Holiday narrative 2012 節日營銷

the season of the consumer
be early. be aggressive. be merry.
holiday outlook 2012:
Terra Hess
Account Planner
Mark Contreras
Account Planner
Insert Client Logo Here

A Look Back at Holiday 2011
Cyber Monday
Reaches All Time
Sales High at $1.25B
11% of Total December
Sales Were Done Via
a Mobile Device
Ten $1B Dollar Days
in Holiday 2011
Cyber Monday Also
Saw a 29% Increase
in Traﬃc – Totaling
177M Visits in 2011
76% of Consumers
Researched Online
Before Making a
Purchase
55% of Consumers
Expected
“Free Shipping”
Last Holiday
$471.5B Spent
During Holiday 2011,
+4.1% Y/Y
Wall Street Journal, Online Sales Reach Record $1.25B on Cyber Monday, Nov 2011
Mobile Shopping Doubles Over December, LA Times. Jan 2012.
Source: comScore retail e-commerce spending.
Beating Expectations, Holiday Retail Sales Rise 4.1% According to NRF. Jan 2012.
Source: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012)

Design Your Holiday Strategy Around 5 Key Insights
eCommerce Growth Will Return to Pre-Recession Levels
Consumer Expectations Will Rise
The 4-Screen Experience Will Change Consumer Shopping
Competition Will Become Even More Aggressive
Success Will Depend on How Early You Launch
5
INSIGHTS
Holiday Outlook 2012

Consumer Spend
Will Be Up in 2012

Average Consumer
Holiday Spend:
$732 (+4%)
Total Expected
Holiday Revenue:
$490.4M (+4%)
Holiday 2012: By the Numbers
Sales Projections
Es1mates
Based
on
CES
Data
–
2011.

NRF

Holiday
Revenue
2011.
and
ComScore

($471.5M in 2011)
($704 in 2011)

Q1 Online Sales Growth Signals a Stronger Q4
Quarterly e-Commerce Sales Growth vs. Year Ago
ComScore
Q1
State
of
Retail
2012

+3%
Q4 Y/Y Growth
+5%
Q1 Y/Y Growth

Q1/Q2 Key Spending Dates Give Hope for a Strong Holiday
Valentine’s Day
§  12% Increase in Total Consumer Spend
§  8.5% increase in Spend Per Person
feb
apr Easter
§  11% increase in Total Consumer Spend
may Mother’s Day
§  14% increase in Total Consumer Spend
2012 Implication:
Based on Historical Performance, Expect Holiday Sales to Reach +$540B
Source:
USA
Today
–
Valen1ne’s
Day
Spending
2012;
MSN
Mother’s
Day
2012;
CNBC
Thank
You
Easter
Bunny,
Easter
Spending
to
Rise.

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

2011
2010
2009

Repeating Patterns Help Predictability
Hitwise
Market
Share
Report,
Oct
–
Dec
2009-‐2011

Holiday Visit Patterns – Shopping & Classiﬁeds
Visit
Share
%
Key Shopping Dates Remain Consistent Over Time.
Use The Shopping Patterns To Plan Your Holiday Strategy

Key Shopping Dates See Signiﬁcant Growth
Don’t Give Up on December 25th – Consumers Continue to Shop
Hitwise
Holiday
Planning
Webinar,
June
2012.

2012 Implication:
Keep the lights on! Consumer shopping will not end on Dec. 25th. Shoppers will leverage
the holiday discounts to continue to shop with monetary gifts & gift cards.
Daily
Holiday
Shopping
Milestones,
Y/Y
Comparison

Top Retail eCommerce Sales Dates Nov & Dec 2011 (in $M)
Mon Tue Wed Thu Fri Sat Sun
Nov 21 22 23 24 25 26 27
28 29 30 Dec 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 Jan 1
Thanksgiving
Cyber Mon
Green Mon Free Ship Day
#1
$1,251
Black Friday
#2
$1,178
#3
$1,133
#4
$1,116
#5
$1,107
#6
$1,072
#7
$1,064
#8
$1,025
#9
$1,024
#10
$1,018
Ten online shopping days this season surpassed
$1 billion in spending

