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Digital opportunities christmas 2010


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Presentation by Henry Kelly, Industry Analyst, Technology, Google

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Digital opportunities christmas 2010

  1. 1. Digital Opportunities Christmas 2010 Henry Kelly Industry Analyst Technology, Google Google Confidential and Proprietary 1
  2. 2. Christmas Online It’s Big and it Starts Early Google Confidential and Proprietary 2
  3. 3. 76% of people researched a technology related product online and then went on to purchase that product either online or in store - Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22 April 11, 2010 / base varies for each product category Google Confidential and Proprietary
  4. 4. Growth rates for C.E & Telecom queries Research Online Purchase Week commencing Offline: 21st September: First spike in traffic for all End of month – post payday verticals search spike to find presents Consumer Electronics Queries Laptops Queries Mobile & Wireless Queries 145% 140% 135% 130% 125% 120% 115% 110% 105% 100% 6-Jul-09 6-Aug-09 6-Sep-09 6-Oct-09 6-Nov-09 6-Dec-09 6-Jan-10 Month of January: The bounce back is significant Google Confidential and Proprietary 4
  5. 5. ‘Christmas’ starts Today Doubling in second half November Ramp up through October First blip this time last year Source: Australian search queries from internal Google tools Google Confidential and Proprietary 5
  6. 6. Finding stores is still happening at the last minute Continue growing Source: Insights for Search to 25th Dec Google Confidential and Proprietary 6
  7. 7. And what happens if you can’t get instore? Buying vouchers still happens up to the last minute Searches for ‘Gift Vouchers’ Will you be offering an Online Voucher service so that people can buy and redeem Gift Vouchers purely Online? The perfect way to kick start the New Year Continue growing to 24th Dec Google Confidential and Proprietary 7 Source: Insights for Search
  8. 8. Learning from Christmas Past Get Scientific and Look at the Trends Google Confidential and Proprietary 8
  9. 9. eCommerce Attitudes I always read the Terms & Conditions before buying an item online. I’m comfortable buying products I’m comfortable buying from foreign products from websites. unfamiliar websites. Smart Savvy Secure Question: Thinking about online shopping to what extent do you agree or disagree with the following statements? Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,025 Google Confidential and Proprietary 9 Top 2 on a 5 point scale = strongly agree, agree
  10. 10. Consumers start offshore searches before domestic Queries for International & Domestic Terms [Indexed] 1 3 Mid October: Key research window for overseas brands 2 1 2 Early December: International orders & research finalised to ship 3 Mid December: Interest moves back to ‘local’ brands with store presence International (eg): International shipping, USPS, Amazon, Book Depository,, Macy, Best Buy, Domestic (eg): Myer, Harvey Norman, David Jones, Coles, Woolworths, Kmart, Target, Dick Smith, JB Hifi, Officeworks Source: Australian search queries from internal Google tools Google Confidential and Proprietary 10
  11. 11. Auctions intensify before Christmas in Research Phase ‘Mobile Phone’ queries Cost Per Click (CPC) [Indexed] Last year, CPC levels rose significantly, but dropped as the 3 season progressed 2.5 Don’t think that by leaving it late 2 you can get ‘cheap clicks’ 1.5 Why was there a drop? 1 October is the Telecoms Christmas! 0.5 0 Google Confidential and Proprietary 11 Source: Australian search queries from internal Google tools
  12. 12. Q4 is a popular time to Launch new Products What happens when a laptop product is laptops launched in to a netbook category? notebook Apple iPad notepad launch influences whole category What are you or competitors planning? Source: Click volume from internal tools Google Confidential and Proprietary 12
  13. 13. New products: leverage interest before product launch Australian ‘iPad’ Search Volume Launch Announcement US Sales Launch Australian Sales Launch [January 27th] [April 3rd] [May 28th] Register Interest Take Pre-Orders Sales… iPad Experience: surge in January, with Learning: support your new products interest bubbling through until Australian with search marketing during pre- launch in May launch phase Source: Australian search queries from internal Google tools Google Confidential and Proprietary 13
  14. 14. Top Categories for 2010 – Educate and Inform Smartphones Tablets 3D TV Approx 400k searches a Approx 800k searches a Approx 200k searches a month on Smartphone month on Tablet PC related month on 3DTV related related products products products Key launch – HTC Desire, Key launch – iPad, Asus Key Launch – Samsung Apple iPhone 4, Samsung Eee, Dell Streak, HP Slate, Key points to consider – Galaxy, Nokia N9 pre-order Kindle now! Online through TV will Key points to consider – is Key points to consider – open up magnitude of it a Global launch? Have with many new entrants, content for home theatre you set-up pre-reg early consumers need education. enough? Become their partner Google Confidential and Proprietary 14
  15. 15. Getting Ready Next Steps for a Merry Christmas Google Confidential and Proprietary 15
  16. 16. What should you be doing next? Marketing Steps Online Focus -Start with large/high value items -Prepare/test Christmas creatives requiring long research times - Update landing pages - Create category level excitement September - Advertise on broad category items - Spark interest with generic terms - Implement remarketing code -Move to traditional Christmas items -Move to gift-buying creatives -Push toys, gifts, games -Start broad interest display ads -Start promotional campaigns October -Bring up daily budgets as search -Take lay-by/shipping orders traffic & interest increases -Add impulse and branded items -Align online campaigns with offline -Start to drive vouchers & gift cards -Turn on remarketing to capture -Adjust promotions as stock levels November researchers from October begin to change -Prepare post-Christmas creatives -Push hard on all channels -Harvest key Christmas sales -Include upsell of extra items & gift- -Close orders and drive last-minute wrapping December shoppers to stores or gift vouchers -Prepare post-Christmas sales -Ready post-Christmas campaigns -Shift messaging to sales/savings -Shift gear to new year sales focus -Integrate messages across channels January -Ramp up sales & price messages Google Confidential and Proprietary 16
  17. 17. The 7 Steps to a Successful Christmas What day does Christmas falls on and how will this impact on delivery dates or in store purchase Christmas and Boxing Day sales are important; take advantage of the surge in volume Capitalise on the “back to school” surge (End January) Traffic builds earlier in the year for mobile queries (Q3 peaking Q4) Queries peak early November, and again in the first week of December Advertisers must capture the bounce back in volume of queries into January and Q1 Be aware of key product categories and who will be releasing new products in Q4 2010 and Q1 2011 Google Confidential and Proprietary 17
  18. 18. Thank You! Google Technology Team Google Confidential and Proprietary 18