A Tech-savvy Mother's Day - Insights for Digital Marketers

Moms are being spoiled on Mother's Day with $20 billion spent by shoppers in 2014! With gifts ranging from gift-cards, flowers to consumer electronics this is one holiday digital marketers won’t want to miss out on. Learn who’s all receiving gifts on this holiday, what they’ll unwrap and how shoppers are purchasing. For more Bing Ads insights, check out bingads.com/industryinsights

Published in: Marketing, Retail

A Tech-savvy Mother's Day - Insights for Digital Marketers from Bing Ads

Transcript

• 1. Mother’s Day Insights for digital marketers
• 2. In 2014, consumers spent nearly $20 billion on Mother’s Day – making Mother’s Day the 3rd largest retail holiday. Source: National Retail Federation, Consumer Trends Blog, April 29, 2014
• 3. That’s $163 planned per shopper. Lucky mom. Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014
• 4. People plan to spend the same, if not more, on mom this year compared to 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
• 5. It’s not just gifts for Mom Consumers are shopping for more people than you’d think 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
• 6. Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences 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
• 7. Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014 Cut flowers are a perennial favorite for Mother’s Day Flower Sales 2014 Cut Flowers 78%
• 8. Giving the gift of choice is more popular than ever Source: National Retail Federation, Consumer Trends Survey, April 29, 2014 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
• 9. Women’s interest in technology increased in recent years, with 80% expressing an interest in consumer electronic products 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
• 10. Source: 1eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 2014 2National Retail Federation, Families Look to Shower Mom with Gift Cards, Brunch, Apparel Items This Mother’s Day, According to NRF Survey, April 2014 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
• 11. 30% of shoppers will purchase gifts online, and they’ll spend more than the average shopper 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%
• 12. Research before purchase Purchase Check price, validate purchase while at store Find store locations 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. Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014
• 13. 13 Sorry, dads. Search spend for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between holidays. Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014
• 14. The Yahoo Bing Network puts the bow on Mother’s Day gifts
• 15. Gifts/Flowers Tech PC/Tablet Source: Microsoft internal data March 2014 – May 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.
• 16. PC + Tablet Mobile Source: Microsoft internal data March 2014 – May 2014 Last minute shoppers have their smartphone in hand to help find the perfect gift.
• 17. Know where to focus your spend Top Mother’s Day gift searches on the Yahoo Bing Network PC + Tablet Mobile Jewelry 21% 35% Cards & Gifts 19% 23% Flowers 31% 18% Source: Microsoft internal data March 2014 – August 2014 *Does not include Tech
• 18. flowers mother day mother day gifts florists happy mother day . Source: Yahoo Bin PC/Tablet Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories *does not include branded terms or terms within ‘Tech’ category Flower shops start advertising a month in advance and more heavily a week before.
• 19. fashion jewelry mother day mother day gifts flowers when mother day . 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.
• 20. $- $1.00 $2.00 $3.00 Cell phones Deals/sales Flowers Shipping Tablets . PC/Tablet Source: Microsoft internal data March 2014 – May 2014 “Deals/sales“ increase here Mother’s Day One week prior Two weeks prior Three weeks prior Four weeks prior “Cell phones” increase here “Shipping“ increase here “Flowers“ increase here “Tablets” increase here
• 21. Searches CTR Mother’s Day related searches on the Yahoo Bing Network Source: Microsoft internal data March 2014 – August 2014
• 22. Yahoo Bing Network audience behaviors
• 23. 10% more likely to have been the first among friends to own / buy / use the latest in online shopping / e-commerce 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:
• 24. 5% more likely to have used paid service for gift certificates in 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:
• 25. 9% more likely to have bought greeting cards online in the last 6 months 6% more likely to have bought flowers 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:
• 26. 6% more likely to have searched for jewelry/watches/accessories online in the last 6 months 6% more likely to have searched for flowers 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:
• 27. 7% more likely to have spent $500 or more on jewelry/accessories online or offline in the last 6 months 9% more likely to spent $200 to $499 on jewelry/accessories online or offline in the last 6 months 25% more likely to have spent $500 or more on women’s clothing online or offline 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:
• 28. 6% more likely to have spent $1,000 to $2,499 on consumer electronics online in the last 6 months 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:
• 29. Yahoo Bing Network ad copy research
