Mother's Day 2018 insights · 2018-08-07 · Occasions and gifts mother day flowers gifts for mom...

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Mother's Day 2018 insights Successful strategies for digital marketers

Transcript of Mother's Day 2018 insights · 2018-08-07 · Occasions and gifts mother day flowers gifts for mom...

Page 1: Mother's Day 2018 insights · 2018-08-07 · Occasions and gifts mother day flowers gifts for mom unique mother’s day gift mother’s day crafts mother’s day brunch Beauty and

Mother's Day 2018 insightsSuccessful strategies for digital marketers

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Audience insights

Seasonal trends

Industry trends

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Industry

trends

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Americans splurged on Mother’s Day

1: "Mother's Day Spending Survey" conducted by Prosper Insights & Analytics, National Retail Federation (NRF), April 24, 2017,

(https://nrf.com/media/press-releases/mothers-day-spending-reach-record-high-236-billion). 2. eMarketer, National Retail

Federation (NRF) as cited in company blog, February 9, 2017, (http://totalaccess.emarketer.com/chart.aspx?r=204396).

INDUSTRY TRENDS

We

love

you,

Mom!

increasefrom 2016 vs. 2017 in

consumer spending1

10%Record high

total spending in 20171

$23.6 B

largest in

spendingafter winter

holidays, back to

school2

3rd

Average spent

per celebrantin 20171

$186

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$5.0B

$4.2B

$2.6B

$2.5B

$2.1B

$2.0B

$1.9B

Jewelry

Special outings (e.g., dinner or brunch)

Flowers

Gift cards

Clothing

Consumer electronics

Personal services (e.g., spa day)

85% of Americans celebrated Mother’s Day

last year

Source: "Mother's Day Spending Survey" conducted by Prosper Insights & Analytics, National Retail Federation (NRF), April 24, 2017, (https://nrf.com/media/press-releases/mothers-day-spending-reach-record-high-236-billion).

INDUSTRY TRENDS

2017 U.S. Mother’s Day retail gift spending, by product category

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Greeting cards and flowers were the most popular gifts

INDUSTRY TRENDS

Source: "Mother's Day Spending Survey" conducted by Prosper Insights & Analytics, National Retail Federation (NRF), April 24, 2017, (https://nrf.com/media/press-releases/mothers-day-spending-reach-record-high-236-billion).

Pro tipUse Enhanced

Sitelinks to showcase

popular gift categories

https://help.bingads.microsoft.com/apex/#3/en-us/51054
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IINDUSTRY TRENDS

Bing audience showed growing interest in key verticals while CPC

maintained efficiency

Source: Microsoft internal data, Bing Ads, April 24, 2016 – May 8, 2016 and April 30, 2017 – May 14, 2017.

Home & garden Occasions & gifts

+10%Click growth YoY

Food & groceries

+8% +4%

CTR % change

YoY

CPC % Change

YoY

+13%Click growth YoY

+6%Click growth YoY

+31%

-2%

CPC % change

YoY+17%

-6%CTR % change

YoY

CPC % change

YoY

CTR % change

YoY

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Within Bing

Shopping

Campaigns,

Home & Garden had

the highest click

share

SEASONAL TRENDS

Source: Microsoft internal data, Bing Ads, April 29, 2017 – May 14, 2017.

Product ads click share

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Audience insights

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83% 67% 19% 2%

In-store Online Via mobile Others

While a majority of people shopped in-store, over 60% shopped online

AUDIENCE INSIGHTS

Pro tipUse Merchant Promotions to feature special Mother’s Day

offers

Source: eMarkteter, AYTM Market Research, "Mother's Day," April 25, 2017, (http://totalaccess.emarketer.com/chart.aspx?r=207347).

https://help.bingads.microsoft.com/#apex/3/en/56805/1
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11%DAUGHTER

23%WIFE

64%MOTHER OR STEPMOTHER

7%GRANDMOTHER

Consumers are shopping for Mother's Day gifts for…

Source: "Mother's Day Spending Survey" conducted by Prosper Insights & Analytics, National Retail Federation (NRF), April 24, 2017, (https://nrf.com/resources/consumer-research-and-data/holiday-spending/mothers-day).

AUDIENCE INSIGHTS

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51M604M74M 32%

Your dream audience on the Bing Network

AUDIENCE INSIGHTS

Source: comScore qSearch, Explicit Core Search (custom), U.S., September 2017, PC only, industry categories based on comScore classifications.

total retail

PC searches

total retail

PC searchers

of all retail PC

paid clicks

retail PC searchers not

reached on Google

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Compared with Google, the Bing Network

audience is:

AUDIENCE INSIGHTS

Source: comScore Plan Metrix, U.S., November 2017, custom measure created using comScore indices and duplication. Includes both online or offline purchases.

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Home page

visitors

Past

purchasers

Holiday deal

page visitors

Cart

abandoners

Specific product

or category

pages

Highlight

Mother’s Day-

specific

promotions

Showcase

“for mom”

recommendations

based on browsing

history

Feature limited-

time offers or fine-

tune product

descriptions

Promote two-day

and same-day

delivery

Upsell or cross-sell

products based on

purchase history

Personalize ad copy featured in your remarketing campaigns

AUDIENCE INSIGHTS

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Seasonal trends

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Searches ramped up of the week of Mother’s Day and

peaked the Friday before

SEASONAL TRENDS

Source: Microsoft internal data, Bing Ads, April 30, 2017 – May 14, 2017.

Pro tipKeep an eye on the daily budget the

week of Mother’s Day

Mother's Day searches

Apr 30 May 01 May 02 May 03 May 04 May 05 May 06 May 07 May 08 May 09 May 10 May 11 May 12 May 13 May 14

Mother’s

Day

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Click-through rate (CTR) spiked in the beginning of the week and

Cost per click (CPC) peaked the day before

SEASONAL TRENDS

Source: Microsoft internal data, Bing Ads, April 30, 2017 – May 14, 2017.

Apr 30 May 01 May 02 May 03 May 04 May 05 May 06 May 07 May 08 May 09 May 10 May 11 May 12 May 13 May 14

Mother’s

Day

Clicks, CTR and CPC by date

Click CTR CPC

CPC

CTR

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Ensure coverage across these top Mother’s Day search queries

SEASONAL TRENDS

Source: Microsoft internal data, Bing Ads, April 29, 2017 – May 14, 2017.

Home and garden

picture frame

garden tools

home décor

patio furniture

<brand> candle

Apparel

women shoes

handbags

mothers ring

discount jewelry

women’s clothing

Occasions and gifts

mother day flowers

gifts for mom

unique mother’s day gift

mother’s day crafts

mother’s day brunch

Beauty and personal care

anti wrinkle cream

anti aging skin care product

dry skin moisturizer

thinning hair products

make up for aging skin

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© 2018 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other

product names are or may be registered trademarks and/or trademarks in the U.S.

and/or other countries.

The information herein is for informational purposes only and represents the current

view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

guarantee the accuracy of any information provided after the date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THE INFORMATION IN THIS PRESENTATION.


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