This document provides strategies for online retailers to maximize sales during the holiday season. It notes that the 2013 holiday season will be the biggest yet with online sales growth outpacing in-store growth. Key strategies include optimizing search, product listing, and display ads. Retargeting is also important, with customized lists for different customer segments. Social media and mobile will play an increasing role. Analyzing data and utilizing all available advertising formats across devices is critical to winning the online "Super Bowl" of the holiday season.
In this session, Joanna will cover the future of brand marketing and what it means for marketers today. She will walk through the most loved brands and talk through what makes them great. Tactically she will run through ways you can set your brand up to be loved by your community and your customers. Most marketers today find themselves at the intersection of community, content, product, and design which is exactly where brilliant brands are built or fail.
While few would claim to know exactly what the future holds, many pundits do agree that cookies likely have a diminished role in digital advertising’s future. MaxPoint’s Casey Priore addresses the concerns of today’s conventional wisdom and offers insight into approaches that don’t rely on the crumbling cookie. Join Casey as he analyzes the issues in the current state of digital, offers some fresh alternatives and shows several success stories from brands and retailers that have found a better path.
The cannabis industry's legal regulations make marketing to new audiences a challenge. Brands outside of regulated industries are also facing challenges in an increasingly “Pay to Play” digital world. Join this session to learn how any brand can leverage basic marketing tactics that don’t break the bank and allow companies to navigate around advertising restrictions. By leveraging the power of influencers, celebrities, and strategic partnerships, brands will be able to reach new audiences, grow brand awareness and drive growth.
Ken Fenyo, Consumer Markets Lead, Fuel by McKinsey & Co.
Matt Nichols, General Partner, Commerce Ventures
David Anderton-Yang, Researcher, MIT Media Lab
Ashwin Ramasamy, Co-Founder and Chief Marketing Officer, PipeCandy
Matt Ramerman, Vehicle
Michelle Schmoelzer, AT&T
The Power of Real Time Marketing through Mobile
The ultimate goal of many marketers is to deliver highly personalized content, real-time, relative to what a consumer is doing “now.” This means truly delivering the right message, right person, right place, and right time, while addressing them by name. Now combine this with the Omni-presence of the mobile channel and the result is a tremendously powerful advertising tool.
Learn how AT&T is doing just this by leveraging dynamic, personalized content through mobile video to drive significant customer engagement and increase loyalty.
Brand Is Focus – Branding Advice, Straight Up for Startups
Tom Gallagher, LiveAreaLabs
Pete Gade, LiveAreaLabs
Katherine LaFranchise, Director of eCommerce, Urban Decay Cosmetics
Meredith Han, Global Director of Ecommerce, Brooks Sports
When you started building your business, you started building your brand. Whether you knew it or not.
Thing is, people are constantly sizing you up. Who you are. What you do. How well you do it. That’s your brand. It’s the gut feeling people have about you and your business—an unmistakable feeling that influences the talent you attract, the investors you seek, and the customers you ultimately want to keep. In other words, brand is much, much more than a logo. It’s a major contributor to success. And it’s something startups should get a hold of, right out of the gate.
Put another way, your business has a plan. Your brand needs one, too.
In this session we’ll offer no-nonsense advice designed for startups— all designed to help you establish your brand early on, and keep your business focused for the long haul. Plus, you’ll get first-hand insights from Urban Decay and Brooks Sports, two companies who’ve made brand a big part of their business, and their success.
IAB Canada Metrics 2015 - The Art and Science of Hyper Local - Dilshan Kathri...IAB Canada
Location data has been around since the birth of the smartphone. Yet marketers still continue to struggle when it comes to leveraging the location signals and amazingly deep data. The problems are often around achieving scale when used in combination with other datasets and balancing relevancy with recency when it comes to user location data.
It is important to understand that there is no “magic bullet” when it comes to solving the challenges associated with hyperlocal. Instead, we need to gain a deep understanding of how and where the data is captured; how to derive actionable insights; and the minimum ingredients necessary for a successful hyperlocal campaign recipe. Such an understanding paired with unique strategies, optimization techniques designed for local and tested models of measuring ROI form the basis of executing impactful hyperlocal campaigns. Dilshan discusses lessons learnt and tactics tested in the market after hundreds of hyperlocal campaigns in Canada under his belt as a leading ad tech player.
For more from EQ Works please visit their website: http://www.eqworks.com
In this session, Joanna will cover the future of brand marketing and what it means for marketers today. She will walk through the most loved brands and talk through what makes them great. Tactically she will run through ways you can set your brand up to be loved by your community and your customers. Most marketers today find themselves at the intersection of community, content, product, and design which is exactly where brilliant brands are built or fail.
While few would claim to know exactly what the future holds, many pundits do agree that cookies likely have a diminished role in digital advertising’s future. MaxPoint’s Casey Priore addresses the concerns of today’s conventional wisdom and offers insight into approaches that don’t rely on the crumbling cookie. Join Casey as he analyzes the issues in the current state of digital, offers some fresh alternatives and shows several success stories from brands and retailers that have found a better path.
The cannabis industry's legal regulations make marketing to new audiences a challenge. Brands outside of regulated industries are also facing challenges in an increasingly “Pay to Play” digital world. Join this session to learn how any brand can leverage basic marketing tactics that don’t break the bank and allow companies to navigate around advertising restrictions. By leveraging the power of influencers, celebrities, and strategic partnerships, brands will be able to reach new audiences, grow brand awareness and drive growth.
Ken Fenyo, Consumer Markets Lead, Fuel by McKinsey & Co.
Matt Nichols, General Partner, Commerce Ventures
David Anderton-Yang, Researcher, MIT Media Lab
Ashwin Ramasamy, Co-Founder and Chief Marketing Officer, PipeCandy
Matt Ramerman, Vehicle
Michelle Schmoelzer, AT&T
The Power of Real Time Marketing through Mobile
The ultimate goal of many marketers is to deliver highly personalized content, real-time, relative to what a consumer is doing “now.” This means truly delivering the right message, right person, right place, and right time, while addressing them by name. Now combine this with the Omni-presence of the mobile channel and the result is a tremendously powerful advertising tool.
Learn how AT&T is doing just this by leveraging dynamic, personalized content through mobile video to drive significant customer engagement and increase loyalty.
