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  • Bing Ads Key Insights For Holiday 2016

    The US retail sales for Holiday Season 2016 are likely to hit USD 868 Billion with a surge in e-commerce volume, that accounts for nearly two-thirds of the season’s Year over Year growth. According to Bing Ads Insights Report, Search Engine Marketing and Organic searches account for more than 50 percent of all sales and acquisition. Online Search is also termed as the “Preferred Channel” for Gifts Inspiration. Nearly 50 percent of the  planned budgets were allocated for Search Engine Marketing and Search Engine Optimization by Retailers in 2015.

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    With the high search volume, during the holiday season advertisers need to be ready with their campaigns as early as the first week of October.

    According to the Insights report, shoppers search categorically with terms like “handbags,” “dresses,” and “mens wrist watch”. Additionally, nearly half of the top searched keywords included gender keywords “mens” or “women.”

    For Electronics and Electronic Gadgets, the top ten searched keywords, according to Bing’s Internal data for 2015, included: “TVs,” “TV,” “headphones,” “wireless headphones,” and “beats headphones.” Additionally, more than 80 percent of searches were non-branded, however 45 percent of clicks  are accountable to  branded keywords.

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    The search volume for leading categories varies with Gift Cards and Clothing or Accessories  accounting for more than 50 percent of all queries for finding the right gift, according to NRF report.

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    Black Friday Week saw click volume double on mobile, however the clicks declined by 21 percent in Cyber Monday Week. The Desktop/Tablet volume continued to increase by 42 and 8 percent for the two consecutive weeks. The CTR sees two distinct peaks. coinciding with online sales during the Black Friday Week and a in the preceding weeks accountable to the early sales announcement. The CPC on the other hand rises at a slower rate during the preceding weeks with a distinct peak during December, as per the Bing’s internal data for Toys Category.

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    Holiday season shoppers plan their purchases early, making retailers plan for an extended Holiday Season Shopping.

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    According to Bing Ads Insights report, Shoppers are by and large Channel Agnostic. The choice of channel depends on value, convenience and reassurance. Shipping, Price-offs and ease of return with an assured quality are key considerations. Though consumers who search on Mobile and Online, anticipate spending 75 percent more while shopping, in-store.

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    To optimize your campaign for the Omnichannel shopper, here are the key considerations.

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    Ad Extensions in Search Ads are proven to bring forth results over and above Organic search.

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    Checklist For Your Campaigns

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  • Key Insights From Holiday Season Campaigns

    The traffic for Retail eCommerce sales during holiday season is nearly 50 percent mobile. Getting your campaign ready for mobile users, you cannot ignore the Top 25 properties that mobile users flock to during the holiday season. Here is a snapshot of top sites that users access by Mobile vis-a-vis, computers as well as the time spent, as per the Digital Usage Trend report for the month of December by IAB.

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    Facebook is the leading web property as per the comScore US Media Metrix Multi-platform research for December 2015. Google sites are the leading Go-to sites for Internet users on Computers. Nearly 70 percent of the time spent on Facebook is on Mobile.

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    Here are the key insights from note-worthy social media campaigns for Holiday Season.

    Target Launches The Holiday Odyssey

    Target followed a Storytelling approach engaging audiences with a brand experience titled Adventure, where three kids and Bullseye set on a  quest to light up a Giant tree, set in a magical forest. In another video, Target introduced Free shipping and returns with a   story where the adventure is Set on the Whipped Cream Sea, with LEGO pirate ships carrying precious holiday cargo. Target  boosted the viewer engagement with Free Digital Storybook spot “The Holiday Odyssey” featuring the epic adventure. In the  spot titled Undercover, the gang went past the Stormtroopers, through a maze of giant presents as the  quest to light the ridiculously giant tree continued. Target began the Holiday marketing effort,   with first Chapter titled “The Journey Begins”.

    Key Takeaway: Engaging experiences targeted at an audience with storytelling approach requires more than a single post or video for audiences to discover the content. Creating an experience that helps audiences discover about your offers and products with a video makes for more interactions, repeat visits and conversions.

     

    Febreze Lightens Up The Mood 

    With the holiday season advertising being all about miracles, wishlists and Stocking Stuffers, Febreze  created a humorous campaign that is likely to be noticed, much like the Ugly Sweaters for its unmarketing.

