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Digital Marketing for Holiday 2013: Succeeding with the Digital Shopper
 

Digital Marketing for Holiday 2013: Succeeding with the Digital Shopper

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In this presentation Google representative Elana Chan discusses how to best prepare a mobile strategy at Blue Fountain Media's Expert Seminar Series on September 24th, 2013. ...

In this presentation Google representative Elana Chan discusses how to best prepare a mobile strategy at Blue Fountain Media's Expert Seminar Series on September 24th, 2013.

This presentation covers some digital marketing tactics that can be used to great effect during the holiday season as well as showing how the holiday season is one of the most important points of the year for businesses in terms of generating revenue - both offline and online.

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  • Last year there were 12 billion dollar online shopping days in a 6 week window. 2013 is on track to be bigger

Digital Marketing for Holiday 2013: Succeeding with the Digital Shopper Digital Marketing for Holiday 2013: Succeeding with the Digital Shopper Presentation Transcript

  • Google Confidential and Proprietary 1Google Confidential and Proprietary 1 Preparing for Holiday 2013: Succeeding with the digital shopper
  • Google Confidential and Proprietary 2Google Confidential and Proprietary 2 Today’s Agenda Holiday Highlights 2012 Holiday 2013: Insights for Succeeding Preparing Your Mobile Strategy Next Steps
  • Google Confidential and Proprietary 3Google Confidential and Proprietary 3 2012: Holiday Highlights A look back at key moments
  • Google Confidential and Proprietary 4Google Confidential and Proprietary 4 True or False? In 2012, more than 80% of consumers said online influenced which stores they chose to visit
  • Google Confidential and Proprietary 5Google Confidential and Proprietary 5 True or False? In 2012, 82% of consumers said online influenced which stores they chose to visit True
  • Google Confidential and Proprietary 6Google Confidential and Proprietary 6 True or False? 100% of consumers finished holiday shopping before Christmas
  • Google Confidential and Proprietary 7Google Confidential and Proprietary 7Sources: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012) True or False?False 32% of consumers finished holiday shopping after Christmas
  • Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: Comscore Holiday Report 2013 True or False? Cyber Monday 2012 was the largest online spending day in history
  • Google Confidential and Proprietary 9Google Confidential and Proprietary 9 True or False? Cyber Monday 2012 was the largest online spending day in history at $1.46B True
  • Google Confidential and Proprietary 10Google Confidential and Proprietary 10 Holiday 2012: eCommerce drove holiday growth Source: 1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500 2. comScore: http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_A go_to_42.3_Billion Total eCommerce Sales: $42.3B2 +14% Total Retail Sales: $579.8B1 +3%
  • Google Confidential and Proprietary 11Google Confidential and Proprietary 11 2013: Insights for Succeeding What we expect this year
  • Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Holiday 2013: Insights to Succeed Source: 1. http://www.marketplacefairness.org/what-is-the-marketplace-fairness-act/ 2. http://money.cnn.com/2013/05/28/news/consumer-confidence/ Relevancy, relevancy, relevancy! Talk to the most valuable consumers and drive conversion Mobile is Not Optional: Without a mobile strategy, you risk not being part of the consideration set. More to Win: Consumers are expected to increase online and offline spending
  • Google Confidential and Proprietary 13Google Confidential and Proprietary 13 2013: More to Win Shoppers to increase spend across channels – especially online
  • Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Key dates are going to drive Holiday success $633 $1,042 $1,465 $1,275 $1,135 $1,013 $288 Thanksgiving Day (Nov. 22)* Black Friday (Nov. 23)* Cyber Monday (Nov. 26)* Green Monday (Dec. 10)* Last minute (Dec. 16) Free Shipping Day (Dec. 17)** Christmas Day 2009 2010 2011 2012 Key Online Shopping Days During Holiday $1 Billion
  • Google Confidential and Proprietary 15Google Confidential and Proprietary 15 TRIVIA QUESTION #1 Comscore Holiday Data 2010-2013 * = Projected In the 6 week Holiday period from mid-November to the end of December, how many BILLION DOLLAR online shopping days were there in 2012? Hint: in 2010 there were two Billion dollar online shopping days
