Unwrapping Holiday Shopping Trends: Tips to Maximize Performance
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IT’S ALREADY NOVEMBER! What does that mean for retailers/ecomm marketers? You’re late for the Holiday Shopping planning-party. Don’t worry, we’ve got you covered. Listen to digital media experts from Elite SEM and Kenshoo for a dive into this year’s Holiday Shopping trends and what they mean for you. We unwrap the latest data and reports—think Amazon, mobile, and AI—and summarize everything you need to know this season. This insightful webinar recording covers: - Top trends + growth opportunities - The impact of ecomm growth on in-store sales - Mobile… We all know mobile continues to grow, what’s different this year? - Best practices for cross-channel reach + performance
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Unwrapping Holiday Shopping Trends: Tips to Maximize Performance
- 1. Unwrapping Holiday Shopping Trends: Tips to Maximize Performance October 2017 ELITESEM.COM CONFIDENTIAL
- 2. ELITESEM.COM CONFIDENTIAL Sr. Director, Client Services Chris Chang Elite SEM Strategic Agency Partner Andrew O’Connor Kenshoo
- 3. Agenda A Look at the Landscape Top 6 Trends this Season Tips to Maximize Performance Recap: Where to Begin/ Check-in ELITESEM.COM CONFIDENTIAL
- 5. ELITESEM.COM CONFIDENTIAL | 5 Setting the Stage: What We Know
- 6. holiday trends US Ecommerce Sales Up 17% But in-store engagement still matters ELITESEM.COM CONFIDENTIAL | 6
- 7. holiday trends Mobile is Officially King mPurchases on the rise ELITESEM.COM CONFIDENTIAL | 7
- 8. ELITESEM.COM CONFIDENTIAL | 8 2017: 6 Trends to Follow
- 9. starting to plan now? You’re Late to the Game Holiday Shopping starts in October ELITESEM.COM CONFIDENTIAL | 9 #1
- 10. ELITESEM.COM CONFIDENTIAL | 10 lowest price wins Discounts & Promotions FTW 74% cite as primary purchase factor #2
- 11. no one-size-fits-all Customers Want Delivery Options In-store Pickup on the Rise ELITESEM.COM CONFIDENTIAL | 11 #3
- 12. Echo, Assistant, Cortana More Using Voice Search to Shop & Compare 2/3 of Voice Search Tied to Shopping ELITESEM.COM CONFIDENTIAL | 12 #4
- 13. friend or foe? Amazon Continues to Reign Marketplace engagement a must ELITESEM.COM CONFIDENTIAL | 13 #5
- 14. time to start testing Top Ad Formats: PLA, LIA, VSP Strategic ad formats and placement will get you in front of the right consumers ELITESEM.COM CONFIDENTIAL | 14 #6
- 15. now that we know the trends… Tips to Maximize Performance ELITESEM.COM CONFIDENTIAL
- 16. AMAZON
- 18. • Pinners are planners. 76% of people save items that they plan to purchase later. • People may take up to 90 days to act (make, buy, or do) on ideas they have found through Pinterest search. Reach people early months weeks days * Pinterest internal data. Search intent in product survey insights. 12/17/15
- 19. 1 9
- 20. 2 0 Sources: 1. Oracle Data Cloud DLX CPG ROI measurement study, 2016 5x Promoted Pins drive 5x more incremental in-store sales than ads on other platforms1
- 21. #1 Showcase AdsCollection Ads INFLUENCE CONSUMERS EARLY Promoted Pins
- 22. #2 SPEED UP YOUR “GO TO MARKET” APPROACH
- 23. #2 SPEED UP YOUR GTM APPROACH Duplicate existing campaigns from previous holidays seasons Leverage your Google campaign structures to reach new audiences on Bing and Pinterest
- 24. Use Campaign Mirroring to copy keyword and shopping campaigns from Google to Bing & Pinterest #2 SPEED UP YOUR GTM APPROACH KENSHOO SEARCH PRO TIP PRO TIP
- 25. Tag promotional ad campaigns with Dimensions to easily filter & refine, and automate #2 SPEED UP YOUR GTM APPROACH PRO TIP
- 27. DEVELOP AN AUDIENCE TARGETING STRATEGY Reach new, high-potential customers and re-engage existing customers #3
- 28. #3 DEVELOP AN AUDIENCE TARGETING STRATEGY “Similar Audiences” + Audience Bid Modifiers “Lookalike Audiences” + Nesting Strategy
- 29. #3 DEVELOP AN AUDIENCE TARGETING STRATEGY Use Dynamic Ads for Cross-Selling & Upselling Use Remarketing Lists for Cross-Selling & Upselling
- 30. #3 DEVELOP AN AUDIENCE TARGETING STRATEGY Use Kenshoo’s Intent- Driven Audiences (IDA) to harness consumers’ Google search intent to autobuild Facebook lookalike audiences PRO TIP
- 31. Automate Audience Bid Modifiers through bidding algorithms to boost bids for your higher performing audiences #3 DEVELOP AN AUDIENCE TARGETING STRATEGY PRO TIP
- 33. #4 PREPARE FOR MAJOR PROMOS Increase bids & budgets across your entire holiday program Manage budget caps so that you are not blocking yourself from potential growth
- 34. Leverage Automated Actions to: - Automatically increase budgets & bids for Sale Days - Schedule campaign & ad flighting #4 PREPARE FOR MAJOR SALES DAYS PRO TIP
- 35. Use Kenshoo E- Commerce to create, manage and optimize product campaigns at scale - starting with Amazon! # 5 SCALE YOUR E-COMMERCE CAMPAIGNS For more information, please visit kenshoo.com/products/kenshoo-e-commerce/ PRO TIP
