You Can! Sweet Spot Search and Social

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Advertisers spent 47 percent more year over year on social ads in the second quarter of 2016, as per a research study by Kenshoo.  The study was carried out for campaigns with 550 billion impressions, 11 billion clicks across 20 categories for an estimated advertising spend of USD 6 billion spent during the last five quarters. Smartphones and tablets that are at 64 percent of the total spend make for 92 percent of all advertising spend. Smartphone advertising grew by 63 percent and product ads grew by 71 percent, leading to a total increase in search advertising spend of 10 percent year-over-year. Kenshoo’s study reinforces previous research showing that Facebook advertising makes search campaigns work harder. Adding Facebook Ads to search campaigns boosts campaign performance. Facebook ads are known to increase conversion rates and lower the cost of acquisition.

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Key Insights

There was a 19 percent average increase in total conversions among the people who saw Facebook advertising compared with those who saw just paid search advertising. Advertisers looking at increasing campaign reach with Mobile first audiences should build social media advertising in their campaigns.
Among people who saw the Facebook ads in addition to the paid search ads, there was a 10 percent average decrease in cost per acquisition due to the increase in conversions.
Conversions increased as spending on Facebook ads rose, but there was a “sweet spot,” or minimum and maximum spend level on Facebook, to get the strongest performance at the least cost. Finding the Sweet Spot for your social ad campaigns can help advertisers maximize ROI from search and advertising campaigns.

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Four Actionable Tips From Amazon’s Prime Day Success

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Prime Day proved to be a big hit for Amazon with sales increasing 3X for Amazon Devices in the US. The second annual Prime Day was the biggest Sale day ever for Amazon. Amazon  announced in a press release customer orders surpassed Prime Day 2015 by more than 60 percent worldwide and more than 50 percent in the U.S.

With a pre-sale online deals announcement, Amazon created a Sales Hype for Prime Day. On the sale day, Amazon offered Lightning Deals that proved to be a major draw for existing and new customers. Amazon Fire TV Stick was Amazon’s best-selling device globally on Prime Day saw a price cut of nearly 50 percent as a Lightning deal.

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According to the press release, Small businesses and sellers on Amazon offering deals to Prime members saw orders nearly triple year-over-year on Prime Day – both worldwide and in the U.S. For Alexa Exclusive deals, including non-prime members a USD 10 discount was offered on a purchase over USD 20 made through an Echo, Dot, or Tap device.  Amazon saw one deal purchase being made every second by the Prime members. With better prices, Amazon Prime customers saved almost double the amount of savings in Prime Day in 2015.

Prime Day 2016 highlights from the U.S.
  • Amazon devices were up over 3x compared to Prime Day last year.
  • Biggest day ever for Amazon Echo – up over 2.5x compared to previous record day.
  • The most popular Amazon Dash Button brands purchased on Prime Day were Cascade, Charmin, and Tide.
  • Members purchased over 14,000 Lenovo laptops.
  • Members purchased on average one Alexa-exclusive deal per second during Prime Day using their voice.
  • Prime members had exclusive access to deals on top rated TV series and blockbuster movies to rent or purchase and instantly stream on the Amazon Video app on TVs, mobile devices, Amazon Fire TV, Fire TV Stick, and Fire tablets, or online – the top three Prime Day deal titles purchased or rented were: Deadpool, Kung Fu Panda 3 and 13 Hours: The Secret Soldiers of Benghazi.
  • Customers saved over $1 million on Kindle Unlimited memberships on Prime Day and the Prime Day Lead-up Deal on July 5.
  • The most selected Audible audio-book on Prime Day was A Game of Thrones: A Song of Ice and Fire, Book 1.

Among other notable facts, the more important trends are the use of mobile app among existing users where the orders on the app exceeded last year’s orders by 2X. As many as a million customers used Amazon Mobile App to check deals. Amazon’s Prime Day Sweepstakes received 2 Million entries for Prime Photo Sweepstakes.

  • Prime member orders on the Amazon app surpassed Prime Day 2015 mobile app orders by more than 2x.
  • More than a million customers used the Amazon app for the first time on Prime Day to shop and to watch-a-deal.
  • The Prime Photos sweepstakes had two million submissions worldwide during the lead-up to Prime Day.
Actionable Tips From Amazon’s Prime Day Success
Promote Your Subscription Service with a Free Trial For Increased Sign-ups

A subscription service brings more loyal customers. Amazon’s Prime Membership subscription grew to 63 Million from 44 Million Subscribers. What makes retailers win with a subscription service is that the subscription service customers on average spend higher than the nonmembers. Amazon Prime Members on an average spend USD 1500 annually in comparison with USD 625 spent by Nonmembers. Promoting the subscription service with a sale day events brings in a better rate of conversion and increased purchases.

Encourage App Opens and Site Visits with Exclusive Offers

Offer New products and services. Amazon’s Video Streaming added newer releases that Prime Members could stream exclusively that brought in Prime users to access the content on Prime Day and encourage App opens. With unlimited Video Streaming, users are encouraged to open apps. Exclusive offers that are promoted with special Prices such as Lightning Deals on a sale day  get a higher take-up rate. The deals announcement prior to the sales event and as Lightning deals proved to be a big draw.

