BACK TO SCHOOL: A crash course in digital marketing opportunities you may be missing out on
Today’s “Instructors”: <ul><li>Jamie Ray </li></ul><ul><ul><li>VP of Retail for PointRoll/ShopLocal </li></ul></ul><ul><li...
POP QUIZ
Question:  What’s the point in having a  Back to School  webinar in  August ?
Lesson Plan <ul><li>History:  The value of the back to school season </li></ul><ul><li>Current Events:  The current back t...
History
Daily Time Spent by Major Media Type Shoppers’ Percent of Time Spent Across Media The Internet is the 2nd most used medium...
<ul><li>Shoppers research and shop online but  buy  from local store </li></ul><ul><li>Driven by two primary shopping need...
Source: ComScore Media Metrix 1.8 hours 18  minutes 31.1hours 4 hours Reaching Consumers in CPG & Retail Digital media is ...
Deal Seeking on the Rise
Everyone’s Doing It: Looking for Offers Over 2/3 of shoppers will seek out offers and promos from local retailers.
+9% +8% +9% Online Promotion Drives Sales <ul><li>Internet Equal to TV in Growing Retail CPG Sales </li></ul><ul><ul><li>D...
CPG & Retail Assessment: How They Perform
Current Events
What Consumers are Spending <ul><li>$55,120,000,000 </li></ul>$606.40 per family Source: National Retail Federation Survey...
Where Consumers are Spending Discount Stores: Department Stores: <ul><li>Clothing Stores : 49% </li></ul><ul><li>Electroni...
Science
The Investigation <ul><li>How are consumers interacting with digital marketing during the back to school season? </li></ul...
The Class <ul><li>Advertisers: </li></ul><ul><li>Categories: </li></ul><ul><li>Consumers: </li></ul>
Results <ul><li>   September is a potentially missed opportunity for OSS and apparel </li></ul><ul><li>  July is a poten...
Apparel:  Impression Highs ≠ Engagement Highs Impressions & Campaigns:   Increase significantly in late July to hit season...
OSS: Marketers Missing the Boat on Engagement Impressions & Campaigns:   Shoot up in August from July and then decrease in...
BlueKai:  Purchase Intent - Children’s Clothes/Shoes <ul><li>Purchase intent grew from 1 st  week of July to 1 st  week of...
Lab Partners
<ul><li>High proclivity to shop offline and research online for Accumulated Wealth and Young Accumulator groups </li></ul>...
BlueKai: Understand Your Audience <ul><li>Provided data on shopper purchase intent for children’s apparel, shoes and acces...
Aperture: Measure Your Audience <ul><li>Online audience measurement, planning and verification provider </li></ul><ul><li>...
Summing it Up: The Moral of the Story <ul><li>Strong Consumer Interaction  </li></ul><ul><li>+ </li></ul><ul><li>High Purc...
Psychology
Head of the Class: Rich Media Performs! Interaction Rate:   Better correlated to Circular Site Metrics than CTR <ul><li>Pa...
While We’re On the Subject
Diving Even Deeper  Consumer interest in online circulars is higher throughout the week – except Sunday.
Art
Form and Function: Features that Perform Instant Email Video Gaming Promos Dynamic Data Coupons Surveys Social
Go Big or Go Home
Extra Credit: Putting it All Together for Success <ul><li>Dynamic Data </li></ul><ul><li>Couponing </li></ul><ul><li>Inter...
Where Online & Offline Meet: In Your Hand
Homework
Long Term and Short Term Assignments <ul><li>Short Term: </li></ul><ul><ul><li>Extend your media buy </li></ul></ul><ul><u...
Back to School Report Card
Questions?
Download  PointRoll’s Back-to-School Report: http://pointroll.com/downloads/ back-to-school_industry_report.pdf Thanks for...
Appendix
Show and Tell: Dynamic Data http://www.pointroll.com/walmart_backtoschool/
Show and Tell: Video http://www.pointroll.com/elmers_backtoschool/
Show and Tell: Coupons/Promos http://www.pointroll.com/pentel_backtoschool/
Show and Tell: Gaming/Interactivity http://www.pointroll.com/binneyandsmith_backtoschool/
Show and Tell: File Download http://www.pointroll.com/sears_backtoschool/
Show and Tell: Instant Email http://www.pointroll.com/sears_backtocollege/
Methodology <ul><li>Campaigns have a minimum of 10,000 impressions </li></ul><ul><li>Metrics are impression weighted </li>...
Statistically Speaking
Fact: Consumers Want Deals How interested are you in knowing when products at your local retailer are on sale or include o...
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Back to School Webinar: A Crash Course In Digital Marketing Opportunities You May Be Missing out On

