tips & tricks for digital marketing campaigns this christmas

Download Tips & Tricks for Digital Marketing Campaigns this Christmas

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PowerPoint Presentation

Hosted by:Patrick Conway, Senior Account Manager, AdRoll EMEA

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Tips and Tricks for Digital Marketing Campaigns this Christmas

www.adroll.co.ukIntro: Hi, Im Patrick Conway, Account Manager AdRoll EMEA. If you have any questions throughout this webinar please feel free to use the chat box feature and your question will be answered either during or after the webinar. The UK remains one of the worlds most advanced ecommerce markets and its digital shoppers and buyers are particularly prolific during the end-of-year period. eMarketer estimates that UK retail ecommerce during this years Christmas season will total 12.80 billion ($20.00 billion) and account for 15.1% of the countrys total holiday season retail sales.

According to eMarketer estimates, total UK retail ecommerce sales are expected to grow 16.5% in 2015 to 52.45 billion ($81.95 billion).While holiday retail sales growth for 2014 is expected to be solid at 2.9%, full-year retail good (up 4.0%), and full-year retail ecommerce great (up 16.5%), holiday season retail ecommerce expansion will trump them all with a 17.3% gain.

With September upon us, 59 percent of retailers in the US and UK have kicked off their holiday promotional campaigns, according to ChannelAdvisors 2015 Online Retail Survey.

Retailers are depending on strong holiday performance. Nearly a quarter (74 percent) of retailers said at least 20 percent of annual sales come during the holiday season.

Black Friday and Cyber Monday have been key profit days. Among US retailers, 41 percent said Black Friday was the most profitable day of the year, with 47 percent of UK retailers saying the same.

Patrick Conway () - Remove and Replace With Prospecting SlidePatrick Conway () - Remove and Replace With Prospecting SlideSarah Cunningham () - Need to update to 2014 statsOnline Retail Strategy - Why?

www.adroll.co.ukThe Christmas shopping season is a huge event with total retail sales in the UK alone reaching 104bn in 2014 according to IMRG.

Whether youre driving in-store foot traffic or getting in on the trend in increased online spending, a strong digital strategy that gets your products and deals in front of customers is essential.

AGENDA:

1. Four tips to maximise sales this Christmas2. Customer Spotlight3. Next steps

4. Q&A

www.adroll.co.ukThe Christmas shopping season is a huge event with total retail sales in the UK alone reaching 104bn in 2014 according to IMRG.

Whether youre driving in-store foot traffic or getting in on the trend in increased online spending, a strong digital strategy that gets your products and deals in front of customers is essential.

Tip 4: Be creative with your Christmas adsTip 2: Spread Christmas cheer across devicesTip 3: Expand your reach by retargeting users across web, social and mobile

Tip 1: Implement segmentation strategy and re-engagement tactics

Four tips to prepare you for Christmas

www.adroll.co.ukWe have 4 Tips for the Christmas Season.

(Read out tips)

Tip 1: Implement segmentation strategy and re-engagement tactics

www.adroll.co.uk

Increase CPM bids and frequency caps

www.adroll.co.ukWith online traffic increasing over the Christmas period, so too does competition increase within the display advertising place. With this increased competition, its important to anticipate CPMs increasing. During Christmas we see an increase in CPM bids on Facebooks NF & RHC and also on the general web. Inventory is definitely more expensive and lots of people are fighting for same inventory so it drives the cost up. On web we see up to 160% increase on the CPM. On News Feed we see avg.40% increase and on RHC avg. 150% increase. With that said we recommend increasing your CPM bids to win inventory as well as increasing frequency caps to allow for increased traffic during this busy period. This is truly a time when everybody is fighting for inventory so keep these strategies in mind.

Our first tip is how to implement a segmentation strategy and re engage customers that have shown an intent in your website pages or products. Customers who put an item in their shopping cart are your most valuable, highest intent users. The multi-channel customer journey, as users jump between devices and platforms, has led to high rates of basket abandonment and is projected to be one of the primary ways retailers miss out on sales during Christmas. To counteract this, set up campaigns that target your high-intent users with personalised ads and bring them back to complete the purchase

Timelines to look out for!FRIDAY27MONDAY30TUESDAY1

www.adroll.co.ukSept/Oct: Since September/October, many of you will have already implemented and kicked off Christmas / Q4 campaigns.

