Google Confidential and Proprietary 1Google Confidential and Proprietary 1
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 2Google Confidential and Proprietary 2
#AssertiveOnlineMy Business is #AssertiveOnline with @Netsertive
Twitter Q&A
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5
key trends for holiday
2014
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1Online engagement will be
paramount to holiday success
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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 mobile
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60%of total digital media
time spent
mobile milestones:
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mobile milestones:
38%of total traffic
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71%of smartphone consumers have used a store locator to find a store
Mobile plays a crucial role in shopping research, beyond m-commerce
93%of mobile researchers go on to complete a purchase of a product or service
46%of showrooming shoppers still ended up making a purchase in-store
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Lead consumers to your store or website
Research online
=
Search MarketingAd
Compare online, touch in-store
=
Search MarketingAd
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40% of purchases are made crossing
channels
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Give customers what they are looking for instantly
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Be personal
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Be present
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Seasonal automotive trends
Source: Google Internal Data, 2013
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Automotive: New model spikes research
Sources: Google Trends <google.com/trends> & Google Keyword Planner
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1Tent pole events will no longer
be a single day
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Black Friday turns gray…
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D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D
2012 2013
Thanksgiving Day
Black Friday
Cyber Monday
Black Friday Query Demand
Black Friday Query Demand+27%
Consumers are
researching BF
information/deals
earlier each year
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I've
alre
ady
star
ted
befo
re L
abor
Day
befo
re H
allo
wee
n
Black
Frid
ay/C
yber
Mon
day
early
Dec
embe
r
14%
5%9%
19%
48%
EARLY START29% of shoppers will have started holiday
shopping before Halloween
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Match the customer demand calendar
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Home furnishings trends
Sources: Google Trends <google.com/trends> & Google Keyword Planner
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1More opportunities to influence always connected consumers
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daily time spent with digital
2010 2013
Shoppers are constantly connected…
3:11
5:46
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Elec
troni
cs
Home
appl
ianc
es
Home
furn
ishin
gs
Wat
ches
Spor
ting
or fi
tnes
s go
ods
Toys
Fash
ion
Acces
sorie
s
Jewel
ry
Ente
rtain
men
t ite
ms
Books
or m
agaz
ines
Beaut
y an
d co
smet
ic it
ems
Cloth
ing
or A
ppar
el
Shoe
s or f
ootw
ear
0
2
4
6
8
10
12
14
16
18
Hours spent researching for holiday purchase
2012 2014
76% using online resources
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78% of consumers are not loyal to a particular brand
And they are open to influence…
57% of holiday shoppers don’t have a specific products or brand in mind when they begin their holiday shopping
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512
2010 2013
Influence shoppers before they visit your store
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Audio video installation trends
Sources: Google Trends <google.com/trends> & Google Keyword Planner
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Retailers andStore Visits
69% YouTube
64% Twitter
61%
Word of Mouth
74%
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Create useful contentEngage with the connected consumers
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Create informative content
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1Fewer store visits but more
value per visit
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2010 2013
38
17
fewer visits to store…
Footsteps in billions(Nov-Dec)
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$681$783
2010 2013
…but more purposeful
ecomm +57%
offline +13%
retail sales in $billions(Nov-Dec)
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…which makes each visit twice as valuable
2010 2013
$17
$42
(offline)
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Measure cross channel impact
In-Store Visit Beta
Enables advertisers to measure how Google Search traffic is
driving store visits across mobile, tablet and desktop
devices.
In-Store Transaction
Beta
Effectively measurement of offline sales driven by AW clicks through importing offline point-of-sale transaction data into the
Adwords interface.
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1Pricing & shipping will
drive purchases
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92%are checking online for best
prices
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#1comparing prices is the number 1
reason smartphone owners search in-store
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if shipping is free
8 out of 10 will wait…
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The Faster, The Better
None of the above
Same-day shipping for a premium
Next-day shipping for a small premium
Expedited (2 to 3) day free shipping
9%
14%
18%
75%
When buying online, if a product is available from multiple retailers at the exact same price, would any of the following shipping offers sway your purchase decision?
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Procrastinators Get One More Day to Ship
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
2-Dayshipping
Overnightshipping
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(Just don’t over-promise and under-deliver)
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Top Holiday Trends for 2014
1. Online engagement will be paramount to holiday success
2. Tent pole events will no longer be a single day
3. More opportunities to influence always connected consumers
4. Fewer store visits but more value per visit
5. Pricing & shipping drive purchasing
Google 2014 Holiday Trends
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1Happy holidays from
Google & Netsertive!
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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