Brand Is Focus – Branding Advice, Straight Up for Startups
Tom Gallagher, LiveAreaLabs
Pete Gade, LiveAreaLabs
Katherine LaFranchise, Director of eCommerce, Urban Decay Cosmetics
Meredith Han, Global Director of Ecommerce, Brooks Sports
When you started building your business, you started building your brand. Whether you knew it or not.
Thing is, people are constantly sizing you up. Who you are. What you do. How well you do it. That’s your brand. It’s the gut feeling people have about you and your business—an unmistakable feeling that influences the talent you attract, the investors you seek, and the customers you ultimately want to keep. In other words, brand is much, much more than a logo. It’s a major contributor to success. And it’s something startups should get a hold of, right out of the gate.
Put another way, your business has a plan. Your brand needs one, too.
In this session we’ll offer no-nonsense advice designed for startups— all designed to help you establish your brand early on, and keep your business focused for the long haul. Plus, you’ll get first-hand insights from Urban Decay and Brooks Sports, two companies who’ve made brand a big part of their business, and their success.
IAB Canada Metrics 2015 - The Art and Science of Hyper Local - Dilshan Kathri...IAB Canada
Location data has been around since the birth of the smartphone. Yet marketers still continue to struggle when it comes to leveraging the location signals and amazingly deep data. The problems are often around achieving scale when used in combination with other datasets and balancing relevancy with recency when it comes to user location data.
It is important to understand that there is no “magic bullet” when it comes to solving the challenges associated with hyperlocal. Instead, we need to gain a deep understanding of how and where the data is captured; how to derive actionable insights; and the minimum ingredients necessary for a successful hyperlocal campaign recipe. Such an understanding paired with unique strategies, optimization techniques designed for local and tested models of measuring ROI form the basis of executing impactful hyperlocal campaigns. Dilshan discusses lessons learnt and tactics tested in the market after hundreds of hyperlocal campaigns in Canada under his belt as a leading ad tech player.
For more from EQ Works please visit their website: http://www.eqworks.com
Moments that matter - Harnessing the power of meaningful in-person shopping e...National Retail Federation
Karen Voelker, Global Lead, Customer Innovation Network, Accenture
Megan Berry, Founder and CEO, by REVEAL
Matt Corey, Chief Marketing Officer, PGA TOUR Superstore
A consistent message across platforms, especially your website and Facebook business page makes all the difference in reaching potential and returning clients. There is value in creating an online strategy to accurately reflect the experience which you offer customers in your brick & mortar store. Platforms such as Google Business and other social channels will also be discussed.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
Activating Consumer Intent to Deliver SalesMediaPost
If you want to understand people’s needs and interests look at their intent. You no longer have to guess what they want, they will tell you. This session will focus on the growing importance of how machine learning is revolutionizing marketing from a demographic-based targeting endeavor to one rooted in the more effective method of mining consumer intent in real-time. And how delivering the most relevant and resonant ads to consumers converts sales at a greater frequency than with traditional methods.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
The need for an Omnichannel marketing strategy
A single view of the customer - A single view of the user’s lifecycle
Drive significant ROI through Omnichannel marketing – Industry examples and best practices
How AI and machine learning can boost your Omnichannel campaign performance
Growth Hacking Mobile Apps: 3 Critical Growth Tactics Urban Airship
So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.
The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.
AND IT IS NOT JUST STARTUPS
Olapic and Movable Ink's webinar presentation, which reviews the 2016 customer-centric digital trends discussed at an industry breakfast event between TalkTalk, Wool and The Gang and Venture Beat.
In this webinar presentation you’ll learn:
-2015 insights into customer online buying behavior
-3 major customer-centric digital marketing trends for 2016
-Leveraging digital trends with Google Customer Match Advertising
How Data Will Replace Discounting: Lessons From Uber, Point 93 and Orchard MileNational Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
JENNIE BAIK, CEO and Co-Founder, Orchard Mile
SAMANTHA ZIRKIN, CEO, Point 93
GARRETT VAN RYZIN, Head of Marketplace Optimization Advanced Development, Uber
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
In a digital world where brands are fighting to dominate the search and social landscape across our all devices, we must never forget those companies are made up real people who hold much power as advocates for their business. Mel will take you through some best practices for effective personal branding and demonstrate how learning to stand up and stand out in your niche can reap not just personal rewards, but be an effective marketing strategy for your company as a whole.
Mobile is here to stay. But now more than ever, so is the need to provide consumers with cross-platform experiences. As a business executive or decision-maker, how do you approach technology when building for mobile? Taking a look at Flash, HTML5, other mainstream platforms and a few emerging technologies – what are the major considerations when creating such cross-platform experiences?
Moments that matter - Harnessing the power of meaningful in-person shopping e...National Retail Federation
Karen Voelker, Global Lead, Customer Innovation Network, Accenture
Megan Berry, Founder and CEO, by REVEAL
Matt Corey, Chief Marketing Officer, PGA TOUR Superstore
A consistent message across platforms, especially your website and Facebook business page makes all the difference in reaching potential and returning clients. There is value in creating an online strategy to accurately reflect the experience which you offer customers in your brick & mortar store. Platforms such as Google Business and other social channels will also be discussed.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
Activating Consumer Intent to Deliver SalesMediaPost
If you want to understand people’s needs and interests look at their intent. You no longer have to guess what they want, they will tell you. This session will focus on the growing importance of how machine learning is revolutionizing marketing from a demographic-based targeting endeavor to one rooted in the more effective method of mining consumer intent in real-time. And how delivering the most relevant and resonant ads to consumers converts sales at a greater frequency than with traditional methods.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
The need for an Omnichannel marketing strategy
A single view of the customer - A single view of the user’s lifecycle
Drive significant ROI through Omnichannel marketing – Industry examples and best practices
How AI and machine learning can boost your Omnichannel campaign performance
Growth Hacking Mobile Apps: 3 Critical Growth Tactics Urban Airship
So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.
The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.
AND IT IS NOT JUST STARTUPS
Olapic and Movable Ink's webinar presentation, which reviews the 2016 customer-centric digital trends discussed at an industry breakfast event between TalkTalk, Wool and The Gang and Venture Beat.
