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  • Key Insights For Holiday Retail 2015

    IBM Watson Trend identified the following shopping insights from this past Saturday and Sunday.

    Online Sales on the Rise: Online sales for the weekend were up 25.5 percent over the same weekend in 2014.
    Consumers Cash in on Weekend Deals: The average order value for the mobile and desktop shopper combined for the weekend were USD 130.57, up 5.5 percent over 2014.
    Tablets Out Spend Desktops: Tablets average order value of $140.70 exceeded that of desktops, which ended the day at USD 138.30. Smartphone shoppers spent USD 111.29 per order, an increase of 6.1 percent over 2014.
    Smartphones Shoppers Dominate: Smartphones remained the shopper’s device of choice. Smartphones accounted for 44 percent of all online traffic, more than three times that of tablets at 14.1 percent. Smartphones surpassed tablets in sales, driving 18.6 percent of online sales (up 65.7 percent over 2014) versus tablets at 17.7 percent.

    According to Internet Retailer, Early reports suggest that online sales momentum generated over the weekend has carried over into Cyber Monday. Through 10 a.m. Eastern time on Monday, Adobe was reporting online sales for the day of USD 490 million, up 14% from the same day last year, with mobile accounting for 53% of traffic to online retail sites and 32% of sales.

    Five Charts That Will Make You Rethink Your Search and Remarketing Campaigns

    Share of Online traffic from Mobile is highest for different times of day on Cyber Monday and seasonal shopping days than from Desktop  as seen from Exhibit A. The trend is more pronounced in the case of Smartphones as can be seen from Exhibit B.

    Exhibit A*

    Online Traffic

    Mobile1

    Exhibit B*
    Mobile2
    Exhibit B1*

    CONVersionrtdm

     

    Though Smartphones dominated sales volume, Conversion Rates from Desktop was the highest on Black Friday at 6.2 percent followed by Tablets. Conversion rates also vary for time of day as can be seen from Exhibit  B1 for Cyber Monday.

    Exhibit C*
    Mobile4CR
    Exhibit D*
    SPDTTCR

    Total Conversion Rates for November are higher than earlier months.

    Exhibit E*
    BFTCR
    Key Takeaways For Advertisers
    The build up of mobile traffic for different devices takes up at different times of the day, making it important for search marketers to target audiences across devices with cross-device optimization for the campaigns to be discovered across devices.

    Early Read Analysis from Channel Advisor gives a surge in online traffic for Black Friday, Thanksgiving and Cyber Monday takes place at different times of day. The conversion rates for different devices vary for Time of Day, giving insights into the likelihood of audiences shopping for your products at a certain time of day, while they may have searched at a different time. A surge in Mobile traffic for seasonal shopping days takes place at different hours from surge in conversions, as Conversion rates peak at different hours, making it important for marketers plan the search and remarketing campaigns accordingly.

    TrendBFCM

    CMTF

    Plan your campaign objective for Mobile with search marketing to gain impression share for Time of Day when audiences are most likely to be looking for deals on different channels.

    Since Conversion rates are higher for the seasonal shopping months, marketers need to optimize for Clicks in for online Shopping days when audiences are most likely to convert for each device.

    While the conversion rates are higher for Desktop and Tablets, Smartphones dominate mobile shopping making it important for App messaging and campaigns to be coordinated with search and remarketing campaigns that promote your most searched products and categories.

    *The data used in the charts is generated from IBM Watson Live trend report and needs to be verified for specific products and category and time of day may vary for different zones.

  • Key Insights For Targeting Millennials This Holiday Season

    Video and Mobile are the most important content discovery digital tools and channels for Millennials. According to a study by Animoto,

    • 80 percent of millennials consider video content when researching a purchase decision
    • 7 out of 10 millennials are likely to watch a company video when shopping online
    • 76 percent of millennials follow brands on YouTube
    • 60 percent of millennials prefer to watch a company video over reading a company newsletter

    Mobile_Video_Millennials

    VM

    Match Product Mix To Your Target Audience

    MillennialsRetail
    According to Nielsen research, Many Millennials frequent WalMart, however Target is the preferred brand for Upscale Millennials. Target has focused on capturing the upscale Millennial market with a strategy focused on designer partnerships and niche home product lines. Depending on your Brand’s strategy plan an engagement strategy for sharing products that your target audience is most likely to be interested in. Use Video as far as possible in your brand site, as Millennials prefer to watch a video than read a catalog and 80 percent Millennials, view a video about the product while researching the product.

    Media Strategy Based On Audience’s Viewing Habits

    According to Google Insights, Millennials view video content from Smartphones and brands targeting audiences with mobile video creative are most likely to engage and deepen social media engagement.

    Mobvidmillenials

    According to Social Bakers Brand posts achieve 24 percent impressions from Viral i.e. shared media and Organic reach unlike Media publishers posts where 98 percent posts are viral or organic. Therefore for Brands promoting posts and advertising on social networks is important to achieve the share of visibility targets. Also, nearly 80 percent Millennials have liked a video post which makes for a better interaction rate.

    pie-charts-small
    Target’s strategy of focusing on Niche products and promoting products with Video advertising and Social Media posts seems to have paid off with a growth in subscribers and YouTube video views and Facebook Fans.

    Target’s Facebook social media posts are a combination of useful content in video format and Black Friday deals. Overall Target increased Digital’s share of media spend by 30 percent for holiday season.

    VidsubsYT Target

    Make Video Content That Resonates

    Target has followed Brand Storytelling approach that engages users with an approach that cues in great offers and deals for Holiday Season and followed it up with a promotional video spot that announces Ten Days of Deals, with the Gingerbread Man reading the weather forecast.

     

     

    VidviewsYT

     

    Use Influencer Marketing

    Create an influencer marketing program for your brand that lets audiences draw upon useful tips, How-to’s and ideas. The Home Depot that has higher on average video views has a successful Content Strategy that features content which audiences find useful. To increase the trust for Brand’s Content The Home Depot uses Influencers successfully to get the content discovered , viewed and shared. The Home Depot Influencer Marketing program engaged Martha Stewart, for tips on Seasonal Decor Ideas including DIY content such as making a cupcake stand.

    HDMStewart

    Content Relevance

    In another example from Walmart Food Hacks are gaining popularity with simple to-do recipes for Holiday Season. For your content to be shared, content  relevance is key for gaining the audience attention and time.

    Video Millinnials

  • Cyber Monday Online Sales To Exceed USD 3 Billion

    ToysCMWalmart introduces Cyber Monday Deals early with a free pick-up is store starting today. With a higher than expected off-take Adobe predicts that Cyber Monday will be the single largest online sales day of the year breaking USD 3 Billion mark, with a 12 percent YOY growth.

    “US consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Heading into Cyber Monday, online only retailers will take center stage and we are still calling for Cyber Monday to be the largest online day of the year, breaking the $3 billion mark and representing 12 percent YoY growth.”

    According to Internet retailer, “U.S. e-retailers collected USD 4.47 billion online on Thanksgiving and Friday, an increase of 18 percent over the same period a year ago, according to Adobe Inc.’s Digital Index and ahead of the overall 15 percent growth pace estimated by the U.S. Commerce Department.”
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  • Mobile Traffic Increases To Nearly 60 Percent For Black Friday

    Smartphones

    TOSBlack
    Conversionrt
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