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Holiday narrative 2012 節日營銷

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節日營銷

節日營銷

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  • 1. holiday outlook 2012:the season of the consumer be early. be aggressive. be merry. Terra Hess Account Planner Mark Contreras Account Planner Insert Client Logo Here
  • 2. 55% of Consumers CyberTotal December 76% Monday Days of Dollar Also Ten $1B Consumers $471.5B Spent 11% Cyber Monday of aExpected 2011, During29%All20112011 SawBack at HolidayVia Increase SalesHoliday Online ResearchedTime HolidayA Look Were Done in Reaches ina“Free Shipping” a Traffic –Making +4.1%Totaling Before atY/Y Mobile Device Sales High $1.25B Last Holiday 177M Visits in 2011 Purchase Wall Street Journal, Ipsos/OTX Post-HolidayRise$1.25BStudy (January 2012) 2012. Source: Expectations, Holiday Post-Holiday ShoppingAccording to NRF. Jan BeatingShopping& Online Sales Reachspending. Source: Google & Ipsos/OTX Retail Sales Shopping Jan Cyber Monday, Nov Mobile comScore retail e-commerce Record Times. Study (January 2012) 2011 Source: Google Doubles Over December, LA 4.1% on 2012.
  • 3. Design Your Holiday Strategy Around 5 Key Insights 5 eCommerce Growth Will Return to Pre-Recession Levels Consumer Expectations Will Rise The 4-Screen Experience Will Change Consumer Shopping Competition Will Become Even More Aggressive INSIGHTS Success Will Depend on How Early You LaunchHoliday Outlook 2012
  • 4. Consumer SpendWill Be Up in 2012
  • 5. Holiday 2012: By the Numbers Sales Projections Average Consumer Holiday Spend: $732 (+4%) ($704 in 2011) Total Expected Holiday Revenue: $490.4M (+4%) ($471.5M in 2011) Es1mates  Based  on  CES  Data  –  2011.    NRF    Holiday  Revenue  2011.  and  ComScore    Holiday Outlook 2012
  • 6. Q1 Online Sales Growth Signals a Stronger Q4 Quarterly e-Commerce Sales Growth vs. Year Ago ComScore  Q1  State  of  Retail  2012     +3% +5% Q4 Y/Y Growth Q1 Y/Y GrowthHoliday Outlook 2012
  • 7. Q1/Q2 Key Spending Dates Give Hope for a Strong Holiday feb Valentine’s Day §  12% Increase in Total Consumer Spend §  8.5% increase in Spend Per Person apr Easter §  11% increase in Total Consumer Spend §  10.6% increase in Spend Per Person may Mother’s Day §  14% increase in Total Consumer Spend §  8.6% increase in Spend Per Person Source:  USA  Today  –  Valen1ne’s  Day  Spending  2012;  MSN  Mother’s  Day  2012;  CNBC  Thank  You  Easter  Bunny,  Easter  Spending  to  Rise.   2012 Implication: Based on Historical Performance, Expect Holiday Sales to Reach +$540BHoliday Outlook 2012
  • 8. Repeating Patterns Help Predictability Holiday Visit Patterns – Shopping & Classifieds 16.00%   14.00%   12.00%   10.00%   Visit Share % 8.00%   6.00%   Key Shopping Dates Remain Consistent Over Time. 4.00%   Use The Shopping Patterns To Plan Your Holiday Strategy 2.00%   0.00%   2011   2010   2009  Hitwise  Market  Share  Report,  Oct  –  Dec  2009-­‐2011  
  • 9. Key Shopping Dates See Significant Growth Don’t Give Up on December 25th – Consumers Continue to Shop Daily  Holiday  Shopping  Milestones,  Y/Y  Comparison   Hitwise  Holiday  Planning  Webinar,  June  2012.   2012 Implication: Keep the lights on! Consumer shopping will not end on Dec. 25th. Shoppers will leverage the holiday discounts to continue to shop with monetary gifts & gift cards.Holiday Outlook 2012
  • 10. Ten online shopping days this season surpassed $1 billion in spending Top Retail eCommerce Sales Dates Nov & Dec 2011 (in $M) Mon Tue Wed Thu Fri Sat Sun Nov 21 22 23 24 25 26 27 Thanksgiving Black Friday Cyber Mon 28 29 30 Dec 1 2 3 4 #1 #4 #8 $1,251 $1,116 $1,025 5 6 7 8 9 10 11 #2 #9 #5 $1,178 $1,024 $1,107 Green Mon 12 13 14 15 Free Ship Day 16 17 18 #3 #7 #10 #6 $1,133 $1,064 $1,018 $1,072 19 20 21 22 23 24 25 26 27 28 29 30 31 Jan 1 Source: comScore retail e-commerce spending.Holiday Outlook 2012
  • 11. Mondays & Tuesdays topped the $1B online shopping days Rank Amount Day Date 1 $1,251B Monday Cyber Monday, Nov. 28th 2 $1,178B Monday Dec. 5th 3 $1,133B Monday Green Monday, Dec. 12th 4 $1,116B Tuesday Nov. 29th 5 $1,107B Tuesday Dec. 6th 6 $1,072B Friday Free Ship Day, Dec. 16th 7 $1,064B Tuesday Dec. 13th 8 $1,025B Wednesday Nov. 30th 9 $1,024B Thursday Dec. 8th 10 $1,018B Thursday Dec. 15th Source: comScore retail e-commerce spending.Holiday Outlook 2012
