Mothers Day Insights for digital marketers In 2014, consumers - - PowerPoint PPT Presentation

Mother’s Day

Insights for digital marketers

In 2014, consumers spent nearly $20 billion on Mother’s Day – making Mother’s Day the 3rd largest retail holiday.

Source: National Retail Federation, Consumer Trends Blog, April 29, 2014

That’s $1 $163 63 planned per shopper. Lucky mom.

Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014

People plan to spend the same, if not more, on mom this year compared to 2014

60%

Plan to spend the same

16%

Plan to spend more

8%

Plan to spend less

15%

Don’t celebrate

Source: Mother’s Day Spending Overview, National Retail Federation, April, 2014

It’s not just gifts for Mom

Consumers are shopping for more people than you’d think

23%

Wife

10%

Other relative

9%

Daughter

8%

Sister

64% Mother or Stepmother 7%

Grandmother

Source: Mother’s Day Overview, Retail Insights Center, April 2014

6%

Friend

Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences 57%

special outing (brunch or dinner)

32%

special piece of jewelry

67%

flowers

81%

greeting card

43%

gift card or gift certificate

21%

personal service (spa day, facial, massage)

Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014

Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014

Cut flowers are a perennial favorite for Mother’s Day

Flower Sales 2014

Cut Flowers 78%

Giving the gift of choice is more popular than ever

Source: National Retail Federation, Consumer Trends Survey, April 29, 2014

43.3% of those shopping for

a gift will buy a gift card Gift card purchases were up

41.5% year over year

Total spending on gift cards is expected to reach $2.1 billion

Women’s interest in technology increased in recent years, with

80%

expressing an interest in consumer electronic products

77%

• f women said consumer

electronics make life easier

Source: Consumer Electronics Association, 2012

Though the classics are tradition, the gift of convenience is also on mom’s wish list

Source: 1eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 2014

And shoppers hear their mother’s wishes and the gifts are getting smarter

Around

13% of those

buying gifts planned to buy consumer electronics, with an average of $109 per person2 A driver of the trend towards gifting electronics is the fact that

moms are much more tech-savvy now1

30% of shoppers will purchase gifts online, and they’ll spend more than the average shopper

more is spent by the online shopper for Mother’s Day

An average of

$225.87

spent online for Mother’s Day

Source: National Retail Federation, Consumer Trends Blog, April 29, 2014

38%

Research before purchase Purchase Check price, validate purchase while at store Find store locations

But don’t miss the 70% of in-store shoppers

The shopping journey is becoming smarter. Gift shopping begins on smartphones, tablets and PCs including research, price checking, locating stores and more.

Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014

13

Sorry, dads. Search spend for Mother’s Day in 2014 was 110% higher than Father’s Day.

Tip: Increase your spend for Mother’s Day instead

• f splitting your budget

evenly between holidays.

Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014

The Yahoo Bing Network puts the bow on Mother’s Day gifts

Gifts/Flowers Tech

PC/Tablet

Source: Microsoft internal data March 2014 – May 2014

Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mom. Searches peak almost a month in advance to Mother’s Day.

PC + Tablet Mobile

Source: Microsoft internal data March 2014 – May 2014

Last minute shoppers have their smartphone in hand to help find the perfect gift.

Know where to focus your spend

Top Mother’s Day gift searches

• n the Yahoo Bing Network

PC + Tablet Mobile Jewelry

21% 35%

Cards & Gifts

19% 23%

Flowers

31% 18%

Source: Microsoft internal data March 2014 – August 2014 *Does not include Tech

flowers mother day mother day gifts florists happy mother day

.

Source: Yahoo Bin

PC/Tablet

Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories *does not include branded terms or terms within ‘Tech’ category

Flower shops start advertising a month in advance and more heavily a week before.

fashion jewelry mother day mother day gifts flowers when mother day

.

Source: Yahoo Bin

Smartphone

Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories *does not include branded terms or terms within ‘Tech’ category

Fashion jewelry retailers start advertising a month in advance.

$- $1.00 $2.00 $3.00 Cell phones Deals/sales Flowers Shipping Tablets

.

