Consider the mobile device and how it will be used to search for products and services and craft advertising to meet the mobile user's needs.
Recent studies on holiday shopping reported retailers saw a more "mobilized" holiday shopper in 2011. There is great deal of data we can take away to prepare and optimize advertising campaigns for 2012.
The increase in mobile use may be the most impactful on e-commerce and online shopping. Consumers shopped seamlessly across devices, using their phones for research and to purchase online. According to IBM Benchmark data, 12 percent of online visits to a retailer's website were from mobile devices, an impressive +5 percent year-over-year. A total of 9 percent of online sales were conducted on mobile phones and they saw a +173 percent increase in mobile shopping on Christmas Day.
According to a Google and Ipsos/OTX Post-Holiday Shopping Study, mobile smartphones and tablets were used more frequently and with an increase in dollars spent:
Particularly among those who used these devices last year:
Not only are the mobile devices being used, but they have impacted the sales funnel tremendously. Multiple device holiday shoppers used their devices simultaneously - 25 percent used more than one device to shop this year. They used more than one device at the same time to shop and many started on one device and continued on a different device to research and complete transactions.
Translated into actionable tasks for online advertising and PPC:
Mobile will continue to grow, so understanding and staying current on mobile user behavior will be critical to expanding into this device channel. Consider the device and how it will be used to search for products and services and craft advertising to meet the mobile user's needs.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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1:00pm ET/10:00am PT