Rank Amount Day Date
1 $1,251B Monday Cyber Monday, Nov. 28th
2 $1,178B Monday Dec. 5th
3 $1,133B Monday Green Monday, Dec. 12th
4 $1,116B Tuesday Nov. 29th
5 $1,107B Tuesday Dec. 6th
6 $1,072B Friday Free Ship Day, Dec. 16th
7 $1,064B Tuesday Dec. 13th
8 $1,025B Wednesday Nov. 30th
9 $1,024B Thursday Dec. 8th
10 $1,018B Thursday Dec. 15th
Mondays & Tuesdays
topped the $1B online shopping days

Google Confidential and Proprietary
Key Promotional Dates Saw Double Digital Growth,
While Overall Retail eCommerce Grew 15%
comScore: Holiday Season Online Retail Spending ($M)
Source: comScore, Inc. 20101 Holiday Season vs. 2010 Holiday Season, Non-Travel (Retail) Spending. Excludes Auctions & Large
Corporate Purchases. Total US – Home/Work/University Locations
* 2010 data incorporates seasonal adjustment factor to account for different number of weekdays and weekends in 2010 and 2011. Actual (i.e.
non-seasonally adjusted) 2010 number was $32.589 billion.
2010 2011 % Change Y/Y
November 1 – December 31 $32,359* $37,170 15%
Thanksgiving Day (Nov. 24) $407 $479 18%
Black Friday (Nov. 25) $648 $816 26%
Thanksgiving Weekend (Nov. 26-27) $886 $1,031 16%
Cyber Monday (Nov. 28) $1,028 $1,251 22%
Green Monday (Dec. 12) $954 $1,133 19%
Free Shipping Day (Dec. 16) $942 $1,072 14%

In-Store Sales Trends Followed 2010 Patterns
Total US In-Store Sales (MasterCard SpendingPulse)
Mon Tue Wed Thu Fri Sat Sun
Nov 21 22 23 24 25 26 27
28 29 30 Dec 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
Thanksgiving Black Friday
Cyber
Monday
Source: MasterCard SpendingPulse™
Green Monday Free Ship
Day
#1
$19.2B
+6%
+6%
+5%
+5%
+2%
#5
$14.6B
+4%
#3
$15.7B
+3%
#2
$17.8B
+9%
#4
$14.9B
+3%

Sept. 1st
Sept. 19th
Sept. 25th
Sept. 30th
Retailers Merchandise for Holidays in Late Q3,
Shoppers Respond By Opening Wallets Early
45% of tablet users said they will start shopping before Thanksgiving.
2011 Retailer Holiday Merchandising Launch Dates
40% of consumers begin their Holiday shopping before Halloween.
USA Today-Christmas in September, 2011.

Thursday,
NOV
22
+40%
+28%
Thanksgiving Becomes A Major Online Shopping Day
Thanksgiving Day Search Ad
Conversion Rates vs. 2010
Thanksgiving Day Revenue
Driven By Search Advertising
1. http://techcrunch.com/2011/11/25/thanksgiving-day-online-
holiday-sales-up-39-percent-mobile-shopping-on-the-rise/
+15%
Increase in ‘Couch
Commerce’ last year

Google Confidential and Proprietary 16
Key Highlights:
Consumer Spend Will Be Up in 2012
1.  Based on Historical Data, Expect Growth Trends to Reach +16% Q/Q
•  Develop Strategies Around Retention & Acquisition
2.  Consumers will start shopping earlier in the season as promotions
become aggressive prior to Black Friday.
•  Be Ready to Launch Holiday Strategy Early
3.  Consumers will continue to shop after holiday.
•  Keep the Lights On!
4.  Key Shopping Dates are Becoming More Predictable
•  Focus Spend and Strategy Around Important Days

Consumer Expectations
Continue to Rise

Winning the Bargain-Hunting Shopper
Consumers will be inﬂuenced by the following factors
when shopping this holiday season:
•  Economic:
–  80% of 2012 Back-to-School shoppers say that the economy
will impact their spending plans – could be signal for holiday.
•  Historical Expectations:
–  Consumers expect signiﬁcant deals and discounts from retailers.
–  +30% of Black Friday searches occur before Thanksgiving
•  eCommerce Transparency:
–  Competitive Information Available Anytime with Mobile Devices
•  Social:
–  “Word of Mouth” Deal Sharing via Social Sites
NRF
–
Consumers
Looking
to
Cut
Corners
with
their
2012
Back
to
School
Budgets.
June
2012;
Shopper
Sciences
–
Holiday
Trends.
2011.

