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Thanksgiving Day Ecommerce Takes Back Seat To Black Friday Online https://ift.tt/dSUmqDN There was optimism heading into Black Friday as consumers tried to celebrate a more “normal” holiday season. The data that got consumers thinking whether to save or spend, based on economic predictions that the U.S. would fall into a recession in 2023, sent conflicting messages to marketers. Marketing companies released lots of data Monday related to search and ecommerce -- specifically Searchspring and Criteo. Searchspring, which analyzes search requests across retail sites across its customer base, evaluated millions of ecommerce site searches across its customer base. The data does not reveal surprising trends, but does show a return to pre-COVID-19 style gatherings. From November 24, 2022 through November 25, 2022, the company found that searches on Thanksgiving Day fell by 31% year-over-year, but Black Friday searches rose by 68%. As concerns about inflation rose, consumers looked for the word “sale” -- the 10th-most commonly searched word this year compared with last year, when the term ranked 35th. advertisement advertisement “Cozy knit,” “cozy,” and “leggings” were all included in the top six search terms during this time period. Mobile searches rose by 80%. In fact, on Thanksgiving Day and Black Friday, Searchspring processed 15,967,405 mobile searches in 2022, compared with 8,888,896 in 2021. Desktop searches rose by 35%. Searches for “Disney” fell this year. In 2021, “Disney” ranked No. 17 as the most searched term, but this year the popular brand came in at No. 34. More interesting, consumers are thinking ahead to Valentine’s Day. Some 16,100 shoppers searched for “Valentine’s containers” during the weekend. Criteo pulled its data from more than 500 U.S. retailers who partner with the company, accounting for over 700 million transactions in Q4 2021 and Q4 2022, all devices combined, except where otherwise noted. On Black Friday is Cyber Friday, Criteo said data from omnichannel retailers in the U.S., retailers with an online and in-store presence, shows that physical store transactions rose by 64.5% in the U.S. during Black Friday 2022, and up a 356% online. One year ago, the same retailers only saw an increase of 144% of online transactions. Sales were compared to an average in October 1- through October 28 for each year. Analyzing data from 5,400 retailers in 60 countries on Black Friday 2022, the number of online transactions was up 4.8% compared with Black Friday 2021. In the U.S., online transactions rose 7.4% compared with Black Friday 2022. In the U.S., traffic on retail websites rose 9% year over year (YoY) during the seven days leading to Black Friday, product page views during November 18 through November 24 2022, compared with November 19, through November 25, 2021, suggesting a high intent to purchase during the Black Friday weekend. Mobile Marketing via MediaPost.com: mobile https://ift.tt/43n6dg7 November 28, 2022 at 12:49PM
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Online Sales Boomed Over Cyber Weekend, Showing 10.2% Growth: Salesforce https://ift.tt/Vray8Q1 Online sales reached $17.2 billion over Cyber Weekend -- a 10.2% hike YoY, Salesforce reports.. Globally, sales totaled 83.9 billion, with 3% growth. Black Friday sales reached $15 billion in the U.S., and 65.3 billion worldwide. The average deal in the U.S. was 30% off, versus 27% worldwide. Mobile accounted for 78% of all U.S. online sales, and roughly the same globally. Social drove 12% of all mobile traffic referrals in the throughout the world, a 22% hike YoY. The most popular verticals and their increases were:
Globally, verticals with the highest discount rates were:
advertisement advertisement “Online traffic and sales continued to gain momentum throughout Cyber Week, buoyed by US consumers, who snagged great deals on Saturday and Sunday,” states Rob Garf, vice president and general manager of retail at Salesforce. Garf adds: “We anticipate retailers continuing their aggressive discounting approaches on Cyber Monday as they make the final push to move inventory and free up cash.” Salesforce analyzed shopping data from more than one billion consumers on Commerce Cloud and Marketing Cloud, covering 24 of the top 30 U.S. online retailers.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/43n6dg7 November 28, 2022 at 12:49PM
