Mobile has gained share as the primary device of research gaining over Desktop only research, with share of mobile research increased to 13 percent from 11 percent. For Mobile Buyers the share of research on Mobile only is as high as 52 percent, as shared by eMarketer.
According to the research study based on 1.7 billion transactions and USD 720 Billion in sales shared by Criteo, App buyers convert faster than the Mobile browser shoppers.
National Retail Foundation is projecting 2015 holiday sales to rise 3.7 percent, reaching USD 630.5 Billion dollars, of which USD 105 Billion Dollars is going to be online sales. Retailers report seeing more than 20 percent of sales being generated in the last 61 Days with Jewelry stores stating as high as 26 percent of the sales are generated during the holiday season. On average Holiday Shopping has seen an upward trend, with Holiday shoppers in 2014 spending an average of USD 802 on gifts, decorations, food and more, compared to USD 767 spent in 2013. Mobile sales reached a new high of 27 percent of online retail sales.
Research shows that free shipping at 86 percent is the most sought after offer from retailers, after price-offs, According to Shop.org’s 2014 e-Holiday Survey 92 percent of retailers surveyed form of free standard shipping during the holiday season with guaranteed Christmas delivery. Among consumers looking for Holiday season Deals 25 Million Consumers stated they would use Mobile only for shopping on Cyber Monday. It,s not surprising that 58 percent of marketers increasing spend on Mobile are planning to invest advertising dollars in paid search to drive mobile shopping (52 percent), mobile email optimization (46 percent) and paid search to drive store shopping (37 percent).
“One clothing brand turned Fashion Week into its own interactive shopping playground. Real-time video, data and rich user-generated content from celebs was combined with user-generated fashion selfies pointing at a curated catalog for real-time shoppable fashion. The result? The brand saw a 75 percent sales uplift on trends featured in the campaign”.
In a report that enlists the 2016 Watchlist “Key moves To Improve Your Digital Marketing Fitness”, published by Gartner, the three key moves that can set your Brand apart from the competition include getting a customer view, investing in Data abilities and being an agile organization. Gartner for Marketing Leaders looks at the Digital activities of brands that have created exceptional customer experiences across channels to help you achieve digital marketing success.
The view propagated by newer competitive environment requires organizations to move beyond a unified view of the customer, to understand how the customers view the organization. Gartner proposes to get a unified view of the customer the organizations need to develop tools such as master audience profile including:
• Demographic or firmographic information
• Website and app activity
• How the customer responds to marketing communications and advertising
• Social behavior
• Data acquired from third parties
Sharethrough and Nielsen, researched native ads performance using neuroscience techniques to understand how consumers react to Native Advertising. Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”.
Native Advertising has been proven more effective than banner advertising and some of the key data points to guide your media planning are:
25 percent more consumers viewed in-feed, native ad placements more than standard banners.
97 percent of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
Native ads registered 18 percent higher lift in purchase intent than banner ads.
Consumers looked at native ads 2 percent more than editorial content and spent the same number of seconds viewing.
To understand the impact of Native Ads, Nielsen showed a video simulating the experience of scrolling through an editorial feed. The feed was paused and the participants were shown either a native ad or an in-feed banner. Using a combination of EEG data— measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants’ focus was being directed.