PC/Tablet

Source: Microsoft internal data March 2014 – May 2014

“Deals/sales“ increase here Mother’s Day One week prior Two weeks prior Three weeks prior Four weeks prior “Cell phones” increase here “Shipping“ increase here “Flowers“ increase here “T ablets” increase here

Searches CTR

Mother’s Day related searches on the Yahoo Bing Network

Source: Microsoft internal data March 2014 – August 2014

Yahoo Bing Network audience behaviors

10%

more likely to have been the first among friends to own / buy / use the latest in online shopping / e-commerce

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

5%

more likely to have used paid service for gift certificates in last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

9%

more likely to have bought greeting cards online in the last 6 months

6%

more likely to have bought flowers

• nline in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

6%

more likely to have searched for jewelry/watches/accessories online in the last 6 months

6%

more likely to have searched for flowers online in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

7%

more likely to have spent $500 or more on jewelry/accessories online or offline in the last 6 months

9%

more likely to spent $200 to $499 on jewelry/accessories online or offline in the last 6 months

25%

more likely to have spent $500 or more on women’s clothing online or offline in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

6% more likely to have spent $1,000 to $2,499 on

consumer electronics online in the last 6 months

9% more likely to have bought a stereo receiver

• nline in the last 6 months

11% more likely to have spent $100 to $199 on

consumer electronics online in the last 6 months

26% more likely to have bought a handheld video

game online in the last 6 months

28% more likely to have spent $500 to $999 on

consumer electronics online in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Yahoo Bing Network ad copy research

% Off Availability Birthday Call To Action Cards Cheap/Affordable Delivery/Shipping Discount/Deals Engravings Flowers Gift Gold/Silver Graduation Guarantee Mother's Day Occasion Online Packaging Party Personalization Price/Pricing Products Quality/Selection Service Store Style/Type Superlative Variety/Selection Wedding % Off Birthday Call To Action Cards Cheap/Affordable Delivery/Shipping Discount/Deals DKI Engravings Flowers Gift Graduation Jewelry Materntiy Mother's Day Online Packaging Param Insertion Party Personalization Price/Pricing Products Quality/Selection Store Style/Type Superlative Variety/Selection Wedding

Here’s how to read a heatmap

Ad description Ad title

Great Good Insufficient data Poor

Our study results show that a flowers/cards/candy ad with Parameter Insertion in the title and a “call to action” in the description has high Ad Quality.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Flowers/Cards/Gifts:

Ad performance heatmap for PC/Tablet

Ad description Ad title

Great Good Insufficient data Poor

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14 % Off Availability Birthday Call To Action Cards Delivery/Shipping Discount/Deals Engravings Flowers Gift Gold/Silver Graduation Guarantee Mother's Day Occasion Online Packaging Personalization Price/Pricing Quality/Selection Store Style/Type Superlative Variety/Selection Wedding % Off Birthday Call To Action Cards Delivery/Shipping Discount/Deals DKI Engravings Flowers Gift Graduation Mother's Day Online Packaging Param Insertion Party Personalization Price/Pricing Style/Type Superlative Variety/Selection Wedding

Flowers/Cards/Gifts:

Top word combos PC/Tablet Mobile

Title Description Mother’s Day Personalization Mother’s Day % Off Mother’s Day Call to Action Dynamic Keyword Insertion % Off Gift Gold/Silver Title Description Dynamic Keyword Insertion Price/Pricing Mother’s Day % Off Dynamic Keyword Insertion % Off Mother’s Day Style/Type Mother’s Day Call to Action

Key insights

• Using the phrase “Mother’s Day in the

Title for both PC/T ablet and Mobile proves to be effective.

• The Dynamic Keyword Insertion

variable is most effective across platforms for Flowers/Cards/Gifts when it is used with Descriptions that call out Price or Monetary V alue.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

% Off Call To Action Cheap/Affordabl e Deals/Promotions Delivery/Shipping Diamonds Free Gemstones Gift Gold/Silver Jewelry Online Personalization Price/Pricing Quality/Selection Sale Style/Type Superlative Variety/Selection Venue Watches Wedding % Off Call To Action Cheap/Affordable Deals/Promotions Diamonds Dynamic Keyword Insertion Gemstones Gift Gold/Silver Handmade Jewelry Mother's Day Online Personalization Price/Pricing Quality/Selection Style/Type Superlative Venue Watches Wedding

Jewelry:

Ad performance heatmap for PC/Tablet

Ad description Ad title

Great Good Insufficient data Poor

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Jewelry:

Top word combos PC/Tablet Mobile

Title Description Diamonds % Off Gemstones Cheap/Affordable Dynamic Keyword Insertion Cheap/Affordable Dynamic Keyword Insertion Gemstones Deals/ Promotions Cheap/Affordable Title Description Gemstones Online Mother’s Day Call T

• Action

Gemstones Cheap/ Affordable Wedding Variety/ Selection Dynamic Keyword Insertion Gemstones

Key insights

• Using Cheap/Affordable in the

Description line for PC/T ablet ads tends to yield higher ad quality.