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McKinney Names 2 Group Client Directors To Reflect Agency Growth https://ift.tt/Z0bNRIi McKinney has added to its senior ranks. Matilda Ivey and Rhonda Nelson will be joining the team as group client directors. Both report to Gretchen Walsh, Chief Client Officer. The creative agency has done work for Columbia Sportswear, Samsung Mobile, ACC Network and Little Caesars pizza. This year, the agency signed client signed Blue Diamond Growers and debuted McKinney Health, a new practice. Ivey is based in the New York City office and will lead Stop & Shop and Sherwin-Williams accounts. Nelson is based in the LA office and will lead West Coast operations for Blue Diamond Growers. “Their strategic acumen, creative drive and diverse viewpoints will make our people and our work more powerful,” said Walsh. Ivey joins McKinney from VMLY&R, where she served as a group director of client engagement for three years. Prior to VMLY&R, she also served at Vigilante (Publicis), UniWorld Group (WPP) and Walton Isaacson. McKinney’s EDIB (Equity, Diversity, Inclusion and Belonging) initiatives by creating a McKinney Marcom Inclusion Playbook. advertisement advertisement Nelson, joins McKinney from TEN35. She will lead the Blue Diamond Almonds account and support growth in the agency’s LA office. Previously, she worked with broadcaster Tavis Smiley and led brand integration across his TV, radio, publishing and events. Mobile Marketing via MediaPost.com: mobile https://ift.tt/43n6dg7 November 28, 2022 at 09:54AM
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New Marketing Expo & Conference Is Set For Miami Next April https://ift.tt/tzAQhqs A new marketing conference and exposition is making its debut next April. It's called Possible and it's being created by Christian Muche who is credited as founder of the annual and digially-focused DMEXCO conference. Muche has created a new company called Beyond Ordinary Events Inc. and the Possible conference is the firm's first major undertaking. The event is scheduled to take place April 17-19 at the Fountainbleau in Miami Beach. Possible is targeted to C-suite marketers and industry leaders globally including those serving at brands, media companies, agencies, tech firms as well as creatives, influencers and others. MMA (Mobile Marketing Association) Global is a partner and investor in the new conference and Google has signed on a premiere presenting sponsor. Organizers say that as part of its participation, most of MMA's events will fold into Possible. Muche stated that “Possible will be unlike any other marketing event in the world. We are creating a forum to address the challenges that marketers face head on and give C-suite executives the tools to drive their future success.” The event is billed as an "exposition and forum where leading brands, technology, digital, media, culture converge around the future of marketing." It will present over 200 speakers on four stages, 16 tracks of curated content, and access to master classes and workshops, and networking opportunities. Specifics will be unveiled in the coming weeks and months. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/43n6dg7 November 28, 2022 at 09:54AM Mrs. Claus Is Lonely. Send Flowers. https://ift.tt/KyxGnje
The holidays are a lonely slog for many people, but Teleflora's new holiday campaign taps an unlikely poster girl. It’s Mrs. Claus, stuck at home while Nick is out working. It’s easy to think the spot, themed “Leave No One Out This Holiday,” is about a recent widow. There’s an empty rocking chair, an extra toothbrush, and a sympathetic husky who looks lonely, too, all while the snow falls around the little cottage. Then a parka-wearing deliverywoman comes to the door, bearing flowers and a note from Nick, and the picture becomes clear. Santa’s a great guy, but his work means empty holidays for his wife. Teleflora, owned by the Wonderful Company, created the campaign in-house. It hopes to inspire people to think about anyone who might be lonely this year. advertisement advertisement “We asked ourselves, who’s lonely on Christmas Eve -- and realized it’s Mrs. Claus,” says Margaret Keene, the company’s chief creative officer, in an email to Marketing Daily. “Her husband’s working night and day, leaving every Christmas Eve on a long and intense journey. The intent was to show this very relatable person, giving subtle hints throughout that the woman was Mrs. Claus before the final reveal.” She says that Mr. and Mrs. Claus typically get painted as “joyous humanitarians.” Instead, this shows a more human side. “Ultimately, the goal is to remind everyone to reach out to your loved ones this season, even to the most unassuming, and show that you haven’t forgotten them.” The spot, filmed on location in Poland, is the latest in the company’s ongoing “Love Out Loud” campaign platform, which has been running since 2017. Danielle Mason, Teleflora’s vice president of marketing, tells Marketing Daily a 30-second and 60-minute spot are scheduled to run on YouTube, Facebook and Instagram. There are also targeted in-stream media buys on connected TV, digital and mobile. Additionally, the company will use organic social teasers showing various portions of the spot in Instagram and Facebook stories. It's also planning an integration with the TV show "The View," with snippets of the spot running “while highlighting personal stories from the show’s anchors.” That integration will also be shared in social channels to increase engagement. The brand is also hoping to keep the people of Ukraine top-of-mind this holiday. It’s partnering with the Ridna Shkola of Los Angeles, the Ukrainian Saturday School, to host a pop-up at the Ukrainian Culture Center. Mobile Marketing via MediaPost.com: mobile https://ift.tt/43n6dg7 November 28, 2022 at 08:23AM