  • Google Confidential and Proprietary 16Google Confidential and Proprietary 16 We expect more than 12 Billion dollar online shopping days in 2013 Comscore Holiday Data 2010-2013 * = Projected 2010 2011 2012 2013* Number of Billion Dollar Online Shopping Days During Holiday, 2010-2013 2 10 12 ??
  • Google Confidential and Proprietary 17Google Confidential and Proprietary 17 Estimated US Top Online & In-Store Spending Days - Holiday 2013 Mon Tue Wed Thu Fri Sat Sun Nov 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 Christmas T-Giving & Hanukkah Black Friday Green Mon Free Ship. Cyber Mon Source: MasterCard SpendingPulse. Top In-Store Spending Days Top Online Spending Days What will your strategy be on key dates?
  • Google Confidential and Proprietary 18Google Confidential and Proprietary 18 Relevancy, Relevancy, Relevancy Convert the highest value consumers
  • Google Confidential and Proprietary 19Google Confidential and Proprietary 19 Three ways to Drive Relevancy 1Localization 2Product Listing Ads 3Shipping Solutions Scaleably geo-target your audience to maximize ROI Simplify the online shopping experience for customers Determine how you will compete on shipping & returns
  • Google Confidential and Proprietary 20Google Confidential and Proprietary 20Source: Google Internal Tools. July 2013. 1) Localization: Manage the Market – Not the Masses
  • Google Confidential and Proprietary 21Google Confidential and Proprietary 21Source: Google Internal Tools. July 2013. 2) Product Listing Ads: Simplify the online shopping experience for customers Click Traffic Coming from Product Listing Ads – Apparel Industry 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 12/1/11 1/1/12 2/1/12 3/1/12 4/1/12 5/1/12 6/1/12 7/1/12 8/1/12 9/1/12 10/1/12 11/1/12 12/1/12 1/1/13 2/1/13 3/1/13 4/1/13 5/1/13 6/1/13 holiday
  • Google Confidential and Proprietary 22Google Confidential and Proprietary 22 TRIVIA QUESTION #2 Comscore Holiday Data 2010-2013 * = Projected How many online shoppers consider “free shipping” when making a purchase decision?
  • Google Confidential and Proprietary 23Google Confidential and Proprietary 23Source: Deloitte; Wells Fargo State of Retail 2013. comScore State of Retail – Internet Retailer 2013. 3) Shipping Solutions: Amazon has set the bar for shipping expectations – How will you respond? Same-Day Delivery 66% of shoppers factor free shipping into their purchase decision
  • Google Confidential and Proprietary 24Google Confidential and Proprietary 24 Mobile is no longer an option Adapting to survive in an evolving marketplace
  • Google Confidential and Proprietary 25Google Confidential and Proprietary 25 2012 Mobile Highlights: Source: 1. Bain Retail Holiday Newsletter #5: Holiday Recap and a look ahead to 2013: http://resultsbrief.bain.com/pdfs/2012-bain-retail-holiday-newsletter-5.pdf 2. Google Internal Data 13% of online sales from mobile1 Cyber Monday • Mobile accounted for 16% of online purchases Black Friday - • Mobile traffic saw double-digit growth 67% • Mobile accounted for 16% of online purchases
  • Google Confidential and Proprietary 26Google Confidential and Proprietary 26 TRIVIA QUESTION #3 Comscore Holiday Data 2010-2013 * = Projected What percent of holiday shopping search queries were made on mobile devices in 2012?
  • Google Confidential and Proprietary 27Google Confidential and Proprietary 27Google - confidential 85% of users only look at the top 2 ad slots of first page Source: Eye-Tracking Study, 2011 1 2 3 4 5 6 7 8 1 2 Do not lose any market share and always be there by appearing in top ad slots or first page
  • Google Confidential and Proprietary 28Google Confidential and Proprietary 28Google - confidential Extensions to drive the top performing conversions Location extensions for in-store conversions Call extensions for call conversions Sitelinks for website conversions Click-to-Download for app downloads
  • Google Confidential and Proprietary 29Google Confidential and Proprietary 29 A mobile website is a must: Your competitors will leave you behind this holiday without one 40% of consumers turn to a competitor’s site after a bad mobile experience Source: Google Mobile Playbook.
  • Google Confidential and Proprietary 30Google Confidential and Proprietary 30 Summary
  • Google Confidential and Proprietary 31Google Confidential and Proprietary 31 If You Only Remember 3 Things… Start preparing your Holiday campaigns, yesterday Align your online and offline strategies Mobile, mobile, mobile….and one more thing, mobile 1 2 3
  • Google Confidential and Proprietary 32Google Confidential and Proprietary 32 thank you!