The Quarterof Christmas

Your digital strategy for this Christmas

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This is the story of the biggest earning period of the year.

A time when people are ready to spend more on gifts to please their friends and family

And as our way of finding ideas or shopping have been deeply transformed by digital, especially among younger customers, the success of Christmas media campaign will rely on brands ability to digitally shine and be top of the mind

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What we know about digital Christmas?

Chapter 1 : Christmas is very special

Holiday foot traffic is down, but sales are going up

2013 20132010

Source: ShopperTrak data for Nov/Dec 2013, as cited in WSJ, Jan 2014. Mastercard, Nov-Dec 2010 & Nov- Dec 2013, $B

(Nov - Dec)

$641$722

Foot traffic went down... but store sales went up.

2010

market insight

Interest in Christmas & Gift related queries across various export markets

Insight: Over the Christmas period, there is a steady increase in demand (queries) for Christmas and Gifts related keywords. As seen, a week before December and first week of December peak in queries (indexed)

Opportunity Consider the volume of queries across the Nordics in comparison to larger European markets benchmarks against Sweden

Action: Do not miss on seasonal searches - customise campaigns for Xmas!

Mobile is integral! Christmas related searches on mobile have grown x3

Q4 2011 Q4 2012 Q4 2013

Source : Internal Google data

Christmas related searches on mobile

mobile focus

Those aged 25-34 spent the most amount of time online shopping (on average 6 hours and 19 minutes) and were the most likely to use their mobile devices to shop (22.2%).

Source : The Logic group, “A window into Christmas shopping habits 2014”, 2013

And m-commerce does not scare the Next Gen

mobile focus

What does this mean for your business?

Christmas is crucial to attract customers new to your brand or offerings, especially younger ones.

mobile focus

Brands need to get ready

now

Chapter 2 :

2012

2013

2011

2014

Christmas related searches ramp up in September

Potential consumers are already looking for inspiration since September!

Source : Google trends

June July August September

Source : Google internal. Indexed queries data based on a selection of key retail categories inc. home, consumer electronics, apparel, beauty & food. All devices data (computers, tablets, smartphones) on christmas season 2012 and 2013.

Queries progressively raise Start adjusting and developing Christmas

campaigns, keywords

CHRISTMAS PREPARATION

CHRISTMAS PURCHASE

Early November to early December

Gradually introduce Christmas KWs and Ads in your product campaigns

WINTER SALES PREPARATION

30 Sept. 7 Oct. 14 Oct. 21 Oct. 28 Oct. 4 Nov. 11 Nov. 18 Nov. 25 Nov. 2 Dec. 9 Dec. 16 Dec. 23 Dec. 30 Dec.

And will be preparing Christmas online constantly until D-day

Mid/late December

Sales and stock clearance - Winter sales

Adjust your ad messaging

“ ‘Millenials’, those aged 16-24 in particular were found to be the

most organised, with almost 44% claiming they did the majority of

their gift buying in or before November.”

And surprisingly enough, even younger customers are already planning the holiday season

Source : The Logic group, “A window into Christmas shopping habits 2014”, 2013

Chapter 3 : How to be ready for Christmas

Customers prepare Christmas online

Source : Médiamétrie, Scope France

Seasonal Brand keywordsIntegrate Christmas KWs into your branded

keywords across all markets

Seasonal generic

keywords*

Your ‘Blast’ Christmas strategy on search for Q4

Adjust your Ad TextsBring specific Christmas messaging

*Consider running a blast campaign for 1-2 weeks. Run generic Christmas related KWs with strong action oriented ads in order to be top of mind among customers

Youtube makes people buy4 in 10 shoppers visited a store online or in-person as a direct result of watching a video.Latest AOL study shows it’s the best social network to introduce new products and close the sale.

Cover search Consider “blast” campaigns and

prepare Christmas keywords and ads

Consider Youtube & GDNExpand your reach and be relevant

Think mobileto increase your shopability

and attract new and younger customers

Moral of the story...