Tis the season for holiday marketers

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Tis the season for holiday marketers

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We share the holiday marketing insights and consumer sentiment we're already seeing this season. The data helps marketers tweak their current holiday email, search, mobile and social campaigns to......

We share the holiday marketing insights and consumer sentiment we're already seeing this season. The data helps marketers tweak their current holiday email, search, mobile and social campaigns to keep up with consumer response.
View the recording here: http://www.experian.com/marketing-services/holiday-marketer-wishlist.html

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  • 1. ‘Tis the season for holidaymarketersReal-time holiday marketing insightsOctober 25, 2012©2012 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. Introducing our speakers  Bill Tancer, our resident data expert  Best selling author of Click: What Millions of People do Online and Why it Matters ______________________________ Today’s talk track: @billtancer  Economic evaluation of upcoming retail season  Traffic sources  Seasonality  Email and Mosaic® USA insight© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 2 Experian Public.
  • 3. The confusion around consumer confidence September 2012 CCI 83.7 Up 12.6 points© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 3 Experian Public.
  • 4. Experian Consumer Expectation Index – Digital consumers more optimistic© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 4 Experian Public.
  • 5. Where can consumers find your best holiday deals?© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 5 Experian Public.
  • 6. Coupons and deals • Overall visits to coupon sites are greater in aggregate than deal sites • Both deal and coupon sites have reached a set- point in 2012 • Expect to see a ramp in coupon site visits this holiday season© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 6 Experian Public.
  • 7. Offers shifted in holiday 2011 – Deeper discounts and multi offers prevailed 60% 51% 57% 60% 42% 50% 48% 40% 46% 14% 27% 21% 20% % of Campaigns with Offers 40% 1% YoY Growth Rate 0% 30% -20% 20% 20% -40% -54% -40% 10% 11% 9% 10% -60% 5% 0% -80% $ Off % Off Countdown Free Gift Free Shipping Multi-Offers Points Offers Tiered Offers Q4:2010 Q4:2011 YoY Growth Rate Holiday Email Performance: Variance of Campaigns With Offer Total Unique Click-to- Total Unique Trans-to- Transaction Opens Opens Open Clicks Clicks Click Rate $/Email AOV -12% -13% 6% -7% -9% 80% 68% 60% -6%© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 7 Experian Public.
  • 8. But what works? 0.30% 0.28% 0.26% 0.25% 0.20% 0.15% 0.10% 0.05% 0.00% 20% Off 25% Off 30% Off 40% Off 50% Off 60% Off 70% Off Oct Nov Dec 40% and 60% pulled the highest transaction rates in Dec, 20% & 70% in November© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 8 Experian Public.
  • 9. “Cheap” becoming more prevalent • Like deal and coupon sites visits, value qualifiers in search queries have reached a plateau • “Cheap” continues to be top qualifier, but “coupon” will be the most sensitive term leading into the holidays • In the past “cheap” terms were limited to apparel, 2012 term analysis is signaling a change© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 9 Experian Public.
  • 10. Holiday visits increased YOY to Retail 500 Cyber Monday peaked and is the new black +2% Black Friday Cyber Monday Thanksgiving +29% +9% +31% Day After Christmas© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 10 Experian Public.
  • 11. Peak holiday transaction days + volume Cyber Monday email transactions are 2x those of Black Friday Transaction Date Event Rank Volume Rank Monday, November 28, 2011 Cyber Monday 1 1 Friday, November 25, 2011 Black Friday 2 2 Thursday, November 24, 2011 Thanksgiving 3 18 Friday, December 16, 2011 Free Shipping Day 4 4 Wednesday, November 23, 2011 Day Before Thanksgiving 5 5 Saturday After 6 68 Saturday, November 26, 2011 Thanksgiving Tuesday, December 06, 2011 19 Days to Christmas 7 10 Sunday, November 27, 2011 Sunday After Thanksgiving 8 72 Tuesday, November 29, 2011 Day After Cyber Monday 9 20 Friday, December 02, 2011 23 Days to Christmas 10 22  Top 10 holiday mailing days accounted for 22% of overall holiday transactions  Thanksgiving emails generated $0.29 in revenue per email – nearly 3x the overall season average© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 11 Experian Public.
  • 12. Best time to email The early morning and the evening before Thanksgiving, as well as early morning and early afternoon on Thanksgiving show times of high revenue compared to volume. These would be good times to send reminders about your offers and brand.© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 12 Experian Public.
  • 13. Best time to email Early morning on Black Friday and Cyber Monday show times of high revenue compared to volume. These would be good times to send reminders about your offers and brand.© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 13 Experian Public.
  • 14. Are you planning on developing an SMS program for your holiday campaign?© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 14 Experian Public.
  • 15. Mobile opens on the rise Desktop 36% 33% 31% Webmail Mobile June 11 July 11 August 11 Sept 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 March 12 April 12© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 15 Experian Public.
  • 16. Opportunity for mobile messaging programs during the holidays – Opt-ins spiked in December of 2011 For retailers, the average quarter over quarter growth for SMS programs Q1 2011 through Q3 2012 = 173% +218% +50% +43% +41% +42% Average© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 16 Experian Public.
  • 17. Thinking out of the box Target/Neiman Marcus D: Suburban Style Target C: Booming with Confidence A: Power Elite G: Young City Solos Neiman Marcus© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 17 Experian Public.
  • 18. Super Saturday? "By doing this, Target and Neiman Marcus are making Super Saturday about fashion, design…”© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 18 Experian Public.
  • 19. In summary  Consumer confidence and expectations are on the rise  Search for deals via discounting and couponing continues regardless of consumer optimism  Pay attention to time-of-day timing when sending campaigns  Mobile continues to grow in significance  Look for more out-of-the-box thinking this holiday season© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 19 Experian Public.
  • 20. Questions? Join us for a TweetChat directly following this webinar Follow these simple steps: Bill Tancer Go to www.TweetChat.com GM, Global Research Log into your Twitter account Experian Marketing Services Use the hashtag #EMS2012 bill.tancer@hitwise.com Participate in the conversation @billtancer Visit experian.com/blogs/marketing-forward for up-to-date marketing insights© 2012 Experian Information Solutions, Inc. All rights reserved. Tweet using hashtag #EMS2012 20 Experian Public.