Behavior changes means new learnings for ecommerce retailers

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30-second summary: Lockdown has had an enormous impact on browsing habits. Data indicates the flux in ecommerce or online shopping from the beginning of the November lockdown in the UK through to an unexpected peak as lockdown finished. Festivals and events – everything from Diwali to the launch of next-gen games – that would ordinarily propel shoppers into stores, have created short, sharp rises in online activity. The promotions normally focused on the Cyber Weekend have been extended this year across an entire month to take advantage of a rise of around 38% in traffic volumes as more people browse digitally. What this means for the uncertain year ahead is that retailers need to be agile and able to react quickly to the latest changes in rules and guidance to ensure they meet consumer demands. Competing in a digital world is tough. The pandemic makes it tougher, but the data tells a story and if retailers pay attention, they will survive. For anyone working in the ecommerce sector, it’s an annual ritual to wait with anticipation for traffic volumes during the peak period to be published. For obvious reasons, 2020 peak was likely to deliver a few surprises. The curtailment of in-store shopping has significantly increased online traffic and with so many of the bigger retailers opting to keep stores closed on Black Friday, there was potential for traffic volumes to be skewed to an even greater degree. The consumer behaviors registered by vendors across their platforms, or by online retail indexes have shaped retail decision making for years. November is always a big volume month, but who could have anticipated quite how big it would be? According to the IMRG Capgemini Online Retail Index , which tracks the online performance of over 200 retailers, sales in November rocketed up to a 39% year-on-year rise. This was a +58% growth from October as well as an increase on the three-month rolling average of 34%. Weighing these figures up against traffic on our ecommerce platform, there is a remarkable correlation. Traffic was up a record 38% to 224bn requests from 162bn in 2019. The chart below shows that the pattern of traffic is consistent with last years’ but significantly amplified by the current situation. We measure traffic by the number of content objects requested. On Black Friday alone, 14 billion(bn) content objects were delivered globally, totaling 545 terabytes (TB) of data. …

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Key Insights: 2021 Strategic pearls on email and content marketing

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30-second summary: Consumers are becoming more conscious of how they shop, with an increased focus on small, minority-owned, women-owned, and Black-owned businesses. Shopping this year has more sentimental value as shoppers look for a morale boost. Nearly, half, (43%) of consumers used shopping as a means to cheer up family and friends. Mastercard predicted that 77% of Americans will choose to shop local while 75% of consumers intend to prefer shopping from businesses that share their personal values. Email and content marketing have stood as pillars for brands through 2020, these will be a make or break factor for businesses to succeed in 2021. Email marketing has an average ROI that is 4X higher than any other channel with APAC getting the highest open rates and EMEA winning the highest CTR. The top seven industries in terms of open rates and CTR revealed. Top priorities businesses must-have for email marketing …

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Assessing the ecommerce marketing landscape, or what changed in 2020?

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30-second summary: Consumer demand and interests have changed as people are increasingly shopping for products they never purchased online before. Due to the coronavirus pandemic, consumer interest in online shopping has increased by 50% YoY. Ecommerce sites are seeing traffic numbers exceeding the holiday-time shopping spikes, hitting a 25 billion monthly visits mark. While digital ad spend is down by an average of 20%, ecommerce businesses might see an opportunity in the midst of the crisis as CPC costs are also decreasing. The global pandemic has turned the tables on how ecommerce brands do business. While the full impact of COVID-19 is yet to be assessed, some market trends can already be spotted and put to use by ecommerce businesses that want to stay afloat in the slowing economy. Having analyzed 2000+ of the largest ecommerce sites worldwide from various industries, SEMrush pinpointed the key shifts in consumer demand and …

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Ecommerce trends: Shift to online shopping may be permanent

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30-second summary: In our recent Marketing Innovation Forum, ClickZ focused on ecommerce transformation and what retailers can learn from the challenges of 2020. The two-panel session looks at the impact that COVID has had on ecommerce and the current state of ecommerce transformation. Panelists discuss trends in ecommerce including the rapid shift consumers have made to purchasing all categories of goods online, the need for agility and speed in today’s ever-changing retail environment, and the importance of building community around your brand, among other things. We end with a list of key trends and recommendations from our luminaries. The entire event, Marketing Innovation Forum: Ecommerce Transformation, is available on demand from ClickZ. In our recent Marketing Innovation Forum , ClickZ focused on ecommerce transformation, an extremely topical subject given the rapid shift to online shopping in 2020. The two-panel session looks at COVID’s impact on ecommerce and the current state …

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Steering retail into 2021 with digital at the wheel

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30-second summary: The shift to online shopping was already well underway pre-pandemic. Consumers are taking advantage of expanded service offerings to get the products. Customers see digital and in-store as two facets of the same experience. People are looking for brands to deliver instantly on the values they believe in. In the absence of historic data, BI and search insights have become critically important. Now that the holiday buying season is well underway, we’re seeing the extent to which the year of the pandemic—and its unusual consumer trends and behavior—is impacting the retail industry. While some of these trends could revert to historic levels post-pandemic, others will likely change retail into 2021 and forever. The shift to online shopping was already well underway pre-pandemic, although no one could have predicted the speed at which adoption would increase over these past months. As digital accounts for an increasing proportion of purchases, …

