'Seventeen' Selects 15 Gen Zs For Voices Of The Year List
Fifteen people under the age of 25 cited for working to improve immigration rights, climate change, media representation and racial injustice.
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November 30, 2020 at 04:44PM
A Merry Mobile Friday: Phone Usage Rose To 70%, But Desktops Drove Conversions
Mobile was more widely used by shoppers on Black Friday. But desktops produced higher conversions and lower bounce rates, according to a study by Akamai.
In an analysis of traffic on its own platform, Akamai reports that mobile usage rose from 64% to 70% year-over-year -- a finding almost identical to that of Salesforce.
But desktop conversion rates leaped from 4.07% to 4.78% YoY. In contrast, mobile conversions rose from 1.99% to 2.41%.
Akamai notes that a shopper will typically receive an email, app notification or text message. And brands must be ready to bring that person to the digital storefront in that hybrid environment.
Meanwhile, as traffic increased, bounce rates rose from 35% to 36% on mobile, but fell from 29% to 25% on desktops.
“The fact that more conversions are driven from desktops underscores that while mobile is critical for driving awareness, the intricacies of converting shopping to purchase are still a challenge on a smaller form factor,” writes Akamai's Tara Bartley.
And whatever the source, retail website hits increased by more than 27% YoY on Black Friday, with the peak hourly hits jumping by more than 28%.
But here’s the rub: that “many retailers, including Home Depot, announced their Black Friday deals would be spread out over two months instead of kicking off on Black Friday," Bartley adds.
In a separate report, Emarsys found that brands sent over 86 million push notifications via mobile apps over its platform, 90% more than last year, and 834 million emails a 21% increase.
In addition, digital campaign triggers based on customer behavior jumped by 177% to 189 million. Also segment executions were up to by 29% to 14.6 million.
Finally, for the overall scorecard, Salesforce projects that global online sales will grow by 25% to $46 billion on Cyber Monday, including an 18% hike to $11.8 billion in the U.S.
Digital traffic grew by only 7% worldwide on Thanksgiving and 12% in the U.S. YoY — lower than expected.
But it snapped back on Black Friday, increasing by 17% on Friday globally and 28% on Saturday. U.S. traffic shot up by 22% on Friday and 28% on Saturday.
By the Salesforce calculation, mobile comprised 71% of traffic and 56% of orders, and desktop saw 26% of traffic and 41% of orders YoY globally on Black Friday.
The average order value was $105 across all devices globally and $106 in the U.S. — essentially flat from 2019, Salesforce adds.
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November 30, 2020 at 04:22PM
FCC Chairman Pai To Exit In January
Federal Communications Commission Chairman Ajit Pai, who led the agency's repeal of the net neutrality rules, said Monday he will step down on January 20, when President-elect Joe Biden is sworn in.
“It has been the honor of a lifetime to serve at the Federal Communications Commission, including as Chairman of the FCC over the past four years,” Pai stated. “It’s also been an honor to work with my fellow Commissioners to execute a strong and broad agenda.”
Pai, a Republican, was appointed by President Obama in 2012 and named chairman by President Trump in 2017.
When Pai took over leadership of the FCC, he vowed to “fire up the weed whacker” to regulations.
One of his first acts was to close an investigation into “zero-ratings” practices by AT&T and Verizon, which excluded their own video streams from customers' data caps.
Pai also supported approval of T-Mobile's $26 billion merger with Sprint, claiming the deal would result in faster deployment of 5G networks. The agency voted 3-2 in favor of the merger, which left the country with only three major mobile carriers.
Despite his stated de-regulatory approach, earlier this year Pai said the FCC would consider issuing rules that could affect how web publishers treat content posted by users.
Pai didn't actually propose any rules, and it now seems unlikely that the agency will be able to move forward with an attempt to craft social media regulations before he departs.
Republican Commissioner Michael O'Rielly is also expected to leave the agency by the end of this year.
If the Senate confirms nominee Nathan Simington before the end of the term, Biden will start his presidency with the FCC evenly split between Republicans and Democrats.
The Senate Commerce Committee is slated to vote Wednesday on Simington's nomination The advocacy group Fight for the Future is urging lawmakers to reject him.