In this webinar presentation you’ll learn:
-2015 insights into customer online buying behavior
-3 major customer-centric digital marketing trends for 2016
-Leveraging digital trends with Google Customer Match Advertising
How Data Will Replace Discounting: Lessons From Uber, Point 93 and Orchard MileNational Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
JENNIE BAIK, CEO and Co-Founder, Orchard Mile
SAMANTHA ZIRKIN, CEO, Point 93
GARRETT VAN RYZIN, Head of Marketplace Optimization Advanced Development, Uber
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
In a digital world where brands are fighting to dominate the search and social landscape across our all devices, we must never forget those companies are made up real people who hold much power as advocates for their business. Mel will take you through some best practices for effective personal branding and demonstrate how learning to stand up and stand out in your niche can reap not just personal rewards, but be an effective marketing strategy for your company as a whole.
Mobile is here to stay. But now more than ever, so is the need to provide consumers with cross-platform experiences. As a business executive or decision-maker, how do you approach technology when building for mobile? Taking a look at Flash, HTML5, other mainstream platforms and a few emerging technologies – what are the major considerations when creating such cross-platform experiences?
Social Images Panel
Karen O’Brien, Wunderman (moderator)
Marissa Brooks, glassybaby
Yoli Chisholm, Microsoft
Shauna Causey, Decide.com,
Ken Leverenz, Getty Images
Images are the New Headline
A picture is worth 1,000 words and In social media images are becoming more important than ever. We only need to look to Instagram, Facebook cover photo, Tumbler and Pinterest as examples of how powerful images have become. In this new paradigm, marketers need an image strategy for social media that goes beyond their brand. In this session we will look at several leading brands that are using images in innovative ways through social media to drive traffic, engagement and revenue.
Kate Matsudaira, VP Engineering/CTO at Decide
Engineer Whispering - the secrets of working with technologists
When a team really comes together, the whole truly outweighs the sum of its parts, producing a synergy that unquestionably leads to innovation and inspiration. And while true that individuals can and do build great products, it’s only well-tuned teams that are capable of building sustainable excellence.
Software-based products present an interesting challenge to the team dynamic - collaborating and connecting with technical folks can be challenging and downright frustrating; one is from Mars and the other is from Venus. Thankfully there are many people who have successfully navigated these treacherous waters. This talk will present the distilled wisdom, anecdotes and suggestions from hundreds of industry leaders, in order to illustrate the good, the bad and the ugly of team-oriented software product development. The audience will come away with great ideas and helpful tips as to how to more effectively communicate with and relate to the more technical elements of their teams.
James Whittaker, Microsoft
A Future Worth Wanting
Presented at Seattle Interactive Conference 2013
Always-on devices. The Internet of Things. The world’s information at our fingertips. It seems like the stars have finally aligned to make technology work for us instead of against us. If you can’t imagine a world where you are the center of your technological universe and your devices exist only to serve your every whim, then you really need to see this talk.
It seems like everyone heard the siren call of "make more content" at the same time, and now it's hard to separate the signal from the noise in our search and social channels. What have we learned from the past two years and what tactics and tools are worth keeping around for the next two? This session will look at data and examples from the content marketing and SEO worlds to propose a rational approach to both content strategy and content marketing.
Ray Pun, Mobile & Strategic Marketing Leader of Adobe session at the Seattle Interactive Conference 2014.
In a world where 154,000 apps are downloaded every minute, with 90% of them free, how do marketers get the most value and revenue out of consumers’ fingertips? Whether helping someone find a service center in the vicinity or taking advantage of a retail promotion nearby, location-based targeting is the most effective yet untapped opportunity for marketers to get customers engaged and primed to take action while in motion.
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
How to Suck Less
There’s no company that can claim to have all the answers, including us at Substantial, but we’ve managed to create a culture that permeates everything from the products we build to the spaces we inhabit. We’ve learned that culture, far from being a segment OF the business, IS the business itself. In this talk we’ll share some of the lessons of what we’ve done, with practical tips any organization can use to extend your culture to improve every aspect of your business.
In this session, we’ll explore how the Agile Movement and Maker Culture provide us with new business models to achieve innovation. And we’ll see some real-world examples of how DIY hackers are able to find solutions to challenging business problems by rapidly prototyping with emerging technologies like iBeacon, Raspberry Pi and mobile computing.
When you’re a first-time everything, you don’t know how to do anything.
Sarah Bird, CEO of $30-million-dollar-a-year software company Moz, spills her guts about the challenges of her first time making a successful startup. From spontaneous bacon parties to arduous product launches, Sarah takes you through the highs and lows of working towards an audacious mission.
Learn about failure, friendship and building something bigger than yourself.
We’re All Divas Now — How to Reach High-Maintenance Consumers with Your Brand Story
Consumers have taken over, and they’re driving conversations that brands once owned. They’re doing this across channels, applications, and devices. For brands and interactive marketers, this makes defining and delivering a consistent journey and value-centric story for consumers exponentially more difficult. From social editorial content planning to mobile application messaging and email communications, brands and agencies have their work cut out for them. Additionally, consumers – and their shortened attention span – have a ridiculously high bar for brand impressions. Transparency and relevancy are no longer enough. They demand value. They thrive on having and knowing things early. They socialize through sharing.
Moderator: Julie Rezek, Seattle Wunderman Network
Panelists:
Kelby Johnson, Seattle Wunderman Network
Esther Lim, Story Worldwide
Jessica Michaels, BreadNButter
The REI 1440 Project: Curating Outdoor Adventure
Paolo Mottola, REI
Kelly Walsh, REI
REI’s mission is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship. What does that look like in online social networks? The REI 1440 Project. In this case study presentation, the REI Digital Engagement Team will review its discovery process, partnership with agencies, and successes and challenges in hosting an owned social community.
For over 10 years StumbleUpon has been the place where people come to discover new things online. With over 40M global users and 50 billion pages served, they index the world’s content and have a unique view on the way its consumed. Join Anne Gherini, Director of Marketing at StumbleUpon, as she reveals trends in content creation and distribution and discusses why mobile and video are (finally) changing the game for both consumers and brands.
Of the tens of millions of businesses that engage in web marketing, only a select few find scale and success. What are the companies that become remarkable and ubiquitous in their field doing differently with marketing vs. those whose efforts keep them languishing in obscurity? This presentation explores the barriers to scale and the elements that have helped a few great marketers break free.
