BY THE NUMBERS: There were some notable early online shopping numbers coming out of the Thanksgiving weekend. According to Adobe $3.3B in online purchases were made on Black Friday which was +21% YoY, and another $1.9B were made on Thanksgiving day which was +12% YoY. Of that T-Day number an amazing 40% of purchases were done via a mobile device. Think about it . . . you’re sitting in a home on Thanksgiving with a computer most likely in reach, but you still make the purchase from your phone. Today’s Cyber Monday is supposed to be even more lucrative, with $3.5B in sales forecasted today alone. If CM online sales hit anything north of $3B it will be up double digits over last year, which would signal the start of a very merry holiday season for online retailers indeed. More to follow as totals come in over the next few days. (link)
CREATING A MILLENNIAL CULT: I stumbled upon this one over the weekend on LinkedIn, and thought it was worth sharing. We all know millennials must be approached by marketers differently than the “spray and pray” advertising which worked on previous generations. But what’s the magic combination of marketing techniques that helps a brand stand out and eventually develop a cult like following with this group? The attached link summarizes what seems to work for a handful of market leaders. The key ingredients include having a genuine back story which disrupts an industry’s status quo, is promoted by social influencers, while focusing on experiences over just possessions, and still stays grounded in a noble cause. Sound like an impossible combination for brands to attain? Well here’s a list of who’s doing this and winning the loyalty battle of millennials. (link)
WHAT’S HOT: And finally, AdWeek is out with it’s annual “Hot List” of movers and shakers in the digital world. For this year’s Hottest Music App there’s a split decision. Spotify claimed the Editor’s Choice – not surprising given the general bias AdWeek has towards them. As for the vote itself, Pandora claimed the People’s Choice with 51%, compared to Spotify’s 32%. Not making any statements here, but doesn’t winning the popular vote but still not winning sound familiar?!? . . . just saying. Regardless, the people have spoken and Pandora is the clear cut favorite! (link)
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