Experian Marketing Services Christmas Planning
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Gain insight into consumer behaviour over the festive period. Find out: • Offline and online consumer trends from last Christmas and our predictions for 2014 • Practical tips to help you intelligently interact with your customers during the Festive period • Results from our Global Festive Marketers Survey
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Experian Marketing Services Christmas Planning
- 1. Christmas 2014 Billy Grant and Charlie Allen Experian Marketing Services November 2014 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
- 2. What happened in 2013? 2 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 3. Online and Offline Christmas Traffic Black Friday Manic Monday Boxing Day Cyber Monday Source: Experian Marketing Services, Hitwise and Footfall. 30 days ending 31st Dec 2013 3 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 4. Christmas 2013 in numbers 2013 - Biggest Online Christmas Ever 7% bigger than 2012 3.06 billion visits in December 2013 211 million more visits than December 2012 404 million hours shopping online 32 million more hours than 2012 ©2014 Experian Information Solutions, Inc. All rights reserved. Source: Experian Marketing Services, Hitwise. December 2014 4 Experian Public.
- 5. Shopping and Classifieds visits over time Dec 2011 Dec 2012 Dec 2013 Source: Experian Marketing Services, Hitwise 3 years ending October 2014 5 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 6. Key days over Christmas 2013 Manic Monday Boxing Day Cyber Monday Visits vs 2012: Cyber Monday 3% Manic Monday 10% Boxing Day 15% Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013 6 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 7. How long did people spend on Shopping and Classifieds websites last Christmas? Average Visit Time peaked on Sundays in 2013 Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013 7 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 8. Channel Reliance Source: Experian Marketing Services, Hitwise. December 2013 8 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 9. Shopping and Classifieds’ reliance on Email peaked during the middle of December Email reliance peaked during mid-December Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013 9 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 10. Reliance on Rewards and Directories peaked in early December Wednesdays Christmas Eve Source: Experian Marketing Services Hitwise. 30 days ending 31st December 2013 10 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 11. Audience Analysis (Mosaic) Suburban Mindsets , Professional Rewards and Liberal Opinions made up the over 30% of the online visitors to the Shopping and Classifieds industry in December 2013 People in the Liberal Opinions, New Homemakers and Careers and Kids Mosaic Groups were more likely to visit ‘Health and Beauty’ sites than ‘Appliances and Electronics’ Source: Experian Marketing Services, Hitwise. 4 weeks ending 28th December 2013 11 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 12. Product Trends – Christmas Jumpers and Onesies 12 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 13. Product Trends – Smartphone related searches increase around Christmas Smartphone searches peak at Christmas Source: Experian Marketing Services, Hitwise. 3 years ending 1st November 2014 13 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 14. What does this mean for Christmas 2014? 14 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 15. Key Dates for 2014 15 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 16. Predictions for 2014 16 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 17. Mobile Measurement for the first time in Hitwise Share of Mobile Visits to Shopping & Classifieds vs. Sub Industries Source: Experian Marketing Services 4 weeks ending 1st Nov 2014 17 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 18. Predictions for 2014 Manic Monday to eclipse Cyber Monday and other pre-Christmas peaks Retail website visits to set new records in December Online shopping to last longer – click and collect to play a major part Cross-channel and personalised marketing to prove successful 18 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 19. Global Marketers Survey • Majority of marketers plan their campaigns in the month before they launch. • Shows the need to be reactive to ever changing market trends. Planning • 3 out of 5 marketers will explicitly target their best customers over the festive season. • 39% of marketers stated that they do not have the time or resource to target their best customers. Targeting • Email remains the dominant channel with 90% of marketers utilising this channel in their festive campaigns. Campaigning 19 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 20. Post Christmas Analysis Survey highlighted lack of resource Determine relative performance over Christmas season. Which brands won on key days over the festive period? Which products saw the greatest demand from consumers? Which audience did you engage with compared with competitors? What can you learn and what should you change in future campaigning? 20 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 21. Being more prepared for key seasonal events Based on geographical and demographic criteria, Hitwise can take the guess work out of embarking on paid search campaigns. Keyword Research Implement & Test for 1-2 weeks Maximise Performance Re-organise Campaign Structure Optimise by Region Standard Process: • Initial set-up can temporarily sacrifice performance whilst you fish out top performers • Further keyword expansion involves building out phrase/broad match variants around top performers What Hitwise can provide: • Keyword suggestions based on actual industry performance rather than limited to own account setup • Avoid test and learn approach • Immediately optimising bid strategy towards known high volume terms 21 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 22. Audience Insight & Campaign Planning Build a complete picture of your target audience based on observed behaviour and feed this into marketing plans. Build audience Engage with that audience consistently across channels 22 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 23. Download our latest whitepaper For more information visit www.experian.co.uk/marketing 23 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 24. Please contact us for more information Marketing.services@uk.experian.com @ExperianMkt_UK 0845 234 0391 www.experian.co.uk/marketing 24 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 25. 25 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Editor's Notes
- Let’s start with some big numbers, 2013 was the biggest Christmas ever online with the UK spending over 400 million hours shopping online and making over 3 billion visits to retail websites, and increase of 7% year on year
- However as you have heard today the number of channels and the diversity of consumer engagement with those channels is increasing all the time. As our customers move from Planning to targeting they are typically faced with significant inefficiencies – often organisations will have to make compromises when they design campaigns – restricted by the targeting capabilities within each channel. Think of the fact that historically TV advertising has been limited to targeting based on genre of show. That is all changing and CIT are at the heart of that change – effectively now CIT customers can leverage CIT insight to build single consistent definitions of target audiences that they can reach without translation or compromise across all channels – and that includes TV ! Many of Experian’s clients leverage CIT to power and inform activities within channels such as Direct Mail, Email and out of home – but increasingly they are now seeing the value of applying that same insight driven targeting discipline to new channels such as display, mobile and social.