  • 12. Key Promotional Dates Saw Double Digital Growth, While Overall Retail eCommerce Grew 15% comScore: Holiday Season Online Retail Spending ($M) 2010 2011 % Change Y/Y November 1 – December 31 $32,359* $37,170 15% Thanksgiving Day (Nov. 24) $407 $479 18% Black Friday (Nov. 25) $648 $816 26% Thanksgiving Weekend (Nov. 26-27) $886 $1,031 16% Cyber Monday (Nov. 28) $1,028 $1,251 22% Green Monday (Dec. 12) $954 $1,133 19% Free Shipping Day (Dec. 16) $942 $1,072 14% Source: comScore, Inc. 20101 Holiday Season vs. 2010 Holiday Season, Non-Travel (Retail) Spending. Excludes Auctions & Large Corporate Purchases. Total US – Home/Work/University Locations * 2010 data incorporates seasonal adjustment factor to account for different number of weekdays and weekends in 2010 and 2011. Actual (i.e. non-seasonally adjusted) 2010 number was $32.589 billion. Google Confidential and ProprietaryHoliday Outlook 2012
  • 13. In-Store Sales Trends Followed 2010 Patterns Total US In-Store Sales (MasterCard SpendingPulse) Mon Tue Wed Thu Fri Sat Sun Nov 21 22 23 Thanksgiving 24 Black Friday 25 26 27 #1 +2% +5% +6% $19.2B Cyber 28 29 30 Dec 1 2 3 4 Monday +6% 5 6 7 8 9 10 11 #5 +4% $14.6B Green Monday 12 13 14 15 Free Ship 16 17 18 Day #3 +3% +5% $15.7B 19 20 21 22 23 24 25 #4 +3% #2 +9% $14.9B $17.8B 26 27 28 29 30 31Source: MasterCard SpendingPulse™ Google Confidential and ProprietaryHoliday Outlook 2012
  • 14. Retailers Merchandise for Holidays in Late Q3, Shoppers Respond By Opening Wallets Early 2011 Retailer Holiday Merchandising Launch Dates Sept. 19th Sept. 30th Sept. 1st Sept. 25th 40% of consumers begin their Holiday shopping before Halloween. USA Today-Christmas in September, 2011. 45% of tablet users said they will start shopping before Thanksgiving.Holiday Outlook 2012
  • 15. Thanksgiving Becomes A Major Online Shopping Day +28% Thanksgiving Day Search Ad Conversion Rates vs. 2010 Thursday, +40% Thanksgiving Day Revenue NOV Driven By Search Advertising 22 +15% Increase in ‘Couch Commerce’ last year1. http://techcrunch.com/2011/11/25/thanksgiving-day-online-holiday-sales-up-39-percent-mobile-shopping-on-the-rise/ Google Confidential and ProprietaryHoliday Outlook 2012
  • 16. Key Highlights: Consumer Spend Will Be Up in 2012 1.  Based on Historical Data, Expect Growth Trends to Reach +16% Q/Q •  Develop Strategies Around Retention & Acquisition 2.  Consumers will start shopping earlier in the season as promotions become aggressive prior to Black Friday. •  Be Ready to Launch Holiday Strategy Early 3.  Consumers will continue to shop after holiday. •  Keep the Lights On! 4.  Key Shopping Dates are Becoming More Predictable •  Focus Spend and Strategy Around Important Days Google Confidential and Proprietary 16Holiday Outlook 2012
  • 17. Consumer Expectations Continue to Rise
  • 18. Winning the Bargain-Hunting Shopper Consumers will be influenced by the following factors when shopping this holiday season: •  Economic: –  80% of 2012 Back-to-School shoppers say that the economy will impact their spending plans – could be signal for holiday. •  Historical Expectations: –  Consumers expect significant deals and discounts from retailers. –  +30% of Black Friday searches occur before Thanksgiving •  eCommerce Transparency: –  Competitive Information Available Anytime with Mobile Devices •  Social: –  “Word of Mouth” Deal Sharing via Social Sites NRF  –  Consumers  Looking  to  Cut  Corners  with  their  2012  Back  to  School  Budgets.  June  2012;  Shopper  Sciences  –  Holiday  Trends.  2011.       Holiday Outlook 2012
  • 19. Free Shipping & Other Incentives Influenced Purchasing: Consumers set lofty expectations for retailers Last minute 55% 29% holiday sales of consumers expected Free Shipping last 16% Gift sets or holiday season* complimentary items 51% coupons 37% 50%+ shoppers took Transactions advantage of free shipping** involved free 8% Flexible payment plans/layaway shipping* Source: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012) Google Confidential and ProprietaryHoliday Outlook 2012 19