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Laser Focus: Boost B2B Marketing With Better Focus https://ift.tt/Itfe2gT How can B2B marketers put the old adage of focusing on what you can control to the best use, and why will 2023 be an important year to boost efficiency with better focus? We’ve all heard the saying that it’s better to focus on those things that you can truly play a part in changing than spending time worrying about so many of the things that really are outside the scope of what we can change. Knowing where to put our efforts to the best use and which areas to skip are skills that generally improve as we mature and grow, in both our personal and professional lives. Let's jump right in and take a look at how to boost B2B marketing efforts with better focus. Improved Focus For Better Marketing & MoreNo matter what stage of the journey we’re on, it can be valuable to take stock of where we’re at when it comes to where we place our focus, and how we can improve these important skills. Today’s helter skelter always-on social media digital marketing lifestyle is riddled with endless avenues vying for our attention, making it a harder task than ever to filter out the things we can’t control from those where we should be directing our full focus. Over time most of us generally know what our strong areas are, and where we tend to struggle, and building better focusing skills can often start simply by turning a mirror back onto ourselves, to be reminded of our inherent strengths and weaknesses.Embracing Our Strong PointsWith that refresher, we can confidently move on to applying our efforts to our strong point areas. What if those areas are perfectly aligned with our strengths, but aren’t ones that we can have an effect on? Or, on the other side of the equation, what if we’re facing areas where we can have great impact, but they’re not aligned with our strong points? This is a fairly common scenario, as we all have to tackle tasks that aren’t exactly in our top areas of expertise. When this happens, it can be helpful to recognize it as an opportunity to boost those skills and become a more well-rounded B2B marketer — especially with today’s roles requiring more of a full-stack skill-set than ever. In B2B marketing, learning where not to focus your energy can be an important discovery, along with the subtle power of brevity. In today’s short attention span digital-first world, a finely-tuned short message can often significantly outperform a comprehensive missive or manifesto, especially when it comes to content shared on social media platforms. I wrote more about this phenomenon in “You Have 8 Seconds – GO! Brand Messaging Secrets With Debra Jasper.” [bctt tweet="“In B2B marketing, learning where not to focus your energy can be an important discovery, along with the subtle power of brevity.” — Lane R. Ellis @lanerellis" username="toprank"]Aligning Focus With SkillIt’s important to recognize that even if a particular task is squarely aligned with one of our strongest skills, if that task falls in the category of things we can’t control, no matter how much effort we put forth, the work will usually be for naught. The magic happens when we know our strong points and are also able to apply them in areas where our efforts can have a direct impact. We can optimize our focus by making it a regular practice to ask ourselves four key questions:
Riding The Focus WaveWhen you find yourself in an especially productive period, take advantage of it and ride the productivity wave to get as much done as possible while the creative B2B marketing iron is burning hot. Unfortunately, we can’t control when we’ll be at our peak combined levels of energy, productivity, and efficiency. By quickly recognizing when such a period hits us, however, we can get in as much work as possible before the big wave eventually peters out. How can you take advantage of these times? Here are three strategies:
Laser Focus Builds Better B2B Contentvia GIPHY By using these focus-building techniques you'll have a jump on the competition, and be able to elevate your own B2B marketing efforts in new ways. You can learn more about increasing productivity through focus in our own Nick Nelson's "5 Ways B2B Marketers Can Boost Productivity and Focus," and how B2B marketers can build a super-stack of marketing technology skills to create the most value and efficiency in 2023 and beyond in "20 Ways to Build a B2B Marketing Super-Stack of Skills." More than ever before, creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why more brands are choosing to work with a top digital marketing agency such as TopRank Marketing. Reach out to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and many others.The post Laser Focus: Boost B2B Marketing With Better Focus appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/BoslMn0 November 28, 2022 at 06:40AM
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Shoppers Spent More Than $9B Online On Black Friday https://ift.tt/PApmYCf Consumers spent a record $9.12 billion online on Black Friday, up 2.3% from last year, according to data published Saturday. Adobe Analytics released it final Black Friday numbers and previewed its forecast for the remainder of the holiday weekend. The analysis, part of Adobe's Experience Cloud database, aggregates more than a trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories. Electronics drove much of the growth, with online sales rising 221% for the category, compared with the average day in October 2022. Smart home items rose 271% and audio equipment was up 230%. Sales of toys jumped 285%, and exercise equipment increased 218%. Despite struggling with higher prices and inflation, consumers wanting to purchase items have found flexible ways to spend. "Buy Now Pay Later" (BNPL) orders rose by 78% when compared with the prior week (Nov. 19-25). advertisement advertisement BNPL revenue rose 81% in the same period. Black Friday mobile shopping also reached a new record, with 48% of online sales coming from smartphones, up from 44% in 2021. The most purchased items on Black Friday included toys related to Fortnite, Roblox, Bluey, Funko Pop!, and Disney Encanto. Gaming remained a popular category. Consumers bought Xbox Series X, and PlayStation 5 devices, along with games FIFA 23, NBA 2k23, and Pokemon Scarlet & Violet. Drones, Apple MacBooks, and Dyson products also sold well. Adobe Analytics expects the five days from Thanksgiving Day through "Cyber Monday" -- known as "Cyberweek" -- to generate $34.8 billion in online spending, up 2.8% from 2022, and representing a 16.3% share of the holiday season (November through December) sales. Ecommerce activity is expected to remain strong this weekend, with shoppers set to spend more than $9 billion online -- $4.52 billion on Saturday, and $4.99 billion on Sunday. Adobe expects Cyber Monday to be the season’s biggest online shopping day again, driving $11.2 billion in spending, an increase of 5.1% over last year. Today (Nov. 26), is "Small Business Saturday," a day consumers are urged to shop with local, independent retailers, and Adobe's data shows smaller retailers -- those with $10 million to $50 million in annual revenue -- have struggled in an uncertain economic environment. Their online sales grew at one third those of larger retailers (those generating more than $1 billion in annual revenue). Mobile Marketing via MediaPost.com: mobile https://ift.tt/zJgameW November 26, 2022 at 09:46AM
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$34.8B Online Spend Thanksgiving Through Cyber Monday, Adobe Estimates https://ift.tt/V9QJeY6 Adobe Analytics expects the five days from Thanksgiving Day through Cyber Monday -- known as Cyberweek -- to generate $34.8 billion in online spend, up 2.8% year-over-year (YoY) in 2022, and represent 16.3% share of the holiday season from November through December. Mobile shopping struggled to grow for years. Vivek Pandya, lead analyst at Adobe Digital Insights, believes this Thanksgiving will become an inflection point, where smartphones drove real growth. Mobile shopping drove 55% of online sales, up 8.3% YoY, an all-time record for Thanksgiving Day since 2012. Cyber Monday will remain the year’s biggest online shopping day at $11.2 billion -- up 5.1% YoY. Black Friday is expected to bring in $9 billion by day’s end, up just 1% YoY. The analysis from Adobe Analytics, part of the Adobe Experience Cloud, aggregates more than one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories. advertisement advertisement Consumers hit a new record when it comes to spending on Thanksgiving Day at $5.29 billion -- up 2.9% YoY, per Adobe Analytics data. In the holiday season so far, consumers have spent $77.74 billion in the first 24 days in November. Black Friday is expected to bring in $9 billion online today, up a mere 1% YoY. Consumers can expect big discounts on Black Friday.