“If the Senate confirms him, its sole purpose will be to throw sand in the gears, tying up the new FCC for months at a time when the public can’t afford the agency to be kneecapped,” the organization's deputy director Evan Greer stated.
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November 30, 2020 at 03:27PM
NYIAX Growth Skyrockets, Driven By OOH, Video Inventory Partnerships
NYIAX, a platform built in partnership with the Nasdaq in 2017, spent last year building partnerships with major holding companies to drive advertising as it continues to build out an omnichannel marketplace. This year the company has focused on expanding available inventory.
The strategy for NYIAX seems to have paid off during an unlikely year of major challenges worldwide amidst the COVID-19 pandemic and political upheaval in the United States.
The pandemic forced meetings online. “People prior to the pandemic few around the world trying to get to meetings,” said NYIAX co-founder Carolina Abenante. “You can get more done if you just stay in place.”
Brands have heard many stories about the growth of retailers and home-delivery services through online orders, but few details have surfaced about the growth of companies supporting the advertising media as advertisers seek out high-performing unique ad inventory, especially during the COVID-19 pandemic.
Despite this year’s obvious challenges, Greg Toothaker, chief executive officer overseeing partnerships at NYIAX, says the company has seen spending increase on its platform by 268% in part by doubling ad space inventory as a result of partnerships with Atedra and JW Player.
The partnership with Atedra is the first company to gives NYIAX clients access to digital out-of-home advertising inventory.
Geneviève Michaud, vice president of alliances at Atedra, which is based in Canada, said the United States and Europe have become a major focus in the past year.
The Atedra programmatic partnership allows advertisers buying DOOH to reserve or buy future inventory supplied across the NYIAX marketplace -- making the inventory immediately available to buyers -- and provides all with transparency throughout the life cycle of the transaction.
The JW Player partnership gives NYIAX clients access to a lot of video inventory.
Michael Schwalb, general manager of partnerships data at JW Player, which has been powering video on some of the top publishers for the past 12 years, sees anonymous data grabbed from about one billion devices monthly on mobile and desktop web.
JW Player focuses on contextual categorization, which can help advertisers as support for third-party cookies disappear in Apple and Google browsers. The technology can identify sports, cooking or financing videos, breaking down each into subcategories.
“Video supply has grown during COVID-19,” Schwalb said. “I see the real growth across video performance targeting in 2021.”
NYIAX has also benefited from the shift toward compliance related to data rulings such as Europe’s General Data Privacy Regulations, and California’s Proposition 24, which focuses on consumers’ personal information, and transparency.
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November 30, 2020 at 09:52AM
Inside Influence EP09: Brian Solis from Salesforce on How B2B Influence Adds Value to Customers
According to our research in the 2020 State of B2B Influencer Marketing Report, 74% of marketers surveyed believe that influencer marketing improves prospect and customer experience for B2B brands. If there's one industry expert to tap on the topic of customer experience, I can think of few more qualified than the author of X: The Experience When Business Meets Design, Brian Solis. As an 8 time best selling author, keynote speaker, analyst, futurist, digital anthropologist and Global Innovation Evangelist at Salesforce, Brian is a longtime friend that I've been able to collaborate with numerous times on marketing topics.
