According to an IBM Commerce report published by IBM Digital Analytics, Cyber Monday Marketing Campaigns in 2014 yielded an 8.5 percent YOY growth in Online Sales. On Cyber Monday, mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013. Mobile sales were also strong, reaching 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year.
Determining your Digital Play for the Holiday season early helps your brand connect with the customers at the right stage of the buyer journey. The audience engagement is seen to last for a longer period of time with retailers that plan their campaigns sequentially for different days with offers and deals customized for the occasion.
Some of the Best Practices shared by Forrester Research and IBM Commerce, require retailers to plan their Marketing messages and Campaigns to be on time for capitalizing on the retail upswing on Cyber Monday.
Convenience is the key reason driving online purchases with other reasons being shipping offers, in-store availability, online exclusive offers and Gift purchases. In case your customers are looking for a certain experience, you could make Cyber Monday shopping more rewarding with a unique experience.
Walmart has introduced e-receipts that are stored within an app and can be used to store customer data with the receipts being scanned and customers can view the same with an app.
According to a research report, understanding Mobile Path to Purchase in Retail, Mobile now represents a significant portion of Online Retail Shopping with one-third of retail activity being attributed to Mobile devices. Location is the most important factor for Smartphone shoppers while Price and Deals are Top of Mind for the Tablet users. Amazon is the leading Mobile Retailer with 55% of Mobile Retail Reach online and Amazon App represents 79 % of Retail Mobile Web App Minutes.
Apps have the highest engagement rate with 70 % of web time being spent on Apps, compared to 30 % on the web. The Unique Audience reach for Apps is at 38 % and monthly time spent on apps by the retail user is at 46 mins. Android devices contribute to 64 % of the mobile monthly time per person.
60 % of Smartphone Retail Usage is Outside-home while 83 % Tablet Retail Usage is In-Home. 40 % of users used Mobile exclusively to make their purchase decision.
For marketers trying to figure out how much of their advertising strategy and media dollars should be devoted to mobile advertising, it’s natural to turn to “traditional” metrics like CPM and CPC. Fiksu has analyzed more than 2.4 billion app marketing data points from the campaigns of global app brands and, with the exception of social media, it’s very clear that mobile is significantly cheaper than traditional channels like online, outdoor, or broadcast.
Digital Couponing has caught up in the last few years with bulk-deal buying sites, and now with the newer technologies, Digital Couponing is more personalized and individually targeted based on the customer’s geographical location and is not the same as the offers run on a periodic basis.