The top selling toys so far include Squishmallows, Roblox, Paw Patrol, Hot Wheels, Cocomelon and L.O.L Surprise Dolls, a longtime favorite. Top gaming consoles include Nintendo Switch, Xbox Series X, and PlayStation 5. Most popular games include God of War Ragnarök, FIFA 23, Madden 23, and Call of Duty: Modern Warfare II. Other hot sellers: Apple Airpods, Instapots, Smart televisions, digital cameras, and gift cards. Categories that are performing especially well include online sales of strollers, up 133%, compared with the average daily sales in October 2022. Other categories showing strong demand include outdoor grills, up 131%; speakers, up 122%; and cameras, up 111%.
Some consumers are embracing buy now pay later to manage budgets. On Thanksgiving Day, BNPL revenue online was up 1.3%, and orders were up 0.7%. Adobe expects BNPL usage to ramp up with the big shopping days—Black Friday, and Cyber Monday—on the horizon. For those stores open on Thanksgiving Day, online shopping picks up and curbside pickup was used in 13% of all online orders. This is down from 21% last year, and shows the impact of store closures today. Adobe expects curbside pickup to peak from Dec. 22 to Dec. 23, directly prior to Christmas Eve, and account for 35% of all orders. Mobile Marketing via MediaPost.com: mobile https://ift.tt/zJgameW November 25, 2022 at 04:09PM
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Cyber Week Muscle: Sales Hit $7.5 Billion On Thanksgiving: Salesforce https://ift.tt/wyqTnNz People finished their Thanksgiving meals and then went online to shop, enjoying average discount rates of 31%, judging by new data from Salesforce. Sales spiked between 6 p.m. EST and 10 PM EST, with 78% of traffic coming through mobile phones, Salesforce reports. Total online sales for the day rose by 9% in the U.S. YoY to $7.5 billion -- higher than the initial Salesforce projection of $7.1 billion. Globally, sales grew by 1% to $31 billion. (Adobe reports a different Thanksgiving number -- $5.29 billion, up 2.9% YoY). According to Salesforce, email generated an open rate of 18% on Thursday, a 0.7% click rate and 0.02% unsubscribe rate. The metrics were similar on Tuesday and Wednesday, except that opens totaled 19% on both days. Email sends jumped by 7% during the period. Online sales rose 3% YoY in the U.S. during the earlier part of the week. Based on preliminary data, Salesforce projects U.S. Thanksgiving sales of $7.1 billion. advertisement advertisement Prior to Thanksgiving, brands were helping to fight inflation with discounts of 29% in the U.S. and 26% globally. The average selling price (ASP) rose by 3% over 2021 and 16% over 2020 in the earlier part of the week. Mobile accounted for 74% of all global traffic, a 5% increase over 2021. Prior to Cyber Week, online sales were up 7% in the U.S. and traffic by the same percentage. Online discounts averaged 23%, a hike of 15% YoY. “After lackluster deals earlier in the season, retailers have now stepped up their discount game to pre-pandemic levels,” says Rob Garf, vice president and general manager of retail at Salesforce. Garf adds: “Consumers responded by browsing and buying online this Thanksgiving, with Buy Now Pay Later options winning over many consumers on the fence, even on lower-priced goods as the pressure of inflation persists.” Salesforce analyzed shopping data from more than one billion consumers on Commerce Cloud and Marketing Cloud, covering 24 of the top 30 U.S. online retailers. This story will be updated later in the day on Black Friday, November 25. Mobile Marketing via MediaPost.com: mobile https://ift.tt/zJgameW November 25, 2022 at 01:06PM