Brian has a lot of inspiring insights when it comes to the intersection of experience and influence. Not only did he author the Influence 2.0 report that we partnered with Traackr on to research, but he contributed to the introduction of the first research report dedicated to B2B influencer marketing: The 2020 State of B2B Influencer Marketing. Here's an excerpt:
"In a time of darkness, chaos, or confusion, B2B brands have an opportunity to be the light for their customers and customer’s customers. Meaningful customer engagement starts with discovery. When someone begins their discovery process, what do they find? How do they react? Does your content resonate in a relevant and empathetic way or does it push customers elsewhere? B2B marketers now have an opportunity to reimagine engagement to ignite a new type of connection with customers. Beyond designing for and measuring the potent for engagement, design for humans and their intentions, needs, and desired outcomes. Engagement becomes a function of intent and purpose. This is where influence and thought leadership transcend marketing to become partners to drive business growth."I recently had the opportunity to connect with Brian to record this latest episode of Inside Influence to talk about a range of topics based on Brian's experience as an analyst and as one of the most sought after and respected influencers in the business world. In our discussion, we covered:
Influence is something that we don't think about in terms of marketing. We think about it as adding value to people who need to make decisions about the future of their business. Therefore, taking the insights, thought leadership, and ideas to help them do something in a new, different, or better way. So it's essentially bringing influence down to cause and effect. What is the effect or what is the outcome that you want to see and how you share content, ideas, or whatever package that is, to help that individual or help that organization move forward in ways that they couldn't have otherwise, without hopefully seeing your work. When we talk about B2B influence, let's take out the, "How many followers do you have?" or "How many impressions are you going to drive?" and let's look at it for what it is, right? A business or an executive needs help in these times of great transformation and disruption. And where do they turn for that when there is not a playbook about building the future? That doesn't exist, right? What do you do? Where do you turn? Who do you listen to? Right? That's the role of someone who adds value to the conversation. You're essentially building a community around people who are helping one another invent forward, right? To break convention or break mediocrity. I want to thank you for writing an introduction to our 2020 State of B2B Influencer Marketing Report - the first dedicated study of B2B influencer marketing. You mentioned that the need for influence is Always-On. Can you drill down into that? Brian: Influence never sleeps because people are always in need of information. There's always something new. There's always a new opportunity. There's always a new way to do something differently moving forward. And so this is an opportunity to build an infrastructure within your organization that is constantly adding value to business customers as they seek it in a variety of contexts in their journey.
If we think about customer experience in the B to C world, one of the biggest transformations that I hope we'll see is we'll see organizations be always on and always connected from within so that the back office and the front office then facilitates a much more intuitive, always on and personalized customer journey. The same is true for business to business. Business customers are going through that journey. There's different stages all the time, and they're always in need of insights, information and engagement. That means the opportunity to engage, the opportunity to provide content, the opportunity to guide their journey is always on. That takes influencer marketing.
Maybe this isn't so much about influencer marketing as it is about influencer experience. We can help that business customer at every stage because of the influencer program that we've put in place is designed to add value. That takes the concepts of influencer marketing, content, and product marketing and essentially creates this much more powerful alliance of ways in which we can think beyond, "Hey, how many views did we get?", "How many impressions did we get?", "What was the reach on that last piece of content we created?" Then we can start measuring things by how many questions we answered, how many people we drove towards the stage to want to know more. And how did we change the thinking among executives and really start to get to a much more meaningful place where influence is essentially a code word for helping people? A few years ago we both worked (much more you than me) with Traackr on the Influence 2.0: The Future of Influencer Marketing research report where there was quite a gap between B2C and B2B influencer marketing adoption. Has that gap closed much in the past 3 years? Brian: You know, I don't have the data around me, but I have to imagine that you had a big deal to do with closing that gap because you've been a champion for B2B influence for a really long time. You've been a pioneer in actually making this a formal construct within companies. That report that we worked on was our way of not only showing the discrepancy between the two, but actually showing the need for them to be actually more similar than dissimilar. Influence 2.0 is a concept that was introduced to help marketers think about influence differently than the way that it's still largely thought about, which is a broadcast mentality or what I call a drafting someone's social capital. That's when a person has street cred within an industry and brands want to partner with them so that they can draft their credibility and attach it to our brand. That's all fine, but if you're consistently adding value through strategic partnerships, building trust, and also becoming an influencer yourself, I always believed brands needed to become influencers as well, then we actually can forge an ecosystem, essentially a community of belonging together to make that community stronger for one another and for the market. I always joked when I spoke to B2B audiences, I specifically loved to use the best B2C examples. I mean anything besides the traditional stuff where we see influencers getting free products and they put it on Instagram. That's to me, the same as celebrity endorsements, I'm talking about influences outcomes. Like, "I trust you. I value what you're thinking. You're guiding me in my decision-making."