Free Shipping & Other Incentives Inﬂuenced Purchasing:
Consumers set lofty expectations for retailers
19
Last minute
holiday sales
29%
Gift sets or
complimentary items
16%
coupons 37%
Flexible payment
plans/layaway
8%
55%
of consumers
expected Free
Shipping last
holiday season*
51%
shoppers took
advantage of
free shipping**
Transactions
involved free
shipping*
50%+

Consumer Interest in Free Shipping is on the Rise…
Source:
Google
Internal
Data

US Search Query Volume on “Free Shipping” Related Terms on Desktop & Mobile
0

5

10

15

20

25

30

35

1/2/06
1/2/07
1/2/08
1/2/09
1/2/10
1/2/11
1/2/12

Indexed
Queries

0

100

200

300

400

500

600

700

1/21/08

3/21/08

5/21/08

7/21/08

9/21/08

11/21/08

1/21/09

3/21/09

5/21/09

7/21/09

9/21/09

11/21/09

1/21/10

3/21/10

5/21/10

7/21/10

9/21/10

11/21/10

1/21/11

3/21/11

5/21/11

7/21/11

9/21/11

11/21/11

1/21/12

3/21/12

5/21/12

Indexed
Queries

DESKTOP
MOBILE
Source: Google Internal Data 2012)

“Free Shipping” has become the expectation.
What is your shipping strategy this year?
of consumers said they would
cancel their purchase at a retailer
if free shipping wasn’t offered at the end of a transaction.
59%
of Q1 2012 transactions involved free shipping -
the highest percentage of free shipping
ever seen in a non Q4-quarter.
49%
2012 Implication:
Free Shipping offers are now being expected. Determine how you will compete on shipping
strategy, and promote your offerings in your ad text.
ComScore Q1 Review, 2012

Coupons and Discount Oﬀers Category Searches
Continue Steady Growth Since 2009
Source
Google
Internal

2012 Implication:
Coupons, Discounts, & Daily Deals will continue to play a big role during holiday.
Test ad copy across all devices early to determine the most eﬀective messaging.

Total Visits to Coupon Websites
Consumers continue to seek out discounts
Hitwise
Holiday
Overview.
June
2012.

Daily Deal Websites Achieve Long-Term Benefits
Increase
Customer
Lifetime Value
Strengthen
Customer
Loyalty
Increase Customer
Engagement
Frequency
91% of online shoppers reported that they had already
made another transaction with a merchant since taking
advantage of an offer or plan to do so in the future.
Shoppers visited daily deal sites an average of 10x/mth.
They checked email offers an average of 17x/mth.
40% of deal redeemers are already frequent customers.
Marketaire
Daily
Deals
Shoppers
2011.
Foresee
Results
Research
White
Papers
Daily
Deal
Commentary
2012.

Total Visits to Flash Sale Websites
Traﬃc peaked during the week of Cyber Monday
Websites
Visits
Share

12/3/11

Visits
Share

12/4/10

Change

(%
Points)

Zulily
15.66%
8.48%
7.18

One
Kings
Lane
9.41%
2.85%
6.57

Totsy
6.60%
0.77%
5.83

My
Habit
3.72%
0.00%
3.72

Fab
1.75%
0.00%
1.75

HAUTELOOK
11.56%
10.00%
1.56

woot
1.48%
0.00%
1.48

Lot18
0.98%
0.015%
0.97

Jack
Threads
1.49%
0.68%
0.81

Joss
and
Main
0.69%
0.016%
0.68

Hitwise
Holiday
Overview.
June
2012.

