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BizReport : Social Marketing : November 22, 2016

Experts put emphasis on social, online for holiday success

The key to success for many retailers this holiday season will be in the digital space. That, according to three experts who believe social, e-, and m-commerce will be more important to shoppers than ever this year.

by Kristina Knight

First, social. According to one expert social advertising will have a bigger impact than many might expect.

"This year, Facebook's Audience Network is much richer in inventory and data and creates a whole new buying power for eCommerce brands to reach bigger scales, lower CPIs and achieve higher ROAS, especially with the recent addition of block lists. Pinterest, with its new app install capabilities, could become an important player this holiday season, especially with the focus on eCommerce as a platform," said Galia Reichenstein, General Manager, US, Taptica. "It's also important to note that brands with seasonal creative will receive higher CTRs especially when using new formats such as 360 ads, native, Facebook canvas and DPA (dynamic product ads) - brands will be able to capture high intent users while using engaging content. We will also see a spike in reengagement campaigns as soon as brands try to maximize their annual spend and to capitalize on the end of year shopping frenzy."

Meanwhile, with shoppers continuing to increase their online purchases, omni-channel attribution is key for merchants to know just how shoppers are coming to buy - both in-store and online.

"The good news is that ad opportunities are set to increase 4.2x over normal levels we saw in 2015. In that same period eCommerce retailers saw their investment in advertising paying off with average order values increasing as much as 2.7x and and conversation rates increasing by 12% across all advertiser verticals. It's important to remember that shopping behavior can shift during this period of increased shopper activity. While people were less likely to click on ads they were also shopping more frequently on their mobile devices compared to desktop computers," said Patrick Hopf, President & Co-Founder, SourceKnowledge. "Armed with this information, advertisers can ensure their measuring and investing accordingly to capture a slice of the $3.05 billion in sales that marketers are predicting for Black Friday 2016."

As to just how big an uptick digital shopping will get, look to Alibaba's Singles Day - which pulled in $17.7 billion, a sales record.

"That is a clear indicator that e-commerce is perpetually growing its market share and the coming holidays will show exactly far it has come. User attribution is a vital element of any marketing campaign, defining patterns in consumer's behavior to tilt the odds and seek out demand, but recently it gained a new meaning. The amount of personalization that mobile web is involved with allows to collect data just as personalized that is bound to show new connections and patterns in user behavior, paving way for more efficient and targeted promotion. Brands are just starting to exploit the depth of available info and putting it against the bigger picture of what draws attention in their niche. Social media platforms are at the forefront of user attribution development, possessing an unrivaled amount of data on potential customers that creates targeting options based on groups of interest and previous activity. All those capabilities in the age of rapidly expanding e-commerce spawn infinite opportunities, and this holiday shopping season will be a fruitful time for everyone keeping up," said Dmitry Atamanyuk, CEO, GDM Group.

Tags: 2016 holiday ecommerce, 2016 holiday shopping, ecommerce, ecommerce trends, GDM Group, SourceKnowledge, Taptica

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