ARE YOU PREPARED FOR THE OMNIBUYER?

Like most things these days, keeping up with trends is an impossible feat. People and their interests are changing at light-speed, making it difficult to plan strategies and marketing goals. 

Going into this holiday season, most shoppers have already started Christmas shopping. Based on research by Google, shoppers are looking for a variety of options when buying this year. Introducing, the "omnibuyer" – this is someone who looks for versatility when planning gifts, sorting and organizing potential 

purchases online while simultaneously looking for a spontaneous or intuitive shopping experience in person. Searches like "store open" and "near me in stock" have grown +400% and +90% YoY respectively. 

How are you supporting your buyers to help organize and plan their gift-giving now that the countdown to Christmas is in its last leg? Think about ways to facilitate the online/offline purchase as applicable to your brand. 67% of YouTube viewers surveyed by Google claim to have made purchases based on sponsored content. Unboxing videos, written recipes, and home improvement vlogs lead the race in content that supports buyers' decision-making processes. 

Before I sign off, in a Global Insight Consumer Report for the holidays, Google reported that the keywords listed below are experiencing consistency or growth when it comes to shopping with intent. Keep them in mind when planning your current SEO strategies. 

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HOW SMART PET BRANDS ARE ALLOCATING $11M IN DIGITAL AD SPEND IN 2022

PET INDUSTRY

From January 2022 to September 2022, smart pet brands decreased their digital advertising spend by -80%. January 2022 saw the highest ad spend at $3.6M and August 2022 saw the lowest ad spend at $446K.

Key Takeaways

• By Brand: Fi made up 97.8% of the total ad spend amongst the competitive set, allocating over $11.1M in digital ads during this period. Tractive made up 1.5% of the total spend, spending $172K on digital ads. FitBark made up just 0.7% of the total spend at $75K.
• By Quarter: Since the first quarter of 2022, Fi has drastically cut back its advertising spending — decreasing -70% from Q1 to Q2 and by -20% from Q2 to Q3. Whereas Tractive and FitBark had a decrease from Q1 to Q2, but an overall increase from Q2 to Q3. 
• By Platform: Facebook and Instagram ads saw the highest spending of $8.8M and $2.4M respectively, followed by Search ($105K). Brands in the competitive set did not run ads on YouTube, Display or TikTok; only Tractive ran OTT ads in Q3 2022. 
• By Ad Type: The competitive set mostly uses Facebook and Instagram ads to talk about product features (70%), followed by customer quotes (17%) and product promotions & sales (13%).
• By Location: Ad spend is concentrated in California, Texas and Pennsylvania, with LA and Dallas having the greatest spend by metro. 
• By Gender: Ads targeting males accounted for 62% of the total ad spend amongst the competitive set. 

THREE TWEETS

Here are three Tweets you should check out this week:

1. Turning around an interesting predicament from a rebrand

2. A hot take on SEO

3. Promotions for loyal customers compared to average customers

If you're enjoying the newsletter so far,

I want to encourage you to check out The RightMetric Insight Library.

It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.

In case you missed any previous versions, check them out via the links below.

1. YouTube ❤️ Podcasts – What's Working in Marketing

2. Old Navy for the Win? – What's Working in Marketing
3. How Pinterest Sells... Without Selling – What's Working in Marketing