Laura Porto Stockwell, VP, Experience Strategy at POP
The Post Modern Reality: Connecting in a Deconstructed World
You’re constantly on multiple screens! Work-life balance has turned into work-life blending! No one knows how to spell anymore! Could these we signs of the apocalypse? We think not. Rather than suggesting impending doom, these new ways of living are signs that we have entered a post-modern era. The challenge is that we are resistant to letting go of old norms. Join Laura Porto Stockwell to learn how communication technologies have shaped the way we think about time, space and community over the past 4,000 years; gain insights into how to design for a post-modern world and see how these approaches have been applied to help organizations move boldly into the future.
Brian Ferrario of Drawbridge, Inc. session at the Seattle Interactive Conference 2014.
Over 90% of consumers use multiple devices sequentially to accomplish online tasks, yet advertisers continue to have disjointed conversations with their customers by taking a siloed approach to digital advertising. Brands who are early adopters of smart, scalable cross-device advertising solutions have a head start in establishing and maintaining a seamless conversation with customers.
Mobile Photography
Richard "Koci" Hernandez
Mark Briggs
iPhoneography: How smartphone photography is changing news and journalism
Can you feature a news website with a photo that has been filtered? It’s a question that is suddenly being asked in newsrooms everywhere. First everyone started carrying cameras as mobile phones came equipped with one standard. Then millions discovered they were “photographers.” Incredibly, Instagram reached 13 million users in just 13 months and has yes to release an Android app! (And there are many other tools, including a little thing called Facebook.)
This discussion and demonstration will address the many ways in which the rise of mobile photography is affecting how we express our creativity and what place that creativity has in news publishing and journalism. Included will be @Koci, one of the most acclaimed and popular photographers in the Instagram community, explaining how he builds his images with a demonstration so that audience members can build their own.
Get your online store ready for the holiday shopping seasonPromodo
Winter holidays and the pre-holiday season are known to be the busiest and most profitable time for most e-commerce sites owners. But are you sure that your business marketing strategy is helping you get the most out of this year's festive season? Get your brand ready for the best time of the year with our webinar.
Curious about the best ways to attract new business during the holidays? Check out the latest trends in holiday shopping -- and marketers' top holiday marketing techniques for 2013.
How to Meet the Consumer Mindset in Q4 and Beyond with Roundel, Target’s Medi...Tinuiti
Retail Media has emerged as a dynamic and indispensable channel for brands to connect with consumers in a whole new way – both online and instore. With Q4 coming up fast, navigating the complexity of how consumers shop and leveraging the right media to stay connected with them is more crucial than ever. This session is a can’t miss.
We’ll delve into the dynamic landscape of consumer packaged goods (CPG) and its intersection with the rising influence of Generation Z. Leveraging fascinating insights from Roundel, Target’s media network, we’ll explore the mindset of Target shoppers, offering a glimpse into their behaviors during key seasonal moments and how you can activate right now to prepare.
Jirafe E-commerce Strategy Session: How to Prepare for the Holidays and Sell ...Jirafe
Learn how to use data to prep for the holidays and compete with brands like Amazon. During our session you will learn:
- How to capture the attention of more than 66% consumers who have already started their holiday shopping.
- How to track revenue related to your marketing channels, and optimize your marketing spend.
- How to properly segment your audience, and target them with promotions and discount codes that will drive sales.
- Additional tips for merchandising and dicounting items based on sell-through rates.
Jirafe E-commerce Strategy Session: How to Prepare for the Holidays and Sell ...Laura Sankowich
Learn how to use data to prep for the holidays and compete with brands like Amazon. During our session you will learn:
- How to capture the attention of more than 66% consumers who have already started their holiday shopping.
- How to track revenue related to your marketing channels, and optimize your marketing spend.
- How to properly segment your audience, and target them with promotions and discount codes that will drive sales.
- Additional tips for merchandising and dicounting items based on sell-through rates.
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...Kenshoo
Presentation from a September 2014 Retailwire webinar sponsored by Bing Ads and featuring Kenshoo Global Head of Marketing Research and Content, Doug Chavez. Speakers discussed holiday search strategies, synergies in integrating social and social, as well as how to target your audiences across channels during the peak shopping season.
The online shopping season is upon us, and it's shaping up to be the biggest year yet. Adobe is predicting over $143B in online spend. Consumers will be relying heavily on their smartphones, spending $14B more this season.
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...cloud.IQ
Today just 2% of visits to a website result in a sale. According to Forrester, for every $100 spent driving traffic to an ecommerce site, just $1 is spent on converting prospects to customers. This webinar presents a very strong case as to why ecommerce brands should now shift their focus to customer conversion.
Watch the webinar and discover how you can leverage very recent advancements in technology to improve customer conversion and significantly increase online revenue, in a way that requires much less cost and effort than ever before. As even the smallest increase in conversion rate can result in a significant increase in revenue, a focus on conversion rate optimisation (CRO) makes financial sense.
You will also learn how an effective CRO strategy can enhance a multi-channel experience when integrated in the most effective way. Designed for ecommerce brands looking to leverage the latest in digital thinking and technology, this webinar presented by ecommerce conversion experts cloud.IQ together with strategic digital marketing agency McCANN Connected will provide you with the complete picture.
Don't miss expert strategic insights, best practice tips and techniques as well as brand case studies that illustrate how you can increase online revenue by up to 12% using the approach presented.
Essential learnings:
Effective CRO integration as part of a multi-channel brand experience
How to optimise the entire customer journey to purchase
The value of a real-time automated and personalised approach
47 Stats for Remarkable Holiday Marketing in 2014HubSpot
'Tis the season! And you know what that means: It's game time for holiday shoppers ... and holiday marketers!
Online retail earnings are expected to grow from 263 billion in 2013 to 414 billion in 2018, while adoption of mobile shopping habits continue to rise. As a result, businesses are taking advantage of these growing trends by increasing budgets for Q4 and making mobile-optimized and online-driven holiday marketing a priority.
Curious about the best ways to attract new business during the holidays? Check out the latest trends in holiday shopping -- and marketers' top holiday marketing techniques for 2014 -- in this free factbook, 47 Stats for Remarkable Holiday Marketing in 2012.
