Digital opportunities christmas 2010

Google Confidential and Proprietary 1

Digital Opportunities Christmas 2010

Henry Kelly Industry Analyst Technology, Google


Christmas Online It’s Big and it Starts Early

Google Confidential and Proprietary Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies for each product category

76% of people researched a technology related product online and then went on to

purchase that product either online or in store

Google Confidential and Proprietary

100%

105%

110%

115%

120%

125%

130%

135%

140%

145%

6-Jul-09 6-Aug-09 6-Sep-09 6-Oct-09 6-Nov-09 6-Dec-09 6-Jan-10

Consumer Electronics Queries Laptops Queries Mobile & Wireless Queries

Growth rates for C.E & Telecom queries

4

Week commencing 21st September: First spike in traffic for all verticals

Research Online Purchase Offline:

End of month – post payday search spike to find presents

Month of January:

The bounce back is significant


‘Christmas’ starts Today

First blip this time last

year

Ramp up through October

Source: Australian search queries from internal Google tools

Doubling in second half November


Finding stores is still happening at the last minute

Continue growing to 25th Dec Source: Insights for Search


Searches for ‘Gift Vouchers’

Continue growing to 24th Dec

Source: Insights for Search

And what happens if you can’t get instore? Buying vouchers still happens up to the last minute

Will you be offering an Online Voucher service so that people

can buy and redeem Gift Vouchers purely Online?

The perfect way to kick start the New Year


Learning from Christmas Past Get Scientific and Look at the Trends


eCommerce Attitudes

Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,025 Top 2 on a 5 point scale = strongly agree, agree

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?

I’m comfortable buying products

from foreign websites.

I’m comfortable buying products from

unfamiliar websites.

I always read the Terms & Conditions before buying

an item online.

Savvy

Smart

Secure


Consumers start offshore searches before domestic

International (eg): International shipping, USPS, Amazon, Book Depository, ebay.com, Macy, Best Buy, ebay.co.uk Domestic (eg): Myer, Harvey Norman, David Jones, Coles, Woolworths, Kmart, Target, Dick Smith, JB Hifi, Officeworks


Queries for International & Domestic Terms [Indexed]

Mid October: Key research window for overseas brands

Early December: International orders & research finalised to ship

Mid December: Interest moves back to ‘local’ brands with store presence

2

1

3

2

1

3


Auctions intensify before Christmas in Research Phase

Last year, CPC levels rose significantly, but dropped as the season progressed

Don’t think that by leaving it late you can get ‘cheap clicks’

Why was there a drop? October is the Telecoms Christmas!

‘Mobile Phone’ queries Cost Per Click (CPC) [Indexed]


0

0.5

1

1.5

2

2.5

3


Q4 is a popular time to Launch new Products

Source: Click volume from internal tools

What happens when a product is launched in to a category?

laptop laptops netbook notebook notepad

Apple iPad launch influences whole category

What are you or competitors planning?


New products: leverage interest before product launch

Australian Sales Launch [May 28th]

US Sales Launch [April 3rd]

Launch Announcement [January 27th]

Australian ‘iPad’ Search Volume

iPad Experience: surge in January, with interest bubbling through until Australian launch in May

Learning: support your new products with search marketing during pre-launch phase

Register Interest Take Pre-Orders Sales…



Top Categories for 2010 – Educate and Inform

Smartphones Tablets 3D TV

Approx 400k searches a month on Smartphone related products

Key launch – HTC Desire, Apple iPhone 4, Samsung Galaxy, Nokia N9

Key points to consider – is it a Global launch? Have you set-up pre-reg early enough?

Approx 800k searches a month on Tablet PC related products

Key launch – iPad, Asus Eee, Dell Streak, HP Slate, pre-order Kindle now!

Key points to consider – with many new entrants, consumers need education. Become their partner

Approx 200k searches a month on 3DTV related products

Key Launch – Samsung

Key points to consider – Online through TV will open up magnitude of content for home theatre


Getting Ready Next Steps for a Merry Christmas


September

October

November

December

January

What should you be doing next? Online Focus Marketing Steps

-Prepare/test Christmas creatives - Update landing pages - Advertise on broad category items - Implement remarketing code

-Move to gift-buying creatives -Start broad interest display ads -Bring up daily budgets as search traffic & interest increases

-Align online campaigns with offline -Turn on remarketing to capture researchers from October -Prepare post-Christmas creatives

-Harvest key Christmas sales -Close orders and drive last-minute shoppers to stores or gift vouchers -Ready post-Christmas campaigns

-Shift gear to new year sales focus -Ramp up sales & price messages

-Start with large/high value items requiring long research times - Create category level excitement - Spark interest with generic terms

-Move to traditional Christmas items -Push toys, gifts, games -Start promotional campaigns -Take lay-by/shipping orders

-Add impulse and branded items -Start to drive vouchers & gift cards -Adjust promotions as stock levels begin to change

-Push hard on all channels -Include upsell of extra items & gift-wrapping -Prepare post-Christmas sales

-Shift messaging to sales/savings -Integrate messages across channels


The 7 Steps to a Successful Christmas

What day does Christmas falls on and how will this impact on delivery dates or in store purchase

Christmas and Boxing Day sales are important; take advantage of the surge in volume

Capitalise on the “back to school” surge (End January)

Traffic builds earlier in the year for mobile queries (Q3 peaking Q4)

Queries peak early November, and again in the first week of December

Advertisers must capture the bounce back in volume of queries into January and Q1

Be aware of key product categories and who will be releasing new products in Q4 2010 and Q1 2011


Thank You! Google Technology Team

Documents

Digital opportunities christmas 2010