COVID-19: Live Q&A for Brands & Digital Marketers
•
0 gostou•643 visualizações
How We’re Adapting Business, Digital, & Ecommerce Strategy During COVID-19
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a COVID-19: Live Q&A for Brands & Digital Marketers
Semelhante a COVID-19: Live Q&A for Brands & Digital Marketers (20)
Mais de Tinuiti
Mais de Tinuiti (20)
Último
Último (8)
COVID-19: Live Q&A for Brands & Digital Marketers
- 1. COVID-19 Live Q&A for Brands & Digital Marketers How We’re Adapting Business, Digital, & Ecommerce Strategy During COVID-19 1
- 2. ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts Today’s Logistics 2 Eyebrow Text Persephanie Arellano Webinar Coordinator
- 3. 3 Dalton Dorné Chief Marketing Officer COVID-19 Updates by Channel Tips for Marketers to Implement Now Coronavirus (COVID-19): The Resource Hub for Marketers The latest news and cutting edge strategies for marketers to apply today https://bit.ly/COVID19tinuiti
- 4. 4 Areas of Expertise Paid Search Paid Social CRM & Email Marketing Shopping and FeedAmazon & Marketplaces SEO Affiliate Marketing Creative Services CROAnalytics and Marketing Science Performance Display
- 5. Today’s Speakers Andrew Richardson SVP, Analytics & Marketing Sciences Jeff Coleman Group VP, Marketplaces Tom Olivieri VP, Creative 5
- 6. 6 1. COVID-19 Impact: Trends & Shifts 2. Q&A from registration form: ○ Omnichannel & Analytics ○ Marketplaces ○ Creative & Messaging 3. Live Q&A Today’s Agenda
- 7. Poll Question How is COVID Impacting your business? ■ Decrease of sales demand ■ Inventory slowdown/fluctuation ■ Lower profitability on ads ■ Decrease in ad spend ■ All of the above 7
- 8. COVID-19 Impact: Industry Trends from Tinuiti 8
- 9. Insight In Uncertain Times Analytics and Insights team has digging into our aggregated client data in partnership with our partners across the triopoly in order to surface trends and learnings to share with you. ● Message Fluidity ○ We see a clear correlation between major COVID announcements and a significant drop in conversion rates ● Audience Efficiencies ○ We are also seeing significant volatility in client spend by category and against audiences and contexts ● Ramping Retention ○ Lastly, we’ve seen a shift in focus from new customer acquisition to retention as everyone retrenches and adjusts. Steps Meant to Help You Navigate Today But also be Best Positioned for the Rebound 9
- 10. COVID19 Milestones had direct impact on CVR trends for all devices Facebook + Instagram Decline appears to be correlated starting with the first confirmed US casualty as well as the Italian lockdown The spike on 3/3, post first confirmed US casualty, could indicate a popular time for ‘panic purchases.’ CVR for social had a much higher decline compared to Search. Social overall (aggregated device activity) went from a CVR of approximately 14% as of 2/25, to 4% as of 3/17. US Only, Facebook + Instagram 10
- 11. COVID19 Milestones had direct impact on Conversion trends for all devices Facebook + Instagram Interesting to note that mobile app appears to have suffered the most overall for purchases. Comparatively, desktop and mobile web purchases remain flat. The Mobile app peak prior to the first US casualty to the date of the Italian lockdown (a matter of 10 days) saw an overall decline of 45% in conversions. The two day timeline between the Italian lockdown and the WHO declaration saw an additional 18% decline in conversions. The spike on 3/13 and 3/16 could be correlated with news breaking about testing and consumers doing more emergency purchasing online. US Only, Facebook + Instagram 11
- 12. US Only, Google + Bing 12 Our Facebook COVID-19 dashboard procures data from across all of Facebook, not just our client base, and updates M-F by 10:30am EST.
- 13. COVID19 Milestones had direct impact on Click trends for all devices Facebook + Instagram Clicks overall remained flat, with the exception of mobile app, which started trending around when the WHO declared a pandemic (likely due to news articles) The spike on 3/13 for mobile app activity was likely due to news breaking for testing and military mobilization (lion’s share of those clicks went to a news vertical client) US Only, Facebook + Instagram 13
- 14. COVID19 Milestones had direct impact on CVR for Google + Bing Google + Bing Decline appears to be correlated starting with the first confirmed US casualty as well as the Italian lockdown, following similar patterns to social From the first US casualty, Bing declined from a 14% CVR to an 8% CVR as of 3/16. The spike immediately after the first reported US casualty could indicate ‘panic purchasers’ or people clicking on ads related to news updates. US Only, Google + Bing 14
- 15. COVID19 Milestones had direct impact on Conversions for Google + Bing Google + Bing Decline appears to be correlated starting with the first confirmed US casualty as well as the Italian lockdown, following similar patterns to social. Bing is not as volatile. Though a smaller volume than Google, Bing conversions remained less volatile comparatively. Bing did start to see a decline in conversions around the date of the first US casualty. US Only, Google + Bing 15
- 16. COVID19 Milestones had direct impact on Clicks for Google + Bing Google + Bing Decline appears to be correlated starting with the first confirmed US casualty as well as the Italian lockdown, following similar patterns to social. Both seeing upticks in clicks as of late. Bing clicks remained steady comparatively to Google. However, Bing clicks did decline starting on the date of the first US casualty which also resulted in the CVR decline. Bing clicks have been trending upwards in the more recent days. Google clicks are much more volatile day over day. US Only, Google + Bing 16