- 36. Holiday shopping starts in October Discounts and promotions win In-store pickup on the rise More using Voice Search to shop and compare Amazon leading retailer for Holiday Shopping Strategic Ad formats and Placement will get you in front of the right consumers Trends Tips Influence customers early Speed up go-to-market approach Develop an audience strategy Prepare for major promotions Scale your e-commerce campaigns
- 37. ELITESEM.COM CONFIDENTIAL | 37 2017 CRO Holiday Guide Is Your Site Ready? elitesem.com/cro-holiday17
- 38. Thank You! ELITESEM.COM CONFIDENTIAL Chris Chang, Sr Director, Client Services @ Elite SEM chris@elitesem.com | 415.513.5144 Andrew, Agency Partner @ Kenshoo andrew.oconnor@kenshoo.com | 877.536.7462 *8200
Editor's Notes
- Incorporate Kenshoo logo + Holiday visual if possible
- eMarketer trends
- US Retail Ecommerce sales to jump nearly 17% during this holiday season - This doesn’t mean that B&M and offline sales are dead. Ecommerce share of total retail sales during holiday season will hit a record setting 11.5% but that still means over 80% of all retail sales happen offline! Brands need to engage in both arenas. - In-Store Engagement will always matter in the retail space (just ask Amazon). Study conducted shows just a 1% shift in sentiment to purchase digitally vs in-store between 2014 to 2017
- Mobile the priority player: we are (finally) seeing mCommerce sales pick up! People are more comfortable buying directly from their phones than ever before - US mCommerce sales estimated to be nearly 35% of all retail ecommerce sales. - Adobe estimates that half of all online shopping traffic came from mobile in 2016 – expect that figure only to continue to increase in 2017
- Where can we put “1” to count the 6 trends? REPLACE KICKER? 1) Waiting til November? You’re probably late to the game. Holiday shopping season continues to start earlier and earlier. October = when Holiday Season now is beginning. Study by PayPal shows that 1/3 of US internet users start their holiday shopping in October or earlier! Chang Reco: Haven’t considered Pinterest Ads? No better time than now!
- 2) Still a Race to the Bottom… on Price that is Want to get strong engagement? Discounts, sales & promotions are going to be your focal points. Similar to whom/why people engage with PLA ads Price Matters! Lowest price wins. 74% surveyed cited Price being the primary factor on why purchased certain items on Amazon. Chang Reco: Make sure you got deals ready to go and are priced competitively wherever you’re looking to compete from a Paid Media standpoint
- 3) Give Your Customers Multiple Delivery Options – the more options the better! - Brands that offer both home delivery, in store pick up and same day delivery will be the winners here. - Buying online and picking up in-store is now on the rise up to 50% in recent surveys Chang Reco: Multiple delivery options, all expedited, the better off you’ll be! Don’t dismiss the power of driving users in-store. Harness the power of LIA (more on tha below) and star
- 4) The Power of Voice Search - Voice Search done by Echo, Assistant, Cortana, etc are only going to increase this holiday season. eMarketer estimates that 35.6 million US consumers will use a voice-enabled speaker in 2017 - Survey done in May 2017 show that 2/3 of voice searches are used for Shopping & Pricing Comparison Chang Reco: Brands should be engaging with Alexa & Google Assistant where and when possible. Marketers must think about the query context involved with Voice Search and ensure they’re reaching their consumers appropriately.
- 5) Love them or Hate them – brands will need to develop an Amazon strategy Amazon Holiday ecommerce sales will only continue to grow as more product searches continue to begin their. Brands will need to engage with Marketplaces like Amazon and promote their products their accordingly Chang Reco: Make sure you have an Amazon strategy this holiday season. Start leveraging Amazon’s Marketing Services (AMS) and develop campaigns to promote your products on their marketplace.
- 6) Ad Formats that will Work this Holiday Season? PLA, LIA & Visual Search Products Got B&M locations but no Local Inventory Ad Campaigns running? Change that ASAP. PLAs are great and will continue to be a key driver of online retail sales but having both will put you in a better position to succeed (correlates with consumer desire to order online and pick up in store). Chang Reco: Don’t be afraid to test new ad formats too! Google’s Showcase Shopping Ads is a major ad format push being made this holiday season which we feel will have strong success as well as Pinterest as a “planning” platform prior to Holiday Purchases. Engaging in both areas will help you succeed this holiday!
- CTA: For more Holiday Prep, download our CRO Guide to Holiday Conversions WEBINAR Q&A on this slide and next