As were now in November, advertisers should look to implement a retroactive segmentation based on pages and specific products on your website. As discussed a moment ago, we have the ability to segment intent levels so we can essentially target users who have looked at specific products and pages. Its important to include and target these users in your Christmas campaigns, bidding intelligently according to the different levels of interest and engagement these users have demonstrated.

As discussed a moment ago - competition for ad inventory tends to surge in the run up to Christmas, so be prepared. When people are competing for ads, it drives up pricing. Similarly, when lots of people are clicking on an ad it can dramatically decrease your campaign budget. As a result, you could end up spending your allotted budget in just one day. Ideally, start your campaign early when inventory will be cheaper. However, if like many companies youve waited till November, the best advice is to increase your CPM bids to win inventory and allocate extra budget to prepare for significant traffic increases.

Sarah Cunningham () - +patrick.conway@adroll.com you happy?

Christmas retroactive segmentation strategy

Christmas Campaigns

www.adroll.co.ukAd examples of different verticals (home and apparel)

So with the retroactive segmentation strategy we are going to break down the intent of the users and show how you should target them. As you can see we have broken out our bidding strategy based on the amount of products and pages they have viewed in that cookie duration. So for example if a user is looking at 1 or more pages we like to target them in a 14 days cookie duration with a lower bid on CPM. This user showed interest to your site but are not necessarily the highest engaged user.. yet.

Customers who put an item in their shopping cart are your most valuable, highest intent users. The multi-channel customer journey, as users jump between devices and platforms, has led to high rates of basket abandonment and is projected to be one of the primary ways retailers miss out on sales during Christmas. For people who have looked at multiple pages or products on your website you should start bidding a little more aggressively as they have shown more intent as the user who looked and 1 or two pages. So we target these users for a bit longer - 21 days typically. Finally for users who looked at 4 or more pages have shown a high level of engagement to your site - those are users that are worth targeting so we bid aggressively for them over a 30 days cookie duration.

http://blog.adroll.com/is-australia-set-to-have-their-first-ever-cyber-monday

Christmas loyalty campaign strategyTarget customers who have purchased in the past- return users are loyal users - deliver greater value!

Things to keep in mind:How long does delivery take typically?Average time for repeat purchase?

Ads should incentivise customers to purchase againGuaranteed Christmas Delivery!New products and exclusive offers!Free delivery on orders over X value!

www.adroll.co.ukThis strategy works well for the apparel & home vertical. For apparel - the cookie duration is a little shorter and for home you would generally target for a little longer. You can start to bring in promotions with your advertisements also such as Guaranteed Christmas Delivery, New products & exclusive offers, Free delivery on orders over x .

Tip 2: Spread Christmas cheer across devices

www.adroll.co.uk

Christmas mobile strategy

3 of every 4 smartphone owners will use their devices to research and make purchases1 in 3 Christmas purchases will be made on a mobile device

The Christmas shopping season is a huge event with total retail sales in the UK alone reaching 104bn in 2014 according to IMRG

In 2014, Mobile purchases were up 55% on 2013, to 8 billion eMarketer

MCommerce to account for of UK E-Commerce Sales in 2015

www.adroll.co.ukWe live in a multi-screen world with one person using up to three devices to browse content and shop online. Furthermore, mobile is now the first screen with a majority time share up to 108 minutes per day [4]. When shoppers jump between different devices and apps, your ads should reach them wherever they browse. To ensure you stay top of mind with shoppers wherever they go, take full advantage of every mobile inventory source availableincluding Facebook, and the mobile web.

The abundance of consumer data now available allows marketers to develop a deeper understanding of device usage across operating systems, model, location and more, enabling them to make behavioural predictions and personalise messaging accordingly. For example, customers who are yet to convert can be served an enticing Christmas promotion, gift guide or gift guide to help them follow through with their purchases this season. c

February