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Google 2014 Holiday Trends

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Google 2014 Holiday Trends 5 Internet Secrets That Will Make or Break Your Season Cindy Laning laning@google.com Strategic Partnership Manager Tim McLain tmclain@netsertive.com Senior Marketing Manager netsertive.com


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#AssertiveOnline My Business is #AssertiveOnline with @Netsertive Twitter Q&A


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5 key trends for holiday 2014


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1 Online engagement will be paramount to holiday success


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Looking back: Mobile during 2013 holiday 5 toys 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


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60% of total digital media time spent mobile milestones:


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mobile milestones: 38% of total traffic


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Mobile plays a crucial role in shopping research, beyond m-commerce


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Lead consumers to your store or website Research online = Search Marketing Ad Compare online, touch in-store = Search Marketing Ad


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40% of purchases are made crossing channels


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Give customers what they are looking for instantly


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Be personal


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Be present


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Seasonal automotive trends Source: Google Internal Data, 2013


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Automotive: New model spikes research Sources: Google Trends <google.com/trends> & Google Keyword Planner


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1 Tent pole events will no longer be a single day


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Black Friday turns gray…


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Thanksgiving Day Black Friday Cyber Monday Black Friday Query Demand Black Friday Query Demand +27% Consumers are researching BF information/deals earlier each year


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EARLY START 29% of shoppers will have started holiday shopping before Halloween


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Match the customer demand calendar


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Home furnishings trends Sources: Google Trends <google.com/trends> & Google Keyword Planner


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1 More opportunities to influence always connected consumers


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daily time spent with digital 2010 2013 Shoppers are constantly connected… 3:11 5:46


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76% using online resources


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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


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5 12 2010 2013 Influence shoppers before they visit your store


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Audio video installation trends Sources: Google Trends <google.com/trends> & Google Keyword Planner


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Retailers and Store Visits 69% YouTube 64% Twitter 61% *Stated influence of media touchpoints for recent purchasers when making a decision to purchase **Top 3 roles of YouTube as stated by recent purchasers of auto vehicles, beauty products and smartphones Word of Mouth 74%


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Create useful content Engage with the connected consumers


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Create informative content


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1 Fewer store visits but more value per visit


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2010 2013 38 17 fewer visits to store… Footsteps in billions (Nov-Dec)


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$681 $783 2010 2013 …but more purposeful ecomm +57% offline +13% Note – Slide Animates retail sales in $billions (Nov-Dec)


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…which makes each visit twice as valuable 2010 2013 $17 $42 (offline)


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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.


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1 Pricing & shipping will drive purchases


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92% are checking online for best prices


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#1 comparing prices is the number 1 reason smartphone owners search in-store


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8 out of 10 will wait…


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The Faster, The Better 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?


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Procrastinators Get One More Day to Ship 2-Day shipping Overnight shipping


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(Just don’t over-promise and under-deliver)


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Top Holiday Trends for 2014 Online engagement will be paramount to holiday success Tent pole events will no longer be a single day More opportunities to influence always connected consumers Fewer store visits but more value per visit Pricing & shipping drive purchasing Google 2014 Holiday Trends


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1 Happy holidays from Google & Netsertive!


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Google 2014 Holiday Trends 5 Internet Secrets That Will Make or Break Your Season Cindy Laning laning@google.com Strategic Partnership Manager Tim McLain tmclain@netsertive.com Senior Marketing Manager netsertive.com


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