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FTC Presses To Proceed With Privacy Complaint Against Kochava https://ift.tt/42Hir8K Striking back against mobile data broker Kochava, the Federal Trade Commission argues it should be allowed to proceed with a claim that the company engages in an unfair business practice by allegedly selling consumers' precise location data. Kochava “discloses to third parties data that reveals consumers who are making or have made some of the most sensitive decisions in their lives,” the FTC argues in papers filed with U.S. District Court Judge B Lynn Winmill in Idaho. “Such disclosures are a 'substantial injury' to consumers’ privacy,” the agency writes, adding that the information “expose consumers to additional injuries, including stigma, discrimination, physical violence, and emotional distress.” The FTC is urging Winmill to reject Kochava's bid to dismiss a complaint filed in August, when the agency sued Kochava for allegedly selling information about people's precise locations -- including data that could reveal visits to sensitive locales. advertisement advertisement The complaint includes allegations that Kochava's data -- which is obtained from other companies -- can be used to identify "consumers who have visited an abortion clinic and, as a result, may have had or contemplated having an abortion," as well as "medical professionals who perform, or assist in the performance, of abortion services.” The FTC said Kochava sells “timestamped latitude and longitude coordinates showing the location of mobile devices,” as well as mobile advertising IDs -- unique identifiers that persist, unless consumers reset them. While the mobile advertising identifiers are pseudonymous, the FTC alleged that they can reveal people's actual identities. For example, the FTC said, some data brokers advertise the ability to match mobile identifiers with names and physical addresses. Also, even without that type of matching service, location data in itself can lead to inferences that would identify people, the FTC wrote in the complaint. The agency is seeking an injunction prohibiting Kochava from engaging in unfair practices. Earlier this month, Kochava urged Winmill to dismiss the lawsuit, arguing that the agency's allegations, even if proven true, wouldn't show the company had engaged in unfair conduct. Among other arguments, Kochava contended that practices can only be deemed unfair if they violate an established legal policy, or are harmful or oppressive. "The complaint contains no mention of an existing law, rule, regulation or policy specifically prohibiting the alleged conduct related to geolocation data,” Kochava wrote. The FTC counters in its filing that the company's practices “impermissibly injure” people's privacy. “As the facts alleged in the complaint demonstrate, Kochava’s practices invade consumers’ privacy on a massive scale,” the FTC writes. “Kochava’s data ... reveals, among other private details, where a consumer seeks medical help, what medical conditions the consumer suffers from (e.g., visits to an oncologist’s office reveal the consumer is seeking treatment for cancer), where the consumer worships and how often, and whether the consumer identifies as LGBTQ+,” the agency writes. “Disclosing such sensitive information, Kochava invades consumers’ privacy and causes substantial injury to them.” Kochava also argued the FTC lacks grounds for an injunction, given that the company already rolled out a “privacy block” feature that removes known health services locations from its marketplace. The FTC counters in its recent papers that even if “privacy block” limits some location disclosures, “a permanent injunction would still be warranted.” “Kochava continues to assert that its conduct is not illegal and has made no assurances that it will stop its misconduct in the future,” the FTC writes. The FTC brought its complaint against Kochava two weeks after the company sued the FTC, in an attempt to stave off the agency's case. Kochava claimed in its initial court papers, filed August 12, that it doesn't “uniquely identify users,” but merely links the mobile advertiser identification to “hashed emails and primary IP addresses.” The company also argued that consumers could have refused to allow their locations to be collected by app developers. "The consumer agreed to share its location data with an app developer," Kochava wrote. "As such, the consumer should reasonably expect that this data will contain the consumer’s locations, even locations which the consumer deems is sensitive.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/zJgameW November 25, 2022 at 10:04AM |
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