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Holiday 2015 Digital Marketing Trends

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Holiday 2015 Digital Marketing Trends

  1. 1. October is the New December Holiday 2015 Digital Marketing Trends September 24, 2015
  2. 2. 2 Copyright © 2015 Response Mine Interactive, Inc. 2015 Campaign Timing & Key Dates for Promotions Online Shopping Trends Mobile Trends Social Trends Tactics & Takeaways Today’s Agenda
  3. 3. 3 Copyright © 2015 Response Mine Interactive, Inc.  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 o 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
  4. 4. 4 Copyright © 2015 Response Mine Interactive, Inc. Promotional Holiday Date Timing Notes Early Black Friday/Cyber Monday Sales Sunday 11/1 - Thanksgiving In 2014 Amazon called Saturday 11/1 the "official start of the holiday shopping season and on Monday 11/3 Walmart.com hosted a "cyber savings event" Thanksgiving Thursday 11/26 Biggest spike occurs around 10:30 pm. EST Over the entire holiday season, Bing reported highest CTRs during the Thanksgiving 2014weekend Black Friday Friday 11/27 Sales peak around 12 p.m. EST Cyber Monday Monday 11/30 Sales peak around midnight EST Cyber Monday 2014 exceeded 2 billion in sales – biggest online sales day in U.S. history Giving Tuesday Tuesday 12/1 Mobile searches spiked in the evening #3 top day for searches on Bing and the #2 for online spending on Bing in 2014 Hanukkah Sunday 12/6 - Monday 12/14 Green Monday Monday 12/14 Most major retailers start their sales online at midnight EST Traditionally the 2nd Monday of December - in 2014 generated 1.6 Billion in online desktop sales National Free Shipping Day Friday 12/18 Offers free shipping with guaranteed delivery by Christmas Eve. Weekend before 2014 Christmas showed greatest growth in sales YoY with a 36% growth attributed to in-store pick- up, later shipping cut of dates and extended free shipping Christmas Eve Thursday 12/24 Christmas Day Friday 12/25 In 2014 US e-retail sales increased by 8.3% over 2013 and Average order value was up 6.2% Key Dates for Promotions
  5. 5. 5 Copyright © 2015 Response Mine Interactive, Inc. Holiday CPC Trends
  6. 6. 6 Copyright © 2015 Response Mine Interactive, Inc. Holiday CPC Trends
  7. 7. 7 Copyright © 2015 Response Mine Interactive, Inc.  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 o Key Takeaway: Tailoring message for men matters! Online Shopping Trends 2014
  8. 8. 8 Copyright © 2015 Response Mine Interactive, Inc. Cyber Monday- The King of Online Shopping Days
  9. 9. 9 Copyright © 2015 Response Mine Interactive, Inc. Cyber Monday May Be The King… But Thanksgiving Shows the Most Growth Opportunity
  10. 10. 10 Copyright © 2015 Response Mine Interactive, Inc.  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 they’re shopping online  Key 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
  11. 11. 11 Copyright © 2015 Response Mine Interactive, Inc. Thanksgiving Reaches The Mobile Tipping Point
  12. 12. 12 Copyright © 2015 Response Mine Interactive, Inc.  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”
  13. 13. 13 Copyright © 2015 Response Mine Interactive, Inc. • Buy Button Betas Social Trends Facebook’s 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 purchase The 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 Now With 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
  14. 14. 14 Copyright © 2015 Response Mine Interactive, Inc.  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 % increase Facebook Advertising Trends
  15. 15. 15 Copyright © 2015 Response Mine Interactive, Inc. Desktop Purchase Rates Nearly Triple During Holiday Period
  16. 16. 16 Copyright © 2015 Response Mine Interactive, Inc.  Cross Device Consistent Messaging - Whether shopping online or in-store, 68% of consumers who made a purchase said they visited the store’s 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  Don’t 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, it’s never too early to start planning for the holiday season…so start today! Tactics & Key Takeaways
  17. 17. 17 Copyright © 2015 Response Mine Interactive, Inc. What’s your holiday digital strategy? Share your findings with the team! Thank You

Hinweis der Redaktion

  • Source: Ipsos MediaCT Google Post Holiday Shopping Intentions Study, January 2015
    SteelHouse 2015 Holiday Marketing Guide
  • Source: Bing Holiday Zen and the Art of Planning, Microsoft internal data, 2014
  • Source: Bing Holiday Zen and the Art of Planning, Microsoft internal data, 2014
  • Source: Ipsos MediaCT Google Post Holiday Shopping Intentions Study, January 2015
    IBM Commerce Eighth Annual Online Retail Holiday Readiness Report
  • Source: IBM Commerce Eighth Annual Online Retail Holiday Readiness Report
  • Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014.
  • Source: Bing – Holiday Zen and the Art of Planning
    SteelHouse 2015 Holiday Marketing Guide
  • 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.
  • Bing – Holiday Zen and the Art of Planning – Insights for Digital Marketers
  • Google, Pinterest, Instagram, Twitter and Facebook are either planning or rolling out buy buttons and/or dedicated product pages.
  • 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, it’s reasonable to assume that consumers value the extra time they have on weekends to carefully consider their gift choices.
  • Source: Nanigans 2015 Facebook Advertising Holiday Trend Preview for Ecommerce
  • 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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