• Dynamic Keyword Insertion

features in ads with high quality across both all devices, however the pairing of title and description in jewelry show little other themes

• r trends, suggesting testing is key.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

% Off Availability Brands Call To Action Comparison Delivery/Shipping Discount/Deals Electric Appliances Free Furniture Home Décor Installation Lowest Online Outdoor Personalization Price/Pricing Quality/Selection Quantity Sale Savings Store Superlative Utility % Off Brands Call To Action Dynamic Keyword Insertion Electric Appliances Free Furniture Home Décor Official Site Online Outdoor Param Insertion Personalization Price/Pricing Quantity Sale Store Utility

Home & Garden

Ad performance heatmap for PC/Tablet

Ad description Ad title

Great Good Insufficient data Poor

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Home & Garden

Top word combos PC/Tablet Mobile

Title Description % Off Quantity Outdoor % Off Home Décor Savings Param Insertion Comparison % Off Superlative Title Description Sale Furniture Dynamic Keyword Insertion Furniture Online Call to Action Online Online % Off Delivery/ Shipping

Key insights

• Searchers are looking for Home &

Garden deals over Mother’s Day… Using % Off or Sale terms in ad titles yields higher ad quality.

• Furniture terms feature in mobile

ad descriptions as peaking searcher’s interest, using these with Sale terms or Dynamic Keyword Insertion can make for more appealing ads.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Consumer Electronics:

Ad performance heatmap for PC/Tablet

Ad description Ad title

Great Good Insufficient data Poor

% Off Accessories Brand Name Branded Products Call To Action Cases/Covers Cheap/Affordable Deals/Offers Device DKI Features Free Information Online Price/Pricing Products Services Shipping/Delivery Superlatives Venue % Off Accessories Brand Name Branded Products Call To Action Cases/Covers Cheap/Affordable Deals/Offers Device DKI Features Free Information Online Param Insertion Price/Pricing Products Services Shipping/Delivery Superlatives Venue

Source: Microsoft Internal Data. Total Impressions Generated = 16 Million, Total Ads Analyzed = 13k, Analysis Period = 20th April 14' - 20th May 14'

Consumer Electronics

Top word combos PC/Tablet Mobile

Title Description Branded Products Dynamic Keyword Insertion Price/ Pricing Brand Name Param Insertion Deals/ Offers Cheap/ Affordable Accessories Brand Name Price/ Pricing Title Description Brand Name Dynamic Keyword Insertion Call to Action Branded Products Call to Action Cases/ Covers Dynamic Keyword Insertion Branded Products Dynamic Keyword Insertion Brand Name

Key insights

• For Consumer Electronics

products, the best performing ad copies had the name of the tech product in the ad title and used Dynamic Keyword Insertion for the ad description, for maximum impact.

• Capture the attention of

searchers ready to buy, by adding information about the price, promotional offers or affordability in either the ad title or ad description.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Why advertise

• n Bing Ads?

Automotive Business & Finance Education Telecom Travel Retail

13M 27M 19M 11M 19M 40M

Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, September 2014. Industry categories based on comScore classifications.

Access searchers not reached on Google

Consumer Goods Health

Drive even better performance with Ad Extensions

Sitelink Extensions

Improve click- through rate (CTR) and conversions by providing direct access to site content and purchase pages.

13%

lift in click- through- rates Location Extensions

Drive more in- store conversions with store locator, click-to- call, merchant ratings, and click- to-direction.

20%

lift in click- through- rates Call Extensions

Connect customers quickly to your business with click-to-call.

10%

Source: Microsoft internal data

You told us: We delivered:

“Save me time, make it easier” “Support me to be more effective” “Provide me with more insights to make better decisions”

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You spoke, we listened.

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