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Despite what you think, 2020 had a silver lining. It forced ecommerce to evolve digitally

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30-second summary: Retail has split more than ever before as the trend shifts to a more even 50-50 ecommerce and offline sales ratio Ecommerce took a diversified approach to marketplaces and advertising avenues Social selling moved from a “want to have” to a “need to have” proving itself more valuable than with influencers alone – with almost every social platform providing an online marketplace Going local is the mantra helping local businesses wherever you are in the world Sellers with an online and offline approach sustained growth COVID-19 stole the show because of its massive impact across the globe. Focusing on retail and ecommerce, in particular, there were monumental shifts that led us into innovation and growth in the next year. I would also refer to these as the cardinal rules to survive in ecommerce in 2021. Brick and mortars need to react fast In January 2020, it was business …

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Holiday marketing: Get the data that puts you ahead of the competition

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What you will read in this post: Understand holiday season traffic trends Optimize for strong SEO and PPC keywords Analyzing keyword-driven traffic for seasonal marketing Which sites won the most keyword traffic? Black Friday marketing: November 2019 Christmas marketing strategy: December 2019 Build strong display and referral partnerships Analyze historic conversion data The biggest display and referral sites (and the brands winning traffic) Black Friday marketing strategy: November 2019 Christmas marketing: December 2019 Already imagining the taste of the delicious holiday meals and the laughter of your kids when the entire family comes together? Sorry, we know you’re a marketer; you don’t have time for that. You’re busy worrying whether you have everything you need so your marketing strategy can ensure the biggest possible chunk of holiday traffic and generate maximum sales. This post investigates seasonal marketing statistics of the past few years and provides some eye-opening insights from SimilarWeb’s …

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Key Insights: Holiday sales predictions, milestone dates, and consumer online shopping challenges

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30-second summary: Holiday sales are projected to smash records with a total $189 billion reaching a 2X growth. Black Friday sales are expected to reach $10 billion. Shopping with many online retailers is a limbo for consumers. 42% of consumers did not complete a transaction and 52% of consumers were quick to buy from your competitors. With many walk-in retailers being closed on Thanksgiving, there’s room for online sales to see an additional $11 billion online spend bonus. Unlock your opportunities, discover the milestone dates where holiday sales will skyrocket and the pressing concerns that you need to tackle. Winter’s here, shopping’s near, but online experiences aren’t very dear. Even though holiday sales are projected to cross $189 billion, online retailers are far from home in the shopping experience department. This week we walk you through the predictions, milestone dates, customers’ shopping challenges, and the factors that can bridge that …

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Top marketers highlight 5 common themes about the impact of 2020 on business

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30-second summary: ClickZ interviewed four marketing leaders from industry-leading organizations including eBay, IBM Watson, FILA, and Salesforce with the goal of understanding how 2020 has impacted their business, marketing strategy, and plans. Although each company has different goals, business models, and customers, five common themes emerged about this year’s impact on business. The five themes for 2020, in a nutshell, are: change, personalization and data, adaptability, an optimized mobile experience, and the importance of being helpful (and relevant). Surveys, data, and trends reveal a lot about the impact 2020 had on businesses and consumers, but it’s also helpful to get the perspective of marketing leaders who have firsthand experience navigating how this very unusual year has impacted their business and clients. ClickZ interviewed four executives at eBay, FILA, Salesforce, and IBM Watson/Weather to get a better understanding of how the coronavirus and 2020 impacted their approach to marketing, influenced their …

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Search insights and shifting consumer behaviors and trends during COVID-19

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As people following the stay-at-home requests, we’re seeing an increase in searches. We want to provide regularly updated insights and trends specific to different verticals to help you understand the search trends and shifts in consumer behavior happening right now. What’s driving change in the auto vertical? Sources: COVID Insights: Autos Consumer Sentiment – New & Used Searches and COVID Insights: Automotive Click Trends For many of us, the thought of our daily commute is slowly fading off into the distance as we continue to stay home during the mandated shelter in place. With most cars now sitting idle in their garage or driveway, we’ll look under the hood to determine what’s driving the biggest changes in consumer search trends for the auto vertical. Since this time last year, the marketplace has seen a decline in searches for new cars by 19% and used cars by 8%. This doesn’t come …

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Key insights: Effect of COVID-19 on consumer behavior, the world’s more video content savvy, and Apple shakes up AR

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30-second summary: According to Global Web Index’s findings, 80% of consumers in the U.S. and UK say they have consumed more content since the outbreak. According to emarketer, 49% of marketing professionals and agencies held back a campaign launch until later in 2020 and 45% stopped or paused a media campaign midway. Admoik shared that there was a 17.2% drop in week-over-week ad revenues, direct deal and programmatic guarantee being the biggest drops. Despite the 8.3% decrease of retail industry’s M&A deals, Apple acquired AR technology startup, NextVR for a $100 million with an intention to launch its AR headset in 2022 and AR glasses in 2023. 53% of consumers prefer brands to communicate through TV ads. According to McKinsey, UK, Spain, and Italy are least optimistic, whereas the US (37%) and China (48%) are optimistic about their economies jumping back to normal in the next two-to-three months. Purchases are …

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