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Capitalize on Back-to-School spending this year by leveraging PointRoll's research into consumer buying behavior. Join PointRoll and ShopLocal during this free, interactive webinar to learn about:

• Untapped opportunities to reach interested and engaged customers
• Correlations between advertising and activity on marketers' sites
• Valuable insights into consumer behavior and consumer profiles

While many marketers' 2010 back-to-school marketing plans are already underway, these findings can be put into play with existing campaigns for incremental gains.

Join Jamie Ray, VP of Retail for PointRoll/ShopLocal, and Adam Harris, Manager of Business Development and Analytics at PointRoll, for this deep dive into consumer behavior during back-to-school season.

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  • Internet is a dominant
  • Majority of sales are happening offline. What are shoppers doing while online? How are they shopping online? Shoppers research or “shop” online but they actually BUY from their local store. This is driven by 2 factors… online is efficient and it’s convenient to buy at the store up the street.
  • Let’s turn to what we’re focusing on today, here they are, here are highlights.
  • Retail is largest overall display advertiser – potential dollars on the table during back to school. So we took the initiative to see what works and what doesn’t in back to school advertising.
  • Categories: Clothes including shoes are the biggest area of B-t-S Spend School/Office Supplies are a necessary purchase every year Consumer Electronics research starts earlier than most other purchases Advertisers: Retailers: Everyone from big box stores to mom and pop shops are hit hard every back to school season Manufacturers: The second biggest buying season for some items Consumers Moms: 46-55 buying for K-12 and college kids Kids: 60% of parents say their kids can influence 50% of spending College Students: 6% are out of the house (and buying generic)
  • One sentence description of each in notes.
  • Back to School Webinar: A Crash Course In Digital Marketing Opportunities You May Be Missing out On

