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Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success

In collaboration with

Panelist – Matt Gault • Matt is Vice President, Channel Strategy at

Yesmail Interactive • Most recently Matt was Vice President,

Partner Channel at GX Software. • Prior to GX Software, Matt was Senior

Director for Latin America Operations at Alterian

• Before joining Alterian, Matt was among the first of a strategic team to introduce SAS Marketing Automation tools to the marketplace.

Consumer Online Behavior: Developing Informed Marketing Strategies for Holiday Success

Holiday season can account for 25 – 40% of annual sales for major retailers

In 2011, over 45% of all consumers completed their holiday shopping online (up 21% from 2010).

Like Santa, Marketers better get ready!

It’s not easy to create & manage strategies these days

Multiple Channel Strategy

Content Strategy

Device Strategy

Online Strategy

In Store Strategy

of marketers feel unprepared in a multi-channel, multi-device world

65%

We surveyed We analyzed We informed

500 Consumers surveyed

• On/Offline purchase behaviors

• Social media preferences

• Mobile device usage

20 Leading brands digital marketing campaigns tracked and analyzed

Brands hitting the mark

Consumer preferences

Brand marketing efforts

Survey Insights

Expect higher spend 7/10 consumers plan to spend the same or more than they did in 2011

20% of shoppers started holiday shopping before October

51% started in October / November

will wait until December

24%

Want (brick-n-mortar)

vs

Need (online)

The Importance of Mobile

75% own

76% vs

56%

While in-store, 62% Mobile Shoppers used their device to compare Web Prices to In-Store Prices

62%

64% used their device to visit company’s website to learn more about a product

64%

Market Intelligence

20 Leading brands digital marketing campaigns tracked and analyzed

“Likes” and Comments

Re-Tweets

Views, Comments, Ratings

Correlation between email and social

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

Walmart

Game Stop

Macys

Kohls

T Mobile

Nordstrom

Verizon

Apple

Amazon

Toys R Us

Sears

Pottery Barn

JCPenney

Best Buy

Rue La La

Williams-Sonoma

Dell

Sprint

Crate and Barrel

HH Gregg

Volume-based Engagement

0 50 100 150 200 250 300

Dell

Best Buy

HH Gregg

Amazon

JCPenney

Apple

Toys R Us

Sprint

Kohls

Sears

Walmart

Macys

Crate and Barrel

Verizon

Game Stop

Pottery Barn

Williams-Sonoma

Rue La La

Nordstrom

T Mobile

Actual Engagement

Email Engagement Trends

80%

of surveyed consumers reported that email promotions influenced their decision to purchase online.

71% Said that email promotions influenced their decision to purchase in-store

of people said they have made an online / offline purchase as a direct result of an email they viewed on their Mobile

41%

Up to 50% of emails are opened on Mobile Devices

Learn from the best

Learn from the rest

Missed opportunity? Only 5% of email campaigns were deployed during peak shopping time 6pm-10pm

Most utilized email promotions by brands

How consumers said they are influenced by email promotions: 1st Percent Discount 2nd Free Shipping 3rd Money Off 4th Buy One Get One Free 5th Gift with Purchase 6th Rewards Points

Leverage ESP Expertise & Technology Send Time Optimization Open Time Personalization

Consumers are Social . . . Are Brands?

The 20 brands tracked gained 12MM fans in 3 months

What can 12MM people mean to your bottom line?

of surveyed consumers said they’ve ‘liked’ a brand on Facebook or commented on their page.

105% campaign engagement growth over three months

The most engaging brands deployed an average of 54 campaigns The least engaging

averaged 76

Learn from winning campaign strategies

Most popular social channel among those surveyed 2nd

17% Said they watch a video on a brand’s channel.

Videos with links in the description have higher-than-average engagement.

The most engaging brands deployed an average of 11 campaigns

The least engaging averaged 25

Most popular social channel among those surveyed

3rd

14% Said they have used it to pin an image on a Brand’s page.

80% Of users are women and 50% have children.

Ranked in terms of consumer preference

4th

The most engaging brands deployed an average of 4 campaigns

The least engaging averaged 6

of consumers have a time preference on when they interact with brands via social channels.

80%

42% of consumers prefer the 6pm – 10pm timeslot

Multi-Channel & Device or Bust

of online shoppers have made a purchase as a result of an email promo

50%

of mobile device owners have made a purchase as a result of an email promo

41%

have made a purchase as a result of social media promo

34%

0

2

4

6

8

10

12

14

0 emails 1 email 2 emails

Corresponding email campaigns can boost average Twitter campaign engagement 25% to 50%

0

10

20

30

40

50

60

70

0 emails 1 email 2 emails

Corresponding email campaigns can boost average Facebook campaign engagement 50% to 100%

11%

Focus on the “Power Users” who interact with brands on a daily basis

Social Enables the Power User to Market on Brands Behalf

Summing Up

1 Build an integrated digital channel approach

Track, analyze and understand your customer’s behavioral data

2

Collect and draw insights from competitive digital campaign data

3

Or contact me: Matt Gault VP, Channel Strategy Yesmail Interactive @Mattygault matt.gault@yesmail.com www.yesmail.com 1-877-YESMAIL

Shameless plug:

Ask me about the tool used to collect these competitive insights

Want a copy of the report? www.yesmail.com/surveyreport