content marketing

Summing Up Black Friday & Cyber Monday

As consumers scour retailers’ websites and stores for the best holiday deals, here are five digital stats that stand out about how consumers are shopping.

1. Cyber Monday Frenzy
Adobe is crunching data on ecommerce transactions, tracking 80 percent of online transactions for the 100 largest retailers. Per the firm, consumers spent $840 million through 10 a.m. Monday, equivalent to a 16.9 percent year-over-year growth. In terms of mobile, smartphones and tablets make up 53.3 percent of traffic and 39.7 percent of revenue.

2. Early bird shopping
With more consumers shopping online, Walmart, Toys R Us and Target are a handful of retailers that started ramping up online deals before Thanksgiving to prepare for the flood of online shopping.

According to Adobe, consumers spent $15.12 billion on Saturday and Sunday, a 10.1 percent year-over-year growth. Search advertising drove 22.4 percent of sales from paid media while direct traffic made up 26.9 percent and email contributed to 19.7 percent of sales.

3. Small-screen shopping
Shoppers are increasingly moving from desktop to mobile (which includes smartphone and tablets) to not only research products but also shop.

According to Salesforce, mobile made up 64 percent of shopping visits this weekend, up from 54 percent last year. For sales, mobile made up 43 percent of orders, an 10 percent increase from 33 percent last year.

4. Message overload
Retailers are notorious for sending out massive numbers of emails and notifications around the holidays that promote time-sensitive deals and this year was no exception.

On Black Friday alone, retailers sent nearly three billion emails, more than 82 million SMS and push notifications and collected 8.8 billion data points, like email sign-ups.

5. Small retailers nail mobile
Surprisingly, it’s not big brands that are driving mobile conversions. According to Adobe, websites from small retailers that make $10 million or less convert twice as much as bigger retailers that make $100 million or more.

During Small Business Saturday, which encourages consumers to shop from local merchants, mobile traffic hit 56.7 percent of total web traffic, indicating that smaller retailers are providing easy-to-navigate and simple mobile sites.

Source: Adweek

A Marketing Industry Reality

chris frank st. louis

Consumers expect experiences that are curated directly to them and their interests. In this new experience economy, they no longer tolerate anything less. Brands like Airbnb, Lyft, Amazon and Netflix have realized that the power has shifted to consumers. They decide when, how, where and in what ways to engage with brands and expect a seamless experience across all platforms.

The Cloud
With cloud-based technologies, companies now have access to infinite computing resources, and no longer have to deal with the complexities of managing infrastructure. Marketers can spin up systems and applications with the flip of a switch and manage consumer data at unprecedented scale. With the cloud, consumer data can easily and instantaneously be used to power personalized experiences across channels unlike never before.

The Mobile Experience
There are now 8 billion mobile devices in the world—more than there are people. The average American now spends five hours a day using mobile devices, and 54 percent of email users access their inboxes on a mobile device. While mobile may seem like old news, usage is climbing and informed marketers are finding new and innovative ways to better engage with consumers on it.

Social Media
Around 2.46 billion people use a social network at least once per month. That makes social media an important medium for product discovery, sales and customer care. It’s no wonder that 77 percent of marketers say their companies use social media marketing to drive business ROI.

AI & Marekting
Marketers are embracing AI tools, which learn from past consumer behavior to automatically predict outcomes, arming marketers with information on the best next step. AI finds patterns in consumer data, marketers can now automatically forecast the best time, channel and audience for their messages.

Source: AdWeek

Engaging Millennials Through Content Marketing

chris frank st. louis

Forbes recently published an interesting article pertaining to marketing in today's Millennial-driven landscape with regards to the efficacy of content. We've grown to understand that they’re a particularly challenging generation to understand as their preferences are always evolving with technology that's at their fingertips.

Although this is true for every demographic, it is continually important that to align our messaging with what truly matters to them, in an effort to really speak their language and connect on a deeper level.

Millennials officially sit in the driver’s seat and are influencing the relationship between marketer and consumer unlike any generation before them. Nearly two in three millennials block ads.
— Chelsea Krost | Forbes

Source: Forbes