Mother’s Day Insights for digital marketers презентация

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

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

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

Cut flowers are a perennial favorite for Mother’s Day

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

77%
of 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

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

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%

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.

Most popular user engagements on smartphone

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

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

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

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

Floral shops don’t miss out on the “bloom” of searches for this holiday
Mother’s Day searches on the Yahoo Bing Network

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

.

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.

“Deals/sales“
increase here

“Cell phones”
increase here

“Shipping“
increase here

“Flowers“
increase here

“Tablets”
increase here

Mother’s Day related searches on the Yahoo Bing Network

Source: Microsoft internal data March 2014 – August 2014

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:

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:

Compared to Google, the Yahoo Bing Network audience is:

Compared to Google, the Yahoo Bing Network audience is:

Compared to Google, the Yahoo Bing Network audience is:

9% more likely to have bought a stereo receiver online 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:

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

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

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

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

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

Access searchers not reached on Google

Consumer Goods

Health

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%

lift in click-through-rates

Source:  Microsoft internal data

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You spoke,
we listened.

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advertising on the Yahoo Bing Network
easier and more effective.

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