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How To Win This Holiday Season By Emily Kirk

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Holiday Shopping & Search Success. PRESENTATION: How To Win This Holiday Season - Given by Emily Kirk, @emilykirk1986, Manager, Online Marketing - Delivery Agent. #SMX #32D

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How To Win This Holiday Season By Emily Kirk

  1. 1. #SMX #32D @EmilyKirk1986 DESPITE FIERCE COMPETITION
  2. 2. #SMX #32D @EmilyKirk1986 CPCS CONTINUE TO RISE Source: Search Engine Land Article by Mark Ballard from Merkle|RKG
  3. 3. #SMX #32D @EmilyKirk1986 HOLIDAY SHOPPING CONTINUES TO BEGIN EARLIER
  4. 4. #SMX #32D @EmilyKirk1986 HOLIDAY SHOPPING CONTINUES TO BEGIN EARLIER
  5. 5. #SMX #32D @EmilyKirk1986 CYBER SALES STARTED LATE SUMMER
  6. 6. #SMX #32D @EmilyKirk1986 CYBER WEEK
  7. 7. #SMX #32D @EmilyKirk1986 BLACK NOVEMBER
  8. 8. #SMX #32D @EmilyKirk1986
  9. 9. #SMX #32D @EmilyKirk1986 Target the Right Person with the Right Message at the Right Time
  10. 10. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
  11. 11. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
  12. 12. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
  13. 13. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
  14. 14. #SMX #32D @EmilyKirk1986 Leverage Google Analytics to Create Powerful Combination Audience Lists THE RIGHT PERSON – HIGH VALUE USERS §  §  Date of first or last session §  Combine behavior §  eCommerce filters, and goals
  15. 15. #SMX #32D @EmilyKirk1986 Examples of Google Analytics Engagement Metrics: THE RIGHT PERSON §  Frequency §  Visit Duration §  Number of Pages Visited §  Purchase amount §  Repeat purchases §  Channel that Drove to Site §  Recency
  16. 16. #SMX #32D @EmilyKirk1986 §  Identify loyal customers so that you can target them differently by looking at spend amount and number of times purchased within a certain time frame THE RIGHT PERSON – HIGH VALUE USERS
  17. 17. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON – HIGH VALUE USERS §  Visits site weekly §  Purchased twice in the past 2 months §  Visited product page §  Session duration > 600 seconds §  Total spend > $200
  18. 18. #SMX #32D @EmilyKirk1986 §  30% of purchases over the Thanksgiving holiday were self-gifts THE RIGHT PERSON: THE SELF-GIFTING AUDIENCE §  77% of shoppers purchase something for themselves over the holiday weekend
  19. 19. #SMX #32D @EmilyKirk1986 THE SELF-GIFTER
  20. 20. #SMX #32D @EmilyKirk1986 DAD HOLIDAY SHOPPING FOR HIS SON
  21. 21. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON WITH THE RIGHT MESSAGE
  22. 22. #SMX #32D @EmilyKirk1986 THE RIGHT MESSAGE
  23. 23. #SMX #32D @EmilyKirk1986 §  Leverage Price and Promotion Callouts THE RIGHT MESSAGE §  Have a Clear & Simple Message §  Include Differentiators: Exclusive, Easy, Specials, Get it first, Always open §  Use a Sense of Urgency: Today Only, Limited Time, 48 Hour Sale §  Leverage Information that is Important to Your Audience
  24. 24. #SMX #32D @EmilyKirk1986 THE RIGHT MESSAGE
  25. 25. #SMX #32D @EmilyKirk1986 Q4 2014 Stats Most Important Online Shopping Factor THE RIGHT MESSAGE §  50% Free Shipping §  28% Exclusive Online Deals
  26. 26. #SMX #32D @EmilyKirk1986 §  Open Up Membership Duration to Capture Window Shoppers Waiting for the Right Sale THE RIGHT TIME
  27. 27. #SMX #32D @EmilyKirk1986 THE RIGHT TIME – MOBILE VISIBILITY 53%
  28. 28. #SMX #32D @EmilyKirk1986 AT THE RIGHT COST -20%
  29. 29. #SMX #32D @EmilyKirk1986 AT THE RIGHT COST +35%
  30. 30. #SMX #32D @EmilyKirk1986 AT THE RIGHT COST Bid Up Previous Purchasers & Loyal Customers on Broader, Relevant Keywords
  31. 31. #SMX #32D @EmilyKirk1986 Target the Right Person with the Right Message at the Right Time
  32. 32. #SMX #32D @EmilyKirk1986 Not a Set & Forget! REAL TIME BIDDING AND ANALYSIS
  33. 33. #SMX #32D @EmilyKirk1986 SEARCH LOGS & UNDERSTANDING INTENT
  34. 34. #SMX #32D @EmilyKirk1986 SEARCH LOGS & UNDERSTANDING INTENT
  35. 35. #SMX #32D @EmilyKirk1986 GOOGLE TRENDS
  36. 36. #SMX #32D @EmilyKirk1986 GOOGLE TRENDS
  37. 37. #SMX #32D @EmilyKirk1986 GOOGLE BID SIMULATOR
  38. 38. #SMX #32D @EmilyKirk1986 AUCTION INSIGHTS
  39. 39. #SMX #32D @EmilyKirk1986 IMPRESSION SHARE
  40. 40. #SMX #32D @EmilyKirk1986 §  Identify & qualifying your audience 3 THINGS YOU CAN DO TO WIN §  Send the right message that will differentiate you from your competitors §  Strategically time bid pushes and monitor real-time
  41. 41. #SMX #32D @EmilyKirk1986 §  Don’t forget about Bing & Gemini BONUS RECOMMENDATIONS §  Database information & record learnings to have a better holiday next year
  42. 42. #SMX #32D @EmilyKirk1986 MAY THE ODDS BE EVER IN YOUR FAVOR
  43. 43. #SMX #32D @EmilyKirk1986 THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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