The Quarter of Christmas

Your digital strategy for this Christmas

*** This is the story of the biggest earning period of the year. A time when people are ready to spend more on gifts to please their friends and family And as our way of finding ideas or shopping have been deeply transformed by digital, especially among younger customers, the success of Christmas media campaign will rely on brands ability to digitally shine and be top of the mind ***

What we know about digital Christmas?

Chapter 1 : Christmas is very special

Holiday foot traffic is down, but sales are going up Foot traffic went down...

but store sales went up.

$722 $641 (Nov - Dec) 2010 2013 Source: ShopperTrak data for Nov/Dec 2013, as cited in WSJ, Jan 2014. Mastercard, Nov-Dec 2010 & Nov- Dec 2013, $B 2010 2013 market insight

Interest in Christmas & Gift related queries across various export markets

Insight: Action:

Over the Christmas period, there is a steady increase in demand (queries) for Christmas and Gifts related keywords. As seen, a week before December and first week of December peak in queries (indexed)

Opportunity

Consider the volume of queries across the Nordics in comparison to larger European markets benchmarks against Sweden Do not miss on seasonal searches - customise campaigns for Xmas!

Mobile is integral! Christmas related searches on mobile have grown x3 Christmas related searches on mobile Source : Internal Google data Q4 2011 Q4 2012 Q4 2013 mobile focus

And m-commerce does not scare the Next Gen Those aged 25-34 spent the most amount of time online shopping (on average 6 hours and 19 minutes) and were the most likely to use their mobile devices to shop (22.2%).

mobile focus

Source :

The Logic group, “A window into Christmas shopping habits 2014”, 2013

What does this mean for your business?

Christmas is crucial to attract customers new to your brand or offerings , especially younger ones. mobile focus

Chapter 2 :

Brands

need to get

ready

now

Potential consumers are already looking for inspiration since September!

Christmas related searches ramp up in September

2013 2012 2011 2014

June July August September

Source :

Google trends

And will be preparing Christmas online constantly until D-day

CHRISTMAS PREPARATION

Mid/late December Sales and stock clearance - Winter sales Adjust your ad messaging Early November to early December Gradually introduce Christmas KWs and Ads in your product campaigns Queries progressively raise Start adjusting and developing Christmas campaigns, keywords

CHRISTMAS PURCHASE WINTER SALES PREPARATION 30 Sept.

7 Oct.

14 Oct.

21 Oct.

28 Oct.

4 Nov.

11 Nov.

18 Nov.

25 Nov.

2 Dec.

9 Dec.

16 Dec.

23 Dec.

30 Dec.

Source : Google internal. Indexed queries data based on a selection of key retail categories inc. home, consumer electronics, apparel, beauty & food. All devices data (computers, tablets, smartphones) on christmas season 2012 and 2013.

And surprisingly enough, even younger customers are already planning the holiday season

“ ‘Millenials’, those aged 16-24 in particular were found to be the most organised , with almost 44% claiming they did the majority of their gift buying in or before November.”

Source :

The Logic group, “A window into Christmas shopping habits 2014”, 2013

Chapter 3 : How to be ready for Christmas

Customers prepare Christmas online

Source :

Médiamétrie, Scope France

Your ‘Blast’ Christmas strategy on search for Q4

Seasonal Brand keywords

Integrate Christmas KWs into your branded keywords across all markets

Adjust your Ad Texts

Bring specific Christmas messaging

Seasonal generic keywords*

*Consider running a blast campaign for 1-2 weeks. Run generic Christmas related KWs with strong action oriented ads in order to be top of mind among customers

Youtube makes people buy

4 in 10 shoppers visited a store online or in-person as a direct result of watching a video.

Latest AOL study shows it’s the best social network to introduce new products and close the sale.

Moral of the story...

Cover search

Consider “blast” campaigns and prepare Christmas keywords and ads

Consider Youtube & GDN

Expand your reach and be relevant

Think mobile

to increase your shopability and attract new and younger customers