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Consumer Online Behavior:  Developing Informed Marketing  Strategies for Holiday SuccessIn collaboration with             ...
Panelist – Matt Gault• Matt is Vice President, Channel Strategy at  Yesmail Interactive• Most recently Matt was Vice Presi...
Consumer Online Behavior:Developing Informed MarketingStrategies for Holiday Success
Holiday seasoncan account for25 – 40% ofannual sales formajor retailers
In 2011, over 45%of all consumerscompleted theirholiday shoppingonline (up 21%from 2010).
Like Santa,Marketersbetter getready!
It’s not easy to create & manage strategiesthese days Online                                  In StoreStrategy            ...
65% of marketers feel unprepared in a multi-channel, multi- device world
We surveyedWe analyzedWe informed
500Consumers surveyed  • On/Offline purchase behaviors  • Social media preferences  • Mobile device usage
20Leading brands digitalmarketing campaignstracked and analyzed
Brands hitting the mark                   BrandConsumer                   marketingpreferences                   efforts
SurveyInsights
Expect higher spend7/10 consumers plan to spend thesame or more than they did in 2011
20%      of shoppers started      holiday shopping      before October
51%   started in October /      November
24%will wait untilDecember
Want(brick-n-mortar)    vsNeed    (online)
75%   The Importance ofown         Mobile
76% vs56%
62%While in-store, 62% Mobile Shoppersused their device to compare WebPrices to In-Store Prices
64%64% used their device to visitcompany’s website to learnmore about a product
Market Intelligence
20Leading brands digitalmarketing campaignstracked and analyzed
“Likes” and CommentsRe-TweetsViews, Comments, RatingsCorrelation between email andsocial
0   1000   2000   3000   4000   5000   6000   7000   8000   9000   10000       Walmart     Game Stop         Macys        ...
T Mobile      Nordstrom      Rue La LaWilliams-Sonoma    Pottery Barn     Game Stop        VerizonCrate and Barrel        ...
Email Engagement Trends
80%of surveyed consumers reported thatemail promotions influenced theirdecision to purchase online.
71%Said that email promotionsinfluenced their decision topurchase in-store
41%of people said theyhave made an online /offline purchase as adirect result of anemail they viewed ontheir Mobile
Up to        50%   of emails are opened on              Mobile Devices
Learn from the best
Learn from the rest
Missed opportunity?Only 5% of email campaignswere deployed during peakshopping time 6pm-10pm
Most utilizedemailpromotionsby brands
How consumers said they areinfluenced by email promotions:1st   Percent Discount2nd   Free Shipping3rd   Money Off4th   Bu...
Leverage ESPExpertise &TechnologySend Time OptimizationOpen Time Personalization
Consumersare Social. . . Are Brands?
The 20 brands tracked gained   12MM fans in 3 months
What can 12MM peoplemean to your bottom line?
of surveyed consumerssaid they’ve ‘liked’ abrand on Facebook orcommented on theirpage.
105%campaignengagementgrowth overthree months
The mostengagingbrandsdeployedan averageof 54campaigns             The least engaging             averaged 76
Learn fromwinningcampaignstrategies
2 nd Most popular social channel      among those surveyed           17%            Said they watch a video on a          ...
Videos withlinks in thedescriptionhave higher-than-averageengagement.
The mostengagingbrandsdeployedan averageof 11campaigns             The least engaging             averaged 25
3 rd                 Most popular social channel                 among those surveyed               14%                Sai...
4th   Ranked in terms of      consumer      preference
The mostengagingbrandsdeployedan averageof 4campaigns             The least engaging             averaged 6
80%of consumers have a timepreference on when theyinteract with brands viasocial channels.
42%ofconsumersprefer the6pm – 10pmtimeslot
Multi-Channel &Device or Bust
50%of online shoppers havemade a purchase as aresult of an email promo
41%of mobile device ownershave made a purchaseas a result of an emailpromo
34%have made a purchaseas a result of socialmedia promo
1412                                   Corresponding                                     email campaigns10                ...
70                                     Corresponding60                                     email campaigns50              ...
Focus on the“Power Users”who interact     11%with brands ona daily basis
Social Enables thePower User to Marketon Brands Behalf
Summing Up
1Build anintegrated digitalchannel approach
2Track, analyze andunderstand yourcustomer’sbehavioral data
3Collect and drawinsights fromcompetitive digitalcampaign data
Want a copy of the report?www.yesmail.com/surveyreportOr contact me:           Shameless plug:                         Ask...
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success
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Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success

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Matt Gault, VP, Channel Strategy at Yesmail Interactive, discusses how to bridge the gap between the way consumers want to be marketed to in the digital space and the way brands actually market to them. Matt also illustrates the importance of digital data and its strategic implications on multi-channel digital campaigns using insights from a group of 20 leading retailers. Lastly, Matt highlights some major trends ranging from preferred time and day of deployment, to most successful formats and most engaging campaign topics. Based on insights shared in this presentation, marketers will be able to gain a better understanding of the evolved consumer and take clearly defined steps to cater to consumer preferences.

