and the Art of Planning SteelHouse 2015 Holiday Marketing Guide10

Thanksgiving Reaches The Mobile Tipping Point

#Copyright 2015 Response Mine Interactive, Inc.Thanksgiving Day 2014 reached a new mobile tipping point with online traffic from mobile devices outpaced desktop accounting for 52.1% of all online traffic

Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014.

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While Smartphones account for 69% of mobile visits (vs. 31% tablet), the rule of thumb of bigger screen = more conversions still apply with 52% of mobile sales coming from Tablet

The Rule of Thumb try navigating a landing page with just your thumb. The most important content should be in the middle of the screen for maximum engagement

The Rule of Thumb

#Copyright 2015 Response Mine Interactive, Inc.Bing Holiday Zen and the Art of Planning Insights for Digital Marketers12

Buy Button BetasSocial Trends

Facebooks buy button has been in the NewsFeed for over a year and the company is now ready to add dedicated shops pages where users can browse and purchaseThe Instagram button appears only on sponsored posts. Beyond purchases, Instagram now offers buttons for Install Now, Sign up and Learn More To take advantage of the Pinterest Buyable Pins available on the iPad and iPhone you will need to use Shopify or Demandware Last June, Twitter added Twitter Cards to ad campaigns which include the following CTAs: Buy Now, Shop Now, Learn More or Book NowWith the upcoming Purchases on Google mobile AdWords feature, users will be able to checkout directly through a sponsored result. While only starting out with a handful of retailers, it is expect to expand to include more US retail partners through 2016

#Copyright 2015 Response Mine Interactive, Inc.Google, Pinterest, Instagram, Twitter and Facebook are either planning or rolling out buy buttons and/or dedicated product pages. 13

In 2014, while prices remained relatively stable on mobile, purchase rates rose fairly significantly

During holidays peak purchasing days are over the weekend, as opposed to Thursday during the rest of the year

Most active time for purchases was between 9 11 a.m. EST

11 a.m. EST on weekends is when marketers get the most purchases for their ad spend

While ad engagement on mobile remained at virtually the same rate during holidays as rest of the year, engagement on desktop ads rose with CTRs for females doubling and males experiencing 33 % increaseFacebook Advertising Trends

#Copyright 2015 Response Mine Interactive, Inc.Source: Nanigans 2015 Facebook Advertising Holiday Trend Preview for Ecommerce

What drives the change from weekday to weekend: Outside of the holiday season, consumers are more likely to make purchases for themselves a motivation that lends itself more to impulse-style shopping that can be done as users browse at work.Of course, during the holiday season, most purchases are made for friends or family, likely requiring a greater degree of thought and time to complete. As such, its reasonable to assume that consumers value the extra time they have on weekends to carefully consider their gift choices.

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Desktop Purchase Rates Nearly Triple During Holiday Period

#Copyright 2015 Response Mine Interactive, Inc.Source: Nanigans 2015 Facebook Advertising Holiday Trend Preview for Ecommerce

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Cross Device Consistent Messaging - Whether shopping online or in-store, 68% of consumers who made a purchase said they visited the stores website on their phone while in-store

Take advantage of lower CPCs in early November before the spike the week prior to Thanksgiving

Campaign Flighting Be sure to allocate more budget and scheduled automated bidding rules for key promotion dates and time of day sales spikes

Dont forget the self-gifting messaging 73% of millenials plan to self-gift while holiday shopping

With the weekend before Christmas sales showing strong growth YoY, be sure to highlight shipping options, free shipping and in-store pick-up in ad copy

Beat Mobile ADHD With less time on site for mobile users, ad messaging, landing page design and shopping cart experience need to be easy to use and extremely engaging

And remember, its never too early to start planning for the holiday seasonso start today!Tactics & Key Takeaways

#Copyright 2015 Response Mine Interactive, Inc.Source: http://www.jacobsclevenger.com/blog/2015-marketing-strategies-based-on-11-retail-trends-from-the-2014-holiday-season/ http://marketingland.com/welcome-marketing-lands-holiday-retailer-2015-edition-135180

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Whats your holiday digital strategy? Share your findings with the team!Thank You

#Copyright 2015 Response Mine Interactive, Inc.

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