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Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Google 2014 Holiday Trends
5 Internet Secrets That Will Make
or Break Your Season
Cindy [email protected]
Strategic Partnership Manager
Senior Marketing Manager
netsertive.com
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
#AssertiveOnlineMy Business is #AssertiveOnline with @Netsertive
Twitter Q&A
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
5key trends for
holiday 2014
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
1Online engagement will be paramount
to holiday success
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Looking back: Mobile during 2013 holiday
5toys bought
per second
on mobile
devices on
Amazon
35%Of website
traffic in
Q4 ‘13 was
mobile
40%Black Friday
e-commerce
purchases
on mobile
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
60%of total digital media
time spent
mobile milestones:
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
mobile milestones:
38%of total traffic
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
71%of smartphone consumers
have used a store locator to
find a store
Mobile plays a crucial role in shopping research, beyond
m-commerce
93%of mobile researchers go on
to complete a purchase of a
product or service
46%of showrooming shoppers
still ended up making a
purchase in-store
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Lead consumers to your store or website
Research online
=
Search MarketingAd
Compare online, touch in-store
=
Search MarketingAd
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
40% of purchases are
made crossing
channels
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Give customers what they are looking for instantly
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Be personal
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Be present
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
Seasonal automotive trends
Source: Google Internal Data, 2013
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
Automotive: New model spikes research
Sources: Google Trends <google.com/trends> & Google Keyword Planner
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
1Tent pole events will no longer
be a single day
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
Black Friday turns gray…
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Day 1 Day 4 Day 7 Day 10 Day 13 Day 16 Day 19 Day 22 Day 25 Day 28 Day 31 Day 34
2012 2013
Thanksgiving
Day
Black
Friday
Cyber
Monday
Black Friday Query Demand
Black Friday
Query Demand +27%
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
15%
5%
9%
19%
48%
I've already started before Labor Day before Halloween Black Friday/CyberMonday
early December
EARLY START29% of shoppers will have
started holiday shopping
before Halloween
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Match the customer demand calendar
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
Home furnishings trends
Sources: Google Trends <google.com/trends> & Google Keyword Planner
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
1More opportunities to influence always
connected consumers
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
daily time spent with digital
2010 2013
Shoppers are constantly connected…
3:11
5:46
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
0
2
4
6
8
10
12
14
16
18
Hours spent researching for holiday purchase
2012 2014
76% using online resources
Google Confidential and Proprietary 25Google Confidential and Proprietary 25
78% of consumers are not loyal to a particular brand
And they are open to influence…
57% of holiday shoppers don’t have a specific products or
brand in mind when they begin their holiday shopping
Google Confidential and Proprietary 26Google Confidential and Proprietary 26
512
2010 2013
Influence shoppers before they
visit your store
Google Confidential and Proprietary 27Google Confidential and Proprietary 27
Audio video installation trends
Sources: Google Trends <google.com/trends> & Google Keyword Planner
Google Confidential and Proprietary 28Google Confidential and Proprietary 28
Retailers andStore Visits
69% YouTube
64% Twitter
61%
Word of Mouth
74%
Google Confidential and Proprietary 29Google Confidential and Proprietary 29
Create useful contentEngage with the connected consumers
Google Confidential and Proprietary 30Google Confidential and Proprietary 30
Create informative content
Google Confidential and Proprietary 31Google Confidential and Proprietary 31
1Fewer store visits but more
value per visit
Google Confidential and Proprietary 32Google Confidential and Proprietary 32
2010 2013
38
17
fewer visits to store…
Footsteps in billions
(Nov-Dec)
Google Confidential and Proprietary 33Google Confidential and Proprietary 33
$681$783
2010 2013
…but more purposeful
ecomm +57%
offline +13%
retail sales in $billions
(Nov-Dec)
Google Confidential and Proprietary 34Google Confidential and Proprietary 34
…which makes each visit twice as valuable
2010 2013
$17
$42
(offline)
Google Confidential and Proprietary 35Google Confidential and Proprietary 35
Measure cross channel impact
In-Store Visit Beta
Enables advertisers to measure how
Google Search traffic is driving store
visits across mobile, tablet and
desktop devices.
In-Store
Transaction Beta
Effectively measurement of offline sales driven by AW clicks through
importing offline point-of-sale transaction data into the Adwords
interface.
Google Confidential and Proprietary 36Google Confidential and Proprietary 36
1Pricing & shipping will
drive purchases
Google Confidential and Proprietary 37Google Confidential and Proprietary 37
92%are checking online for best prices
Google Confidential and Proprietary 38Google Confidential and Proprietary 38
#1comparing prices is the number 1
reason smartphone owners
search in-store
Google Confidential and Proprietary 39Google Confidential and Proprietary 39
if shipping is free
8 out of 10 will wait…
Google Confidential and Proprietary 40Google Confidential and Proprietary 40
The Faster, The Better
9%
14%
18%
75%
None of the above
Same-day shipping for a premium
Next-day shipping for a small premium
Expedited (2 to 3) day free shipping
When buying online, if a product is available from multiple retailers at the exact same price, would any of
the following shipping offers sway your purchase decision?
Google Confidential and Proprietary 41Google Confidential and Proprietary 41
Procrastinators Get One More Day to Ship
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
2-Dayshipping
Overnightshipping
Google Confidential and Proprietary 42Google Confidential and Proprietary 42
(Just don’t over-promise
and under-deliver)
Google Confidential and Proprietary 43Google Confidential and Proprietary 43
Top Holiday Trends for 2014
1. Online engagement will be paramount to holiday success
2. Tent pole events will no longer be a single day
3. More opportunities to influence always connected consumers
4. Fewer store visits but more value per visit
5. Pricing & shipping drive purchasing
Google 2014 Holiday Trends
Google Confidential and Proprietary 44Google Confidential and Proprietary 44
1Happy holidays from
Google & Netsertive!
Google Confidential and Proprietary 45Google Confidential and Proprietary 45
Google 2014 Holiday Trends
5 Internet Secrets That Will Make
or Break Your Season
Cindy [email protected]
Strategic Partnership Manager
Senior Marketing Manager
netsertive.com