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Transcript of "Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success"

  1. 1. Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday SuccessIn collaboration with extension.uci.edu
  2. 2. Panelist – Matt Gault• Matt is Vice President, Channel Strategy at Yesmail Interactive• Most recently Matt was Vice President, Partner Channel at GX Software.• Prior to GX Software, Matt was Senior Director for Latin America Operations at Alterian• Before joining Alterian, Matt was among the first of a strategic team to introduce SAS Marketing Automation tools to the marketplace.
  3. 3. Consumer Online Behavior:Developing Informed MarketingStrategies for Holiday Success
  4. 4. Holiday seasoncan account for25 – 40% ofannual sales formajor retailers
  5. 5. In 2011, over 45%of all consumerscompleted theirholiday shoppingonline (up 21%from 2010).
  6. 6. Like Santa,Marketersbetter getready!
  7. 7. It’s not easy to create & manage strategiesthese days Online In StoreStrategy Strategy Device Strategy Content StrategyMultiple ChannelStrategy
  8. 8. 65% of marketers feel unprepared in a multi-channel, multi- device world
  9. 9. We surveyedWe analyzedWe informed
  10. 10. 500Consumers surveyed • On/Offline purchase behaviors • Social media preferences • Mobile device usage
  11. 11. 20Leading brands digitalmarketing campaignstracked and analyzed
  12. 12. Brands hitting the mark BrandConsumer marketingpreferences efforts
  13. 13. SurveyInsights
  14. 14. Expect higher spend7/10 consumers plan to spend thesame or more than they did in 2011
  15. 15. 20% of shoppers started holiday shopping before October
  16. 16. 51% started in October / November
  17. 17. 24%will wait untilDecember
  18. 18. Want(brick-n-mortar) vsNeed (online)
  19. 19. 75% The Importance ofown Mobile
  20. 20. 76% vs56%
  21. 21. 62%While in-store, 62% Mobile Shoppersused their device to compare WebPrices to In-Store Prices
  22. 22. 64%64% used their device to visitcompany’s website to learnmore about a product
  23. 23. Market Intelligence
  24. 24. 20Leading brands digitalmarketing campaignstracked and analyzed
  25. 25. “Likes” and CommentsRe-TweetsViews, Comments, RatingsCorrelation between email andsocial
  26. 26. 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Walmart Game Stop Macys Kohls T Mobile Nordstrom Verizon Apple Amazon Toys R Us Sears Pottery Barn JCPenney Volume-based Best Buy Rue La La EngagementWilliams-Sonoma Dell SprintCrate and Barrel HH Gregg
  27. 27. T Mobile Nordstrom Rue La LaWilliams-Sonoma Pottery Barn Game Stop VerizonCrate and Barrel Macys Walmart Sears Kohls Sprint Toys R Us Actual Apple JCPenney Engagement Amazon HH Gregg Best Buy Dell 0 50 100 150 200 250 300
  28. 28. Email Engagement Trends
  29. 29. 80%of surveyed consumers reported thatemail promotions influenced theirdecision to purchase online.
  30. 30. 71%Said that email promotionsinfluenced their decision topurchase in-store
  31. 31. 41%of people said theyhave made an online /offline purchase as adirect result of anemail they viewed ontheir Mobile
  32. 32. Up to 50% of emails are opened on Mobile Devices
  33. 33. Learn from the best
  34. 34. Learn from the rest
  35. 35. Missed opportunity?Only 5% of email campaignswere deployed during peakshopping time 6pm-10pm
  36. 36. Most utilizedemailpromotionsby brands
  37. 37. How consumers said they areinfluenced by email promotions:1st Percent Discount2nd Free Shipping3rd Money Off4th Buy One Get One Free5th Gift with Purchase6th Rewards Points
  38. 38. Leverage ESPExpertise &TechnologySend Time OptimizationOpen Time Personalization
  39. 39. Consumersare Social. . . Are Brands?
  40. 40. The 20 brands tracked gained 12MM fans in 3 months
  41. 41. What can 12MM peoplemean to your bottom line?
  42. 42. of surveyed consumerssaid they’ve ‘liked’ abrand on Facebook orcommented on theirpage.
  43. 43. 105%campaignengagementgrowth overthree months
  44. 44. The mostengagingbrandsdeployedan averageof 54campaigns The least engaging averaged 76
  45. 45. Learn fromwinningcampaignstrategies
  46. 46. 2 nd Most popular social channel among those surveyed 17% Said they watch a video on a brand’s channel.
  47. 47. Videos withlinks in thedescriptionhave higher-than-averageengagement.
  48. 48. The mostengagingbrandsdeployedan averageof 11campaigns The least engaging averaged 25
  49. 49. 3 rd Most popular social channel among those surveyed 14% Said they have used it to pin an image on a Brand’s page.80%Of users are women and 50% have children.
  50. 50. 4th Ranked in terms of consumer preference
  51. 51. The mostengagingbrandsdeployedan averageof 4campaigns The least engaging averaged 6
  52. 52. 80%of consumers have a timepreference on when theyinteract with brands viasocial channels.
  53. 53. 42%ofconsumersprefer the6pm – 10pmtimeslot
  54. 54. Multi-Channel &Device or Bust
  55. 55. 50%of online shoppers havemade a purchase as aresult of an email promo
  56. 56. 41%of mobile device ownershave made a purchaseas a result of an emailpromo
  57. 57. 34%have made a purchaseas a result of socialmedia promo
  58. 58. 1412 Corresponding email campaigns10 can boost8 average Twitter campaign6 engagement 25%4 to 50%20 0 emails 1 email 2 emails
  59. 59. 70 Corresponding60 email campaigns50 can boost average Facebook40 campaign30 engagement 50%20 to 100%100 0 emails 1 email 2 emails
  60. 60. Focus on the“Power Users”who interact 11%with brands ona daily basis
  61. 61. Social Enables thePower User to Marketon Brands Behalf
  62. 62. Summing Up
  63. 63. 1Build anintegrated digitalchannel approach
  64. 64. 2Track, analyze andunderstand yourcustomer’sbehavioral data
  65. 65. 3Collect and drawinsights fromcompetitive digitalcampaign data
  66. 66. Want a copy of the report?www.yesmail.com/surveyreportOr contact me: Shameless plug: Ask me about the toolMatt Gault used to collect these competitive insightsVP, Channel StrategyYesmail Interactive@Mattygaultmatt.gault@yesmail.comwww.yesmail.com1-877-YESMAIL
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