Whether I'm a consumer or whether I'm a business customer, that's what I talk about with influence. I want to push business to business forward to remind them that there are human beings on the other side of that screen, right? If you could humanize something, then people will find it more relatable. It's not like as a business customer, they're not consumers. It's not like they say, okay, I'm done shopping for headphones and now I have to look at B2B enterprise systems here, so I'm going to forget what it was like to be treated as a human being. I actually think that humanization is what can make B2B even stronger. Our research found that 77% of marketers say that their prospective customers rely on advice from industry influencers and yet 60% say they do not have the skills or expertise in-house to execute influencer programs. Of course many of those marketers trust outside experts like agencies to help. What do you think B2B marketers should expect from agencies or consultants when it comes to influencer marketing programs? Brian: I hope that agencies think of themselves as partners in trust-building. Because it changes the conversation from marketing. Part of the challenge is, what's the brief or what's the remit? And how does someone respond to that? I think for thoughtful organizations on the outside, you should probably consider influencing the decision makers as well. Meaning, that you should become an influencer in helping your customers understand that what they're buying from you is not just the ability to connect them with people who have a lot of followers or audiences or networks or proven track record of content. But you're actually partnering with them to build a market of trust, to build a community, an Always-On community. When I research the decisions I need to make it happens at midnight, you know? Influence never sleeps, right? You have to find the things and the trusted voices when you can and you want them to be recent. You want them to be contextually relevant, which means I can't just find an article. Maybe I want data visualization. Maybe I need a video, whatever it is, right. I need to find it my way. So, I actually think that this is an opportunity for agencies, partners, or consultants to influence their buyers so that the briefs now start to ask for bigger, better things.
I wrote, I think, the first industry report on digital influence back in the day about 2011 and in that, I talked about authority and popularity and what I see, especially in B2B, we see it in B2C too, the authority part of this was always under appreciated. Authority essentially says, I not only know what I'm talking about, I know what you're going through. So therefore, that's what's inspiring a lot of my work and hopefully I can earn your trust because that's the consideration set I'm bringing to the table. That's the work that external partners need to do to help internal partners who are caught up in everything that they have to deal with beyond influence - everything that they have to constantly substantiate and try to justify all of the work in the investments that they're making. Those things will become much more valuable within the organization if they can tie it to business outcomes or to customer lifetime value or to things that actually have an impact on the business. I can tell you after doing this for so many years, tying my work to those things, that's all a customer is looking for: real help. And a business is looking for outcomes and the two are mutually beneficial. So let's help those decision makers think beyond influencer marketing and more about influence. The pandemic and many other forces driving a feeling of uncertainty and change have created an environment where there are new challenges, yet also opportunities. What role do you think influence can play in helping brands during these "uncertain times" better connect with customers? Brian: I think ultimately, yes. It's not that it's never not been important. There's just a lot of uncertainty right now. There's also a lot of fear, anxiety, stress, and anger. These are just human, natural human feelings that exist. These are things we're dealing with. We're coping. We're not just working from home or trying to work from home during a pandemic with a whole bunch of other stuff like remote learning or whatever it is in our households. Right? So that importance of light that we talked about in the ignite moment, that's more important than ever. Add to that the digital distractions that everybody's dealing with that's now compounded more because we have to be digital first. Those opportunities to deliver value and build trust are more important and actually more valuable than ever before.
That's what I think we want people to think about here leaving this conversation. If I had to reinvent my definition of influence and my approach to it because of 2020, what would I do differently? If I could set aside 20 years of work in March and start all over again, you can do it, because it only makes you more relevant and better. That's ultimately all we want to do and that's ultimately what people are looking for. Any tips you can share with senior B2B brand executives on becoming more influential themselves? Brian: There are individuals that I think do a really amazing job within brands, whether they know it or not, that make that brand trusted and much more influential within the customer community. Talk to Paul Greenberg for example. Paul's a dear friend and an incredible, Godfather of CRM, an incredible analyst and also an incredible human being. He empowers individuals who feel like they want to change within organizations to go and change within these organizations because they know it's what's right for the community. So, I think the first part is caring. You're not just trying to be an influencer and run an influencer marketing program, because you care about the fact that customers are struggling to find information. They're frustrated because they couldn't previously do the things to make the impact that they really wanted to make. Influencer marketing or influence in that regard just becomes a means, a mechanism of which to activate a community.