After reading this factbook, you'll discover:
The state of online holiday shopping in 2014
How to optimize for mobile and search
How to plan out, optimize, and measure your holiday emails
What to post in social media this holiday season
Where to optimize your website and blog for an amazing holiday shopping experience
Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things. Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement. In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect. What does this mean for brands? Everything…
Experience may be the best teacher, but how does a team experience accessibility? We generally learn best by doing or feeling for ourselves. An accessibility workshop has the power to bring that immediate sense of understanding to teams – and personal understanding results in better solutions. In this session, Jess Vice outlines why accessibility is a strategic investment. With her expertise in UX and design responsibility, she will walk the audience through a framework for a tactical accessibility workshop to make equitable design a priority for every team.
The Metaverse and blockchain-based tokens sound like nerdy buzzwords but they represent the bleeding edge of new opportunities for brands to cultivate relationships with their audience, from creating new product experiences to building real communities.
Luis will share his entirely subjective view on what's possible here based on nearly two years of immersion in the space (which feels like seven years in web3 world).
You'll hear about:
+ Tapping into an emerging wellspring of creativity
+ Harnessing technology to empower the audience
+ Nurturing environments of authenticity and fascination
+ Leveraging new kinds of data for programmability and insights
The cobbler’s children and their lack of shoes is an overused reference but so handy as a quaint way to say, ‘we’re too busy doing work for other people to focus on ourselves.’ When Tether was founded more than fourteen years ago, a temporary logo and website was hastily created in order to have something to make Tether look legitimate. And, you guessed it, that temporary logo and website became permanent for way too long.
In this presentation, Steve will reveal the process and results of being a good client to ourselves as we created a new face for Tether, including a sneak peek of the new website that will go live in November.
There is a massive shift happening in the social and media space as GenZ and Younger Millennials are shifting their time and attention away from traditional social platforms and leaning into healthier, community-based options. The trust in news and influencers is on the decline, and this is changing the landscape quickly.
From a brand perspective, all of the iOS and Android changes are forcing marketers to rethink targeting, audiences and shift toward interests, passions and other signals.
These two forces (consumer and marketer shifts), along with the economy, are creating the most important inflection point for businesses and people in over a decade.
So some scientists mapped thousands of brain cells....why should you care? Rachel and Jenny tell the crazy cool stories behind the complicated science of the Allen Institute. In this session, you’ll learn marketing, communications, and SEO tips to promote complex topics to your audience. From building relationships with subject matter experts to finding surprising angles that make technical topics approachable, you’ll walk away with new ideas to make any tricky topic shine and to grow your audience beyond just the experts.
As we are in a global market, there’s more to win over international audiences than just translate text into another language or simply updating UI components. Localizing your user experience design is to adapt international products for a specific region to create relevant and appropriate experiences for users. With extensive experience in UX/UI design and visual design for the global audience, Shantelle Liu will share the the matters, the definition, and best practices of localizing user experience design.
History is not simply a chronology of events that happened in a particular order. History is a meticulously curated phenomenon of power. How history is created -and who gets to tell that story- has one of the most significant impacts on our society. But we never talk about it.
In this talk, we’re going to! We will explore how history is constructed and how we can use that knowledge to create the legacy for which we want to be remembered. We will learn about the roles of presence and absence in history-making and how those who leverage those roles often control power. We will also discuss practical ways in which we can all reclaim our personal agency and drive the narrative that will become our lives, our families, and our society.
Learning Objectives:
+ Discover the secrets to history-making that have remained unchanged for centuries.
+ Learn how to actively write your own story in the way you’d wish to be remembered.
+ Take-away four techniques to help harness the power of your own story."
As much as we take photos throughout our lives and now grab screen captures of our connected virtual moments, the tools will converge as we move through the metaverse. The way we capture what we see will change, but our want to remember, interpret (editing), re-imagine (editing!) and share will continue.
Getting people to your website is just the first step. Once they're there, your content needs to keep them engaged long enough to get them to the call to action. The best way to engage readers is through stories, so in this presentation, Alison Ver Halen will provide actionable tips you can use to include stories in your content that demonstrate the value your business provides so your target audience is primed to take your call to action.
The constant pressure on marketers to prove return on ad spend (ROAS) is receiving particular emphasis heading into 2023. Economic headwinds are signaling uncertainty, retail is transforming rapidly as shoppers return to stores after over two years of quarantine and a mainstay of digital advertising — third-party cookies — are continuing to collapse.
The good news is that marketers don’t have to navigate these challenges (and opportunities) alone. Learn how this fast-evolving digital landscape can remake programmatic advertising to benefit marketers and consumers alike. Heading into next year, what trends can marketers expect in digital advertising, and how can they leverage the power of people-based advertising to succeed in the evolving landscape?
Your superpower is developing strategic copy that's grounded in rationale. But when it comes to writing creative headlines, it might not come easy. From left brain to right brain, Brianne will share her journey to enhanced creativity and share four frameworks you can use to get out of your head and write headlines that stick. You won't explore your typical 'how-to' and listicle headlines in this session. Go beyond the surface and walk away with immediately actionable strategies and the confidence to generate a sea of creative headlines for your next copywriting project.
When you started your business you probably didn’t think about all the day-to-day marketing and promotion you’d be doing. You’re not a marketer but you know you need marketing. Outsourcing your social media marketing is great way to establish consistency in your online presence, while allowing you to focus on what you do best — your business. However, a company’s marketing strategy should be integrated into every part of your business to be more effective. Learn how you can bring marketing in-house and build a social media team that can thrive over time.
Website marketing has an altruism problem. While forward-thinking professionals are beginning to understand that successful websites are built for humans, too many of us are still trying to ""game the system"" to stay in Google's good graces. Decision-makers have been burnt by cookie-cutter agencies and frustrated by strategies that don't seem to spark movement. The key to accelerating and future-proofing your online presence is in rethinking your SEO program to involve more teams, inform more decisions, and bring the focus back to your users.
In this session, you'll learn:
+ How to think beyond page titles and meta descriptions to design a modern, sophisticated website strategy
+ How to tell whether your SEO agency is worth the price tag
+ How to maximize your investment in SEO by removing silos and adopting a 360-degree perspective"
Kavi Kardos Corporate Finance Institute / Director of SEO
Are you still manually managing granular campaigns, but your ROAS are dropping? With the progress of Artificial Intelligence over the past few years, machines can now predict trends and make automated decisions in real-time. With this, it is crucial for advertisers to explore this new modern approach. By making the shift from overly segmented targeting and using too many keywords, to a simplified and more efficient account structure, you’re allowing machine learning to work to its best ability. In this session, Ashley Royalty, Director of Add3SHOP, will discuss modern practices and full-funnel activations that helped transform brands like IT Cosmetics, Nuun, and Elemis into million-dollar assets.
