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Back-to-school guide for digital marketers

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Review key findings from the 2013 back-to-school season and learn about the hot new trends that will drive revenue and make marketing programs pop this year. Watch the full webcast with commentary from our experts at: http://www.experian.com/marketing-services/back-to-school-2014-webinar.html?WT.srch=EMS_SlideShare

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Transcript of "Back-to-school guide for digital marketers"

  1. 1. ©2013 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. ©2013 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. Back-to-school Guide for Digital Marketers Heather Dougherty, Research Director Shelley Kessler, Manager of Reporting and Analytics May 21, 2014 Follow us at @ExperianMkt
  2. 2. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Shelley Kessler  Manager of Reporting and Analytics, Cross- Channel Marketing Introducing our back-to-school experts GM of Global Research Experian Marketing Service @billtancer Back-to-school webinar agenda: • Roundup of the back-to-school search activity from 2013 • The importance of Deal-Seeking influentials • Tips to target college students • Top performing back-to-school email offers • Key takeaways for the upcoming back-to-school season Heather Dougherty  Director of Research, Experian Marketing Services
  3. 3. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Back-to-school insights from 2013 Which month retained its spot as the key back-to-school month for email campaigns in 2013?
  4. 4. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Online Purchases in Last 30 days Back to school potential start of Holiday season 20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40% Made an online purchase last 30 days
  5. 5. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Defining the Back to School season Search activity increased 19% YoY 0.000% 0.002% 0.004% 0.006% 0.008% 0.010% 0.012% 0.014% 0.016% 0.018% 0.020% 06/01 06/08 06/15 06/22 06/29 07/06 07/13 07/20 07/27 08/03 08/10 08/17 08/24 08/31 09/07 09/14 09/21 09/28 10/05 ShareofSearches Search Term Variations for 'Back to School' 2011 2012 2013 Week of 8/03
  6. 6. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt At-a-glance – Back to School Searches Shopping is most prevalent during August • Search activity slows after the school year gets started around mid-month • Searches pick up again for ‘back to school clothes’ & ‘school clothes’ during the 1st 2 weeks of Sept after school starts • School activities like ‘welcome nights’ and various games & crafts are popular Back to School searches continue but starts to slow September • Search activity starts to pick up after the July 4th holiday & vacations • ‘Back to school clothes’ and ‘school clothes’ start to build throughout the month & peak during the last week of July • ‘Back to school sales’ begin, with paid search activity starting mid- month Back to school searches begin July • ‘Back to school supplies’ & ‘school supplies’ peaked during 1st 2 weeks • ‘Back to school sales’ peaked the week of Aug 3rd and ‘back to school shopping’ peaked the week of Aug 10th • Interest in content like ‘back to school outfits’ and ‘back to school hairstyles’ increase & peak before school starts Back to school searches peak August
  7. 7. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Top Back to School Keywords in 2013 Increased interest in Pinterest and DIY options Top Back to School Related Keywords – Ranked by Growth YoY 1. 2013 +2820% 2. pinterest +377% 3. child +363% 4. giveaway +357% 5. flyers +338% Top NEW Back to School Related Keywords 1. health 2. 2nd 3. DIY 4. facebook 5. banner Top Back to School Related Keywords – Ranked by Volume 1. 2013 +2820% 2. ideas -25% 3. supplies +49% 4. free +33% 5. bulletin -47% 6. sales +68% 7. hairstyles -20% 8. kids +36% 9. grade +13% 10. clothes +2% 12 weeks ending September 28, 2013, compared YoY
  8. 8. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Deal Seekers – Moms More likely to seek deals everywhere 5% 9% 12% 14% 27% 34% 7% 14% 13% 13% 18% 35% Deal Rejectors Deal Thrillers Deal Takers Offline Deal Seekers Deal-Seeker Influentials Deal Indifferents Moms All adults Deal-Seeker Influentials • Always seeking the best deal online, offline and mobile Offline Deal Seekers • Avid deal seekers through more traditional media
  9. 9. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt 65% 67% 61% 6 to 9 10 to 11 12 to 17 “I like to indulge my children with little extras” 37% 41% 38% 6 to 9 10 to 11 12 to 17 I don’t like it when my kids ask for non- essentials” 30% 27% 24% 6 to 9 10 to 11 12 to 17 “I find it hard to resist my kids’ requests for non-essentials” Indulging Children Moms of 10 & 11 year-olds most likely to give in
  10. 10. College Students
  11. 11. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Deal Seekers – College Students Majority shop only for things they need 4% 10% 11% 10% 22% 43% 7% 13% 14% 13% 18% 35% Deal Rejectors Deal Takers Deal Thrillers Offline Deal Seekers Deal-Seeker Influentials Deal Indifferents College students All adults Deal-Seeker Influentials • Always seeking the best deal online, offline and mobile Deal Indifferents • Lacking in shopping enthusiasm in general and are unlikely to change their behavior because of a deal
  12. 12. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Searches for College Dorm Décor Planning starts much earlier to prepare students for dorm life 0.0000% 0.0002% 0.0004% 0.0006% 0.0008% 0.0010% 0.0012% 0.0014% ShareofSearches Searches for College Dorm Decor Needs 2013 2012