- 18. 18 What insights can you provide on the category, vertical, industry based on trends you’re seeing across clients? Omnichannel & Analytics
- 19. 19 Are clients / brands reducing budget? Are they increasing? Omnichannel & Analytics
- 20. 20 Is less more here? Should we not be pushing media during this sensitive time for so many Americans? Omnichannel & Analytics
- 22. 22 What success stories are you seeing from your client base? What industries are doing well? What can we learn from them? Omnichannel & Analytics
- 23. 23 Omnichannel & Analytics ● Keep an Eye on Geographic Trends ● Keep Tabs on Auction Insights ● Audit Your Existing Messaging and Creative to Avoid Appearing Tone-Deaf Amid Coronavirus ● Consider Pivoting Your Search Strategy for Local Search Terms in Lockdown Areas ● Keep an Eye Open for Opportunities as Consumer Attention Shifts Online
- 25. 25 • Average W/W drop of -8% from 3/8 - 3/12. Since 3/13, the average W/W drop has been less severe at about -2%. Amazon Trends Ad Spend Week Over Week Amazon spend data can take up to 72 hours to finalize
- 26. 26 • Relative to February, Impressions & Spend were both up during the 1st half of March, with growth rate in spend dropping into negative territory on 3/15 • M/M Impressions have remained up or flat relative to Feb, an indication that customer search volume remains strong but stock-outs & inventory issues are limiting brands ability to spend Amazon Trends Ad Spend Month Over Month Amazon spend data can take up to 72 hours to finalize
- 27. 27 • Compares a rolling 7-day period to the same rolling 7-day period last year using the Median advertiser • E.G. The “3/10” data point represents the 7-day average for the median advertiser from 3/4 - 3/10. The “3/9” data point represents the 7-dy average from 3/3 - 3/9 • Spend continues to grow Y/Y, but since mid-February the average 7-day growth rate has steadily declined. • Y/Y growth rate in conversions began falling in mid-February as well, followed by a sharp uptick in growth rate at the end of February, and then further declines in March. • Supply chain disruption, and Amazon’s temporary Inventory Prioritization policy are negatively impacting inventory availability which is pushing down conversions Amazon Trends Year Over Year - Sponsored Products Amazon spend data can take up to 72 hours to finalize
- 28. 28 • Same methodology as graph on previous slide • Sponsored Brands continues to see strong Y/Y growth rates in both spend and conversions. SBs are a much newer ad unit, so although total advertising growth rates are falling, SB growth rates are still high because the ad unit was so new this time last year. • Growth rate in Conversions outpaces growth rate in Spend Y/Y, and remains > 30% Y/Y despite a slight downward trend in growth rate • Growth rate in Spend is falling, though still positive Amazon Trends Year Over Year - Sponsored Brands Amazon spend data can take up to 72 hours to finalize
- 29. 29 Will Amazon allow non-essential inventory anytime soon? Amazon & Marketplaces
- 31. 31 How should my advertising strategy change with COVID-19 & Amazon’s prioritization of “essential” categories? Amazon & Marketplaces
- 32. 32 What do I do if I’m affected by Amazon’s suspension of inbound shipments? Amazon & Marketplaces
- 33. 33 Evaluating Inventory Coverage 0 - 15 Days Reallocate 15 - 30 Days Reduce ● Prioritize dropship backup if you are a 1P Vendor & FBM if you are a 3P Seller or operating as a hybrid ● If your delivery window is reasonably short, you step down your marketing efforts gradually based on conversion rates once those listings take over ● If necessary, reallocate budget to products in above buckets ● Reduce bids & budget on less profitable ad campaigns. Preserve cash flow & inventory in the short-run, while minimizing long-term negative impacts of losing campaign history & sales velocity ● Consider FBM listings if you are a 3P Seller and have this option ● Continue advertising as normal ● Maximize sales velocity now vs. competitors with weaker inventory positions. Benefits organic rank & capitalizes on any short-term market disruption ● Evaluate FBM capabilities to be prepared should the suspension extend > 30 Days Continue As Normal
- 35. 35 Creative & Messaging A survey of more than 35,000 consumers globally by Kantar Only 8% of consumers think brands should stop advertising 78% of consumers believe brands should help them in their daily lives 75% say brands should inform people of what they’re doing 74% think companies should not exploit the situation Unsure if Advertising is Appropriate?
- 36. 36 What should be our messaging strategy during this time? We want to be ready for rebound and do our best, but also want to be sensitive to how customers may be feeling. Creative & Messaging
- 37. 37 Be Mindful Be Meaningful Be Useful But Above All - BE YOU Creative & Messaging
- 41. 41 How do we break through the news feed clutter at this time? Creative & Messaging
- 43. 43 How can we stay authentic when every business is sharing their Covid-19 messaging? Should posts be about our business? The virus? Both? Creative & Messaging
- 45. 45 With increased engagement on social channels right now, what should we be considering with our content strategy? Creative & Messaging
- 46. Key Takeaways Amazon strategy should be product-specific. Prepare shipments now so products are in Amazon FCs ASAP Now is the time to let your brand voice shine ADAPT - don’t be left behind doing the same things as before - this is a new normal - think differently 46
- 47. Live Q&A 47 Andrew Richardson SVP, Analytics & Marketing Sciences Jeff Coleman Group VP, Marketplaces Tom Olivieri VP, Creative
- 48. THANK YOU!