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BACK TO SCHOOL: A crash course in digital marketing opportunities you may be missing out on
Today’s “Instructors”: ,[object Object],[object Object],[object Object],[object Object]
POP QUIZ
Question:  What’s the point in having a  Back to School  webinar in  August ?
Lesson Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
History
Daily Time Spent by Major Media Type Shoppers’ Percent of Time Spent Across Media The Internet is the 2nd most used medium behind TV Source: TVB Media Comparisons Study 2008, Adults 18+
[object Object],[object Object],1 BIGresearch, Simultaneous Media Usage Survey, 12/06 2 Forrester Research “The State of Retailing Online 2008: Marketing Report, May 2008
Source: ComScore Media Metrix 1.8 hours 18  minutes 31.1hours 4 hours Reaching Consumers in CPG & Retail Digital media is fragmented. A website alone is not enough. 30 20 10 0 Average Internet User: Number of Hours/Month Amount of Time (hours) Total Internet Social Retail Sites Retail Leader
Deal Seeking on the Rise
Everyone’s Doing It: Looking for Offers Over 2/3 of shoppers will seek out offers and promos from local retailers.
+9% +8% +9% Online Promotion Drives Sales ,[object Object],[object Object],[object Object],[object Object],TV Internet
CPG & Retail Assessment: How They Perform
Current Events
What Consumers are Spending ,[object Object],$606.40 per family Source: National Retail Federation Survey Conducted by BIGresearch, 6/30 - 7/7, 2010 Total Revenue +11%
Where Consumers are Spending Discount Stores: Department Stores: ,[object Object],[object Object],[object Object],[object Object],[object Object],71%   54% Source: National Retail Federation Survey Conducted by BIGresearch, 6/30 - 7/7, 2010
Science
The Investigation ,[object Object],Are advertisers leveraging digital marketing to see the largest ROI during back to school season? “ “ “ “
The Class ,[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object]
Apparel:  Impression Highs ≠ Engagement Highs Impressions & Campaigns:   Increase significantly in late July to hit seasonal highs in mid-August   Click-Through Rate:   Increases from July and August to September, peaking in the second week. Interaction Rate:   Rises to 8% in September after decreasing throughout August.
OSS: Marketers Missing the Boat on Engagement Impressions & Campaigns:   Shoot up in August from July and then decrease in September.   Click-Through Rate:   Increases by almost 2.5x from July to September with a peak in early September. Interaction Rate:   Rises from Labor Day to peak in the middle of September.
BlueKai:  Purchase Intent - Children’s Clothes/Shoes ,[object Object],[object Object],[object Object]
Lab Partners
[object Object],Nielsen: Find Your Audience
BlueKai: Understand Your Audience ,[object Object],[object Object],[object Object],[object Object],[object Object]
Aperture: Measure Your Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summing it Up: The Moral of the Story ,[object Object],[object Object],[object Object],[object Object],[object Object]
Psychology
Head of the Class: Rich Media Performs! Interaction Rate:   Better correlated to Circular Site Metrics than CTR ,[object Object],[object Object],www.crapads.org
While We’re On the Subject
Diving Even Deeper  Consumer interest in online circulars is higher throughout the week – except Sunday.
Art
Form and Function: Features that Perform Instant Email Video Gaming Promos Dynamic Data Coupons Surveys Social
Go Big or Go Home
Extra Credit: Putting it All Together for Success ,[object Object],[object Object],[object Object],[object Object]
Where Online & Offline Meet: In Your Hand
Homework
Long Term and Short Term Assignments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Back to School Report Card
Questions?
Download  PointRoll’s Back-to-School Report: http://pointroll.com/downloads/ back-to-school_industry_report.pdf Thanks for attending!  For more information visit  www.PointRoll.com   or email  [email_address]  today!
Appendix
Show and Tell: Dynamic Data http://www.pointroll.com/walmart_backtoschool/
Show and Tell: Video http://www.pointroll.com/elmers_backtoschool/
Show and Tell: Coupons/Promos http://www.pointroll.com/pentel_backtoschool/
Show and Tell: Gaming/Interactivity http://www.pointroll.com/binneyandsmith_backtoschool/
Show and Tell: File Download http://www.pointroll.com/sears_backtoschool/
Show and Tell: Instant Email http://www.pointroll.com/sears_backtocollege/
Methodology ,[object Object],[object Object],[object Object],[object Object]
Statistically Speaking
Fact: Consumers Want Deals How interested are you in knowing when products at your local retailer are on sale or include offers/promos?

