With one in five people increasing their online shopping behaviour over the next year[i], there’s no denying that the digital landscape is now changing. As people become more reliant on their devices, a fantastic opportunity is created for businesses to reach potential consumers at the right time in their purchase journey.
76 per cent of consumers worldwide have bought a product due to researching online[ii], which shows us that consumers are now more reliant on search than ever before. It is imperative for businesses to have a search partner that puts them in front of this audience, and that can ultimately translate the consumer researching process into audience value that is meaningful to their business.
The increase in working from home has resulted in the blurring between home and work life continuing. Microsoft Advertising provides places where people are getting things done and are in a productivity mindset, whether that be during their work day, everyday life or a blend of both.
As people are continuing to adapt to working, shopping, and living from home, 48 per cent of consumers worldwide are now using search to start their search for products[iii] which offers businesses a key selling opportunity during the lead up to the festive season. With 9 million monthly searchers and 179.5 million monthly searches taking place on the Microsoft Search Network[iv], reaching a large audience is critical in a highly competitive ecosystem.
A recent retail holiday survey undertaken by Microsoft Advertising showed 66 per cent of Australians are now shopping online at least once per week[v] (see ‘Retail Holiday Survey’ below), highlighting the importance of reaching potential customers at the right time. With the Microsoft Search Network making up 18.5 per cent of total PC search market share in Australia[vi] and a 23 per cent share of search on Window’s devices[vii], utilising the Microsoft Audience Network is an effective way to reach an audience that is valuable for your business.
With 42 per cent of Australian shoppers having started or planning on starting their festive shopping within the next month,[viii] we have created a Holiday Checklist to ensure your business is reaching as many potential customers as possible this festive season.
To start taking advantage of Microsoft Advertising to grow your business, get started for free by signing up here.
The festive season is fast approaching, so we’ve created a 3-part series to take you through the latest retail trends, insights and recommendations needed to best optimise your search campaigns. To help you prepare for retail’s busiest time of year, watch the series on-demand, and gain access to some great additional resources from the team at Microsoft Advertising: visit the 2021 Retail Festive Season Series.
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Analytical Lead – Retail, Microsoft Advertising
Marketing Executive, Microsoft Advertising
[i] IMI Next Wave, eCommerce: Winning in 2020 & Beyond, 2020.
[ii] IMI Next Wave, dCommerce: Winning in 2020 & Beyond, 2020
[iv] comScore qSearch, Explicit Core Search (custom), AU, March 2021. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in AU. Data represents desktop traffic only.
[v] Microsoft ‘Retail: COVID-19 and Holiday Shopping’ Survey 2021 | n= 2291 (AU = 294)
[vi] comScore qSearch, Explicit Core Search (custom), AU, March 2021. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in AU. Data represents desktop traffic only.
[vii] comScore qSearch, Explicit Core Search (custom), AU, March 2021. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in AU. Data represents desktop traffic only.
[viii] Microsoft ‘Retail: COVID-19 and Holiday Shopping’ Survey 2021 | n= 2291 (AU = 294)
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