Dry goods: Facebook unveils holiday marketing strategy
Facebook recently released a set of data on how users in the U.S., Germany and France spend their phones on holidays, showing that 73 percent of U.S. users said their phones don't leave.Americans check their phones 150-200 times a day。
During the holiday season, 64 percent of U.S. shoppers want to learn more about their products on their mobile phones; 54 percent of French consumers say they will use their phones more for Christmas shopping; in Germany, the trend doubled from 2014; and 65 percent of U.S. users use their phones when shopping.
In addition, overseas users are used to enjoying the holidays on Facebook and Instagram.Over the Christmas period, 26 million one-day operations were made on Facebook. Mobile videos account for 80 per cent of shares, with 56 per cent more videos on Instagram over Christmas than on average。 As a result, Facebook estimates that the phone could create 30 billion ads a day.
The holiday shopping frenzy has become an extremely important time in overseas marketing, and mobile marketing can reach the most valuable consumers. Plan ahead of the festival, marketing throughout the festival at different stages, for export e-commerce sellers is not to be missed the opportunity.
According to data posted on Facebook, marketing for different periods of the holiday season is also different. Facebook offers the following advice:
Between August and September, companies can increase exposure before the festival, causing new shoppers to shop.
Use the opening season shopping to build momentum for holiday marketing.
2, October to December, during the holiday season, to stimulate the existing customer shopping demand, improve transaction volume.
In the U.S., holiday mobile commerce grew 33% in 2015 compared to 2014, with Black Friday and Cyber Monday the most important shopping periods on Facebook.
In the UK, Black Friday, which generates 87 per cent of its trading volume on the day, has a one-day top of two, while Boxing Day has a strong momentum;
In Germany, mobile phone transactions doubled in 2015 compared with 2014. December's "Super Tuesday" is the best time to reach mom consumers.
In France, PC-side transactions are 6.6 times higher than mobile phones, and "Black Sunday" is even more impressive than Black Friday.
March and January, a month after the festival, can cultivate customer loyalty and continue to promote transactions. It is understood thatSixty-five percent of U.S. consumers plan to continue shopping after Christmas. January was the peak month for millennial men shopping in FranceFacebook brought the biggest CPM of the year in January.
16% of Millennials (Born in 1983-2000, it represents a generation that grew up at the same time as the rapid development of network/computer science and is an adult generation in the late 21st century), plans to spend $1,340 on shopping this year, up 16 percent from last year; 1.3 times millennials are spending more than 1.3 times as much as other age groups; 69 percent plan to shop on their mobile phones; and 69 percent plan to buy gifts for themselves, with higher incomes.
Notably, the best-selling gifts on Facebook are:Clothing or accessories, electronics, jewelry and watches, health and leisure products。 There are also different best-selling gifts for people of different age and income.
It is understood that65% of American womenWilling to buy it for yourselfClothing or accessories; Britain's post-80s high-income prefers jewellery and watchesAs a giftGermany after 60The most popular gift isHealthy and beautiful; France's post-70s and high-income peopleThe most popular gift isElectronics.
Stimulate demand and expand transaction volumes during the holiday season, using custom and lookalike audiences to identify potential people and guide users to shop on the PC side or mobile app. This is a new lesson for sellers in overseas marketing.
Source: Facebook Data, January 1, 2015 - January 30, 2016 Facebook Daily Data for users in the United States, the United Kingdom, Germany and France who have reached the age of 18. Analysis of conversion pixels and App Events data that does not include game industry data.
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