  • 20. Consumer Interest in Free Shipping is on the Rise… US Search Query Volume on “Free Shipping” Related Terms on Desktop & Mobile 35   30   25   DESKTOP 20   15   10   5   0   1/2/06   1/2/07   1/2/08   1/2/09   1/2/10   1/2/11   1/2/12   Indexed  Queries   700   600   500   MOBILE 400   300   200   100   0   1/21/08   3/21/08   5/21/08   7/21/08   9/21/08   11/21/08   1/21/09   3/21/09   5/21/09   7/21/09   9/21/09   11/21/09   11/21/10   1/21/11   3/21/11   5/21/11   7/21/11   9/21/11   11/21/11   1/21/10   3/21/10   5/21/10   7/21/10   9/21/10   1/21/12   3/21/12   5/21/12   Indexed  Queries  Source: Google Internal Data 2012)Holiday oogle  Internal  Data  2012 Source:  G Outlook
  • 21. “Free Shipping” has become the expectation. What is your shipping strategy this year? 59% of consumers said they would cancel their purchase at a retailer if free shipping wasn’t offered at the end of a transaction. 49% of Q1 2012 transactions involved free shipping - the highest percentage of free shipping ever seen in a non Q4-quarter. ComScore Q1 Review, 2012 2012 Implication: Free Shipping offers are now being expected. Determine how you will compete on shipping strategy, and promote your offerings in your ad text.Holiday Outlook 2012
  • 22. Coupons and Discount Offers Category Searches Continue Steady Growth Since 2009 Source  Google  Internal   2012 Implication: Coupons, Discounts, & Daily Deals will continue to play a big role during holiday. Test ad copy across all devices early to determine the most effective messaging.Holiday Outlook 2012
  • 23. Total Visits to Coupon Websites Consumers continue to seek out discountsHitwise  Holiday  Overview.  June  2012.  Holiday Outlook 2012
  • 24. Daily Deal Websites Achieve Long-Term Benefits Increase 91% of online shoppers reported that they had already Customer made another transaction with a merchant since taking Lifetime Value advantage of an offer or plan to do so in the future. Strengthen Customer 40% of deal redeemers are already frequent customers. LoyaltyIncrease Customer Shoppers visited daily deal sites an average of 10x/mth. Engagement Frequency They checked email offers an average of 17x/mth.Marketaire  Daily  Deals  Shoppers  2011.  Foresee  Results  Research  White  Papers  Daily  Deal  Commentary  2012.  Holiday Outlook 2012
  • 25. Total Visits to Flash Sale Websites Traffic peaked during the week of Cyber Monday Websites   Visits  Share   Visits  Share   Change                                         12/3/11   12/4/10   (%  Points)   Zulily   15.66%   8.48%   7.18   One  Kings  Lane   9.41%   2.85%   6.57   Totsy   6.60%   0.77%   5.83   My  Habit   3.72%   0.00%   3.72   Fab   1.75%   0.00%   1.75   HAUTELOOK   11.56%   10.00%   1.56   woot   1.48%   0.00%   1.48   Lot18   0.98%   0.015%   0.97   Jack  Threads   1.49%   0.68%   0.81   Joss  and  Main   0.69%   0.016%   0.68  Hitwise  Holiday  Overview.  June  2012.  Holiday Outlook 2012
  • 26. Share of Visits to Flash Sales by Mosaic Groups Captured a more affluent shopper during holidays 2012 Implication: Use Demographic Insights to Better Target Ads and Product Offers to Your Audience.Hitwise  Holiday  Overview.  June  2012.  Holiday Outlook 2012
  • 27. 35% of Respondents Have Engaged in ‘Showrooming’ Q: Have you ever “Showroomed” a product before purchasing? Who’s engaging in ..and did they plan it? showrooming? •  6 in 10 ‘showroomers’ say •  35% of all respondents they originally planned to purchase in-store but •  50% of respondents ages changed their mind and 25-34, the highest of any age instead bough online group •  32% said they went to the •  48% of tablet owners and store always intending to buy 43% of smartphone owners online •  43% of MilllennialsSource: comScore, “State of the US Online Retail Economy in Q1 2012,” May 2012 Google Confidential and ProprietaryHoliday Outlook 2012