    1. 1. BACK TO SCHOOL: A crash course in digital marketing opportunities you may be missing out on
    2. 2. Today’s “Instructors”: <ul><li>Jamie Ray </li></ul><ul><ul><li>VP of Retail for PointRoll/ShopLocal </li></ul></ul><ul><li>Adam Harris </li></ul><ul><ul><li>Manager of Business Development and Analytics </li></ul></ul>
    3. 3. POP QUIZ
    4. 4. Question: What’s the point in having a Back to School webinar in August ?
    5. 5. Lesson Plan <ul><li>History: The value of the back to school season </li></ul><ul><li>Current Events: The current back to school landscape </li></ul><ul><li>Science: Hypothesis, research methods, data partners, results </li></ul><ul><li>Psychology: Breaking an addiction to the click </li></ul><ul><li>Art: Key creative features that drive results </li></ul><ul><li>Homework </li></ul>
    6. 6. History
    7. 7. Daily Time Spent by Major Media Type Shoppers’ Percent of Time Spent Across Media The Internet is the 2nd most used medium behind TV Source: TVB Media Comparisons Study 2008, Adults 18+
    8. 8. <ul><li>Shoppers research and shop online but buy from local store </li></ul><ul><li>Driven by two primary shopping needs: efficiency and convenience </li></ul>1 BIGresearch, Simultaneous Media Usage Survey, 12/06 2 Forrester Research “The State of Retailing Online 2008: Marketing Report, May 2008
    9. 9. Source: ComScore Media Metrix 1.8 hours 18 minutes 31.1hours 4 hours Reaching Consumers in CPG & Retail Digital media is fragmented. A website alone is not enough. 30 20 10 0 Average Internet User: Number of Hours/Month Amount of Time (hours) Total Internet Social Retail Sites Retail Leader
    10. 10. Deal Seeking on the Rise
    11. 11. Everyone’s Doing It: Looking for Offers Over 2/3 of shoppers will seek out offers and promos from local retailers.
    12. 12. +9% +8% +9% Online Promotion Drives Sales <ul><li>Internet Equal to TV in Growing Retail CPG Sales </li></ul><ul><ul><li>Display advertising impact on POS sales </li></ul></ul><ul><ul><li>200,000 panelists over 3 months </li></ul></ul><ul><ul><li>Compared to IRI “Advertising Works” TV study </li></ul></ul>TV Internet
    13. 13. CPG & Retail Assessment: How They Perform
    14. 14. Current Events
    15. 15. What Consumers are Spending <ul><li>$55,120,000,000 </li></ul>$606.40 per family Source: National Retail Federation Survey Conducted by BIGresearch, 6/30 - 7/7, 2010 Total Revenue +11%
    16. 16. Where Consumers are Spending Discount Stores: Department Stores: <ul><li>Clothing Stores : 49% </li></ul><ul><li>Electronic Stores: 23% </li></ul><ul><li>Office Supply Stores: 41% </li></ul><ul><li>Drug Stores: 19.5% </li></ul><ul><li>Thrift Stores: 17% </li></ul>71% 54% Source: National Retail Federation Survey Conducted by BIGresearch, 6/30 - 7/7, 2010
    17. 17. Science
    18. 18. The Investigation <ul><li>How are consumers interacting with digital marketing during the back to school season? </li></ul>Are advertisers leveraging digital marketing to see the largest ROI during back to school season? “ “ “ “
    19. 19. The Class <ul><li>Advertisers: </li></ul><ul><li>Categories: </li></ul><ul><li>Consumers: </li></ul>
    20. 20. Results <ul><li> September is a potentially missed opportunity for OSS and apparel </li></ul><ul><li> July is a potentially missed opportunity for computer advertisers </li></ul><ul><li> Engagement with rich media is correlated to site activity </li></ul>
    21. 21. Apparel: Impression Highs ≠ Engagement Highs Impressions & Campaigns: Increase significantly in late July to hit seasonal highs in mid-August Click-Through Rate: Increases from July and August to September, peaking in the second week. Interaction Rate: Rises to 8% in September after decreasing throughout August.
    22. 22. OSS: Marketers Missing the Boat on Engagement Impressions & Campaigns: Shoot up in August from July and then decrease in September. Click-Through Rate: Increases by almost 2.5x from July to September with a peak in early September. Interaction Rate: Rises from Labor Day to peak in the middle of September.
    23. 23. BlueKai: Purchase Intent - Children’s Clothes/Shoes <ul><li>Purchase intent grew from 1 st week of July to 1 st week of August </li></ul><ul><li>Strength continued through August </li></ul><ul><li>September showed increase in purchase intent </li></ul>
    24. 24. Lab Partners
    25. 25. <ul><li>High proclivity to shop offline and research online for Accumulated Wealth and Young Accumulator groups </li></ul>Nielsen: Find Your Audience