So that part is about caring, which is actually a rare, rare gift out there. The other piece is, what does it take to be a thought leader? Well, you have to be a thought leader. And that means you have to actually know what is happening out there, what people are struggling with. And you have to care so much about solving that, that is the heart of everything that you do. Then, hopefully it inspires you to see a different path forward of which becomes your unique voice.
Of course, the mechanics of making that voice heard is not just about how loud you are or how you put fear into people or how popular you get. Ultimately, what influence means is, "What impact did you have?" I think those things are where businesses need to focus and where business leaders need to rethink what it takes to build that brand, that trusted brand out there. To see the full Inside Influence Episode 9 interview with Brian Solis, check out the video below: To connect with Brian, you can find him at BrianSolis.com, on Twitter and LinkedIn. Next up on Inside Influence, we'll be talking to Be sure to check out our previous Inside Influence B2B Influencer Marketing interviews:
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November 30, 2020 at 05:18AM
Consumers Play 'Discount Chicken' As Online Sales Surge Worldwide: Salesforce
Email volume grew by 5% on Thanksgiving Day, YOY. But this growth rate was dwarfed by those of push notifications (147%) and SMS (138%, according to a new report from Salesforce.
Shipping and delivery offers were featured in 61% of emails. And 10% of email messages highlighted potential delays and pickup options.
Consumers are again playing a game of “discount chicken,” holding out for deeper price reductions. But they have to “shop online throughout Cyber Week to ensure product availability and avoid shipping hassles,” state Rob Garf, the vice president of strategy and insights at Salesforce.
This comes as Salesforce projects global online sales of $56.5 billion on Black Friday -- 18% higher than last year -- and $11.9 billion in the U.S., reflecting 15% growth YoY.
Salesforce adds that digital grew by 70% globally on Tuesday and 72% in the U.S.. On Wednesday, they increased by grew 51% globally and 48% in the U.S.
But growth leveled off slightly to 27% globally on Thanksgiving for sales of $30.4 billion and 20% in the U.S., for $6.8 billion in sales.
Firms that offered drive-through and in-store pickup in the U.S. saw a 26% lift in digital sales over companies that didn’t.
Mobile contributed 58% of orders on Thanksgiving, and desktop 39%. But desktop achieved a $122 average order value, around 20% higher than mobile, and had a 2X higher conversion rate.
Garf adds that mobile devices have become “the remote controls of our daily lives since the start of the pandemic and it’s no different this holiday season. Retailers are forced to meet shoppers at the edge — on TikTok, Animal Crossing, Instagram and other emerging commerce platforms.”
Meanwhile, 9% of global traffic was driven by social media platforms on Thanksgiving, and 11% of U.S. traffic.
In addition, social was responsible for 4% of global online orders and 5% of U.S. orders.
Salesforce analyzed activity from over one billion global shoppers in over 40 countries, powered by its Commerce Cloud.
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November 27, 2020 at 01:40PM
The QR Code Also Rises... For Now
Given the accelerated momentum of connected TV usage and advertising — and direct-to-consumer initiatives — since the pandemic exploded in late March, it’s perhaps not surprising to learn that brands’ use of QR codes to facilitate consumer engagement has also surged.
The first quarter saw the usual light usage of QR codes, with only a handful of advertisers running the format, reports Innovid, the omnichannel platform that boasts serving 50% of all U.S. CTV impressions.
But come Q2, the number of advertisers using the codes grew by 160%, and QR impressions rose 62%, in comparison with the year-ago quarter. In Q3, QR impressions were up by 130% versus Q2 2020. The trend has continued into Q4, with October impressions equaling a third of all QR impressions generated in the previous quarter.
We asked Stephanie Geno, senior vice president, marketing at Innovid, for some more context.
Why is use of QR codes growing in CTV in particular?
Geno: We believe it’s directly tied to the new reality we’re facing. QR codes are no-contact by design, so they allow for payment without having to touch a keypad or someone else’s screen to sign. With TV, with the growth of targetable CTV viewing in particular, brands have seen that QR codes are a great way to turn a commercial view directly into an online action and capture that customer data — turning traditionally “awareness only” television into a D2C channel.
Are QR codes being used much to drive ecommerce, and in-store-visits and sales?