Create a Win-win with Deals

Amazon’s Prime Day provided better savings in comparison with the last year’s sale. Prime Day was a great savings day too – members globally saved more than double on deals over Prime Day 2015. Offering value to customers with  sign-up deals brings in value seekers. Promoting your offers and products and up-selling can bring in increased revenues. Sale Day events are targeted at increasing the subscription service base, however to increase revenue from the subscribers, retailers need to look at revenue generation post the sale day event.

Include Deals and Offers On Staple products

New offers, game-changing products, Free Trials and Prizes and contest prizes can bring in new sign-ups and increase the engagement with  your existing customers to participate in sale day events however, including deals and offers on products that are the staple of your business can increase the sales and revenue. As seen for Amazon Prime Day the biggest increase came from staple household products.

  • Members purchased over 215,000 Instant Pot 7-in-1 Multi-Functional Pressure Cookers.
  • Members purchased over 200,000 headphones.
  • Members purchased over 24,000 Double Hammocks by Vivere.
  • Members purchased over 23,000 iRobot Roomba 614 Vacuum Cleaning Robots.
  • Members purchased over 14,000 Lenovo laptops.

Alexa Reveals Exclusives For Amazon’s Prime Day

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Amazon’s Prime Day for Amazon Prime subscribers – a subscription service that comes with a free 30 Day Trial, changes the game with a two-hour delivery promise for the Amazon Prime subscribers on the Prime Day. Amazon has Countdown Deals that are featured on Amazon.com, however Alexa, the virtual assistant available on Amazon Echo, Echo Dot and Tap, has exclusives that are going to be revealed a few days prior to the event.

Here’s a little ditty from Alexa on Amazon Prime Day, “Tell secrets I cannot, but since you ask, this hint is what I’ve got. On July 8, early birds get their meal, so ask me then, and I will reveal some deals.”

 

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Amazon’s Content and campaign for Prime Day engages audiences with a commercial that builds on the retailer’s location-based offers, where audiences are engaged with a slew of content, targeting audiences with Contests, Sweepstakes, Video advertising and Social Media Posts. Amazon has already started offering “Prime Day Countdown Deals“. With the Deals locator users can locate countdown deals on offer based on target location. The Amazon app has regular updates on deals that are going to be available.

 

Amazon’s audience engagement is centered around offering a Preview of tracks that are available for Amazon Prime Music and a photo contest that requires users to upload a photo with no purchase necessary. Amazon’s social media strategy centers around engaging users with a poll for Prime day.

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Amazon’s Prime Day Product Deals are available with Countdown deals that are announced on Amazon.com Every day. According to a CNet update, Amazon plans to offer Alexa Powered Specials for Prime Day that makes Virtual Assistant as a Must have for scoring on the Prime Day.

Amazon’s engagement for Prime Day centered around deals on offer has  generated over 24 Million impressions, with Amazon.com being the lead source of traffic.

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With Alexa Buying Products Is As Easy As Saying “Yes”

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Alexa-swear-930x477Amazon’s Alexa, a virtual assistant that allows users to add voice commands by speaking into the Echo speakers, can now order over a Million products on Amazon. According to The Verge, ” if you say, “Alexa, enable NBC News,” or “Alexa, enable Fitbit” or “Alexa, enable Dad-Bot”  to an Echo speaker, the smart software will add those third-party skill sets to your set up, so you can issue more voice commands for those apps”.

With Amazon Echo, Echo Dot, Amazon Tap, or Amazon Fire TV, you can order over a Million products available on Amazon. The Voice Command has been activated for Amazon Prime subscribers. The Virtual Assistant cannot order apparel, shoes, jewelry, watches, Amazon Fresh, Prime Pantry, Prime Now, or Add-On items.

Virtual assistant Ordering brings a new challenge to the Virtual assistant space where brands were vying for conversational commands and adding skills such as making a shopping list or checking the flight status. Amazon Alexa’s Skills Kit was recently upgraded with 1400 Skills that allow users to enable Skills from Third Party Apps by simply speaking into the speakers with the command “Alexa Enable”.  “Now people who own devices like the $180 Echo and the $130 Amazon Tap can enable new skills, or capabilities, simply by saying, “Alexa, enable” and then saying the name of the desired skill. Until now, you had to retrieve your phone or tablet, find the skill, and turn it on.”. according to Venture Beat. Some of the updates on Amazon’s Alexa are:

  • There are now over 1,400 Alexa skills and the catalog has grown by 50 percent in just over one month
  • Customers have made over 3 million requests using the top 10 most popular Alexa skills
  • Since January 2016, selection of Alexa smart home API skills has grown by more than 5x

A comparison of Google Home scheduled for launch later in the year and Amazon’s Alexa shows Amazon is far ahead in the game, though Google Home has unique features such as the synced audio playback to multiple devices.

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With a  Virtual Assistant Interface, the buyer journey is now redefined as users can now buy products with voice commands. The Path To Purchase is redefined to  “No Click Ordering” with the Virtual Assistants.