  • 28. Price was Biggest Driver for ‘Showrooming’ Q. Which of the following describe why you utilized showrooming? Price was better online 72% Planned to buy online but wanted to see item(s) in person before ordering 45% Item was out of stock at store 24% Location, Location, Location Would rather have item shipped to home 18% Respondents living in urban areas were nearly twice as likely to choose this option vs. those living in suburban or rural areas. Was not convenient to buy in-person at the time 17% Other 5% Source: comScore, “State of the US Online Retail Economy in Q1 2012,” May 2012 Google Confidential and ProprietaryHoliday Outlook 2012
  • 29. Customize Your Messaging for Better Response Rate +80% of email marketers send the same content to all subscribers. However, consumers respond better when the email is more customized. Tips: •  Be Friendly: Include subscribers in the “friends and family” emails to make them feel special and valued. •  Get Social: link discounts to those that interact with your social pages. •  Be Empowering: Provide links to videos, discounts and promotions in your email and encourage your subscribers to share. source: comscore 2012 digital marketer reportHoliday Outlook 2012
  • 30. Key Highlights: Consumer Expectations Have Risen 1.  Free Shipping Has Become the Standard •  Leverage a “Free Shipping” Offer to Acquire Search Traffic 2.  Consumers Will “Showroom” Online Products In-Store via Mobile Devices •  Mobilize & Localize Ad Campaigns to Reach Shoppers Anytime 3.  Consumers Will Be Expecting Deals & Hunting for Coupons •  Test Promotional Ad Copy Early to Determine Those Most Effective 4.  Consumers Expect You To Know Them •  Personalize Your Search, Display and Email MessagingHoliday Outlook 2012
  • 31. The 4-Screen Experience Will Continue to ChangeConsumer Shopping Behaviors
  • 32. The 4 Screen Experience: Always Armed with Information the lines between desktop and mobile continue to blur. –  each device fills a specific need, yet all compliment one another. –  devices are more portable and powerful than ever before we are in the age of the customer, not the retailer –  consumers demand specific products, and choose when & where to shop –  they often know more about your competition than your employees Source: IRCE Presentations 2012, Google Internal DataHoliday Outlook 2012
  • 33. As Technology Changes, Consumer Behavior Follows Hourly Distribution of Searches by Platform (Doesn’t reflect absolute traffic volume) 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktopsource: source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.does not indicate absolute or relative traffic volumes. Razorfish/Yahoo, November 2011Holiday Outlook 2012
  • 34. Holiday 2011: The Season of Mobile Over 6.5M New Smartphone Subscribers in December 2011, Making It the Highest Volume Month in Smartphone History 14.6% 200% of all online sessions Increase in mobile on a retailer’s site device sales December were initiated from a 2011 vs. 2010Source:  IBM:  Mobile  Shopping  Doubles  Over  December  2011,  Reports  IBM.  Jan  10,  2012.     mobile device. (11% in 2011 vs. 5.5% in 2010) Holiday Outlook 2012
  • 35. Mobile & tablet holiday shoppers shopped earlier and more frequently All 2012 Holiday Shoppers 80% 77% Shopped Online Using Smartphone Or Tablet 64% 56% 56% 51% 53% 47% 38% 40% 35% 37% 34% 36% 33% 33% 25% 20% Google Confidential and Proprietary 35Holiday Outlook 2012
  • 36. Retailers Saw a More "mobilized" Holiday Shopper Last Season 12% Of online visits to a retailer’s website +173% Increase in Mobile were from mobile devices (+5% YoY) Shopping on Xmas Day 9% 44% Of online sales were conducted Of last-minute gift and store locator on Mobile phones searches came from mobile devices last holiday season Google Confidential and Proprietary 36Holiday Outlook 2012 Source: IBM Benchmarking 2. http://www.mediapost.com/publications/article/157983/
  • 37. Holiday Shoppers Used Their Devices Simultaneously 25% used more than one device to shop this year. Among those… 42% used more than one device at the same time 68% started on one device & continued on another 2012 Implication: Create a Unified Message Across All Networks and Devices to Create Brand Awareness & Recognition Among Your Audience. Source: Google & Ipsos Digital Connections Study: Life of the Mobile-PC User (January 2012).Holiday Outlook 2012  Source:  Google  &  Ipsos  Digital  Connec1ons  Study:  Life  of  the  Mobile-­‐PC  User  (January  2012).    
