As you begin to prepare for the 2015 holiday season, LYONSCG has 5 trends to share that will be important in driving sales growth for your advertisers this year, according to "5 eCommerce Trends For the 2015 Holiday Season."
- Mobile: in 2014, comScore reports mobile commerce jumped 28% to $31.6 billion, outpacing desktop which grew by 13% to $236.9 billion.
- Branded Shopping Days: Nearly 3/4's of Cyber Monday shoppers visited stores less often because they had already done so much online shopping on Cyber Monday
- Search: The top search marketing trend to watch in 2015 is the continued shift to mobile
- Email Marketing: Mobile revenue made up 20% of all email-generated revenue, growing by a third in one year
- Social Media: Paid social leads to 25% more conversions than organic social
Help your advertisers make the most of the holiday season by taking advantage of these eCommerce trends.
"Branding Brand's monthly mobile commerce index showed that compared to March 2014,åÊsmartphones' March 2015 share of total online revenue increased 56%," Lisa Mayer wrote on LYONSCG. Get your clients to consider:
- Analytics: Pay attention to the proportion of visits on mobile devices, and make sure site content and performance is optimized for mobile devices. Also be mindful of how this visitor subset navigates sites compared to a desktop users, and if there are any optimizations that could better their experiences.
- Geo-location: Include a ÛÏcheck stockÛ function so a mobile user looking for a specific item at a store near them can quickly see if itÛªs available.
- Site search: Optimize internal search for misspellings, related terms, synonyms and hypernyms.
Branded Shopping Days
"While combined sales in 2014 accounted for only 9.5% of eCommerce revenue, Forrester research on consumer sentiment and retailer promotions for Cyber Monday showed 'ubiquitous free shipping offers, aggressive email marketing, and an effective mobile presence' are three keys to increased sales," Mayer wrote. "Consumers are already conditioned to expect special sales on branded shopping days. So why not use this to your marketer's advantage? You can manipulate traffic, and increase transactions at slow periods in the day through flash sales."
"The holiday season starts earlier each year. When planning, you should use October 1as the kick-off date for the shopping season. To be ready in time, you should start planning with your clients what keywords they want to optimize for around May or June. ItÛªll take approximately two months to prepare and test pages; and approximately another three months for Google (and other search engines) to index a site," Mayer advised.
"Another area to pay attention to that will deliver extra pay-offs with mobile is local search. GoogleÛªs local search combines standard search and map results, giving preference to nearby stores. YouÛªll need to build out individual pages for each store with relevant information on store hours, phone number, location, and directions."
"Many people prefer visuals. They want to see pictures of an item for inspiration, and then locate where to make a purchase. Make sure the Google feed has great pictures and all the information needed for display."
"Emails can now be built with elements that change in real-time per available data (shopper info, recipientÛªs time, location, device, weather, and social context). The ability to serve dynamic content in the same email helps boost relevance, which will drive more click-throughs," Mayer wrote.
"The big news in social media is pay-to-play. To have your advertiser's brand stand out, they might want to look into becoming an early adopter. Video will be the dominant content format for social because they are so highly shareable. Tutorials and other informative videos are more relevant to customers than a recycled commercial. Social networks will give extra exposure to videos uploaded to their platforms because they keep users on their sites longer."
Prepare your advertisers for Cyber Monday with details on these shoppers from AudienceSCAN. 32.4% of consumers said they bought something online during Cyber Monday. 53% were women. 44% of cyber shoppers use Android smartphones. 28% have used their mobile devices to compare pricing at a competitor while shopping. In the past 30 days, 39% of Cyber Monday Shoppers took action after receiving emailed ads/newsletters. In the past year, 62% took action after seeing ads in sponsored search results (like on Google, Yahoo or Bing).
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.