Share of Visits to Flash Sales by Mosaic Groups
Captured a more aﬄuent shopper during holidays
Hitwise
Holiday
Overview.
June
2012.

2012 Implication:
Use Demographic Insights to Better Target Ads and Product Oﬀers to Your Audience.

35% of Respondents Have Engaged in ‘Showrooming’
Source: comScore, “State of the US Online Retail Economy in Q1 2012,” May 2012
Who’s engaging in
showrooming?
•  35% of all respondents
•  50% of respondents ages
25-34, the highest of any age
group
•  48% of tablet owners and
43% of smartphone owners
•  43% of Milllennials
..and did they plan it?
•  6 in 10 ‘showroomers’ say
they originally planned to
purchase in-store but
changed their mind and
instead bough online
•  32% said they went to the
store always intending to buy
online
Q: Have you ever “Showroomed” a product before purchasing?

Price was Biggest Driver for ‘Showrooming’
72%
45%
24%
18%
17%
5%
Price was better online
Planned to buy online but wanted to see item(s) in
person before ordering
Item was out of stock at store
Would rather have item shipped to home
Was not convenient to buy in-person at the time
Other
Location, Location, Location
Respondents living in urban areas
were nearly twice as likely to
choose this option vs. those living in
suburban or rural areas.
Q. Which of the following describe why you utilized showrooming?
Source: comScore, “State of the US Online Retail Economy in Q1 2012,” May 2012

Customize Your Messaging for Better Response Rate
+80% of email marketers send the same content to all subscribers.
However, consumers respond better when the email is more customized.
Tips:
•  Be Friendly: Include subscribers in
the “friends and family” emails to
make them feel special and valued.
•  Get Social: link discounts to those that
interact with your social pages.
•  Be Empowering: Provide links to videos,
discounts and promotions in your email and
encourage your subscribers to share.
source: comscore 2012 digital marketer report

Key Highlights:
Consumer Expectations Have Risen
1.  Free Shipping Has Become the Standard
•  Leverage a “Free Shipping” Offer to Acquire Search Traffic
2.  Consumers Will “Showroom” Online Products In-Store via Mobile Devices
•  Mobilize & Localize Ad Campaigns to Reach Shoppers Anytime
3.  Consumers Will Be Expecting Deals & Hunting for Coupons
•  Test Promotional Ad Copy Early to Determine Those Most Effective
4.  Consumers Expect You To Know Them
•  Personalize Your Search, Display and Email Messaging

The 4-Screen Experience Will
Continue to Change
Consumer Shopping Behaviors

The 4 Screen Experience:
Always Armed with Information
the lines between desktop and mobile continue to blur.
–  each device fills a specific need, yet all compliment one another.
–  devices are more portable and powerful than ever before
we are in the age of the customer, not the retailer
–  consumers demand specific products, and choose when & where to shop
–  they often know more about your competition than your employees
Source: IRCE Presentations 2012, Google Internal Data

As Technology Changes, Consumer Behavior Follows
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Hourly Distribution of Searches by Platform
(Doesn’t reﬂect absolute traﬃc volume)
Tablet Mobile Desktop
source: source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
does not indicate absolute or relative traffic volumes. Razorfish/Yahoo, November 2011

Holiday 2011: The Season of Mobile
14.6%
of all online sessions
on a retailer’s site
were initiated from a
mobile device.
200%
Increase in mobile
device sales December
2011 vs. 2010
(11% in 2011 vs. 5.5% in 2010)
Over 6.5M New Smartphone Subscribers in December 2011,
Making It the Highest Volume Month in Smartphone History
Source:
IBM:
Mobile
Shopping
Doubles
Over

December
2011,
Reports
IBM.
Jan
10,
2012.