  • 38. Shoppers Use Their Portable Devices for Many Reasons Smartphone Tablet Read reviews 70% 77% Compare prices 61% 63% Compare product info 61% 65% Search a store’s inventory 53% 31% Look for discounts/promos 46% 49% Contact a retailer 42% 34% Source: Google & Ipsos Digital Connections Study: Life of the Mobile-PC User (January 2012). 2012 Implication: Expand your mobile only campaigns to include both brand and product level ad groups. Be a top contender when the consumer is making purchasing decisions via mobile devices. Google Confidential and Proprietary 38Holiday Outlook 2012
  • 39. A Well-Designed Mobile Shopping Site is Critical for Holiday Success 57% won’t recommend business with 40% have turned to a poorly designed mobile site competitor’s site after a bad mobile experience 1-800-FLOWERS Optimized mobile site to increase conversions Source: Compuware, 2012 - http://www.digby.com/mobile-industry-resources/mobile-industry-statistics/ BEFORE AFTER Google Confidential and Proprietary 39Holiday Outlook 2012
  • 40. Smartphone and tablet shoppers used a combination of apps & websites 69% 57% % of smartphone shoppers % of tablet shoppers used used apps & websites apps & websites Source: Google & Ipsos Digital Connections Study: Life of the Mobile-PC User (January 2012). 2012 Implication: Leverage Mobile Only Campaigns’ Ad Text to Promote Downloads of Your App or Direct Users to a Mobile Website for an Optimized Experience. Google Confidential and Proprietary 40Holiday Outlook 2012
  • 41. Holiday shoppers consistently watched product videos across devices Product reviews/ratings 75% Product demo 49% Informational (e.g., features, uses, etc.) 49% Videos from retailers 36% Videos from electronic manufacturers/brands 36% Source: Google & Ipsos Post-Holiday Shopping Study (January 2012) Google Confidential and Proprietary 41Holiday Outlook 2012
  • 42. Connect with Consumers When They Are Engaged While watching TV….. 57% checked email 44% visited a social networking site 19% looked up product information for a TV ad they saw 16% looked up coupons & deals related to a tv ad they sawAd Age - TV’s Upfront Pitch Shows Social Media Traction. May 2012Holiday Outlook 2012
  • 43. Key Highlights: The 4-Screen Experience Will Change Consumer Shopping1.  The Lines Between Mobile and Desktop Continue to Blur •  A Detailed Mobile Strategy is Essential This Holiday.2.  Consumers Start Shopping On One Device and Finish On Another •  Be Found Anywhere. Anytime: Create a Unified Message Across Devices3.  Consumers Download Apps & Select Mobile Only Websites for Ease of Use •  Create a Mobile Optimized Site; Advertise on Downloaded Apps.4.  TV and Online Join Forces •  Create an Integrated Strategy Across Traditional and Online Media Google Confidential and Proprietary 43Holiday Outlook 2012
  • 44. Competition Will Become Even More Aggressive
  • 45. The Playing Field is Changing as Brick & Mortar Retailers are Competing on the Same Terms as Pure Play Pure Play Online Retailers Brick & Mortar Retailers 2012 Implication: Bid aggressively to maintain top ad rank and maintain category visit share.Holiday Outlook 2012
  • 46. Game Changers: Retailers Make Early Announcements That Will Impact Holiday StrategyAmazon  to  Offer  Same  Day  Delivery:  Will  It  Change  the  Way  You  Shop?  Yahoo  Finance.  July  2012.    Macy’s  Using  Retail  Stores  as  Distribu1on  Centers.  May  2012.  Ebay  Launches  New  Fashion  Site.  Digital  Trends.  April  2012.    Holiday Outlook 2012
  • 47. The Amazon Effect They currently get 2 out of every 5 visits to the Internet Retailer Top 500; spreading model to all verticals household commodities health & beauty home apparel & fashion & luxury accessories groceryHoliday Outlook 2012
