Date post: | 14-Feb-2017 |
Category: |
Marketing |
Upload: | boost-media |
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P r o p r i e t a r y & C o n fi d e n t i a l1
HEADPRESENTERDATE
SMARTER SEARCHSTRATEGIES FOR 2015HOLIDAY SHOPPERS
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AGENDA
• Mobile moments: stats• Planning for 2015 holiday search• Context in a mobile-connected world• Best practices• Q&A
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THE RISE OF THE SMARTPHONE
71% of Americans own a
smartphoneSource: Nielsen
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THE RISE OF THE SMARTPHONE
Mobile Ad Spend0
50
100
150
200
$64 Billion
$158 Billion
20142018
Source: eMarketer
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YoY MEDIA SPEND GROWTH BY DEVICE
Q4 2014 Q1 2015 Q2 20150
50
100
11%
25%
11%
78% 81%
71%
DesktopPhoneTablet
22%
39%37%
Source: IgnitionOne Digital Marketing Report Q4 2014, Q1 2015, Q2 2015
P r o p r i e t a r y & C o n fi d e n t i a l
It’s not a question of WHEN to adopt a mobile strategy, but HOW to do it
effectively.
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LET’S START WITH THE
CUSTOMER JOURNEY…
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•Know your budget
•Set your targets
•Use historical data
•Setup success criteria
CLEARLY DEFINE YOUR HOLIDAY GOALS
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Be prepared to reroute strategy
based on changes in the marketplace
UNDERSTAND WHAT WORKS EARLY
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THANKSGIVING WEEKEND 2014
Im-pres-sions
Clicks Spend-10
0
10
20
30
40
50
60
70
80
90
100
ThanksgivingBlack FridaySaturdaySundayCyber Monday
Source: IgnitionOne, Mid Q4 2014 Digital Marketing Report
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US SEARCH METRICS YoY GROWTH BY DAYTHANKSGIVING WEEEKND 2014
Black Friday Cyber MondayImpressions 4% 4%Clicks 37% 26%Spend 77% 36%CTR 31% 21%CPC 29% 8%eCPM 70% 30%
Source: IgnitionOne, Mid Q4 2014 Digital Marketing Report
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USING INTRADAY DATA• Intraday data becomes
very important during periods of peak competition (Black Friday, Cyber Monday)
• Allows a marketer to get a much quicker read on marketplace conditions and react accordingly.
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MARGIN OPTIMIZATION
What’s your target? Is all revenue alike, or are you really looking to maximize gross margin?
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DEVICE CONTROL
Take control where the engine lets you
• As the proportion of Mobile and tablet traffic grows, it becomes more and more important to have control over that traffic
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CONTEXT MATTERSDesktop
Mobile
Marketers need to understand that device users have different objectives than desktop users
Desktop users:• Users conduct heavy research online before pulling
purchase trigger• Users typically have more time to browse • Online experience and larger screen make purchasing
easy and painless
Mobile users:• On the go• Users seek information in quick, easily digestible
bites • Users are less patient and more task-driven because
of small screen• Users drive in-store visits and store calls
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PAY ATTENTION TO:
1 LOCATION: The dynamics of where a search takes place and how near or far it is to other locations
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PAY ATTENTION TO:
1INTENT: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message
2LOCATION: The dynamics of where a search takes place and how near or far it is to other locations
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PAY ATTENTION TO:
DEVICE: The realities of the consumer’s physical search experience including screen size, device type, carrier
1INTENT: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message
2
3
LOCATION: The dynamics of where a search takes place and how near or far it is to other locations
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LET’S COMPARE
Desktop MobileBrand Name Car InsuranceGet Started Today With A Free QuoteYou Could Save +$500!www.brandname.com/CarInsurance
Brand Name Car InsuranceFree Quote On Your Phone You Could Save +$500!www.brandname.com/CarInsurance
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LET’S COMPARE