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Back to School Webinar: A Crash Course In Digital Marketing Opportunities You May Be Missing out On

  • 1. BACK TO SCHOOL: A crash course in digital marketing opportunities you may be missing out on
  • 2.
  • 4. Question: What’s the point in having a Back to School webinar in August ?
  • 5.
  • 7. Daily Time Spent by Major Media Type Shoppers’ Percent of Time Spent Across Media The Internet is the 2nd most used medium behind TV Source: TVB Media Comparisons Study 2008, Adults 18+
  • 8.
  • 9. Source: ComScore Media Metrix 1.8 hours 18 minutes 31.1hours 4 hours Reaching Consumers in CPG & Retail Digital media is fragmented. A website alone is not enough. 30 20 10 0 Average Internet User: Number of Hours/Month Amount of Time (hours) Total Internet Social Retail Sites Retail Leader
  • 10. Deal Seeking on the Rise
  • 11. Everyone’s Doing It: Looking for Offers Over 2/3 of shoppers will seek out offers and promos from local retailers.
  • 12.
  • 13. CPG & Retail Assessment: How They Perform
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  • 21. Apparel: Impression Highs ≠ Engagement Highs Impressions & Campaigns: Increase significantly in late July to hit seasonal highs in mid-August Click-Through Rate: Increases from July and August to September, peaking in the second week. Interaction Rate: Rises to 8% in September after decreasing throughout August.
  • 22. OSS: Marketers Missing the Boat on Engagement Impressions & Campaigns: Shoot up in August from July and then decrease in September. Click-Through Rate: Increases by almost 2.5x from July to September with a peak in early September. Interaction Rate: Rises from Labor Day to peak in the middle of September.
  • 23.
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  • 30.
  • 31. While We’re On the Subject
  • 32. Diving Even Deeper Consumer interest in online circulars is higher throughout the week – except Sunday.
  • 33. Art
  • 34. Form and Function: Features that Perform Instant Email Video Gaming Promos Dynamic Data Coupons Surveys Social
  • 35. Go Big or Go Home
  • 36.
  • 37. Where Online & Offline Meet: In Your Hand
  • 39.
  • 40. Back to School Report Card
  • 42. Download PointRoll’s Back-to-School Report: http://pointroll.com/downloads/ back-to-school_industry_report.pdf Thanks for attending! For more information visit www.PointRoll.com or email [email_address] today!
  • 44. Show and Tell: Dynamic Data http://www.pointroll.com/walmart_backtoschool/
  • 45. Show and Tell: Video http://www.pointroll.com/elmers_backtoschool/
  • 46. Show and Tell: Coupons/Promos http://www.pointroll.com/pentel_backtoschool/
  • 47. Show and Tell: Gaming/Interactivity http://www.pointroll.com/binneyandsmith_backtoschool/
  • 48. Show and Tell: File Download http://www.pointroll.com/sears_backtoschool/
  • 49. Show and Tell: Instant Email http://www.pointroll.com/sears_backtocollege/
  • 50.
  • 52. Fact: Consumers Want Deals How interested are you in knowing when products at your local retailer are on sale or include offers/promos?

Notas do Editor

  1. Internet is a dominant
  2. Majority of sales are happening offline. What are shoppers doing while online? How are they shopping online? Shoppers research or “shop” online but they actually BUY from their local store. This is driven by 2 factors… online is efficient and it’s convenient to buy at the store up the street.
  3. Let’s turn to what we’re focusing on today, here they are, here are highlights.
  4. Retail is largest overall display advertiser – potential dollars on the table during back to school. So we took the initiative to see what works and what doesn’t in back to school advertising.
  5. Categories: Clothes including shoes are the biggest area of B-t-S Spend School/Office Supplies are a necessary purchase every year Consumer Electronics research starts earlier than most other purchases Advertisers: Retailers: Everyone from big box stores to mom and pop shops are hit hard every back to school season Manufacturers: The second biggest buying season for some items Consumers Moms: 46-55 buying for K-12 and college kids Kids: 60% of parents say their kids can influence 50% of spending College Students: 6% are out of the house (and buying generic)
  6. One sentence description of each in notes.