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Tis the season for holiday marketers

Date post:12-Jan-2015
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We share the holiday marketing insights and consumer sentiment we're already seeing this season. The data helps marketers tweak their current holiday email, search, mobile and social campaigns to keep up with consumer response. View the recording here: http://www.experian.com/marketing-services/holiday-marketer-wishlist.html
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  • 1. Tis the season for holidaymarketersReal-time holiday marketing insightsOctober 25, 20122012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.

2. Introducing our speakers Bill Tancer, our resident data expertBest selling author of Click: What Millions of People do Online and Why it Matters______________________________Todays talk track:@billtancer Economic evaluation of upcoming retail season Traffic sources Seasonality Email and Mosaic USA insight 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 2Experian Public. 3. The confusion around consumer confidence September 2012 CCI 83.7 Up 12.6 points 2012 Experian Information Solutions, Inc. All rights reserved.Tweet using hashtag #EMS2012 3Experian Public. 4. Experian Consumer Expectation Index Digital consumers more optimistic 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 4Experian Public. 5. Where can consumers find your bestholiday deals? 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 5Experian Public. 6. Coupons and deals Overall visits to couponsites are greater inaggregate than deal sites Both deal and couponsites have reached a set-point in 2012 Expect to see a ramp incoupon site visits thisholiday season 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 6Experian Public. 7. Offers shifted in holiday 2011 Deeper discounts and multi offers prevailed 60%51%57% 60%42% 50%48%40%46% 14%27% 21%20%% of Campaigns with Offers 40% 1%YoY Growth Rate 0% 30% -20% 20% 20%-40%-54% -40% 10% 11%9% 10% -60%5% 0%-80% $ Off % Off Countdown Free GiftFree Shipping Multi-Offers Points Offers Tiered Offers Q4:2010 Q4:2011YoY Growth RateHoliday Email Performance: Variance of Campaigns With Offer Total Unique Click-to- Total Unique Trans-to- TransactionOpensOpens Open Clicks ClicksClickRate $/Email AOV -12% -13% 6%-7%-9%80% 68%60%-6% 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 7Experian Public. 8. But what works? 0.30% 0.28% 0.26% 0.25% 0.20% 0.15% 0.10% 0.05% 0.00% 20% Off 25% Off 30% Off 40% Off 50% Off 60% Off 70% Off Oct Nov Dec 40% and 60% pulled the highest transaction rates in Dec, 20% & 70% in November 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS20128Experian Public. 9. Cheap becoming more prevalent Like deal and coupon sitesvisits, value qualifiers insearch queries havereached a plateau Cheap continues to betop qualifier, but couponwill be the most sensitiveterm leading into theholidays In the past cheap termswere limited to apparel,2012 term analysis issignaling a change 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 9Experian Public. 10. Holiday visits increased YOY to Retail 500Cyber Monday peaked and is the new black+2% Black FridayCyber MondayThanksgiving+29% +9% +31% Day After Christmas 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS201210Experian Public. 11. Peak holiday transaction days + volumeCyber Monday email transactions are2x those of Black FridayTransaction Date EventRank Volume Rank Monday, November 28, 2011Cyber Monday11 Friday, November 25, 2011Black Friday22Thursday, November 24, 2011 Thanksgiving318 Friday, December 16, 2011Free Shipping Day 44 Wednesday, November 23, 2011 Day Before Thanksgiving 55Saturday After6 68Saturday, November 26, 2011 ThanksgivingTuesday, December 06, 201119 Days to Christmas 710 Sunday, November 27, 2011Sunday After Thanksgiving872Tuesday, November 29, 2011Day After Cyber Monday 920Friday, December 02, 2011 23 Days to Christmas 10 22 Top 10 holiday mailing days accounted for 22% of overall holiday transactions Thanksgiving emails generated $0.29 in revenue per email nearly 3x theoverall season average 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 11Experian Public. 12. Best time to emailThe early morning and theevening before Thanksgiving, aswell as early morning and earlyafternoon on Thanksgiving showtimes of high revenue comparedto volume. These would begood times to send remindersabout your offers and brand. 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 12Experian Public. 13. Best time to email Early morning on Black Friday and Cyber Monday show times of high revenue compared to volume. These would be good times to send reminders about your offers and brand. 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS201213Experian Public. 14. Are you planning on developing an SMSprogram for your holiday campaign? 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 14Experian Public. 15. Mobile opens on the rise Desktop 36%33%31% Webmail Mobile June 11 July 11August 11 Sept 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 March 12 April 12 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 15Experian Public. 16. Opportunity for mobile messagingprograms during the holidays Opt-ins spiked in December of 2011For retailers, the average quarter over quarter growth for SMS programs Q1 2011through Q3 2012 = 173% +218% +50% +43% +41%+42%Average 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 16Experian Public. 17. Thinking out of the boxTarget/Neiman MarcusD: Suburban Style Target C: Booming with ConfidenceA: Power EliteG: Young City Solos Neiman Marcus 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 17Experian Public. 18. Super Saturday? "By doing this, Target and Neiman Marcus are making Super Saturday about fashion, design 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 18Experian Public. 19. In summary Consumer confidence and expectations are on the rise Search for deals via discounting and couponing continues regardless of consumer optimism Pay attention to time-of-day timing when sending campaigns Mobile continues to grow in significance Look for more out-of-the-box thinking this holiday season 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 19Experian Public. 20. Questions?Join us for a TweetChat directly following thiswebinarFollow these simple steps: Bill Tancer Go to www.TweetChat.comGM, Global ResearchLog into your Twitter account Experian Marketing ServicesUse the hashtag #EMS2012 [email protected] Participate in the [email protected] Visit experian.com/blogs/marketing-forward for up-to-date marketing insights 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS201220Experian Public.

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