Geno: Across the board, brands are looking for ways to collapse the purchase funnel and get viewers to their sites faster — especially brands that have been affected by restrictions on in-person shopping, or feel that the in-store experience they can offer just isn’t the same now.
Brands are using QR codes for a variety of business objectives, but the most common at present, in our experience, is to drive people to their websites to learn more about a product or offer.
We can’t speak to sales results, because we don’t have access to clients' sales data. But we can also verify that marketers are moving toward action-based outcomes like website traffic, adding products to their cart, app downloads and purchase.
Any examples of recent use that you can share?
Geno: Sure, Lovesac is a good recent example. The company was looking for unique ways to drive online conversions from connected TV to their website for their line of Sactionals. We designed an interactive branded canvas featuring a product carousel that highlighted the customizable nature of the furniture line and other key features. Within the carousel, viewers were invited to scan a QR code on mobile to get more information via Lovesac’s website. Once on the site, users were invited to build their own Sactional arrangement.
The campaign drove 1,220 code scans, representing two times the benchmark engagement rate for QR codes across our customers.
What's the argument for QR codes over other interface options? Some tech types seem to characterize them as a rather clunky solution.
Geno: QR codes are the technology of the moment, but they’re by no means a perfect solution to mapping conversions to TV.
Other options include entering your phone number or email to receive a text with a link, or an email with an offer. But the data-entry necessity is not only awkward, which is a potential response suppressor; it can also make consumers wonder how their information might be used. QR code is faster and requires no data entry.
Another option is just to put the website's URL on-screen, which we can do by adding a simple overlay. But without a unique URL, it’s impossible to map how many conversions actually came from the commercial. And getting people to type in a unique URL in the moment is very difficult. The incentive for manually typing in the URL in versus just Googling the website has to be very high.
TV measurement still has a long way to go to tie a user viewing a commercial directly to site side actions like purchases. QR codes are an easy way to begin to map that now.
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November 27, 2020 at 08:18AM
B2B Marketing News: B2B User Reviews Instagrams New Branded Reels Writing To Reward & Googles Refined Smart Bidding
B2B Marketing News: B2B User Reviews, Instagram’s New Branded Reels, Writing To Reward, & Google’s Refined Smart Bidding
Instagram turns influencer branded content on its head, giving advertisers greater control Instagram has rolled out features that will give digital marketers new branded content options for its Instagram Reels and Live products, the Facebook-owned social media platform recently announced. AdAge Write to Reward Your Reader The Harvard Business Review takes a look at the role and power of rewarding your reader in writing, an element that applies especially well for the material content marketers write. Harvard Business Review Google Ads’ Smart Bidding Enhances Predictions & Insights Google has launched updated features to its Google Ads offering, with new smart bidding to offer more relevant predictions and new insights, the search giant recently announced. Search Engine Journal Only A Tiny Fraction of Ad Spending is Allocated to Media Focused on African Americans The top 20 advertisers increased advertising spending by 15.6 percent between 2011 and 2019, yet only a small portion of overall ad spend has been focused on this demographic, according to recently-released survey data. MarketingCharts Instagram's Testing a new FAQ Option for Direct Interactions with Business Accounts Instagram has conducted tests for a more interactive frequently-asked-questions (FAQ) offering, a new feature that would give brands a new way to reach customers on Instagram, the social media platform recently announced. Social Media Today Hubspot and Howard University partner for Center of Digital Business HubSpot and Howard University have joined forces to create a new Center of Digital Business, focusing on experiential learning opportunities, the organizations recently announced. Marketing Land Instagram will exceed 1 billion users worldwide this year, a milestone originally predicted for 2023 Instagram is poised to top the one billion user mark this year, which represents an estimated year-over-year user base growth up from 8.4 percent to 22.9 percent for 2020, according to recently-released report data. Business Insider YouTube Will Start Inserting Ads into Non-Monetized Content, Updates Rules Around Facial Recognition Creators using YouTube may begin seeing ads in their non-monetized videos, a change announced in the Google-owned video platform's newly-updated terms of service. Social Media Today The Most Popular Email Clients in 2020 A newly-released survey of web-mail clients shows that the two most popular email clients, Apple's iPhone and Google's Gmail, have a combined 65 percent share. MarketingProfs Study Finds Disconnect Between B2B Marketers And Buyers B2B buyers find more value in user reviews, product tours, and videos, while many B2B marketers continue to prioritize long-form written content, according to recently-released survey data of interest to digital marketers. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “brand purpose marketing” by Marketoonist Tom Fishburne — Marketoonist A New Study About Color Tries to Decode ‘The Brain’s Pantone’ — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS:
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November 27, 2020 at 05:35AM
Online's $3 Billion Dollar Shopping Days Driving Retail: Adobe
The convenience of smartphones powered Thanksgiving Day sales online, accounting for half of all transactions.
