Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Insights for Digital Marketers to Ring in the New Year

5,080 views

Published on

Almost half of us resolve to do better in the New Year – and it's not surprising, given the holiday partying just past, that the top New Year's resolution is to lose weight, sworn to by 38 percent of us. Other top resolutions include:
• Spending less and saving more
• Learning something exciting
• Quitting smoking
Read on for health and wellness insights and consumer behaviors around the New Year.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

Published in: Marketing
  • Be the first to comment

Insights for Digital Marketers to Ring in the New Year

  1. 1. Ring in the New Year with a bang Insights for digital marketers
  2. 2. Source: Social Vibe, New Year’s Resolutions Study, 2013 $5.6 billion estimated annual spend on New Year’s resolutions
  3. 3. The New Year rings in opportunity for marketers 35% of digital consumers plan to spend $25 or more per month initially on their New Year’s resolutions. Source: University of Scranton, Journal of Clinical Psychology, January 1, 2014 45% of Americans usually make a New Year’s resolution 39% of people in their twenties are more likely to achieve their yearly resolution
  4. 4. 75% maintain their goals through the first week 71% maintain past first two weeks 64% maintain past one month 45% of Americans usually make a New Year’s resolution Source: University of Scranton, Journal of Clinical Psychology, 1.1.2014 Timing is everything for marketers.
  5. 5. Health and lifestyle New Year’s resolutions take the cake 38% of people made weight-loss resolutions in 2014. Source: 2014 University of Scranton. Journal of Clinical Psychology 1 Lose weight 2 Get organized 3 Spend less, save more 4 Enjoy life to the fullest 5 Stay fit and healthy 6 Learn something exciting 7 Quit smoking 8 Help others in their dreams 9 Fall in love 10 Spend more time with family Top 2014 New Year’s resolutions
  6. 6. The Health and Wellness industry is expected to grow to $1 trillion retail value (US). The Health and Diet industry is not so slim Source: 1Euromonitor International; 2John LaRosa of MarketData; National Weight Control Registry; American Society for Metabolic and Bariatric Surgery; 3Social Vibe, New Year’s Resolutions Study, 2013 $20B Annual revenue of the U.S. weight-loss industry, including diet books, diet drugs and weight- loss surgeries1 108M people on diets in the U.S.2 114,000 in the U.S. who were morbidly obese and had bariatric surgery in 20122 52% will target their eating habits, dieting, exercise and physical fitness, making it the top New Year’s Resolutions goal3
  7. 7. The trendiest new ways to get fit this year Source: Bazaar: the best workout to get fit in 2014 Surfer-inspired moves to bring multi-dimension movements to exercises Under Water work out CrossFit Not so hot yoga modo yoga: 95-100 degree Virtual Workout live streaming and online workouts Dance dance-centric classes including Barl, AKT and Body by Simone
  8. 8. Fitness devices help people actively engage in monitoring their health 48% track fitness Source: Reasons US Internet Users Would Use a Wearable Health/Fitness Device , eMarketer March 2014 41% track diet and nutrition 29% track sleeping conditions 27% manage stress and mental health Reasons people would use a wearable fitness device:
  9. 9. Top health apps downloaded on smartphones Source: Types of Health-Related Apps Downloaded to Smartphones According to US Internet Users, eMarketer: September 2013 66.7% Diet/food 40.3% Weight 26.0% Athletic activity 22.9% Sleep 84.1% Exercise and fitness
  10. 10. Happy New Year to Mobile Source: Deloitte, The New Digital Divide, US Retail, April 2014 50% of sporting goods, games, hobby dollar sales made in store 35% of health/personal care dollar sales made in store The use of mobile devices before or during in store trip influenced purchases in-store. Tips: Ad Extensions, like Location Extensions and Call Extensions, can help your customers find you quickly – putting your business address and phone number right at their fingertips. Product Ads allow you to showcase your product online, including an image and product details.
  11. 11. Source: Ways US Mothers Use the Internet for Health & Wellness Activities, 2011-2013, eMarketer October 2013 69% look for healthy recipes 42% look for diet and exercise websites
  12. 12. Source: 1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014. 2Microsoft internal data, May 2013. With the lines blurring between online and offline, Bing Ads can help you reach your shoppers effectively online and on the go. Want to drive online shoppers to your store front? Ad Extensions, like Location Extensions and Call Extensions, can help your customers find you quickly – putting your business address and phone number right at their fingertips. Drive in-store traffic with features like store locator, click-to-directions and click-to-call for mobile searchers. Product Ads allow you to showcase your product and attract more qualified clicks by including images, promotional text, pricing and your company name. Shoppers have a good idea of what they’re clicking on, putting them that much closer to a purchase decision. Up to 9% higher click-through rate with Location Extensions than with standard text ads2 Up to 29% lower cost-per-click with Product Ads than with standard text ads1 Want to drive shoppers to your website?
