The Two Keys to Modern Holiday Marketing
Transcript of The Two Keys to Modern Holiday Marketing
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THE TWO KEYS TO MODERN HOLIDAY MARKETING
CUSTOMER DATA + EMOTION
MARISSA AYDLETT, VP, MARKETING, APPBOY
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THANKS TO MOBILE, THE WORLD IS CHANGING
EVERYBODY HAS A SMARTPHONE (AND THEY’RE ALWAYS ON IT)
72% of U.S. adults have a smartphone
Users spend more than 1/8TH of their
time actively using mobile devices
71% are so attached to their mobile
devices that they sleep with their smartphones and tablet within reach
MOBILE IS WHERE GROWTH IS HAPPENING
53% of people who shop online
use mobile devices
In the U.S., mobile retail sales
INCREASED BY 32.2% YOY, morethan double the growth rate for mobile ecommerce as a whole
BUT DON’T FORGET OTHER MAJOR PLATFORMS
Brick and mortar still matters:
73% OF PURCHASES that follow
a mobile search are completed in a physical store
Emerging platforms like wearables, augmented reality, and IoT are
here and poised to build on the changes mobile has brought
SOURCES: EMARKETER, GOOGLE, ACCENTURE
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SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015 *INCREASES RELATIVE TO SAME DAY 1 WEEK PRIOR FOR RETAIL/ECOMM APPS UNLESS OTHERWISE SPECIFIED
SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015 *INCREASES RELATIVE TO SAME DAY 1 WEEK PRIOR FOR RETAIL/ECOMM APPS UNLESS OTHERWISE SPECIFIED
MOBILE IS INCREASINGLY WHERE HOLIDAY SHOPPING
IS DONE
More than 158% increase in
transactions on Thanksgiving day
Transactions increase over
300% on Black Friday
TRANSACTIONS
CYBER MONDAY ISN’T WHEN ONLINE SHOPPING STARTS
ANYMORE—BUT IT STILL MATTERS
94% increase in activity
33% increase
versus Black Friday
SESSIONS
CONSUMERS ARE BEGINNING TO ENGAGE EARLIER, THANKS TO MOBILE
More than 74% increase the day
before Thanksgiving
Remains at elevated levels through the weekend
SESSIONS
THE HOLIDAY SEASON IS CHANGING, TOO
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WHEN IT COMES TO HOLIDAY MARKETING, MOBILE TECHNOLOGY IS ESSENTIAL BUT IT’S NOT THE WHOLE STORY
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User ID
Gender
Age Group
Premium Member
Language
Country
Most Recent Device Locale
Number of Devices
Last Purchase
Last Push
Last Email
Sessions
melmeetsworld
Female
22-34
true
English
United States
en-us
2
$78.00
17 hours ago
2 days ago
52
Mel SchwartzBrooklyn, NY [email protected] @melmeetsworld +1 (206) 593-1283
I. HOLIDAYEMOTION
THE TWO KEYS TO MODERN HOLIDAY MARKETING ARE
II. CUSTOMERDATA
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THE FUEL THAT POWERS EFFECTIVE HOLIDAY MARKETING
I. CUSTOMER DATA
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User ID
Gender
Age Group
Premium Member
Language
Country
Most Recent Device Locale
Number of Devices
Last Purchase
Last Push
Last Email
Sessions
News Feed Clicks
melmeetsworld
Female
22-34
true
English
United States
en-us
2
$78.00
17 hours ago
2 days ago
52
15
Mel SchwartzBrooklyn, NY [email protected] @melmeetsworld +1 (206) 593-1283
USER PROFILES GIVE MARKETERS A 360-DEGREE VIEW OF THEIR CUSTOMERS...
WEARABLES
PUSH NOTIFICATIONS
IN-APP/BROWSER MESSAGES
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS
...AND MAKE UNDERSTANDING AND ACTING ON USER DATA SIMPLE AND POWERFUL
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IT’S GETTING HARDER AND HARDER TO CAPTURE AND HOLD CUSTOMER’S ATTENTION IN TODAY’S OVERWHELMING, DISTRACTION-FILLED WORLD
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IT’S GETTING HARDER AND HARDER TO CAPTURE AND HOLD CUSTOMER’S ATTENTION IN TODAY’S OVERWHELMING, DISTRACTION-FILLED WORLD
AND THE PROBLEM ONLY GETS WORSE
AS THE HOLIDAY SHOPPING SEASON
GETS UNDERWAY
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Relying too heavily on one channel, runs the risk that your outreach will slip through the cracks
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TV
but synchronizing messages across multiple channels could mean a 2.2X lift in conversions
HIGH URGENCY
LOW URGENCY
PUSH EMAIL
I N - A P P / B R O W S E R
NOTIF ICAT IONS
N E W S F E E D
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2m WallapopNew & free just for national #GottaGo Week, we’ll promote your new listings! Details here.slide to view
1 03Wednesday, November 18
now
PUSH N E W S F E E D C A R D SIN -APP EMAIL
WALLAPOP CREATES EXCITEMENT WITH EXCLUSIVE THEMED SALE EVENTS
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Drive users to action by combining channels like web messaging and email
JACKIE REBROVIC, PHOTOBUCKET
IN-BROWSER MESSAGING CONTINUES TO BE ONE
OF OUR HIGHEST CONVERTING CHANNELS.
