2017 ecommerce round-table round-up
TRANSCRIPT
2017 Ecommerce
Round-Table Round-Up
Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists
Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy
About Trustpilot
We help people buy with confidence
Sharing experiences builds trust and transparency
We help companies harness the power of
reviews
Windsor CircleOmniChannel Predictive Marketing Platform
- 300+ CPG & RETAIL CLIENTS - 37M+ CONSUMERS
Today’s Speakers
Lewis BrannonSr. Retail Search Manager
Polly FlinchDirector of Marketing
Brittany CapalboGlobal Digital Marketing Manager
Today’s Agenda
❏ What did we see during Black Friday & Cyber Monday?
❏ Amazon’s Growth & Impact on Retailers
❏ Growth of Cross-channel Marketing & Hybrid Strategies
❏ Importance of Mobile in 2017
❏ What’s to come in 2018?
❏ Live Q&A
What did we see during Black Friday & Cyber Monday?
What did we see in Google Shopping? - YOY Trends
Copyright 2017 - Ecommerce Round-Table Round-Up
● Cyber Monday was more successful than BF (significantly more volume as well)● Thanksgiving through CM as a whole was a big revenue mover, more distribution of sales● Showcase shopping contributed to gains in impressions and lowering CTR
○ Big Box Competition (Favoritism?)○ Upper Funnel Nature of Queries
More Emphasis on Shopping? | YOY Trends | Shopping vs. Text
Copyright 2017 - Ecommerce Round-Table Round-Up
● More growth on Shopping, but no efficiency loss on text● Text Ads impression growth is stagnant but CPCs cheaper (faster influx of new advertisers on
Shopping creating higher spike in CPC increases).
*note that average CPCs for 2017 were $0.67 for Shopping and $0.82 for text
What did we see in Google Shopping? -Emergence of Showcase Shopping
Copyright 2017 - Ecommerce Round-Table Round-Up
● Charged on CPE - not CPC
● Less control over settings
● Harder to force display for specific searches
● Great for brand awareness, breaking into new audiences
● Attribution is important
What did we see in Google Shopping? -Emergence of Showcase Shopping
Copyright 2017 - Ecommerce Round-Table Round-Up
What trends did we see in the Ecommerce space?
Copyright 2017 - Ecommerce Round-Table Round-Up
DEALS & PROMOTIONS
> Grey November
> Online discounts same as in-store
EVERYONE ON THE ECOMMERCE TRAIN
> Big-Box Department Stores joined the fray
> Top ten in online transactions:
Amazon,
Best Buy, Kohl’s, Target, Apple, Macy’s,
Old Navy, Home Depot, GameStop, and
Toys R Us.
$14 BillionAmount spent online over
Thanksgiving Weekend (not
including Cyber Monday)
How do the holidays impact customer trends & behavior?
Copyright 2017 - Ecommerce Round-Table Round-Up
During Black Friday 2017, Trustpilot had over 470,000 organic visitors from Google
http://blog.trustpilot.com/blog/consumer-behavior-and-expectations-the-2017-holiday-shopping-report
Amazon’s Growth & Impact on Retailers
Competitive Landscape - Big Box Impression Share
Copyright 2017 - Ecommerce Round-Table Round-Up
What things can retailers do to fight the pull of Amazon?
Copyright 2017 - Ecommerce Round-Table Round-Up
PERSONALIZE THE EXPERIENCE
> Create brand affinity
> Data-backed recommendations &
Marketing campaigns
CHOOSE YOUR DIFFERENTIATORS
> And shout them from the rooftops
50%
($12.78M)
% of online transactions Amazon was responsible
for on Thanksgiving Day & Black Friday
BOTTOM LINE: to do this well, you need data
Is there a way for retailers to differentiate from Amazon?
Copyright 2017 - Ecommerce Round-Table Round-Up
As larger brands move into Amazon’s space and take up market share, it provides an opportunity for mid-size and
niche retailers.
Growth of Cross-channel Marketing & Hybrid Strategies
Hybrid Strategies & Correlated Metrics
Copyright 2017 - Ecommerce Round-Table Round-Up
● Brand Uplift Correlation Measurement
● Conversion Path Reporting
How can retailers effectively market cross-channel?
Copyright 2017 - Ecommerce Round-Table Round-Up
STEP 1: ID THE RIGHT PLATFORMS
> what do you already have?
> how does your existing stack work together?
> how can you make this better?
> what are the gaps?
STEP 3: CAPITALIZE ON THIS DATA
> think beyond the one send - what’s the life of
this campaign?
> Is there an acquisition play? What
about
a retention play?
STEP 2: USE YOUR DATA
> get to know your customers
> predictive recommendations
> smart suppression lists
> 1:1 messaging based on purchase cadence
How do touchpoints matter in Cross-channel Marketing?
Copyright 2017 - Ecommerce Round-Table Round-Up
❏ 88% of consumers consult, on average, 10 sourcesbefore making a purchase
❏ Half of all shoppers visit a retailer’s site or app prior to making an in-store purchase
Leveraging new approaches to marketing such as social proof allows companies to take advantage of the multiple touchpoints customers will inevitably come across
https://www.thinkwithgoogle.com/consumer-insights/the-zero-moment-of-truth-macro-study/
Importance of Mobilein 2017
How has the mobile advertising landscape changed in 2017?
Copyright 2017 - Ecommerce Round-Table Round-Up
● Mobile by far largest growth segment● Mobile conversion volume surpassing desktop for many clients
How has mobile changed the ecommerce landscape in 2017?
Copyright 2017 - Ecommerce Round-Table Round-Up
10.1% Increase in conversion
rate YoY from mobile onCyber Monday
MOBILE SHOPPING CONTINUES TO TREND UP
> Impacts on eCommerce
> Mobile friendly sites (or pages)
> Mobile friendly checkout process or one-
click
check out
> Responsive email campaigns
> Mobile responsive advertising
What are trends that we’ve seen in mobile?
Copyright 2017 - Ecommerce Round-Table Round-Up
Mobile conversions and eCommerce revenue tied to mobile devices continue to increase and are surpassing desktop sales.
https://www.shopify.com/blog/black-friday-cyber-monday-2017-recap
What’s to come for 2018?
What are some predictions we foresee for 2018?
Copyright 2017 - Ecommerce Round-Table Round-Up
● Evolution of dynamic search
● Continued growth of Google Shopping
● Local Inventory Improvements
● Omnichannel Reporting Improvements
What are some predictions we foresee for 2018?
Copyright 2017 - Ecommerce Round-Table Round-Up
SOCIAL IS THE NEW
BATTLEGROUND
BLURRING LINES BETWEEN
ACQUISITION AND RETENTION
What are some predictions we foresee for 2018?
Copyright 2017 - Ecommerce Round-Table Round-Up
Voice search will make its mark
❏ Over 10M Alexa devices are expected to ship by the end of 2017.
❏ Over 60M Americans will use a virtual assistant at least once a month.
❏ From May 2016 to May 2017, increase in Alexa and Cortana’s usage and engagement tripled.
Questions for our Panelists?
Copyright 2017 - Ecommerce Round-Table Round-Up
Lewis BrannonSr. Retail Search Manager
Polly FlinchDirector of Marketing
Brittany CapalboGlobal Digital Marketing Manager