  13. 13. PC Tablet *Source: Microsoft Internal Data, December 2013 – January 2014
  14. 14. Mobile *Source: Microsoft Internal Data, December 2013 – January 2014
  15. 15. weight loss *Source: Microsoft Internal Data Analysis: December 2013 – January 2014 across PC, Tablet, & Mobile
  16. 16. *Source: Microsoft Internal Data, December 2013 – January 2014 Searches on the Yahoo Bing Network during New Year’s PC/Tablet
  17. 17. fitness *Source: Microsoft Internal Data Analysis: December 2013 – January 2014 across PC, Tablet, & Mobile
  18. 18. *Source: Microsoft Internal Data, December 2013 – January 2014 Top gym searches: PC/Tablet
  19. 19. Source: Microsoft Internal Data, December 2013 – January 2014 And they’re looking for coupons for smoking cessation products.
  20. 20. “Quit smoking” peaks early in the New Year. Source: Microsoft Internal Data, December 2013 – January 2014
  21. 21. $5.6 billion estimated annual spend on New Year’s resolutions Capture New Year’s shoppers: words that work
  22. 22. % %Off Brand CalltoAction Compare Diet Free Lose/Loss Millions Now Official Online Order/Orders Personalize Pills Plan/Plans Proven Savings Today Top Trademark Try Weight Work/Work Out Year You/Your NoVar % Off Brand Call to Action Compare Diet Enhancers Free Lose/Loss Official Online Pills Plan/Plans Top Trademark Weight Women's Work/Work Out Year You/Your NoVar Words that work Here’s how to read an ad copy “heatmap” Our study results show that an ad with a “official” in the title and “order” or “orders” in the description has high Ad Quality. Adtitle Ad descriptionGreat Poor Insufficient dataGood Source: Microsoft Internal Data, November 2013 – January 2014
  23. 23. Words that work - Diet and exercise % %Off Brand CalltoAction Compare Diet Free Lose/Loss Millions Now Official Online Order/Orders Personalize Pills Plan/Plans Proven Savings Today Top Trademark Try Weight Work/Work Out Year You/Your Otherwords* % Off Brand Call to Action Compare Diet Enhancers Free Lose/Loss Official Online Pills Plan/Plans Top Trademark Weight Women's Work/Work Out Year You/Your Other words* Adtitle Ad descriptionGreat Poor Insufficient dataGood Source: Microsoft Internal Data, November 2013 – January 2014 *”Other words” defined as all other words not listed in the Ad Title or Ad description cells in this table
  24. 24. 14M Source: comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications Total health searchers Total health searches of all health paid clicks 19M 85M 34% Health searchers not reached on Google
  25. 25. spend on health items online 11% more likely to have spent $200 to $499 on health products online 12% more likely to have spent $500 to $999 on health products online Source: comScore Plan Metrix, US, December 2013, custom measure created using comScore indices and duplication
  26. 26. spend on health/organic foods online Source: comScore Plan Metrix, US, December 2013, custom measure created using comScore indices and duplication 18% more likely to have spent $25 to $49 on organic foods 17% more likely to have spent $50 to $99 on health foods 11% more likely to have spent $100 to $199 on organic foods 16% more likely to have spent $100 to $199 on health foods
  27. 27. search for health information online Source: comScore Plan Metrix, US, December 2013, custom measure created using comScore indices and duplication 10% more likely to have searched online for information on starting a program to quit smoking 10% more likely to have searched online for information on organic foods 8% more likely to have searched online for information on an eye exam 9% more likely to have searched online for information on starting an exercise program
  28. 28. involved in quitting smoking Source: comScore Plan Metrix, US,, December 2013, custom measure created using comScore indices and duplication 42% more likely to own Kawasaki 24% more likely to have bought a prescription from an online pharmacy in the last 6 months for a smoking habit (nicotine addiction) 9% more likely to be a caregiver for someone/other member of household who has a smoking habit (nicotine addiction)
  29. 29. This New Year, resolve to meet the Top Movers report Meet Top Movers – a report that makes it easy to quickly identify performance changes and possible causes. here
  30. 30. It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks. Learn how to import your campaigns
  31. 31. Connect with a Search Specialist 1-800-518-5689 or check out Getting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads
  32. 32. © 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

×