    Febreze, a Proctor and Gamble brand took 12 Days of Christmas to the level of a parody by introducing 12 Stinks of Christmas.  Lynch and Morrison premiered their music video during the Febreze #12Stinks of Christmas Party – ugly Christmas sweaters all – at LightBox. Attendees could sing along to the kitschy tune and learn that they can be guest-ready all season long with Febreze through interactive product demos.

    Febreze  reinvented the classic holiday tune, “The 12 Days of Christmas,” to showcase the stinks of the season and how to stay guest ready, with the debut of “The #12Stinks of Christmas” starring the hilarious duo, Jane Lynch and Matthew Morrison.

     

    Febreze boasts a line of products with freshness capabilities that range from ridding of pet odors and tackling sweat stink to decorating the home with scent and freshening on the go and introduced a limited edition holiday line. Febreze continues to be one of the fastest growing brands in P&G’s portfolio of household brands and bring innovative products to market. Fresh air is an essential and basic human right, and that the air we breathe can give us “fresh starts.”

    Key Takeaway: When you need your advertising to break through the clutter, unmarketing may get your brand noticed with a campaign that brings out the unusual.
    Macy’s Make-A-Wish

    Macy’s Make-A-Wish Campaign wove Christmas Magic with a Wish-writer pen that brings magic to unusual situations that makes Christmas look magical. “The star of the commercial is the magic pen, and we were trying to find another way to get engagement — this idea of gamification is the way to do it,” said Martine Reardon, CMO of Macy’s. “It’s our twist of bringing something traditional and nostalgic to the modern way the generations of today work, which is on mobile devices and through apps.”

    Key Takeaway: Making Audiences nostalgic is a way of capturing audience interest and launching your campaign when audiences start looking for gift ideas can help you strike the right chord.
    Walmart’s Retailtainment

    Walmart  followed a retailtainment strategy  introducing Musical scores for Christmas by Craig Robinson that features number of videos  with gifts targeted at different audience segments.

    Key Takeaway: As important as it is to have gifting ideas for a valued shopper, it is equally important to present the ideas in a context audiences find engaging and relatable.

     

    Kohl’s All Together Now

    Kohl’s All Together Now campaign featured gifts  for the whole family, with exclusive deals featured on Social Media Channels.

    Key Takeaway: Kohl’s All Together Now Campaign set the tone for entertaining during Holiday Season where the positioning of “Everything for Entertaining Everyone” made holiday season gift shopping and entertaining seem stress-free. Kohl’s  successfully used All Together Now to position the discounts it has on offer for the season.

  • Holiday Season Online eCommerce To Grow By 17 Percent

    screen-shot-2016-09-27-at-7-12-22-pmThe total retail mCommerce sales are likely to increase by 43.2 percent at USD 115.92 billion. Nearly 30 percent of retail eCommerce sales and 2.4 percent of total retail sales for the year will take place on Mobile devices. As per the eMarketer estimates, by 2020 mCommerce will contribute nearly 50 percent of Total Retail eCommerce sales. Bigger Screens, Better Design and Simpler Payment options are the key factors for Smartphone sales growth. As a matter of fact for the first time in 2016 , mCommerce sales on smartphones at USD 67.23 billion will make for  58.0 percent of retail mcommerce sales.

    eMarketer predicts that holiday eCommerce sales are likely to grow by 17.2 percent to USD 94.71 Billion, representing 10.7 percent of total sales. At the same time, Total retail sales are likely to increase by 3.3 percent to USD 884.5 Billion.

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  • Holiday Gift Guides For Brand Buzz

    hgg1Holiday Gift Guides are a popular way to engage audiences during the holiday season, and publishing guides early in the season engages your buyers well ahead of the prime-shopping time.

    You can start with popular gifting ideas that cue in the season and engage the shopper for all possible options that are available. Content and App marketers that are looking at publishing Holiday Gift guides can start as early as September, with products and gift ideas that are likely to be engaging for the audience.

    A popular approach to Gift Guides is to classify your best-sellers with the price range and promote the collection to an identified target audience. You may choose other themes based on a segment that you are targeting with popular gift choices as seen in “Gift For bakers” image below.

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