• 30. %Off Availability Birthday CallToAction Cards Cheap/Affordable Delivery/Shipping Discount/Deals Engravings Flowers Gift Gold/Silver Graduation Guarantee Mother'sDay Occasion Online Packaging Party Personalization Price/Pricing Products Quality/Selection Service Store Style/Type Superlative Variety/Selection Wedding % Off Birthday Call To Action Cards Cheap/Affordable Delivery/Shipping Discount/Deals DKI Engravings Flowers Gift Graduation Jewelry Materntiy Mother's Day Online Packaging Param Insertion Party Personalization Price/Pricing Products Quality/Selection Store Style/Type Superlative Variety/Selection Wedding Here’s how to read a heatmap Ad description Adtitle Great Good Insufficient dataPoor Our study results show that a flowers/cards/candy ad with Parameter Insertion in the title and a “call to action” in the description has high Ad Quality. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 31. Flowers/Cards/Gifts: Ad performance heatmap for PC/Tablet Ad description Adtitle Great Good Insufficient dataPoor Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14 %Off Availability Birthday CallToAction Cards Delivery/Shipping Discount/Deals Engravings Flowers Gift Gold/Silver Graduation Guarantee Mother'sDay Occasion Online Packaging Personalization Price/Pricing Quality/Selection Store Style/Type Superlative Variety/Selection Wedding % Off Birthday Call To Action Cards Delivery/Shipping Discount/Deals DKI Engravings Flowers Gift Graduation Mother's Day Online Packaging Param Insertion Party Personalization Price/Pricing Style/Type Superlative Variety/Selection Wedding
• 32. Flowers/Cards/Gifts: Top word combos PC/Tablet Mobile Title Description Mother’s Day Personalization Mother’s Day % Off Mother’s Day Call to Action Dynamic Keyword Insertion % Off Gift Gold/Silver Title Description Dynamic Keyword Insertion Price/Pricing Mother’s Day % Off Dynamic Keyword Insertion % Off Mother’s Day Style/Type Mother’s Day Call to Action Key insights - Using the phrase “Mother’s Day in the Title for both PC/Tablet and Mobile proves to be effective. - The Dynamic Keyword Insertion variable is most effective across platforms for Flowers/Cards/Gifts when it is used with Descriptions that call out Price or Monetary Value. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 33. %Off CallToAction Cheap/Affordabl e Deals/Promotions Delivery/Shipping Diamonds Free Gemstones Gift Gold/Silver Jewelry Online Personalization Price/Pricing Quality/Selection Sale Style/Type Superlative Variety/Selection Venue Watches Wedding % Off Call To Action Cheap/Affordable Deals/Promotions Diamonds Dynamic Keyword Insertion Gemstones Gift Gold/Silver Handmade Jewelry Mother's Day Online Personalization Price/Pricing Quality/Selection Style/Type Superlative Venue Watches Wedding Jewelry: Ad performance heatmap for PC/Tablet Ad description Adtitle Great Good Insufficient dataPoor Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 34. Jewelry: Top word combos PC/Tablet Mobile Title Description Diamonds % Off Gemstones Cheap/Affordable Dynamic Keyword Insertion Cheap/Affordable Dynamic Keyword Insertion Gemstones Deals/ Promotions Cheap/Affordable Title Description Gemstones Online Mother’s Day Call To Action Gemstones Cheap/ Affordable Wedding Variety/ Selection Dynamic Keyword Insertion Gemstones Key insights - Using Cheap/Affordable in the Description line for PC/Tablet ads tends to yield higher ad quality. - Dynamic Keyword Insertion features in ads with high quality across both all devices, however the pairing of title and description in jewelry show little other themes or trends, suggesting testing is key. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 35. %Off Availability Brands CallToAction Comparison Delivery/Shipping Discount/Deals ElectricAppliances Free Furniture HomeDécor Installation Lowest Online Outdoor Personalization Price/Pricing Quality/Selection Quantity Sale Savings Store Superlative Utility % Off Brands Call To Action Dynamic Keyword Insertion Electric Appliances Free Furniture Home Décor Official Site Online Outdoor Param Insertion Personalization Price/Pricing Quantity Sale Store Utility Home & Garden Ad performance heatmap for PC/Tablet Ad description Adtitle Great Good Insufficient dataPoor Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 36. Home & Garden Top word combos PC/Tablet Mobile Title Description % Off Quantity Outdoor % Off Home Décor Savings Param Insertion Comparison % Off Superlative Title Description Sale Furniture Dynamic Keyword Insertion Furniture Online Call to Action Online Online % Off Delivery/ Shipping Key insights - Searchers are looking for Home & Garden deals over Mother’s Day… Using % Off or Sale terms in ad titles yields higher ad quality. - Furniture terms feature in mobile ad descriptions as peaking searcher’s interest, using these with Sale terms or Dynamic Keyword Insertion can make for more appealing ads. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 37. Consumer Electronics: Ad performance heatmap for PC/Tablet Ad description Adtitle Great Good Insufficient dataPoor %Off Accessories BrandName BrandedProducts CallToAction Cases/Covers Cheap/Affordable Deals/Offers Device DKI Features Free Information Online Price/Pricing Products Services Shipping/Delivery Superlatives Venue % Off Accessories Brand Name Branded Products Call To Action Cases/Covers Cheap/Affordable Deals/Offers Device DKI Features Free Information Online Param Insertion Price/Pricing Products Services Shipping/Delivery Superlatives Venue Source: Microsoft Internal Data. Total Impressions Generated = 16 Million, Total Ads Analyzed = 13k, Analysis Period = 20th April 14' - 20th May 14'
• 38. Consumer Electronics Top word combos PC/Tablet Mobile Title Description Branded Products Dynamic Keyword Insertion Price/ Pricing Brand Name Param Insertion Deals/ Offers Cheap/ Affordable Accessories Brand Name Price/ Pricing Title Description Brand Name Dynamic Keyword Insertion Call to Action Branded Products Call to Action Cases/ Covers Dynamic Keyword Insertion Branded Products Dynamic Keyword Insertion Brand Name Key insights - For Consumer Electronics products, the best performing ad copies had the name of the tech product in the ad title and used Dynamic Keyword Insertion for the ad description, for maximum impact. - Capture the attention of searchers ready to buy, by adding information about the price, promotional offers or affordability in either the ad title or ad description. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
• 39. Why advertise on Bing Ads?
• 40. Automotive Business & Finance Education Telecom Travel Retail 13M 27M 19M 11M 19M 40M Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, September 2014. Industry categories based on comScore classifications. Access searchers not reached on Google Consumer Goods Health
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