    26. 26. BlueKai: Understand Your Audience <ul><li>Provided data on shopper purchase intent for children’s apparel, shoes and accessories </li></ul><ul><li>Based on proprietary shopping data tracking methodologies and databases </li></ul><ul><li>Growth in purchase intent for these products grew consistently each week between the first week in July and the first week in August </li></ul><ul><li>Shoppers were still over 50% more likely to purchase clothes throughout August </li></ul><ul><li>Continued strength in purchase likelihood for children’s clothing in September </li></ul>
    27. 27. Aperture: Measure Your Audience <ul><li>Online audience measurement, planning and verification provider </li></ul><ul><li>Assisted in evaluating audience composition and behavior for Back-to-School advertisers </li></ul><ul><li>Most active online shoppers: Middle‐aged women aged 46‐55, followed by 26‐ 35 </li></ul><ul><li>Most highly engaged households tended to include teenagers </li></ul><ul><li>Active households averaged mid to high income levels </li></ul><ul><li>Audiences that converted did so on “view throughs” </li></ul>
    28. 28. Summing it Up: The Moral of the Story <ul><li>Strong Consumer Interaction </li></ul><ul><li>+ </li></ul><ul><li>High Purchase Intent </li></ul><ul><li>= </li></ul><ul><li>$$$ </li></ul>
    29. 29. Psychology
    30. 30. Head of the Class: Rich Media Performs! Interaction Rate: Better correlated to Circular Site Metrics than CTR <ul><li>Page Views and Visits correlated with display campaign activity for OSS </li></ul><ul><li>Ad Impressions correlated with Circular Site volume </li></ul>www.crapads.org
    31. 31. While We’re On the Subject
    32. 32. Diving Even Deeper Consumer interest in online circulars is higher throughout the week – except Sunday.
    33. 33. Art
    34. 34. Form and Function: Features that Perform Instant Email Video Gaming Promos Dynamic Data Coupons Surveys Social
    35. 35. Go Big or Go Home
    36. 36. Extra Credit: Putting it All Together for Success <ul><li>Dynamic Data </li></ul><ul><li>Couponing </li></ul><ul><li>Interactivity </li></ul><ul><li>Social </li></ul>
    37. 37. Where Online & Offline Meet: In Your Hand
    38. 38. Homework
    39. 39. Long Term and Short Term Assignments <ul><li>Short Term: </li></ul><ul><ul><li>Extend your media buy </li></ul></ul><ul><ul><li>Evaluate your creative and update with interactive features </li></ul></ul><ul><ul><li>Optimize your campaign through the end of the season </li></ul></ul><ul><li>Long Term: </li></ul><ul><ul><li>Evaluate this year’s campaign </li></ul></ul><ul><ul><li>Talk to your PointRoll rep about metrics and benchmarks </li></ul></ul><ul><ul><li>Measure how different elements of your media mix drive offline sales </li></ul></ul><ul><ul><li>Learn more about your audience– Leverage Open Insights Partners </li></ul></ul><ul><ul><li>Rethink your creative strategy with targeting & dynamic ads in mind </li></ul></ul><ul><ul><li>Plan your media buy for next year </li></ul></ul><ul><ul><li>Develop your creative with interactive features in mind </li></ul></ul>
    40. 40. Back to School Report Card
    41. 41. Questions?
    42. 42. Download PointRoll’s Back-to-School Report: http://pointroll.com/downloads/ back-to-school_industry_report.pdf Thanks for attending! For more information visit www.PointRoll.com or email [email_address] today!
    43. 43. Appendix
    44. 44. Show and Tell: Dynamic Data http://www.pointroll.com/walmart_backtoschool/
    45. 45. Show and Tell: Video http://www.pointroll.com/elmers_backtoschool/
    46. 46. Show and Tell: Coupons/Promos http://www.pointroll.com/pentel_backtoschool/
    47. 47. Show and Tell: Gaming/Interactivity http://www.pointroll.com/binneyandsmith_backtoschool/
    48. 48. Show and Tell: File Download http://www.pointroll.com/sears_backtoschool/
    49. 49. Show and Tell: Instant Email http://www.pointroll.com/sears_backtocollege/
    50. 50. Methodology <ul><li>Campaigns have a minimum of 10,000 impressions </li></ul><ul><li>Metrics are impression weighted </li></ul><ul><li>All correlations are Pierson Correlations </li></ul><ul><ul><li>Two-tailed student t-Test at 90% confidence interval used for statistical significance </li></ul></ul>
    51. 51. Statistically Speaking
    52. 52. Fact: Consumers Want Deals How interested are you in knowing when products at your local retailer are on sale or include offers/promos?

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