HIGHER CONVERSION RATES FOR CYBER MONDAY
247%
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Transactional messaging also benefits from context and urgency
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68% OF CARTS ARE
ABANDONED WITHOUT THE CUSTOMER COMPLETING A
PURCHASE
Drive monetization with targeted incentives and reminders based on advanced audience segmentation and triggered messaging
Make it easy to engage holiday shoppers with messages that are relevant and based on user behavior
SOURCE: ECONSULTANCY 2016
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*Note: Average cart recovery rate based on e-commerce email campaigns. The average cart recovery rate is estimated at 3–4% for e-commerce companies, based on a recent report by Ometria.
CHALLENGE
OPTIMIZE FOR THE EXACT WINDOW OF TIME
SOLUTION
BENEFITS: The campaign successfully lifted overall conversion, with an abandoned cart
conversion rate of 350% over the industry average during the three month activation
period, November 3rd – February 15th.
ITERATION: Using Appboy personalization, plus testing and acting on learnings from
previous campaigns, 1–800–FLOWERS.COM delivered an average of 5% more
abandoned cart conversion during Valentine’s Day (February 1st – 16th), an especially
popular time of year for the brand.
USER BENEFIT: Users acquired a great product—one that was in their consideration set
at full price—at a discounted rate.
Shopping cart abandonment means lost revenue for online retailers. According to
Baymard Institute, the average documented online shopping cart abandonment
rate is 69%.
CONVERSION RATE VS INDUSTRY AVERAGE
350% 5%CONVERSION INCREASE WITH PERSONALIZATION
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A P P
SESS IONS
P U S H O P E N S
E M A I L O P E N S
E M A I L C L I C K S
W E B S I T E
V IS ITS
USERSMORNING MIDDAY EVENING
PAUL
RACHEL
Send time optimization (Intelligent Delivery) adapts to individual usage patterns to effortlessly increase conversion rates by 25%
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VA R I A N T A VA R I A N T D
PROJECTED WINNER
Brands can significantly increase the effectiveness of their holiday outreach by taking advantage of message testing
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II. HOLIDAY EMOTION
GIVING YOUR MARKETING THE HUMAN TOUCH
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PEOPLE ALWAYS LIKE TO FEEL UNDERSTOOD, ESPECIALLY DURING THE HOLIDAYS
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MAKE SURE THE CONTENT OF YOUR MESSAGES SPEAK TO EACH AND EVERY CUSTOMER
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ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS
SoundcloudDJ Khaled’s newest song has received 10,455 listens in the
2m
slide to listen
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With iOS 10, brands can take things a step further by incorporating videos and rich, in-app experiences directly into their push notifications
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WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER
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Want to take it a step further? Dynamic content lets you automatically customize messages in real-time using data held in your proprietary servers or using public APIs
COLOMBIA
GERMANY
KUWAIT
SoundcloudDJ Khaled’s newest song has received 10,455 listens in the past hour!
2m ago
slide to listen
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They can be about providing customer value during the holiday season 1000X
MORE LIKELY TO TAKE ACTION
YOUR HOLIDAY CAMPAIGNS DON’T HAVE TO TALK ABOUT THE HOLIDAYS
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LO C AT I O N S P E C I F I C N E W S F E E D W I T H I N - STO R E E V E N T S A N D O F F E R S
URBAN OUTFITTERS PROMOTES EXCLUSIVE OFFERS AND IN-STORE EXPERIENCES
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1 / USE MULTIPLE CHANNELS TO CONNECT
2 / RICH CONTENT TUGS AT THOSE EMOTIONS
3 / TARGET EVERYONE INDIVIDUALLY
4 / DELIVER MESSAGES BASED ON PAST ACTIONS
5 / DON’T FORGET ABOUT ONBOARDING ALL YOUR NEW USERS!
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WAIT! THERE’S ONE MORE THING…
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16% SPIKE IN FIRST APP USAGE ON CHRISTMAS DAY AS PEOPLE UNWRAP THEIR NEW DEVICES AND DOWNLOAD APPS
DECEMBER 18TH 2015
CHRISTMAS DAY 2015
+16%
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20%+ NEW DEVICE ACTIVATIONS MAINTAINING FOR THE NEXT 2-3 DAYS
+25%
DECEMBER 18TH 2015
CHRISTMAS DAY 2015
DECEMBER 27TH 2015
+24% +20%
DECEMBER 26TH 2015
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MOBILE REFLECTS CONSUMER INTEREST AND BEHAVIOR DURING HOLIDAYS
TRANSPORTATION APP USAGE SHOWS THE UPS AND DOWNS OF
HOLIDAY TRAVEL
50% decrease in transportation app
sessions on Christmas Day
45% increase in sessions on New Year’s
compared to the first 3 Thursdays of December
133% increase in first app use on New
Year’s Eve as consumers consider their New Year’s transportation options
RETAIL APP INSTALLS AND USAGE EBB AND FLOW DURING
CHRISTMAS23% decrease in sessions on
Christmas Eve.
14% sustained increase in session
activity for the 3 days starting Christmas Day
31% and 59% increase in apps
downloaded on new devices on Christmas Day and December 26 as
consumers use their mobile gifts
MEDIA APP USAGE SPIKES AFTER GIFTS ARE OPENED
42% increase in first used app on
Christmas Day as consumers explore entertainment options on their new
mobile devices
SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015 *RELATIVE TO SAME DAY 1 WEEK PRIOR UNLESS OTHERWISE SPECIFIED
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Q+A
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NEXT WEBINAR
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AND HAPPY (EARLY) HOLIDAYS
THANKS SO MUCH