Desktop MobileBrand Name Car InsuranceGet Started Today With A Free QuoteYou Could Save +$500!www.brandname.com/CarInsurance
Brand Name Car InsuranceFree Quote On Your Phone You Could Save +$500!www.brandname.com/CarInsurance
Mobile-Friendly
Call Extension
Value Prop
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MARKETABLE MOMENTS ARE…• Happen at any time across
any channel• Consumers are constantly
connected, transitioning between physical and digital worlds
• Marketers: New opportunities to connect, but new challenges in connecting
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4 MOBILE MOMENTSI-Want-To-Know Moments I-Want-To-Go Moments
I-Want-To-Do Moments I-Want-To-Buy Moments
Source: Google
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Marketable Moments Require Relevant
Creative
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I-WANT-TO-KNOW…How to Speak French
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I-WANT-TO-KNOW…How to Speak French
Learn To Speak FrenchTry Our Free Demo Now & SpeakFrench In Minutes. 30-Day Guarantee.www.companyname.com/french
Learn To Speak FrenchDownload Your 1st Lesson Free!Listen Instantly on Your Phone.www.companyname.com/french
Desktop Mobile
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I-WANT-TO-KNOW…How to Speak French
Learn To Speak FrenchTry Our Free Demo Now & SpeakFrench In Minutes. 30-Day Guarantee.www.companyname.com/french
Learn To Speak FrenchDownload Your 1st Lesson Free!Listen Instantly on Your Phone.www.companyname.com/french
Desktop Mobile
• Customer is at home• Wants to learn French for an upcoming
NYE vacation, but isn’t sure how the program works or of the cost
• Seeking a guarantee
• Customer is on the subway• Wants to learn French during commute• Wants to learn fast on mobile
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I-WANT-TO-GO…Ice Skating
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I-WANT-TO-GO…Ice Skating
Desktop Mobile[City] Premier Ice SkatingFamily Friendly Ice Skating. ReadReviews, Purchase Tickets Online.www.venuename.com
[City] Premier Ice SkatingRink Near By. Open Until 11:30.Reserve on Mobile for $5 Off.www.venuename.com
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I-WANT-TO-GO…Ice Skating
Desktop Mobile[City] Premier Ice SkatingFamily Friendly Ice Skating. ReadReviews, Purchase Tickets Online.www.venuename.com
[City] Premier Ice SkatingRink Near By. Open Until 11:30.Reserve on Mobile for $5 Off.www.venuename.com
• Customer is at home researching where to take the family ice skating
• Reads reviews to check that venue is family friendly
• Wants to purchase tickets online
• Customer is on the go• Wants to go ice skating near by• Looking for a mobile coupon• Needs to know the hours
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I-WANT-TO-BUY…A Tent
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I-WANT-TO-BUY…A Tent
Tents at Company NameGreat Selection + Lifetime Warranty. Christmas Eve Delivery Guarantee.www.companyname.com/tents
Tents at Company NameLots in Stock, Read Reviews.Store Near By. Start Shopping.www.companyname.com/tents
Desktop Mobile
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I-WANT-TO-BUY…A Tent
Tents at Company NameGreat Selection + Lifetime Warranty. Christmas Eve Delivery Guarantee.www.companyname.com/tents
Tents at Company NameLots in Stock, Read Reviews.Store Near By. Start Shopping.www.companyname.com/tents
Desktop Mobile
• Customer is at work shopping for her spouses’ Christmas gift
• Wants high-quality tent with a warranty• Needs tent shipped in time for
Christmas
• Customer is on her morning commute thinking about buying a tent as a gift, but not sure what kind
• Wants to browse selections and read customer reviews
• Needs to know store location/hours
P r o p r i e t a r y & C o n fi d e n t i a l
Moments Matter
Context Matters
Creative Matters
Moments Matter
Context Matters
Creative Matters
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10 BEST PRACTICES YOU SHOULD KNOW
1. Add at least 1 mobile preferred ad to each of your ad groups2. Create and test multiple ad variations3. Send users to mobile optimized landing pages4. Utilize ad extensions5. Highlight mobile-friendly user experience6. Use all the levers provided7. Account for misspellings8. Evergreen creative9. Call tracking integration for click to call features10. Review brand performance as CPC’s are increasing industry wide