As the market has become saturated with advertisements for consumers, leaning into pop culture has proved to be the key to standing apart, especially since 38% of people consider brand involvement in pop culture either important or very important. Still, many brands opt to stay on the conservative side and avoid taking big (albeit culturally relevant) risks. When The Narrative Group took a seemingly “boring” product like yogurt and made it bold by championing the sometimes controversial “cannabis holiday” with Harmless Harvest’s “Harmless Hits Different” Pack a Bowl campaign for 4/20, they were met with 168M earned media impressions, 11M influencer impressions, and record-breaking sales. The success continued with their “thirstiest summer” campaign promoting their coconut water, tapping into “thirst traps” and recognizing “the thirst is real” with their consumers, and logging over 3M impressions in the first 3 months alone. Rebecca can share why bold, culturally relevant, and sometimes “risky” ideas can lead to the most successful campaigns.
At the end of this session, the audience will be able to:
+ Understand what “brand swagger” is and how you can use that confidence and boldness to boost your brand and campaigns
+ Navigate and find the right threshold for trying new ideas that still align with the brand
+ Develop a strategy to connect to an audience who “gets it” - building trust with your current audience but also expanding to new ones
The Metaverse will require more content than we can realistically build manually, and it will need to be dynamically generated, personalised and completely interactive. This talk focuses on two groundbreaking projects: Creating an entirely AI-generated and interactive TV show and our inevitable future of 3D streamed media, specifically interactive streamed volumetric sports broadcasts. Adam will show how both projects work under the hood with live demos of the technology and breakdowns of the key points. Components include procedural cinematography, shot evaluation, ML pose estimation, dialogue and narrative synthesis, touch interactivity, intuitive UX and the challenges of streaming huge amounts of content to mobile devices. You’ll see what will hopefully be the very first, fully AI-generated TV show running 24 hours a day and never before presented versions of the latest Metacast technology, transforming how media is broadcast.
Have you ever wondered how to learn a new craft? In this session, Tiantian will share her knowledge on mastering a new craft using the 100-day-project format. You will learn about how to set up a daily routine, apply deliberate practice, and eventually become a better designer in 100 days.
As the amount of personal data we produce continues to grow, so does the sophistication of the technology used to collect it. However, this ever-expending ecosystem of customer data is becoming so complex that few people actually understand how it all works, creating a widening divide between the data haves and haven-nots. To level the playing field, we’ll explain how customer data is used for personalization and targeted marketing in words that even a 5-year-old can understand—literally. In this session, we’ll tell the story of Parker, a data manifestation who travels through the strange world of the digital information on a journey to find his way home. Along the way, we’ll explain concepts like Customer Data Platforms (CDPs), predictive modeling, data on-boarding and more. It’s a story the whole family can enjoy, including technologists, marketers and privacy advocates.
Grant Munro (Speaker) Senior Vice President, Shutterstock Custom, Shutterstock
With increased digital media consumption, comes increased expectations. Brands are challenged on a daily basis to share engaging visual media across all social channels. In this imagery-driven environment, we have seen video come out on top as the most valued type of content. While video is expected to continue to grow, another major consideration is the increased importance of personalization. Personalization requires brands to look at content differently. How do you scale the required content while meeting the personalization needs that brands are looking for? This talk will discuss strategies that brands are using to localize and personalize content as it becomes an increasingly crucial element of consumer engagement and loyalty.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
3. 2012-13 BY TH E N U MBER S
• $61B projected for Nov-Dec in 2013, a 15%
increase over 2012
• 30-40% of total online retail sales happen
in Nov-Dec
• 12 days topped $1B in sales last year
• 2013 will be condensed with 6 fewer days
between Thanksgiving and Christmas
4. 2013 DATES OF SIGN IFIC AN CE
Holiday Season: Nov 1 – Dec 31
Hanukkah: Nov 27 – Dec 5
Thanksgiving: Nov 28
Black Friday: Nov 29
Cyber Monday: Dec 2
Green Monday: Dec 9
Free Shipping Day: Dec 18
5. 2012 YEAR OVER YEAR GR OWTH
Holiday Season
$46.6B
$53.7B
+14%
Black Friday
$816M
$1B
+28%
Thanksgiving
$479M $633M
+32%
Cyber Monday
$1.25B
$1.47B
+17%
6. 2011 -12 BY TH E N U MBER S
$8,000
Weekly Spending ($ Millions)
$7,000
$6,000
2011
2012
$5,000
$4,000
$3,000
$2,000
$1,000
$Week 1
(11/4)
Week 2
(11/11)
Week 3
(11/18)
Week 4
(11/25)
Week 5
(12/2)
Week 6
(12/9)
Week 7
(12/16)
Week 8
(12/23)
Week 9
(12/30)
36% y/y increase in sales during the week of
Christmas in 2012
7. 2013 TOP CATEGOR IES
What are people going to be shopping for
this year?
• Gift Cards: 56%
• Apparel: 54%
• Toys: 44%
• Electronics: 39%
8. 2012 ACCOUN T EXAMPLES
Holiday Cards
Gift Cards (buy and sell)