  13. 13. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Top College Dorm Décor Search Terms in 2013 Checklists to help with planning are key Top College Dorm Décor Term Retail Destinations – Share of Search Clicks 1. Bed Bath & Beyond 8% 2. PBTeen 8% 3. Dorm Co. 7% 4. Dorm Smart 6% 5. Residence Hall Linens 6% Top College Dorm Décor Term Content Destinations 1. Pinterest 5% 2. CollegePackingList.com 2% 3. HGTV.com 2% 4. Seventeen.com 2% 5. RealSimple.com 2% Top College Dorm Décor Terms– Ranked by Volume 1. dorm room checklist +108% 2. dorm room ideas -55% 3. dorm bedding -45% 4. college dorm bedding +345% 5. dorm room bedding +11% 6. college dorm checklist +58% 7. dorm room decorations +166% 8. dorm refrigerators -45% 9. college dorm list New 10. dorm checklist +106% 12 weeks ending Sept 28, 2013, compared YoY
  14. 14. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Search Activity for Laptops & Tablets for Students Peaked in August but opportunities exist year round 0.0000% 0.0001% 0.0002% 0.0003% 0.0004% 0.0005% 0.0006% 0.0007% 0.0008% 05/11/2013 05/25/2013 06/08/2013 06/22/2013 07/06/2013 07/20/2013 08/03/2013 08/17/2013 08/31/2013 09/14/2013 09/28/2013 10/12/2013 10/26/2013 11/09/2013 11/23/2013 12/07/2013 12/21/2013 01/04/2014 01/18/2014 02/01/2014 02/15/2014 03/01/2014 03/15/2014 03/29/2014 04/12/2014 04/26/2014 05/10/2014 ShareofSearches Searches for Laptops & Tablets for College/School Week of 8/17
  15. 15. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Top Laptop & Tablet Terms for College/School Significant growth in searches for tablets Top Retail Destinations – Share of Search Clicks 1. Best Buy 5% 2. Dell 2% 3. Amazon 2% 4. Lenovo 1% 5. TigerDirect.com 1% Top Content Destinations – Share of Search Clicks 1. SuperUser Blog 4% 2. Yahoo! Answers 4% 3. PC Magazine 3% 4. LPTPS 3% 5. LaptopMag.com 3% Top Laptop & Tablets for College/Students – Ranked by Volume 1. college -7% 2. laptop -23% 3. best +46% 4. laptops -11% 5. students -16% 6. tablet +377% 7. 2013 NEW 8. school 11% 9. schools 106% 10. tablets NEW 12 weeks ending August 31, 2013, compared YoY
  16. 16. Email Insights
  17. 17. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt August retained its spot as the key Back-to-School month for email campaigns • While the percent of email volume mailed in July in 2013 returned to the same levels seen in 2011, the volume for September 2013 campaigns was the highest ever.
  18. 18. 18©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Email campaigns focused on apparel and accessories, and personal and school supplies The Supplies group included brands offering books, furniture, room decorations, personal and school supplies. Apparel mailers included apparel and accessory brands as well as department stores.
  19. 19. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt For apparel and accessories, Back-to-school email revenue peaked in August In 2013, 18% of apparel Back-to-school mailings were sent in the first half of September, and they generated 19% of the revenue. This was a major increase from the 4% of volume and revenue received in that time period in 2012.
  20. 20. 20©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Back-to-school email revenue also peaked in August for supplies Emails campaigns for Back-to-school supplies sent in July generated a higher percentage of revenue than their share of Back-to-school volume. This may make July a good time to try additional mailings.
  21. 21. 21©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Symbols and personalization in email subject lines boosted unique open rates Lift in unique open rates 24 hours Lift in unique open rates Symbols: Late Summer Fun and Back to School Essentials Personalized: Shelley, SAVE on Back to School
  22. 22. 22©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Targeting by school level was effective for email Back-to-school campaigns Lift in unique clicks with ‘college’ in the subject line Get 10% off college essentials Lift in revenue per email with ‘kids’ in the subject line Kids: Back-to-school cool
  23. 23. 23©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Emails for beauty product and shoes did quite well in Back-to-school mailings Higher transaction rates Beauty products Higher transaction rates Shoes
  24. 24. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt  Leverage Pinterest to promote Back to School merchandise and content – searchers are actively seeking out ideas around clothes, hairstyles, and dorm room décor as they prepare for the school year to start. DIY & customization options also appeal to today’s students.  Don’t underestimate the influence of children during the purchasing process – many Moms love a good deal, but they also want to keep their children happy.  Timing of BTS campaigns can matter. While July and August are the main BTS months, there may be more opportunity to mail additional campaigns for school supplies in July, and adding mailings for clothing and accessories seems to have worked well in early September.  Targeting specific ages for BTS may boost open rates as “College” and “kids” both enjoyed high response rates last year.  Dynamically personalizing the email subject line also raises open rates and should be included in a strong back-to-school mailing program. Key Takeaways
  25. 25. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt Questions? Have questions? Type them into the Q&A box on your Go2Webinar screen now. As a reminder, we will be sending a link to the recording and webinar deck this week. If you have any questions, email MarketingForward@experian.com Upcoming research:  As a thank you for attending this webinar, you will receive our new back-to-school report ► The report will be sent to you in mid June
  26. 26. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. @ExperianMkt
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