2014 ended on a positive note for retailers with consumers actively engaged with brands via search and social marketing. As with prior years, activity on key dates such as Thanksgiving, Black Friday, and Cyber Monday peaked, generating year-over-year (YoY) growth of key performance indicators (KPIs).
Similar to 2013, we noticed an uptick in activity earlier in the season, with particular YoY increases in performance on Thanksgiving Day. Throughout the entire festive season, search KPIs were up YoY and the emphasis on mobile search and PLAs continued to rise. Additionally social advertising saw strong growth, efficiency, and return on investment.
Download the Kenshoo 2014 Global Online Retail Seasonal Shopping Report to get a full analysis of key global retail digital marketing metrics for the 2014 shopping season including an in-depth look at paid search, mobile, PLA, and social advertising performance and key imperatives for advertisers.