Post on 14-Jan-2017
ABOUT NETELIXIR
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Our Team: 100+ fanatically analytical search marketers, operating in three countries.
Our Partnerships: We are a Preferred Partner of both Google and Bing .
Our Value: We combine our expertise and our proprietary technology to generate demand for your digital storefront and convert it into sales
TECHNOLOGY{ }
PAID SEARCH& SHOPPING
MANAGEMENT
SEARCH ENGINE OPTIMIZATION
PAID SOCIAL MANAGEMENT
SERVICES CONSULTING++
LXR:MULTI-CHANNEL ONLINE
MARKETING TECHNOLOGY
LXR MARKETPLACE:FREE SEARCH MARKETING TOOLS
FOR SMALL BUSINESSES
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FOR SMALL BUSINESSES
WEB ANALYTICS
DIGITAL MARKETING STRATEGY
ON DEMAND TECH SUPPORT
DON RODRIGUEZ
DIRECTOR OF ANALYTICS
• Google Analytics user since 2007.
• Former eCommerce Director for Utrecht Art
Supplies.
• Teaches MBA classes at Rutgers.
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http://www.linkedin.com/in/donrodriguez
SURVEY METHODOLOGY
• Use Google Consumer Survey Tool to Survey 1000+ Customers– Google.com/insights/consumersurveys
• Responses gathered week of Sept 27th
• Questions Asked:– How much of your holiday shopping is already complete?
– What are you gifting this holiday season?
– How important is brand name to you when buying a gift?
– Where are you most likely to buy a holiday gift this season?
– How many people are you shopping for this holiday season
– While holiday shopping , I mostly use my mobile device to…
• Room for Error
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METHODOLOGY HAS SOME BIAS RELATIVE TO US INTERNET
POPULATION – SKEWS MALE & YOUNGER
Sampling
bias:
What the
question
looked like to
respondents:
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IN LATE SEPT, 1 OUT OF 4 RESPONDENTS HAD ALREADY
STARTED AND COMPLETED SOME HOLIDAY SHOPPING, WHILE
11% WERE COMPLETELY DONE!
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KEY TAKEAWAYS –PEOPLE HAVE STARTED THEIR HOLIDAY SHOPPING
EARLIER - LAST YEAR, 20% STARTED BEFORE OCTOBER
• Could Prime Day have skewed this buying behavior? Amazon had its biggest sales day ever
this year – US orders rose by 50%
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KEY TAKEAWAYS – KEEP YOUR EYE ON
MARKETPLACES
• Marketplaces have become dominant over the past couple of
years.
– A 2015 survey of retail executives showed they expect marketplaces to
have 40% market share by 2020
• Sites like ebay, amazon and alibaba offer sellers access to a huge
customer base, making them attractive to retailers that struggle to
drive sales on their own sites.
• Marketplaces pose many challenges for retailers
– Commoditization / loss of brand equity
– unhealthy price competition – amazon changes 2.5MM prices a day
– sharing of customer data
– doing business with potential future competitor
• Retailers need to carefully weigh the pros and cons of selling
through marketplaces
KEY TAKEAWAYS -HIGHER INCOME GROUPS CHOOSE
AMAZON/MARKETPLACES VS RETAILER WEBSITES.
• Is retailer brand equity losing the
battle for the consumers’ wallet
to more choice and lower price?
• Is convenience of Amazon too
much to overcome?
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KEY TAKEAWAYS
• Baby Boomers prefer picking up the ordered
item in-store. This may be driven more by
“habit”.
• Interestingly Millennials also exhibit a
preference of ordering online and picking up
in store. This may be an outcome of their
mobile shopping behavior and propensity to
conduct “near me searches”.
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KEY TAKEAWAYS
• Buying preferences are increasingly influenced by
price and promotions.
• Growth of marketplaces may be leading to brand
commoditization.
• If you are #2 or #3 in your category, there is
opportunity to take share by targeting #1 brand with
paid search ads.
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KEY TAKEAWAYS
• Millennials are top experience gift givers
• Clothing, shoes, jewelry skews younger.
• Are you taking advantage of
demographic bid adjustments in paid
search?
• Are you promoting your gift cards, e-gift
certificates effectively throughout the
holiday season?
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LARGEST % (62%) SAID THEY DO ALL 4 SHOPPING
ACTIVITIES ON THEIR MOBILE DEVICES.
#1
Research a certain product.
#2
Research a certain product.
Research gift ideas in general.
#3
Research a certain product.
Research gift ideas in general.
Buy gifts online.
#4
Research a certain product.
Research gift ideas in general.
Buy gifts online.
Search for coupons while in-
store.
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KEY TAKEAWAYS – RETAILERS NEED TO FOCUS ON WHOLE FUNNEL
IN THEIR MOBILE EXPERIENCE
• Largest group does all aspects of purchase funnel on mobile
• Usage skews younger in each activity
• ‘Researching certain product’ as #1 activity indicates that retailers
need to have their PLA ads working on mobile during the holidays.
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SUMMARY
25%COMPLETED SOME HOLIDAY
SHOPPINGwhile 11% were completely done,
slightly up from last year.
82%PLACE LITTLE EMPHASIS
ON BRAND NAME
Means an opportunity for
lesser brands to grab share.
#1GIFT CATEGORY
Is Gift Cards/Cash.
For all age groups except
18-24.
MILLENNIALSARE THE MOST LIKELY
AGE GROUP TO GIFT AN
EXPERIENCE OVER A
TANGIBLE ITEM.
57%PLAN TO BUY ONLINE
with 41% citing online marketplaces like Amazon,
eBay.
DEMOGRAPHIC BID ADJUSTMENTS
ARE AN OPPORTUNITY FOR
RETAILERS SELLING CLOTHING,
JEWELRY, SHOES
LARGEST %USE THEIR MOBILE DEVICES AT ALL
STAGES OF THE PURCHASE
JOURNEYRetailers can not afford to ignore any
aspect of their mobile experience.
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CONSUMER INSIGHT
email: university@netelixir.com
SOURCES
• http://www.cnbc.com/2016/07/13/amazon-prime-day-is-biggest-day-for-online-retailer-
ever.html
• https://www.fundivo.com/stats/retail-holiday-shopping-statistics/
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