Experian Marketing Services Christmas Planning

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Christmas 2014

Billy Grant and Charlie Allen

Experian Marketing Services

November 2014

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What happened in 2013?

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Online and Offline Christmas Traffic

Black Friday

Manic Monday

Boxing Day

Source: Experian Marketing Services, Hitwise and Footfall. 30 days ending 31st Dec 2013

Cyber Monday

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Christmas 2013 in numbers

2013 - Biggest Online Christmas Ever7% bigger than 2012

3.06 billion visits in December 2013211 million more visits than December 2012

404 million hours shopping online32 million more hours than 2012

Source: Experian Marketing Services, Hitwise. December 2014

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Shopping and Classifieds visits over time

Dec 2011

Dec 2012Dec 2013

Source: Experian Marketing Services, Hitwise 3 years ending October 2014

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Key days over Christmas 2013

Manic Monday

Boxing Day

Cyber Monday

Visits vs 2012:

Cyber Monday 3%

Manic Monday 10%

Boxing Day 15%

Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013

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How long did people spend on Shopping and Classifieds websites last Christmas?

Average Visit Time peaked on Sundays in 2013

Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013

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Channel Reliance

Source: Experian Marketing Services, Hitwise. December 2013

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Shopping and Classifieds’ reliance on Email peaked during the middle of December

Email reliance peaked during mid-December

Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013

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Reliance on Rewards and Directories peaked in early December

Wednesdays Christmas Eve

Source: Experian Marketing Services Hitwise. 30 days ending 31st December 2013

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Audience Analysis (Mosaic)

People in the Liberal Opinions, New Homemakers and Careers and Kids Mosaic

Groups were more likely to visit ‘Health and Beauty’ sites than ‘Appliances and Electronics’

Suburban Mindsets , Professional Rewards and Liberal Opinions made up the over 30% of the online visitors to the Shopping and Classifieds

industry in December 2013

Source: Experian Marketing Services, Hitwise. 4 weeks ending 28th December 2013

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Product Trends – Christmas Jumpers and Onesies

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Product Trends – Smartphone related searches increase around Christmas

Smartphone searches peak at Christmas

Source: Experian Marketing Services, Hitwise. 3 years ending 1st November 2014

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What does this mean for Christmas 2014?

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Key Dates for 2014

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Predictions for 2014

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Mobile Measurement for the first time in Hitwise

Share of Mobile Visits to Shopping & Classifieds vs. Sub Industries

Source: Experian Marketing Services 4 weeks ending 1st Nov 2014

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Predictions for 2014

Manic Monday to eclipse Cyber Monday and other pre-Christmas peaks

Retail website visits to set new records in December

Online shopping to last longer – click and collect to play a major part

Cross-channel and personalised marketing to prove successful

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• Majority of marketers plan their campaigns in the month before they launch.

• Shows the need to be reactive to ever changing market trends.

Planning

• 3 out of 5 marketers will explicitly target their best customers over the festive season.

• 39% of marketers stated that they do not have the time or resource to target their best customers.

Targeting

• Email remains the dominant channel with 90% of marketers utilising this channel in their festive campaigns.

Campaigning

Global Marketers Survey

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Determine relative performance over Christmas season.

Which brands won on key days over the festive

period?

Which products saw the greatest demand from

consumers?

Which audience did you engage with compared

with competitors?

What can you learn and what should you change in future campaigning?

Post Christmas AnalysisSurvey highlighted lack of resource

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Keyword Research

Implement & Test for 1-2

weeks

Maximise Performance

Optimise by Region

Re-organise Campaign Structure

Being more prepared for key seasonal eventsBased on geographical and demographic criteria, Hitwise can take the guess work out of embarking on paid search campaigns.

Standard Process:

• Initial set-up can temporarily sacrifice

performance whilst you fish out top

performers

• Further keyword expansion involves

building out phrase/broad match

variants around top performers

What Hitwise can provide:

• Keyword suggestions based on

actual industry performance rather

than limited to own account setup

• Avoid test and learn approach

• Immediately optimising bid strategy

towards known high volume terms

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Audience Insight & Campaign PlanningBuild a complete picture of your target audience based on observed behaviour and feed this into marketing plans.

Engage with that audience consistently across channels

Build audience

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Download our latest whitepaper

For more information visit www.experian.co.uk/marketing

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Marketing.services@uk.experian.com

@ExperianMkt_UK

0845 234 0391

www.experian.co.uk/marketing

Please contact us for more information

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