Home >Retail >Top holiday marketing trends for 2014

Top holiday marketing trends for 2014

Date post:18-Dec-2014
Category:
View:91 times
Download:5 times
Share this document with a friend
Description:
El estudio indica que el objetivo prioritario de su estrategia de Social Media para el 62% de las empresas es el de aumentar las ventas, así como aumentar el reconocimiento de marca. Por ello, las acciones estarán directamente diseñadas para fomentar la conversión. Asimismo, el 19% dirigirá sus aciones en las redes sociales a captar leads de calidad, mientras que el 13% mostró su especial interés en atraer tráfico hacia la web. En vista de los resultados, objetivos como generar engagement o mejorar la experiencia de usuario a través de las redes sociales quedarán relegados a un segundo plano, durante la campaña navideña. A la hora de distribuir su presupuesto, Facebook continúa llevándose la palma. Nada menos que el 92% de las empresas participantes en el estudio invertirá en la red de Mark Zuckerberg. Una cifra que dista mucho de la inversión que recibirá otra de las plataformas mayoritarias, como es el caso de Twitter, quien habrá de conformarse con apenas un 4% del total. De otra parte, conviene destacar la relevancia de Instagram dentro de la estrategia de Social Media. Según el 73% de los encentados, es la red social revelación, con un gran potencial para alcanzar sus objetivos. Destaca el hecho de que estas empresas todavía recelan de las que podríamos considerar como "plataformas sociales emergentes", como pueden ser Snapchat o Swarm. El 48% de los encuestados en principio se niega a invertir en este tipo de medios 2.0, hasta que demuestren su potencial.
Transcript:
  • 1. TOP HOLIDAY MARKETING TRENDS for 2014
  • 2. $602billion Thats how much US consumers spent in 2013 on winter holiday shopping. This year, consumers are forecasted to spend 8% more (Prosper Spending Score). In this new age where consumers are showrooming, webrooming, and buying directly through social, marketers need to step up their game to meet consumers where they are spending majority of their time. Social media has reached a new level of maturity, becoming a vital tool in the marketers arsenal. dollars. If you need proof, just take a look at the staggering number of consumers currently engaging on social. 1.32 billion monthly active users on Facebook. 271 million on Twitter. 200 million on Instagram. And each of these networks is growing year over year. Social media has become a mission critical element for a successful holiday marketing campaign. By developing a strong social media strategy, leveraging user-generated content, and driving social commerce, you can make this holiday season your most profitable one yet. This original research report offers the stats and trends you need to succeed this season. 2 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 3. To produce this report, we surveyed marketing professionals on their holiday social media plans and predictions, and uncovered the following results: Driving sales and extending brand reach a pg. 4 re top priorities for brands pg. 7 Facebook will dominate social spending this holiday season pg. 11 Brands are investing more in social this year pg. 14 Instagram is the breakout social network of 2014 pg. 17 Marketers are not in a rush to invest in untested networks 3 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 4. 01. Driving sales and extending brand reach are top priorities for brands
  • 5. Driving traffic to website 13% Driving products/ service sales 28% Increasing brand preference and loyalty through social engagement 6% Generating qualified leads 19% Extending reach/ brand awareness 34% DATA ANALYSIS What will be your primary goal for using social media during the 2014 holiday season? 5 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 6. As social marketing continues to mature, marketers are increasingly focused on extending their brand reach and growing sales. With 62% of marketers choosing this as their primary goal this holiday season, it demonstrates a stark contrast to the days when getting more fans was the main component of an effective social strategy. As the social medium continues to mature, marketers will need to better quantify their efforts and measure ROI to justify their social spend. Marketers can achieve this in a number of ways. One tactic is to use user-generated content to spread the word about products and drive traffic and sales. 76% of marketers polled indicated they would increase their usage of UGC as a marketing tactic this year. In addition, as marketers become more savvy in the social media space, multivariate attribution models will become more prevalent in order to demonstrate the impact of social media marketing. 6 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 7. 02. Facebook will dominate social spending this holiday season
  • 8. DATA ANALYSIS Where will you spend the bulk of your social marketing dollars this holiday season? 92% 4% 4% Facebook Twitter Other 8 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 9. With the recent developments like the de-cline of brands organic reach and the end of like-gating content, one might have thought marketers would be pulling back their holiday spending from Facebook. BUT THAT COULDNT BE FURTHER FROM THE TRUTH. In fact, 92% of marketers say they plan to spend the majority of their holiday social marketing budget on Facebook. When considering 71% of US adults are on Facebook (Microsoft Social Listening) its not like marketers have been left with much of a choice. That amount of potential buying power is impossible to ignore. With that being said, it is not the be-all-end-all it once was. 22% of marketers indicated they are planning to spend less on Facebook this holiday season, demonstrating they are increasingly diversifying their social spend across other networks. 9 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 10. Facebook has become an extremely crowded place, with more and more brands competing for limited space in the news feed. To counteract this, Facebook has been progressively giving fewer impressions to the organic content companies produce, and is encouraging marketers to buy targeted ads. This shift has forced marketers to put spend behind their high quality content and offers. Since Facebook ads have notoriously been an extremely cheap solution in comparison to other digital advertisements, the cost to get involved is fairly small. When you take into consideration Facebook ads average cost is $0.25 CPM compared to the Google AdWords cost of $2.75 CPM, the barrier to entry in this space is almost nothing for digital marketers. And as Facebook continues to evolve its advertising strategy, expect to see Facebook take the lions share of brands social media spend. 10 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 11. 03. Brands are investing more in social this year
  • 12. DATA ANALYSIS Will your brand spend more on social during the 2014 holiday season than last year? 12 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 13. Social media marketing has become an invaluable tactic in a marketers toolkit. With more companies investing in social media marketing than ever before, we sought to find out whether the brands already engaged in social media marketing would be increasing their spend this hol-iday season. The study found that 67% of marketers polled will be increasing their social spend this holiday season, with only 4% indicating they would decrease their spend. This stat helps further demonstrate the momentum social media marketing is building, and solidifies its place among the other more traditional forms of marketing. According to a recent Duke University study, social media spend is expected to jump to over 18% of a marketers total budget in the next five years (Duke University). As more companies find innovative ways to measure their return on investment, and social networks develop better ecommerce solutions, expect social spend to continue to increase. 13 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 14. 04. Instagram is the breakout social network of 2014
  • 15. DATA ANALYSIS In terms of importance for marketers, what do you feel is the breakout social network of 2014? 73% 18% 9% Instagram Vine Snapchat 15 | Top Holiday Marketing Trends for 2014 Sign up for the Holiday Marketing 365 program for even more tips and tactics.
  • 16. Overwhelmingly, 73% marketers polled identified Instagram as the breakout social network of 2014, with Vine and Snapchat making up the remaining 27%. This shouldnt come as muc
Embed Size (px)
Recommended