The share of mobile-driven spending increased by 30% compared to yesterday. Some $25.5 billion has been spent via smartphones in November -- up 48% YoY, which equates to 38.6% of all ecommerce sales, according Adobe Insights data released late Thursday.
Overall, online shopping continues to break records.
Adobe Analytics confirmed Thursday its full-season shopping forecast from November through December, of $189.1 billion spent online -- up 33.1% YoY.
Since Sunday, Adobe has seen strong spending of $14.5 billion, up 40.6% YoY, with each day this week bringing in more than $3 billion.
Adobe analyzed one trillion visits to U.S. retail sites, 100 million SKUs and 80 of the 100 largest retailers in the U.S. to arrive at those numbers, uncovering two interesting statistics from its holiday shopping data.
Looking at searches for shipping and curbside pickup, curbside pickup has seen 116% year-over-year (YoY) growth to date this week, while expedited shipping has experienced an increase of 49%.
Adobe Analytics analysts estimate December 11 will be the last day for cheaper shipping rates, with prices increasing after on average of 14.6%.
This year, consumers are turning to online shopping in record numbers. While Adobe anticipates spending levels will rise during the evening hours on Thanksgiving Day, the number will came in below $6 billion in total sales. Retailers were successful in moging shoppers to buy earlier in the season with discounts and promotions.
There were many first-time online shoppers this year because COVID-19 is kept consumers out of stores, many of them putting a limit on the number of shoppers they allow in at any one time.
This week, 9% of all sales have been generated by net new customers as traditional brick-and-mortar shoppers turn online to complete transactions in light of shop closures and efforts to avoid virus transmission through in-person contact.
Interestingly, the top Netflix TV series -- The Queen’s Gambit -- is having an effect on chessboard sales. Since the launch of the show, consumer interest in chessboards and chess-related items was up 300% compared to the previous month.
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November 26, 2020 at 11:40PM
Gratitude In Uncertain Times: What the TopRank Marketing Team is Most Thankful For
Have our views on thankfulness changed in the turmoil and uncertainty of 2020? As the U.S. celebrates Thanksgiving Day, the pandemic continues to have a profound global impact, making this start to the holiday season one unique in modern history. This doesn’t mean that we have less to be thankful for, however — indeed the opposite may be true, based on what our team here at TopRank Marketing have taken the time to reflect on for our traditional post sharing messages of thankfulness. Our ability to see and express gratitude in difficult times can be especially meaningful and replenishing. This may be a prime year to consider the words of writer G. K. Chesterton. [bctt tweet="“I would maintain that thanks are the highest form of thought, and that gratitude is happiness doubled by wonder.” — Gilbert K. Chesterton" username="toprank"] Let’s open our hearts and take in messages of thankfulness from our team during this unprecedented pandemic year, shared with the hope that you’ll also be inspired to reflect on some of the silver linings that may be hidden in our lives if we take the time to listen.
What the TopRank Marketing Team is Most Thankful for in 2020
TopRank Marketing Gives Thanks For YouAll of us at TopRank Marketing are grateful for you, and thank you for being the supportive fans, amazing clients, and enthusiastic influencers that have allowed us to achieve personal, professional, and brand success. Happy Thanksgiving! Sincerely, The TopRank Marketing Team
The post Gratitude In Uncertain Times: What the TopRank Marketing Team is Most Thankful For appeared first on B2B Marketing Blog - TopRank®.
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November 26, 2020 at 05:31AM