One of our most popular content topics is our marketing research which is derived from over $7 billion in annual advertising campaign performance across paid search, social advertising, and ecommerce channel advertising. Normally, we deliver this research in our Quarterly Trends Reports and webinars and throughout the year via various posts on the Kenshoo Blog. Marketers tell us that they find this data useful as it helps them understand pricing, spending, and other KPI trends in aggregate and compare them to their own programs.
While Q4 is always an important quarter for most marketers, it feels like this holiday shopping season is even more so for many brands. It’s also a lot different than a normal year. The juggernaut that is Amazon Prime is now this week versus the summertime, ecommerce is now 36% of US retail spending, and some of the biggest retailers in the country (Walmart, Target, and others) are closing their doors on Thanksgiving. All of these shifts would be game-changing any other year, but add in the global pandemic and it’s certainly more challenging than any other in recent memory.
This has been a rather chaotic year and with the increased importance of a successful Q4, Kenshoo wants to help out any way we can. That’s why we have just launched the 2020 Holiday Marketing Resource Center with content that just might be able to provide some valuable insights to help you make the most of the end-of-the-year holiday shopping season.
At the top of the Holiday Marketing Resource Center page, you will see a Channel & Industry Snapshot so that you can “See what’s happening by industry in a snapshot through the lens of Kenshoo’s media and advertising data.” The data and insights will be updated weekly.
Getting the most up-to-date data will be key this holiday season because the year-over-year numbers you might be used to using in Q4 might not be as relevant as it usually is given the up-and-down year that has been 2020. Whereas previous years’ holiday data can often point you in the right direction, it simply may be a bit less helpful right now.
For example, if you visit the Resource Center this week, you would see insights like this one:
With a corresponding chart to view.
Underneath the weekly insights, you will find three downloadable toolkits from the Kenshoo client services team for Kenshoo Search, Kenshoo Social, and Kenshoo Ecomm. These documents offer playbook-like recommendations, tactics, and strategies for holiday marketers. Central to these tips is how to use the Kenshoo platforms to maximize performance and save time during the holiday season.
For example, in the Kenshoo Ecommerce 2020 Holiday Playbook, you can find this tip to proactively set up reporting dashboards to quickly keep an eye on your ecommerce channel advertising campaigns.
Finally, at the bottom of the page, in the Holiday Tips and Capabilities section, you will see other holiday-themed content including relevant posts from the Kenshoo blog.
We hope you find the Holiday Marketing Resource Center content useful and valuable during Q4. Check back regularly for updated data, insights, and trends.
When you really want to crush your holiday marketing…
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- Kenshoo Search. Achieve next-level performance with the award-winning, industry leader in SEM
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- Kenshoo Ecommerce. Create, manage, forecast, and optimize Amazon Sponsored Ads & Walmart Media campaigns at scale
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