25%
35%
20%
34%
40%
33%
80%
53%
36%
33%
37% 38%
51%
56% 56%
77%
64%
47%
All 2012 Holiday Shoppers
Shopped Online Using Smartphone Or Tablet
35
Mobile & tablet holiday shoppers shopped
earlier and more frequently

Retailers Saw a More "mobilized" Holiday Shopper
Last Season
+173%
Increase in Mobile
Shopping on Xmas Day
9%
Of online sales were conducted
on Mobile phones
12%
Of online visits to a retailer’s website
were from mobile devices (+5% YoY)
36
Of last-minute gift and store locator
searches came from mobile devices
last holiday season
44%
Source: IBM Benchmarking
2. http://www.mediapost.com/publications/article/157983/

42% used more than
one device at the same time
68% started on one
device & continued on another
Holiday Shoppers Used Their Devices Simultaneously
25% used more than one device to shop this year.
Among those…

Source:
Google
&
Ipsos
Digital
Connec1ons
Study:
Life
of
the
Mobile-‐PC
User
(January
2012).

2012 Implication:
Create a Uniﬁed Message Across All Networks and Devices to Create Brand
Awareness & Recognition Among Your Audience.
Source: Google & Ipsos Digital Connections Study:
Life of the Mobile-PC User (January 2012).

Shoppers Use Their Portable Devices for Many Reasons
Source: Google & Ipsos Digital Connections Study: Life of the Mobile-PC User (January 2012).
70%
61%
61%
53%
46%
42%
77%
63%
65%
31%
49%
34%
Read reviews
Compare prices
Compare product info
Search a store’s inventory
Look for discounts/promos
Contact a retailer
Smartphone Tablet
2012 Implication:
Expand your mobile only campaigns to include both brand and product level ad groups.
Be a top contender when the consumer is making purchasing decisions via mobile devices.

A Well-Designed Mobile Shopping Site is Critical for
Holiday Success
won’t recommend business with
poorly designed mobile site
57% have turned to a
competitor’s site after a bad
mobile experience
40%
Source: Compuware, 2012 - http://www.digby.com/mobile-industry-resources/mobile-industry-statistics/
BEFORE AFTER
1-800-FLOWERS
Optimized mobile site to increase
conversions

Smartphone and tablet shoppers used a combination
of apps & websites
40
57%
% of tablet shoppers used
apps & websites
69%
% of smartphone shoppers
used apps & websites
Source: Google & Ipsos Digital Connections Study: Life of the Mobile-PC User (January 2012).
2012 Implication:
Leverage Mobile Only Campaigns’ Ad Text to Promote Downloads of Your App or
Direct Users to a Mobile Website for an Optimized Experience.

Holiday shoppers consistently watched product
videos across devices
41
75%
49%
49%
36%
36%
Product reviews/ratings
Product demo
Informational (e.g., features, uses, etc.)
Videos from retailers
Videos from electronic manufacturers/brands
Source: Google & Ipsos Post-Holiday Shopping Study (January 2012)

Connect with Consumers When They Are Engaged
While watching TV…..
checked email
57%
visited a social networking site
44%
looked up product information for a TV ad they saw
19%
looked up coupons & deals related to a tv ad they saw
16%
Ad Age - TV’s Upfront Pitch Shows Social Media Traction. May 2012

Key Highlights:
The 4-Screen Experience Will
Change Consumer Shopping
1.  The Lines Between Mobile and Desktop Continue to Blur
•  A Detailed Mobile Strategy is Essential This Holiday.
2.  Consumers Start Shopping On One Device and Finish On Another
•  Be Found Anywhere. Anytime: Create a Uniﬁed Message Across Devices
3.  Consumers Download Apps & Select Mobile Only Websites for Ease of Use
•  Create a Mobile Optimized Site; Advertise on Downloaded Apps.
4.  TV and Online Join Forces
•  Create an Integrated Strategy Across Traditional and Online Media

Competition Will Become
Even More Aggressive

Pure Play
Online Retailers Brick & Mortar
Retailers
The Playing Field is Changing as Brick & Mortar Retailers
are Competing on the Same Terms as Pure Play
2012 Implication:
Bid aggressively to maintain top ad rank and maintain category visit share.

