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Back-to-School Shopping: Pop Quiz

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Back-to-School season is in full swing! Test your knowledge of B2S consumer shopping trends by taking our pop quiz below. After completing the quiz, you can find our digital advertising recommendations for the best ways to connect with shoppers around the Back-to-School season. Good luck!

 

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Want to learn more? Read on below for a deeper dive into Back-to-School consumer data and a few digital advertising tips that can be applied now or year-round! 

 

What else do we know about Back-to-School shoppers?
  • Audience: The profile of a Back-to-School shopping consumer for K-12 will look different than the profile of someone shopping for college. Typically for K-12 back-to-school shopping, parents are shopping on behalf of their children, while increasingly, the primary decision-makers for college back-to-school shopping are the college students themselves (though the costs may still be covered by parents’ wallets).
  •  Interests: According to the NRF, clothing and accessories will be top of mind for K-12 back-t0-school shoppers but they are also interested in computers, calculators, phones, shoes and school supplies. On the college side, shoppers plan to spend the most on electronics, followed by clothing & accessories, and dorm room furnishings.
  • Purchase timeframe: With higher-value items like electronics and furniture topping the lists of Back-to-College shoppers, purchase consideration timeframes tend to be longer than that of K-12 shoppers. Back-to-College shopping may start as early as May, when high school students are matriculating and being given graduation gifts, and continue even after the school year has started, as college students find themselves stocking their dorm rooms with the necessities. For K-12 shoppers, back-to-school shopping can commence as early as July 4th and continue up until two weeks before the start of school.

 

How can I reach Back-to-School consumers with my digital advertising efforts?
  • Use machine learning to understand user interest and intent, in real-time: By examining user profiles at the individual level in real-time, audience-efficient real-time optimization (a form of machine learning) can help advertisers understand the interests and intentions of each unique shopper, and calculate the probability of conversion. Relevant messaging based on this deeper understanding of shopper interest and intent can then be delivered at the right moments during the path to purchase.
  • Ensure a seamless customer experience across devices: The path to purchase for Back-to-School shopping can vary depending on the consumer and their needs. For brands, connecting with consumers on their journey requires a seamless experience across multiple screens – whether they are researching deals online at home or conducting their shopping on-the-go at brick and mortar stores, it’s important for brands to ensure that messaging is delivered consistently on the devices that are commanding shoppers’ eyeballs.
  • Video-driven experiences & relevant creative: It is no secret that video is one of the best ways to maximize brand impact. The sight, sound and motion of video captures attention and brings brand messages to life. Coupling the power of video with relevant creative that is tailored to your audience will make for more engaging experiences that compel shoppers to action. For example, incorporating dynamic creative which shows available products that align with user interest is an effective way to drive action. For consumers on a longer purchase consideration track, incorporating galleries with customized product guides or reviews into your video formats will assist shoppers in their decisioning process. For those consumers on a shorter purchase track, including a special offer within the video ad unit will be sure to capture attention; in 2019, 51% of all school-related purchases have been influenced by sales and promotions.
For more information on how Exponential can help brands and advertisers connect with consumers around the Back-to-School season or any time of year, contact us here.

 

 


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