  • 48. Macy’s Executes Progressive Promotions in 2011 Retailer Integrates It’s Online and Offline Promotional Strategies 2011 2012 “With their newest digital solutions they continue to harness some Launchesstrengths that Amazon used to exclusively of the key Aggressive Weekly Online Only hold…..they are finding ways to turn what Halloween as a Promotions Starting the Week of could be seen limitation of a bricks and mortar location into a strength that Promotions Varied Between Departments will continue to position them as a leader and first stop for shopping.” (Apparel, Home Furnishings, Kitchen, etc) - Scott Thaler, EVP Zimmer Advertising telling Forbes 2012 Implication: Save a portion of your budget to compete with unexpected promotions from competitors. Macy’s  2.0  Sales  Strategy  Puts  the  Pedal  to  the  Metal  In  Digital.  May  2012.    Holiday Outlook 2012
  • 49. Home Improvement Giants Are Scared, Rushing to Ramp Up Online Presence 220,000 à 3,100,000 SKUs “we know we are behind folks like Amazon. we’ve put a stake in the ground. we want to catch up and get ahead. we certainly are not going to lose share” (direct result of commitment to the web) Source: MarketWatch: Largest Home Improvement Retailer Online Channel Internet Sales. August 2011; Internet Retailer: Web Grows 70%, Lowes. 2011.Holiday Outlook 2012
  • 50. Key Highlights: Competition Will Become Even More Aggressive 1.  The Playing Field Has Leveled •  Know Your Competition – Big Box Players Are Now Aggressively Competing Against Specialty Retailers 2.  Early Announcements from Major Retailers Could Change Holiday Strategy •  Amazon & Macy’s Challenge Industry With Shipping Efficiencies 3.  Expect Retailers to Have Aggressive Promotions Before Black Friday •  Be Ready to Compete During Big Box Retailer Promotional Periods 4.  In-Store Holiday Merchandising Starts Early •  Be Prepared for Early Online ShoppersHoliday Outlook 2012
  • 51. Success Will Depend on How Early You Launch
  • 52. Be Relevant. Be Found.Be Trusted.
  • 53. Be Relevant. Recommendation 1 Pre-Holiday Prep: Utilize All Search Ad Formats to Gain Complete Coverage 2 Be Discovered Early When Consumers Are Researching Gift Ideas 3 Customize Holiday Ad Text: Personalize the ExperienceHoliday Outlook 2012
  • 54. Pre-Holiday Preparation Be Relevant: Maximize All Opportunities to Engage with the Shopper Now +20% CTR Sitelinks for 2-line sitelinks +30% CTR for 3-line sitelinks Android  Phone  |  BestBuy.com   Able to show on www.bestbuy.com   Google Search Ad Extensions Save  Instantly  On  Android  With  No  Mail  Rebates  at  BestBuy!     Kari  Clark,  Chris1an  Oestlien,  +1’d  this  page   Results & Google Images Visually Reach Product Listing Shoppers Ads as they SearchHoliday Outlook 2012
  • 55. Pre-Holiday Preparation Be Relevant: Maximize All Opportunities to Engage with the Shopper Now Speak the Mobile & Tablet language of the Only Campaigns mobile user. Be prepared Check Bids for increased & Budgets competition during Oct        Nov          Dec   peak season General:     Shoes,  Women’s  Shoes   Be part of the Keyword   consumer’s Coverage Specific:     consideration Asiacs  Women’s  Running  Shoes     at all stagesHoliday Outlook 2012
  • 56. Be Relevant During the Discovery Stage Over 1/3 of Holiday Searches Occur Before Halloween Indexed  Queries  for  “Children’s  Toys”  Keywords  on  Google  Search   January  2010  –  January  2012   9   8   7   6   5   4   3   2   1   0   Google Internal Data. Indexed  Queries   Recommendation: Use Remarketing to Capture Shoppers That Researched Early, Then Serve Ads To Them During Peak SeasonHoliday Outlook 2012
  • 57. Customize Your Ad Messaging with Remarketing Consumers Want to Feel Valued & Understood Dynamic Remarketing Static Remarketing Order  Today  for  Free  Shipping!   Running  Shoes  Discount   Come  back  &  view  our  new   sale  on  running  shoes!   zappos.com/running   Recommendation: Update Your Text and Display Ads with More Personalized Messaging.Holiday Outlook 2012
  • 58. Be Relevant: Recommendations Launch Recommendation Device Investment Return Date Examples: Mobile Only Campaigns $20K $60K 11/1 for Product X, Y, Z Promote Your New Tablet Optimized Interface in $10K $30K 11/1 Your Search Ad Text TV Campaign to Promote Black Friday Sale on $100K $200K 11/1 Products X, Y and Z Keyword Expansion on all Search Desktop and $25K $60K 11/1 Mobile CampaignsHoliday Outlook 2012
  • 59. Be Relevant. Be Found.Be Trusted.