Game Changers:
Retailers Make Early Announcements That Will Impact Holiday Strategy
Amazon
to
Oﬀer
Same
Day
Delivery:
Will
It
Change
the
Way
You
Shop?
Yahoo
Finance.
July
2012.

Macy’s
Using
Retail
Stores
as
Distribu1on
Centers.
May
2012.
Ebay
Launches
New
Fashion
Site.
Digital
Trends.
April
2012.

health & beauty
household commodities
apparel &
accessories
fashion & luxury
home
grocery
The Amazon Eﬀect
They currently get 2 out of every 5 visits to the Internet Retailer Top
500; spreading model to all verticals

Macy’s Executes Progressive Promotions in 2011
Retailer Integrates It’s Online and Offline Promotional Strategies
2011
2012 Implication:
Save a portion of your budget to compete with unexpected promotions from competitors.
“With their newest digital solutions they continue to harness
some of the key strengths that Amazon used to exclusively
hold…..they are finding ways to turn what could be seen as a
limitation of a bricks and mortar location into a strength that
will continue to position them as a leader and first stop for
shopping.”
- Scott Thaler, EVP Zimmer Advertising telling Forbes
Launches Aggressive Weekly Online Only
Promotions Starting the Week of Halloween
Promotions Varied Between Departments
(Apparel, Home Furnishings, Kitchen, etc)
2012
Macy’s
2.0
Sales
Strategy
Puts
the
Pedal
to
the
Metal
In
Digital.
May
2012.

Home Improvement Giants Are Scared,
Rushing to Ramp Up Online Presence
“we know we are behind folks like
Amazon. we’ve put a stake in the
ground. we want to catch up and
get ahead. we certainly are not
going to lose share”
220,000 à 3,100,000 SKUs
(direct result of commitment to the web)
Source: MarketWatch: Largest Home Improvement Retailer Online Channel Internet Sales. August 2011; Internet Retailer: Web Grows 70%, Lowes. 2011.

Key Highlights:
1.  The Playing Field Has Leveled
•  Know Your Competition – Big Box Players Are Now Aggressively
Competing Against Specialty Retailers
2.  Early Announcements from Major Retailers Could Change Holiday Strategy
•  Amazon & Macy’s Challenge Industry With Shipping Eﬃciencies
3.  Expect Retailers to Have Aggressive Promotions Before Black Friday
•  Be Ready to Compete During Big Box Retailer Promotional Periods
4.  In-Store Holiday Merchandising Starts Early
•  Be Prepared for Early Online Shoppers

Success Will Depend on
How Early You Launch

Be Relevant.
Be Found.
Be Trusted.

Be Relevant.
Recommendation
1
Pre-Holiday Prep: Utilize All Search
Ad Formats to Gain Complete Coverage
2
Be Discovered Early When Consumers
Are Researching Gift Ideas
3
Customize Holiday Ad Text:
Personalize the Experience

Pre-Holiday Preparation
Be Relevant: Maximize All Opportunities to Engage with the Shopper Now
Product Listing
Ads
Sitelinks
Ad Extensions
Android
Phone
|
BestBuy.com

www.bestbuy.com

Save
Instantly
On
Android
With
No
Mail
Rebates
at
BestBuy!

Kari
Clark,
Chris1an
Oestlien,
+1’d
this
page

+20% CTR
for 2-line sitelinks
+30% CTR
for 3-line sitelinks
Able to show on
Google Search
Results &
Google Images
Visually Reach
Shoppers
as they Search

Mobile & Tablet
Only Campaigns
Speak the
language of the
mobile user.
Check Bids
& Budgets
Be prepared
for increased
competition during
peak season
Keyword
Coverage
Be part of the
consumer’s
consideration
at all stages
General:

Shoes,
Women’s
Shoes

Speciﬁc:

Asiacs
Women’s
Running
Shoes

Oct

Nov

Dec

Pre-Holiday Preparation
Be Relevant: Maximize All Opportunities to Engage with the Shopper Now

Be Relevant During the Discovery Stage
Over 1/3 of Holiday Searches Occur Before Halloween
0

1

2

3

4

5

6

7

8

9

Indexed
Queries

Indexed
Queries
for
“Children’s
Toys”
Keywords
on
Google
Search

January
2010
–
January
2012

Recommendation:
Use Remarketing to Capture Shoppers That Researched
Early, Then Serve Ads To Them During Peak Season
Google Internal Data.

