Part 3 of 4: Back To School (BTS) Data & Strategies For Smart Programmatic Buying

Back to School (BTS) season is the longest shopping event of the year. A 2016 survey from eMarketer found that 66% of shoppers planned on doing their back to school shopping between July 4 and Labor Day and 17% said that they plan on shopping on an “as-needed” basis.

College students start doing BTS searches while they are still at the beach.  It’s important for marketing teams to understand the types of messages and call to actions customers would be most receptive to before planning their programmatic advertising campaigns so that they can get the biggest return on their investments. That’s why Digilant dove into the data to find out when and how marketing dollars should be spent.

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

BTS shoppers are now using all their devices to do their searches, so a cross-platform media buying strategy is absolutely necessary. Parents are browsing their desktops and iPads with their children, looking for BTS items but also shopping around for the best price. They are also using  their mobile devices when they are in store, price-checking items and looking for coupons to download. Most buyers are not relying solely on brick-and-mortar stores anymore. Some buyers will rely solely on using online stores for their BTS shopping like Amazon.com and most others will shop at stores like Walmart, Macy’s and even CVS who offer a combination of online shopping and in-store returns, which has totally changed the Back to School shopping dynamic.
According to a RetailMeNot survey, top predicted days for BTS shopping in 2017 are:

  • Saturday, 8/5/17
  • Monday, 9/4/17 (Labor Day)
  • Friday, 8/4/17
  • Saturday, 8/12/17
  • Sunday, 8/13/17

Digilant also discovered the following information about BTS shoppers:

  1. Best Call to Actions:
    • 88% of parents use coupons
    • Parents are also receptive to: promotional emails, promo codes and brands they already know
  2. Best time to run a BTS campaign?
    • Starting July 11th

 

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

Part 2 of 4: Back To School (BTS) Data & Strategies For Smart Programmatic Buying

Summer may be in full swing, but the Back to School (BTS) season for marketers began before students even heard the last bell ring.  By the time you are past Fourth of July, you’ll see more brands and retailers talk about back-to-school because data tells them that the earlier they get to market, the more likely those shopping in that timeframe will spend more (see Part 1 of our series).  Marketers needing to create the biggest return for their advertisers dollars should get smarter by diving into the data. Digilant is here to help.

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

Changes in the BTS media consumption market demand a new approach to buying advertising. Consumers are spending a lot more time online in their research and purchase-decision phases. For that reason, retailers are investing more heavily in awareness-generating marketing, by putting school products on blogs, on social media sites like YouTube, Pintrest and Snapchat, or on their websites, to attract those users who are doing research or are just looking for inspiration.  Retail brands have been spending significant marketing dollars in establishing an affiliate partnerships with influencers and celebrities which has become a powerful way for brands to create new trends heading into the Back to School (BTS) season.
These programmatic buying strategies are then paired with TV and print ads which help drive buyers into physical stores after online browsing and price shopping.

Back To School Shopping Data Part 2

Digilant discovered the following information about BTS Media Consumption:

  1. How are they consuming Media?
    • 80% of mothers have smartphones
    • 81% of those mothers used their smartphones to compare prices
  2. Where do they consumer it?
    • Social Media Promotions
    • Online Ads
    • TV Ads
    • YouTube Ads
  3. The best places for advertising?
    • 75% Printed Flyers
    • 39% Retailer Promotions
    • 33% Email
    • 8% Mobile Ads

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

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