  • 60. Be Found. Action Items 1 Be Anywhere, Anytime. Utilize All Search Ad Formats to Gain Complete Coverage 2 Launch Campaigns Early in the Season When Consumers Are Hunting for Bargains 3 Continue to Run Broad Keywords Late in the Season, as Undecided Shoppers are Just Starting to Search Keep the Lights on After December 25th - shoppers will 4 continue to buy!Holiday Outlook 2012
  • 61. Be Anywhere, Anytime Mobile is a Must Have This Holiday Season Separate Mobile and Tablet Campaigns from Search to Gain Control of Bid Adjustments at the Device Level Feature Ad Call-to-Actions that Highlight Your Mobile or Tablet Optimized Websites. Serve Rich Media Ads Through Ad Mob to Reach App Users Recommendation: Develop a specific “Go-to-Market strategy” for Mobile and Tablet Devices that Allows Your Consumer to Reach You at All Times.Holiday Outlook 2012
  • 62. Differentiate to Win the In-Store Shopper Online 31% of U.S. smartphone owners have researched or purchased products from their device in a store Recommendation: Promote Compelling Offers to Deal-Seeking In-Store Shoppers Through Mobile Search Ads Source:  Google  “Our  mobile  planet”  Ipsos  MediaCT  and  TNS,  May  2012  Holiday Outlook 2012
  • 63. Reach the Bargain-Hunters This Holiday Update Your Text & Image Ads to Feature Current Incentives “Free Shipping” “25% off Coupon” Prepare for Earlier & More Aggressive Promotions Thanksgiving Store Openings Pre-Black Friday Deals & Discounts Optimize Mobile Campaigns to Reach Shoppers as They Browse In-Store +14% of searches initiate from a mobile device Source: Google & Ipsos Post-Holiday Shopping Study (January 2012)Holiday Outlook 2012
  • 64. Undecided Shoppers Are Looking for Advice ? Top Search Terms “Undecided Shoppers” Two Weeks Prior to are looking for: Christmas 1.  gift guidance & direction Holiday gift baskets 2.  fast turn-around time Holiday gifts for him 3.  convenience & ease Holiday address labels Holiday decor Unique holiday gifts Holiday gifts Recommendation: Cheap holiday gifts Bid Aggressively on Holiday table settings Broad Gifting/Holiday Keywords During the Gift Ideas for Women Final Weeks of December Gift Ideas Christmas Gifts Source: Google Internal DataHoliday Outlook 2012
  • 65. Keep the Lights on After December 25th 5% of shoppers start and 10% finish their shopping after the Christmas season Start Finish 39%   32%   28%   19%   17%   15%   8%   7%   6%   6%   4%   3%   3%   2%   1%   1%   Before Thanksgiving November Early/Mid December Boxing week After Christmas/Holiday SeasonSource: Google & Ipsos Post-Holiday Shopping Study (January 2012)Holiday Outlook 2012
  • 66. Amazon Kept the Lights On,But Many Traditional Retailers Did Not Share of Weekly Visits, 2011 Amazon Target Best Buy JCP Macys Walmart 0.80% 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.10% 0.00% Source: Hitwise 10/22 10/29 11/5 11/12 11/19 11/26 12/3 12/10 12/17 12/24 12/31 1/7 Recommendation: Keep Serving Ads After December 25th. Shoppers are Using Monetary Gifts and Gift Cards, as Well as Taking Advantage of Post-Holiday Sales Google Confidential and Proprietary 66
  • 67. Be Found: Recommendations Launch Recommendation Device Investment Return Date Examples: Mobile Only Campaigns $20K $60K 11/1 for Product X, Y, Z Promote Your New Tablet Optimized Interface in $10K $30K 11/1 Your Search Ad Text TV Campaign to Promote Black Friday Sale on $100K $200K 11/1 Products X, Y and Z Keyword Expansion on all Search Desktop and $25K $60K 11/1 Mobile CampaignsHoliday Outlook 2012
  • 68. Be Relevant. Be Found.Be Trusted.