Tech gadget, single product
10. C REATE A NEW BASELIN E
• New customers increased 49% in
holiday months in 2012
• 25% of people shop on sites they
previously had not shopped on
• Most are looking for the best price
• Followed by selection
• People become less brand loyal
11. C REATE A NEW BASELIN E
• Use the spike in demand and first
time customers to create new, loyal
customers
• If you can do this…
•
•
1/3 of the time they will share your
brand with others
Over 50% of the time they will make a
repeat purchase
13. WHY ONLINE IN 2013?
68% - Free Shipping
58% - Online only discounts
46% - Avoiding the crowds
43% - No sales tax
41% - Easy to use website
14% - “nothing would entice me to buy
holiday gifts online”
14. FREE SHIPPIN G IS A KEY D RIVER
Many companies offer free-shipping or qualified
shipping year round, those who don‟t introduce it
during select holiday dates
• A UPS study indicated that 68% of shoppers
have recommended an online store on the basis
that they offered free shipping
• If free shipping is not an option 36% plan to buy
online, and pickup in-store
15. D ISCOUNT SH OPPIN G
• Discounts are more important than ever
• 48% will search for and buy only discounted
items
• 76% will shop discount retailers (73% in
2012)
• 39% will return and then repurchase an item
that goes on sale
• An item being on sale is the primary driver for
making the purchase
16. “WEBR OOMING” AN D “SH OWROOMING”
• “webrooming” is on the rise and is
popular with 65% of holiday shoppers
• 47% want to avoid shipping costs
• 46% want to be able to see the item before
buying
• The likelihood of showrooming is also on
the rise, 63% vs. 56% in 2012
18. ACCOUNT METR IC S
Month
September
October
November
December
AOV
$
$
$
$
184
190
193
215
CPC
$
$
$
$
0.56
0.62
0.71
0.80
ConRate
Purchase
Quantity
2.4%
2.6%
3.1%
4.1%
1.29
1.30
1.31
1.43
• People are more likely to convert, buy more
products, with a higher order value
• These conditions will lead to a more competitive
marketplace – CPCs will increase significantly
19. TIME SHIFT
Latency is cut down, more revenue and
conversions come in on same day as click
Holiday Season
72% of conv
61% of rev
Non-Holiday
55% of conv
46% of rev
26% of rev
14% of conv
after 12 days
31% of rev
24% of conv
after 12 days
20. C HANGE IN C LIC K PATH BEHAVIOR
There is also a change in click patterns, it
takes more clicks to get a conversion
Holiday Season
13% increase in multiclick conversion paths
13% increase in 2-click
path conversions
Non-Holiday
22. IMPORTANCE OF SEAR C H
• Annually, retail is the largest spender on
search by a large margin
• 65% of retail ad spend focuses on direct
response, vs. 35% on branding
• 51% of people are unsure when they will
begin shopping for the holidays
• 30% that do know, plan on starting
before Halloween
24. GENDER DIFFER EN C ES
Index Avg
Men: 54
Women: 22
Boys: 16
Girls: 23
25. R ELATIONSHIP D IFFER EN C ES
Index Avg
Mom: 38
Dad: 29
Husband: 7
Wife: 11
26. KEYS TO SEAR C H
• Reacting quickly to data over the next 2
months is critical
• Start by looking at historical query data
from 2012, by different time segments
• You should know the top performing queries for
the holiday season, as well as on the important
dates outlined
• Structure these keywords in a manner
that allows you to be nimble
27. ALPHA -BETA & SIN GLE KW AD GROUPS
• A Beta campaign is designed to quickly
identify profitable search queries and
eliminate unprofitable ones
• An Alpha campaign is designed to
isolate profitable queries into ad groups
with targeted ad text and landing pages
• The overall objective is to take 100%
control of your queries!
28. ALPHA -BETA & SIN GLE KW AD GROUPS
Query: holiday shoe deals
Ad Group: holiday shoe deals
Keyword: [holiday shoe deals]
Ad Copy/LP: Customized to this query
Negative keyword: -[holiday shoe deals]
Apply to all other campaigns in account
29. R EMARKETIN G LISTS FOR SEARCH
Expand your reach by layering user lists
Relevant
Keyword
Set
Profitable
Keyword
Set
Profitable
Keyword Set
When
Targeting
Relevant Users
Combine with custom messaging
31. PRODUCT LISTIN G AD S
• May „12 Google announces product
results will transition to full pay for
placement model
• Oct „12 Google transitions to full
commercial model, removing organic
shopping results
• Since the switch there has been an
increase in search share vs. text
ads, CPC, CTR, and overall spend
34. PLA TRENDS
PLA CTR has been on the rise for most of
2013, suggesting large increases ahead in Nov
& Dec
35. PLA BEST PR AC TIC ES
• Ability to optimize campaigns will largely
be determined by the quality of your
data feed
• Granularity of product targets is key to
running an efficient campaign, and
maximizing volume
• Group similar products for promotional
text
• Group top performing products
36. 360 IMAGES WITH GOOGLE
Enhance your products in Google
Shopping and PLAs with 360 Images
38. D ISPLAY OVERVIEW
• Unlike search, retail is not the largest industry
on display throughout the year
• However, they do buy the majority of RTB
impressions
• This share goes from ~25% in Q1/Q2 to 36%
in Q4
• CPMs become very expensive, so for nonretail display advertisers – throttle back your
display plans
• Retargeting needs to be a key tactic in your
holiday plans
39. R ETARGETING BASIC SEGMENTATION
Create retargeting lists based on site
interaction, and time passed since interaction
Visitors
Category page
Product Page
Shopping Cart
0 to 3 Days
5
6
7
8
4 to 7 Days 8 to 14 Days 14 to 30 Days
4
3
2
5
4
3
6
5
4
7
6
5
Purchasers should also be a list, and
depending on timing, can be utilized in different
ways
40. R ETARGETIN G FOR TH E H OLIDAYS
• Create new lists for holiday
segments, with shorter pixel windows
• Create targeted messages based on
site interaction to encourage purchase
• Gradually lift frequency caps on
appropriate segments as holiday season
moves on, and purchase deadline
approaches
41. V I S I TO R S E G M E N T S – G O O G L E A N A LY T I C S
42. D YNAMIC RETAR GETIN G
Dynamic retargeting allows for custom
messaging and product targeting, especially
useful for abandoned shopping carts
43. SAVING FOR N EXT YEAR
Use your holiday retargeting lists to target
these customers post-holiday season
• Retargeting is the best performing
display format year round
• Leverage your newly expanded lists to
create new, loyal customers in 2014
• Valentine‟s day in particular is a great
target depending on product
44. YOUTUBE VID EO AD S FOR DR
If executed properly, YouTube TrueView ads
can act as a great direct response medium
• Creative needs to be created for this
purpose, with strong call-to-action
• Take advantage of lower TrueView CPCs
46. MOBILE BY TH E N U MBER S
• 68% increase in online sales from
mobile in 2013
• 13% of online sales in during the 2012
Holiday Season happened on mobile
• Projected to be 16% in 2013
• 1 of 3 holiday shopping queries
happened on a mobile device in 2012
• Mobile usage peaks during “in-office”
hours, while tablets peak after-work
47. THE POWER OF MOBILE
Mobile‟s ability to bridge the online and
offline shopping experience presents
unique opportunities. This season mobile
devices will mostly be used to:
•
•
•
•
•
Make purchases
Research products
Check prices
Read product and store reviews
Locate retail locations
48. MOBILE PURC H ASES
As more apps and sites optimize their
mobile checkout experience, the barrier to
transaction is lowering dramatically
• 57% of retailers have invested in
optimizing their mobile websites in
the past year
• 18% claim “they are not easy for
shopping” compared to 28% in 2012
49. C OMPANION SH OPPIN G
• 84% of shoppers use smartphones as
in-store shopping companions
• 69% use Google for mobile price
research, 57% turn to Amazon
• 1/3 use their phones rather than talking
to an employee
50. IN STORE OFFER S
Using Swirl, Timberland ran
a 20% in-store only
discount at two retail
locations
• 72% of offers were
opened
• 35% were redeemed
51. IN STORE SH OPPIN G AID S
Lowe‟s uses companion features such as
delivery/pick-up method and item locator
54. MOBILE PROD U C T LISTIN G ADS
On Oct 17th Google updated the look of
mobile PLAs on the SERP
If you are not opted-in to mobile in your
PLA campaigns, time to test or re-test it
55. APPS: KEEP TH E GOOD TIMES GOING
Interest in apps has peaked between
Christmas & New Years for the last 3
holiday seasons
56. C LICK TO INSTALL AD S
Have a mobile app? Your peak is from
Christmas to New Years. Take advantage
of this time to make a strong push
• Mobile Ad Extensions on Google Search
• In-app click to install products
(AdMob, inMobi, etc.)