Customize Your Ad Messaging with Remarketing
Consumers Want to Feel Valued & Understood
Recommendation:
Update Your Text and Display Ads with
More Personalized Messaging.
Dynamic Remarketing
Order
Today
for
Free
Shipping!

Static Remarketing
Running
Shoes
Discount

Come
back
&
view
our
new

sale
on
running
shoes!

zappos.com/running

Be Relevant: Recommendations
Recommendation Device Investment Return
Launch
Date
Examples:
Mobile Only Campaigns
for Product X, Y, Z
$20K $60K 11/1
Promote Your New Tablet
Optimized Interface in
Your Search Ad Text
$10K $30K 11/1
TV Campaign to Promote
Black Friday Sale on
Products X, Y and Z
$100K $200K 11/1
Keyword Expansion on all
Search Desktop and
Mobile Campaigns
$25K $60K 11/1

Be Found.
Action Items
1
Be Anywhere, Anytime. Utilize All Search Ad Formats
to Gain Complete Coverage
2
Launch Campaigns Early in the Season When Consumers
Are Hunting for Bargains
3
Continue to Run Broad Keywords Late in the Season, as
Undecided Shoppers are Just Starting to Search
4
Keep the Lights on After December 25th - shoppers will
continue to buy!

Be Anywhere, Anytime
Mobile is a Must Have This Holiday Season
Recommendation:
Develop a speciﬁc “Go-to-Market strategy” for Mobile and Tablet
Devices that Allows Your Consumer to Reach You at All Times.
Separate Mobile and Tablet Campaigns from Search to
Gain Control of Bid Adjustments at the Device Level
Feature Ad Call-to-Actions that Highlight
Your Mobile or Tablet Optimized Websites.
Serve Rich Media Ads Through Ad Mob
to Reach App Users

Diﬀerentiate to Win the In-Store Shopper Online
Source:
Google
“Our
mobile
planet”
Ipsos
MediaCT
and
TNS,
May
2012

31%
of U.S. smartphone owners have researched or
purchased products from their device in a store
Recommendation:
Promote Compelling Oﬀers to Deal-Seeking In-Store Shoppers
Through Mobile Search Ads

Update Your Text & Image Ads to Feature Current Incentives
Reach the Bargain-Hunters This Holiday
“Free Shipping”
“25% oﬀ Coupon”
Prepare for Earlier & More Aggressive Promotions
Optimize Mobile Campaigns to Reach
Shoppers as They Browse In-Store
Thanksgiving Store Openings
Pre-Black Friday Deals & Discounts
+14% of searches initiate from a mobile device

?
“Undecided Shoppers”
are looking for:
1.  gift guidance & direction
2.  fast turn-around time
3.  convenience & ease
Holiday gift baskets
Holiday gifts for him
Holiday address labels
Holiday decor
Unique holiday gifts
Holiday gifts
Cheap holiday gifts
Holiday table settings
Gift Ideas for Women
Gift Ideas
Christmas Gifts
Top Search Terms
Two Weeks Prior to
Christmas
Undecided Shoppers Are Looking for Advice
Recommendation:
Bid Aggressively on
Broad Gifting/Holiday
Keywords During the
Final Weeks of December
Source: Google Internal Data

19%

15%

32%

6%

17%

3%

2%

1%

4%

8%

1%

39%

28%

6%

3%

7%

Before Thanksgiving November Early/Mid December Boxing week After Christmas/Holiday
Season
Start Finish
5% of shoppers start and 10% ﬁnish their shopping after the Christmas season
Keep the Lights on After December 25th