  • 69. Be Trusted. Recommendation 1 Leverage Search & Display Ads to Become an Engaging Brand That Shopper’s Recognize 2 Use Interactive Media (Video, TV, Social) to Gain Consumer Awareness and Confidence Highlight Your Superior Shopping Experience with 3 Google Trusted StoresHoliday Outlook 2012
  • 70. It’s Not Just a Price War Anymore Retailers Must Differentiate with Other Factors Price Point Quality Brand Trust EquityHoliday Outlook 2012
  • 71. How ShoeDazzle Built Their Brand Recommendation: Use Interactive Media to Tell Consumers About Your Brand & Your BusinessHoliday Outlook 2012
  • 72. Use Consumer Engagement Data to Enhance Your Strategy December 2011 Upstream Report: Gmail Message Ads Shoedazzle.com YouTube In-Video Overlays Hitwise  Upstream  Report.  2012  Holiday Outlook 2012
  • 73. TV & Online Join Forces: Engaging Consumers Across Screens ESPN’s working with Twitter to start conversations around big sporting events NBC Universal already has network and show profiles on Pinterest. CW partnered with Microsoft’s Bing to create a “Twitter party” in which “Vampire Diaries” actresses chat with fans.Ad Age - TV’s Upfront Pitch Shows Social Media Traction. May 2012
  • 74. Unified Strategies: Merging Online & Offline Use Google TV to Drive Traffic & Develop Brand Awareness for Your Website. Proposed Launch Dates: {INSERT HERE} –  Investment: $xx,xxx - Return: xx Impressions, $0.00 CPM Google Confidential and Proprietary 74Holiday Outlook 2012
  • 75. Create Awareness with TV Take Advantage of New Web Attribution Features Reporting is available down to the target level – see which networks are delivering resultsHoliday Outlook 2012
  • 76. Mobile Matters hone s artp ideo of sm sed v 39% ers u g and shopp searchin e w hile r opping – sh h for watc tes. h 77%0 minu whic an 1 of h m ore t Source: Compete Survey 2011 Recommendation: 1. Produce Videos to Showcase Product Demonstrations, Company Uniqueness, Customer Reviews, etc. 2. Create Display Ads to Overlay on Video Watch and Search PagesHoliday Outlook 2012
  • 77. Use Video and Display Formats to Engage & Entertain TrueView In-Search TrueView In-Display 27% of YouTube sessions Reach new shoppers through interest categories on YouTube contain at least one search and the Display Network Call-to-Action Overlays Brand Channel Shoppers can click directly to your site Engage customers through a custom social experience and communityHoliday Outlook 2012
  • 78. Differentiate from the Competition: Highlight Your Superior Shopping Experience Google Trusted Stores is a badging program that can improve your conversion rate and average order size. Open sign-ups at: google.com/trustedstoresHoliday Outlook 2012
  • 79. Be Trusted: Recommendations Launch Recommendation Device Investment Return Date Examples: Mobile Only Campaigns $20K $60K 11/1 for Product X, Y, Z Promote Your New Tablet Optimized Interface in $10K $30K 11/1 Your Search Ad Text TV Campaign to Promote Black Friday Sale on $100K $200K 11/1 Products X, Y and Z Keyword Expansion on all Search Desktop and $25K $60K 11/1 Mobile CampaignsHoliday Outlook 2012
  • 80. Summary
  • 81. {Insert Client Name}’s Customized Holiday Recommendations Recommendation Investment Return Be Relevant $20K $60K Be Found $10K $30K Be Trusted $100K $200K Total Holiday Strategy $25K $60KHoliday Outlook 2012
  • 82. Design Your Holiday Strategy Around 5 Key Insights 5 eCommerce Growth Will Return to Pre-Recession Levels Consumer Expectations Will Rise The 4-Screen Experience Will Continue to Change Consumer Shopping Behaviors Competition Will Become Even More Aggressive INSIGHTS Success Will Depend on How Early You LaunchHoliday Outlook 2012
  • 83. the season of the consumer be early. be aggressive. be merry.

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