• New Facebook App ad formats
57. N EW FACEBOOK APP AD S
App Ads for Installs & App Engagement Ads
59. SOCIAL INFLU EN C E
• 67% purchase a gift they found on social
media
• 65% of shoppers use social media to find
the perfect gift
• 54% use social media while shopping in
stores
• 44% discover holiday deals through peer
recommendations
• 25% say peer recommendations on
Facebook and Twitter are the leading driver
of holiday purchases (runner-up TV
commercials at 13%)
61. SOCIAL SALES
Social media played a very small part in
driving revenue in 2012, with most retailers
expecting it to drive less than 5% of sales
this year
• Facebook ad formats and targeting has
vastly improved year over
year, suggesting better performance
may be ahead
62. FACEBOOK FOR MATS
• The introduction of newsfeed “dark
posts” has led to huge performance
gains in 2013, greatly outperforming
sidebar placements
• Leveraging FBX as another retargeting
medium has been very successful
• Mobile CPCs are still low compared to
mobile search
64. FACEBOOK: C U STOM AU D IENCES
Another area of opportunity to use are
Custom Audiences
• Target current customers with specific
messaging and offers to aid brand
loyalty
• Use lookalike audiences based on past
purchasers to reach relevant, new
people
65. THE INFLUEN C E OF TWITTER
1.9x more retailers on Twitter y/y
“Twitter has become an essential way for Target to
give our guests the inspiration and ideas they crave
whenever they’re in the mood to shop,”
- Shawn Gensch, SVP of Marketing, Target
With more retailers turning to Twitter, expect
more customers to directly reach out to these
companies for various reasons
68. C ONTINUING TR EN D S
• 2013 will be the biggest holiday season ever…
the growth will continue next year
• Online sales growth will continue to outpace instore growth
• Mobile and Social will continue to play an
increasingly important role, this puts more
emphasis on the need for attribution
• As more dollars shift online, new and improved
ad products will continue to drive efficiency for
advertisers
69. GOOGLE SHOPPIN G C AMPAIGNS
Open to a limited number of advertisers
through Q4, complete roll-out in 2014
• Streamlines PLA management
• Ability to create custom labels
• Provides advanced reporting
• Competitive data
• Basically… more like regular search!
74. KEYS TO WIN N IN G TH E H OLIDAYS
1. Analyze your data… know it inside and out!
2. Utilize all ad formats at your disposal
3. Timing is critical; create a roadmap for all
channels, across all devices
4. These are year-round improvements, the
holiday season only exaggerates their
importance.
77. The Online Super Bowl
Keys to Winning the Holidays
Mason Garrity
Account Director, 3Q Digital
mason@3qdigital.com
@masongarrity
@3qdigital
Editor's Notes
Forrester, Google, comscore, emarketer, 51% are unsure when they’ll start shopping, GoogleForrestr says 30%
http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billionhttp://fashionista.com/2012/11/cyber-monday-2012-was-the-biggest-online-shopping-day-in-american-history/Emarketer retail roundupOnline Black Friday sales increased 28%, but in-store sales actually decreased 2% in 2011 (shppertrak) Outside of 55+, every demographic plans on doing more of their shopping online than in stores this year, googleCyber Monday was the biggest shopping day in American history, this year should replace itMost people are expecting the best discounts to be on xgiving, black Friday or cyber monday
http://www.accenture.com/us-en/Pages/insight-holiday-2013-shopping-trends.aspxUPS – survey on free shippingBargain hunters take note: free-shipping offers will not be hard to find this holiday season. According to Shop.org’seHoliday survey conducted by Prosper Insights & Analytics, 16.3 percent of retailers will offer their first holiday free shipping offer by the week of October 28; more than one-third (34.9%) say they already offer year-round free shipping, compared to 23.1 percent last year. Additionally, more than half (51.2%) of online retailers surveyed plan to start their online holiday marketing promotions by Halloween. (NRF)
http://www.accenture.com/us-en/Pages/insight-holiday-2013-shopping-trends.aspx43% if on sale, vs. 34% best choice
AccentureKnowing that consumers increasingly use their smartphones and tablets to research and purchase products, retailers have prepared accordingly. . More than half (57.4%) have invested in optimizing their mobile websites, nearly four in 10 (38.3%) have invested heavily in the smartphone user experience, and one-quarter (25.5%) say they invested in mobile commerce apps for smartphones.
Google 3 strategiesforrester
Data source : Ad Age, “Timberland, Kenneth Cole Track Shoppers Who Opt-In For Deals,” August 26, 2013