0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
10/22 10/29 11/5 11/12 11/19 11/26 12/3 12/10 12/17 12/24 12/31 1/7
Amazon Target Best Buy JCP Macys Walmart
Share of Weekly Visits, 2011
Amazon Kept the Lights On,
But Many Traditional Retailers Did Not
Source: Hitwise
Recommendation:
Keep Serving Ads After December 25th. Shoppers are Using Monetary
Gifts and Gift Cards, as Well as Taking Advantage of Post-Holiday Sales

Be Found: Recommendations
Launch
Date
Examples:
for Product X, Y, Z
$20K $60K 11/1
Your Search Ad Text
$10K $30K 11/1
Products X, Y and Z
$100K $200K 11/1
Search Desktop and
Mobile Campaigns
$25K $60K 11/1

Be Trusted.
Recommendation
1
Leverage Search & Display Ads to Become an
Engaging Brand That Shopper’s Recognize
2
Use Interactive Media (Video, TV, Social) to Gain
Consumer Awareness and Conﬁdence
3
Highlight Your Superior Shopping Experience with
Google Trusted Stores

Price
Point
Trust
Quality
Brand
Equity
Retailers Must Diﬀerentiate with Other Factors
It’s Not Just a Price War Anymore

How ShoeDazzle
Built Their Brand
Recommendation:
Use Interactive Media to
Tell Consumers About
Your Brand & Your Business

Use Consumer Engagement Data to Enhance Your Strategy
Gmail Message Ads
YouTube In-Video Overlays
December 2011 Upstream Report:
Shoedazzle.com
Hitwise
Upstream
Report.
2012


TV & Online Join Forces:
Engaging Consumers Across Screens
Ad Age - TV’s Upfront Pitch Shows Social Media Traction. May 2012
NBC Universal already has network and
show proﬁles on Pinterest.
CW partnered with Microsoft’s Bing to
create a “Twitter party” in which “Vampire
Diaries” actresses chat with fans.
ESPN’s working with Twitter to start
conversations around big sporting events

Google Confidential and Proprietary 74
Google Confidential and Proprietary 74
Unified Strategies: Merging Online & Offline
Use Google TV to Drive Traffic & Develop Brand Awareness for Your Website.
Proposed Launch Dates: {INSERT HERE}
–  Investment: $xx,xxx - Return: xx Impressions, $0.00 CPM

Reporting is available down to the target level –
see which networks are delivering results
Create Awareness with TV
Take Advantage of New Web Attribution Features

39%ofsmartphone
shoppersusedvideos
whileresearchingand
shopping–
ofwhich77%watchfor
morethan10minutes.
Source: Compete Survey 2011
Recommendation:
1. Produce Videos to Showcase Product Demonstrations,
Company Uniqueness, Customer Reviews, etc.
2. Create Display Ads to Overlay on Video Watch and Search Pages
Mobile Matters

Use Video and Display Formats to Engage & Entertain
TrueView In-Search
Call-to-Action Overlays
TrueView In-Display
Brand Channel
27% of YouTube sessions
contain at least one search
Reach new shoppers through
interest categories on YouTube
and the Display Network
Shoppers can click
directly to your site
Engage customers through
a custom social experience
and community

Diﬀerentiate from the Competition:
Highlight Your Superior Shopping Experience
Google Trusted Stores is a badging program that
can improve your conversion rate and average order size.
Open sign-ups at: google.com/trustedstores

Launch
Date
Examples:
for Product X, Y, Z
$20K $60K 11/1
Your Search Ad Text
$10K $30K 11/1
Products X, Y and Z
$100K $200K 11/1
Search Desktop and
Mobile Campaigns
$25K $60K 11/1
Be Trusted: Recommendations

{Insert Client Name}’s Customized
Holiday Recommendations
Recommendation Investment Return
Be Relevant $20K $60K
Be Found $10K $30K
Be Trusted $100K $200K
Total Holiday Strategy $25K $60K

Design Your Holiday Strategy Around 5 Key Insights
eCommerce Growth Will Return to Pre-Recession Levels
Consumer Expectations Will Rise
The 4-Screen Experience Will Continue to Change
Consumer Shopping Behaviors
Success Will Depend on How Early You Launch
5
INSIGHTS

the season of the consumer
be early. be aggressive. be merry.

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