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The Every Day Digital

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  • Key Insights From Holiday Shopping Research

    Based on research among tens of thousands of shoppers, carried out in December 2015, here are the key insights for marketers and advertisers for Holiday season 2016.

    • Promotions play a role in influencing purchases – As high as 38 percent consumers sign up for retailer’s newsletters and as high as 35 percent search on the retailer’s website for discounts or coupons.

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    Takeaway – Ensure that you have a sign up form for newsletters and your offers and coupons are advertised prominently as well as discoverable on your website. Given the high incidence of Mobile traffic, target deals and coupons for mobile searchers and optimize your emails for mobile audiences.

    • Free Shipping and discounts are the biggest draw, however Free Returns Shipping is a big draw too.

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    Takeaway – Free returns shipping will help you target first time purchasers and risk averse audiences.

    • On-Time Delivery is important for Customer satisfaction. Delivery Delays lead to a decline in satisfaction and diminish likelihood to recommend.

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    Takeaway – Do not over-promise as delays in delivery can lead to an overall decline in satisfaction and negative word of mouth can hurt your brand.

    • One-day and two- day shipping orders were the least likely to be delivered on- time. The brands need to be prepared for expedited delivery options.

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    Takeaway – Offer “Order online and Pick Up In-store” as an option to shoppers so that their plans are not hampered by any unnecessary delays and prevent any remorse and negative word of mouth.

    • Bizrate Predicts nearly 40 percent of orders will be made on Mobile.

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    Takeaway – Prioritize a Seamless mobile checkout experience. Optimize browsing experience across devices. Advertisers can also plan for cross device targeting and offer seamless experience across devices.

    • Mobile users compare  prices and read reviews in addition to making purchases.

    screen-shot-2016-09-30-at-1-46-08-pmTakeaway – Make Prices and product and store review visible for Mobile users with Mobile responsive designs. With a mobile optimized experience, brands can target cross-device users throughout the buyer journey.

    • Nearly 58 percent of Holiday Shopper use a phone that is capable of accessing Apple Pay (36 Percent) or Samsung Galaxy (22 Percent).

     

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    Takeaway – Support Mobile payments  for mobile users intending to use newer payment technology.

    For more information, Click here. Bizrate Annual Holiday Study was conducted among N=18,009 online shoppers in the US and Canada, collected between Nov 1, 2015 – December 31, 2015

    Source: Connexity

  • Location Based Searches Skewed Towards Mobile

    Mobile search trends based on 3.5  Million mobile site visits and hundreds of millions of online visits, conducted in 2016 for a four-week period beginning April 10 and ending May 7, 2016, found that for some sectors, primarily Food and Beverage category the smartphones and tablets account for dominant share of site visits. For Food and Beverage category, mobile site visits are at 72 percent of searches that result in a visit.

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    According to Hitwise, the research pointed towards a similar trend in Health industry, “The Health industry, too, sees a similarly high share of searches being initiated on a mobile device with 68% of searches resulting in a click to this industry coming from mobile. ”

    For retail 56 percent of searches that are site visits are from Smartphones and tablets. Location-based mobile searches are heavily skewed towards mobile and include words like “near me,” “hours,” “24 hour” and those that start out with “where to buy…”.

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    Mobile searches that included words “return policy,” “price match” or “reviews” were initiated on a mobile device at least 77 percent of the time and cue in higher purchase intent.

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    To know more, Click here.

     

  • Facebook Improves Canvas Ads

    screen-shot-2016-09-30-at-9-27-05-amFacebook introduced Canvas, an immersive mobile ad experience, earlier this year. Recently Facebook allowed advertisers to create customized audiences for Targeting users that interact with Facebook Canvas Ads. Canvas is a full-screen, mobile ad experience on Facebook that loads nearly instantly.

    According to Facebook, the success from Facebook Canvas ads has delivered results across verticals. As seen for a sweepstakes promotion for  Royal Caribbean  for a chance to win a free cruise on its new ship, Harmony of the Seas—the largest cruise ship in the world. Facebook shared that the advertiser saw marked decrease in Cost Per Action and an increase in Time Spent on the ad, giving a higher than expected return on the campaign.

    Facebook launched Canvas for advertsiers with two of the advertising objectives, “Clicks and Website Conversions”. Now Facebook has expanded the capability to include other brand oriented marketing objectives such as Awareness and Video Views,

    “When Canvas initially launched, it was available only in website clicks and website conversions objectives. Now, Canvas is available for a variety of our brand oriented marketing objectives, including brand awareness and video views. This means brand marketers can use Canvas across their range of goals for their campaigns.”

    Facebook also plans to roll-out easy to use templates for advertisers that can help with the creation of Facebook Canvas Ads. To make the experience immersive, Facebook Canvas will be available with a 360 view format and will have capabilities to link to other canvas in place of website links, making for faster downlaods.

    “Adding 360 video to Canvas will give advertisers a unique way to engage people on mobile and encourage them to interact with content……With the ability to link buttons and images to another Canvas, instead of just to a website, advertisers can create a multi-page experience that tells a more in-depth and engaging brand story. By linking Canvases, Beats by Dre could invite people to explore differently colored versions of its iconic headphones, designed after different countries’ flags. When people tapped on their different Beats options, instead of being driven to a slow-loading website, they got another Canvas, loaded quickly, that they could explore.”

    With Canvas Brands can explore newer ways to advertise products and range of services for new launches and campaigns.

  • A Collection of Infographics

    Facebook Marketing
    Content Strategy
    Top Ten YouTube Brands for 2014
    Top Ten YouTube Brands
    CPG Brands Local Awareness Mobile Campaign
    Twitter Mobile App Promotion
    YouTube Statistics
    Nielsen Digital report
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