Marketing Pilgrim Published: “Cyber Monday Facebook Ads Pay Off Big Time for Marketers” plus 1 more |  |
| Cyber Monday Facebook Ads Pay Off Big Time for Marketers Posted: 20 Dec 2013 02:29 PM PST Facebook advertising is one of those things that people either swear by or swear at. If you’re in the first group, get ready with an “I told you so.” If you’re in the second group, get ready for a surprise. A report from social advertising platform Kenshoo shows a huge spike in Facebook ad performance over the Black Friday weekend.
Looking at the entire weekend, Cyber Monday delivered 29% of the revenue from Kenshoo’s social media ads. So pretty. And scary. Kenshoo says that marketers poured 75% of their monthly ad spend into that single weekend. Luckily it paid off. The lesson here is that you shouldn’t be afraid to put a lot of your online marketing eggs into one social media basket. This is particularly true if you make a large portion of your revenue during specific times of the year. It doesn’t have to be Christmas. If you sell jewelry or candy then hit those Facebook ads hard in early February. It’s not just the date that matters. Kenshoo says their most successful clients took advantage of Facebook’s ability to personalize and target advertising so they weren’t wasting money on customers who aren’t likely to convert. As a result, the return on ad investment was stellar.
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| 79 Percent of Consumers Will Still be Shopping on December 26 Posted: 20 Dec 2013 01:11 PM PST
There will be 24 hours of silence, then the shopping will begin again. RetailMeNot says that 79% of consumers plan to go shopping after the holidays. Almost half of the consumers surveyed say they’ll probably be returning gifts then using the money to buy something they actually want. The 18-34 group say they’re likely to return at least a quarter of everything they received under the tree, which is kind of sad. But not everyone is looking for a refund. 35% of consumers say they’ll head out to buy that special gift they were expecting but didn’t get. Overall, 64% of shoppers will be buying for themselves but a few savvy shoppers say they’ll be buying gifts for folks they knew they wouldn’t see until after Christmas. Smart thinking. Burning a Hole in Your Pocket The vast majority of consumers say they got or expect to get a gift card as a gift. 67% will spend that gift card before January is over which means they could get twice the value by buying deeply discounted items. An incredible 34% of consumers said they’ve used cards they were given as gifts to buy gifts for someone else. 24% saved themselves the trouble and just “regifted” the card itself. Pre-Holiday “After” Christmas Sales Remember how Black Friday crept backwards into Thanksgiving? Well, now the same thing is happening with “after Christmas” sales. I used to look forward to scooping up the deals on December 26, but the way things are going there won’t be an item left on the shelf by then. I was in a Michaels Arts and Crafts store last night and it looked like Whoville after the Grinch. All holiday decor items were marked down 50% to 70% and they were going fast. Crate and Barrel and J.C. Penney have also slashed prices on holiday goods. Anyone else feeling markdown fatigue? I’m ready to buy something at full price just for the novelty of it. For those who are still bargain hunting, Amazon says their end of year sale will being on December 23. Ka-ching, ka-ching, ka-ching. That’s my favorite sound at Christmas time.
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