Mothers Day Insights for digital marketers In 2014, consumers - PowerPoint PPT Presentation

Mother’s Day Insights for digital marketers

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

That’s $1 $163 63 planned per shopper. Lucky mom. Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014

People plan to spend the same, if not more, on mom this year compared to 2014 60% 16% Plan to spend Plan to spend the same more 15% 8% Don’t Plan to celebrate spend less Source: Mother’s Day Spending Overview, National Retail Federation, April, 2014

I t’s not just gifts for Mom Consumers are shopping for more people than you’d think 64% Mother or Stepmother 23% 8% Wife Sister 10% 7% Other relative Grandmother 9% 6% Daughter Friend Source: Mother’s Day Overview, Retail Insights Center, April 2014

Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences 81% 67% greeting card flowers 57% 43% special outing gift card or (brunch or dinner) gift certificate 32% 21% special piece of personal service jewelry (spa day, facial, massage) Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014

Cut flowers are a perennial favorite for Mother’s Day Flower Sales 2014 Cut Flowers 78% Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014

Giving the gift of choice is more popular than ever Total spending on gift cards is expected to reach $2.1 billion Gift card purchases were up 41.5% year over year 43.3% of those shopping for a gift will buy a gift card Source: National Retail Federation, Consumer Trends Survey, April 29, 2014

Though the classics are tradition, the gift of convenience is also on mom’s wish list 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

And shoppers hear their mother’s wishes and the gifts are getting smarter A driver of the trend Around 13% of those towards gifting electronics is the fact that moms are buying gifts planned to buy consumer electronics, much more with an average of $109 tech-savvy now 1 per person 2 Source: 1 eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 2014 2 National Retail Federation, Families Look to Shower Mom with Gift Cards, Brunch, Apparel Items This Mother’s Day, According to NRF Survey, April 2014

30% of shoppers will purchase gifts online, and they’ll spend more than the average shopper An average of $225.87 38% spent online for Mother’s Day more is spent by the online shopper for Mother’s Day Source: National Retail Federation, Consumer Trends Blog, April 29, 2014

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. Find store Check price, locations validate purchase while at store Purchase Research before purchase Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014

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. 13 Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014

The Yahoo Bing Network puts the bow on Mother’s Day gifts

Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mom. Searches peak almost a PC/Tablet month in advance to Mother’s Day. Gifts/Flowers Tech Source: Microsoft internal data March 2014 – May 2014

Last minute shoppers have their smartphone in hand to help find the perfect gift. PC + Tablet Mobile Source: Microsoft internal data March 2014 – May 2014

Know where to focus your spend Top Mother’s Day gift searches on the Yahoo Bing Network PC + Tablet Mobile 21% 35% Jewelry Cards & 19% 23% Gifts 31% 18% Flowers Source: Microsoft internal data March 2014 – August 2014 *Does not include Tech

PC/Tablet Flower shops start advertising a month in advance and more heavily a week before. flowers mother day mother day gifts florists happy mother day Source: Yahoo Bin Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories . *does not include branded terms or terms within ‘Tech’ category

Smartphone Fashion jewelry retailers start advertising a month in advance. fashion jewelry mother day mother day gifts flowers when mother day Source: Yahoo Bin Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories . *does not include branded terms or terms within ‘Tech’ category

PC/Tablet “Cell phones” increase here $3.00 “Shipping“ increase here “Deals/sales“ increase here $2.00 “Flowers“ increase here “T ablets” increase here $1.00 Cell phones Deals/sales Flowers Shipping Tablets $- Four weeks Two weeks Three weeks One week Mother’s prior prior prior prior Day . Source: Microsoft internal data March 2014 – May 2014

Mother’s Day related searches on the Yahoo Bing Network Searches CTR Source: Microsoft internal data March 2014 – August 2014

Yahoo Bing Network audience behaviors

Compared to Google, the Yahoo Bing Network audience is: 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: 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: 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: 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: 25% more likely to have spent $500 or more on women’s clothing 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 7% more likely to have spent $500 or more on jewelry/accessories 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% more likely to have spent $500 to $999 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 11% more likely to have spent $100 to $199 on consumer electronics online in the last 6 months 9% more likely to have bought a stereo receiver online in the last 6 months 6% more likely to have spent $1,000 to $2,499 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.

Yahoo Bing Network ad copy research

Here’s how to read a heatmap Ad description Availability Birthday Delivery/Shipping Guarantee Online Packaging Party Price/Pricing Service Store Style/Type Superlative Wedding % Off Call To Action Cards Cheap/Affordable Discount/Deals Engravings Flowers Gift Gold/Silver Graduation Mother's Day Occasion Personalization Products Quality/Selection Variety/Selection % Off Birthday Call To Action Cards Cheap/Affordable Delivery/Shipping Our study results show that a Discount/Deals DKI flowers/cards/candy ad with Engravings Flowers Parameter Insertion in the title and a Gift Graduation “call to action” in the description has Jewelry high Ad Quality. Materntiy Mother's Day Online Packaging Param Insertion Party Personalization Price/Pricing Products Quality/Selection Store Ad title Style/Type Superlative Variety/Selection Wedding Great Good Poor Insufficient data Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14