Tactical Holiday Advice From Google Retail Head

• by Laurie Sullivan , Staff Writer @lauriesullivan, November 27, 2012

Consumers rarely differentiate between devices when shopping online, but "laptops" rated as the No. 1 shopping query, followed by Nexus, and Apple Mini. Variables in searches for electronics should clue in marketers on budget allocations and strategy.

Traditional campaigns don't always work nest during the holidays. Retailers approach the season with specific budgets in mind, but that doesn't always prove the best strategy. In fact, Google Retail Head Brett Goffin calls the approach "shortsighted, because non-fluid" budgets could cause advertisers to leave sales on the table if they budget too low prior to the quarter.

Goffin said marketers also must consider the nonlinear research and buying paths that consumers continue to use. Media must work together. He pointed to Walmart as an example. The big-box retailer proved to be one of the hottest during the holiday weekend -- and attributes that distinction partly to the company's cross-channel and multichannel branding strategy, from online display and search and search to television and print.

Companies need to consider a few things related to the speed at which Web sites render, as well as available Internet access speeds. That is probably the reason that Google continues to offer lightning-speed Internet access in Kansas City, giving traditional Internet access speeds away for free. Fancy 360-degree images and HTML5 technology will lead to slower performance, along with an increase in people accessing and purchasing products online.

Retailers could expect a 17% increase to $43.4 billion this year in November and December holiday online retail orders, compared with 2011, according to comScore. The data firm said U.S. retail e-commerce spending for the first 23 days of the 2012 holiday season reached $13.7 billion, up 16% compared with the year-ago dates.

Microsoft Bing late Monday released top searched terms for 2012. The most searched-on electronics include iPhone 5, iPad, Samsung Galaxy S III/Samsung Galaxy S3, Kindle, and iPad 3. The most searched-on news stories and topics were  iPhone 5, 2012 Election, 2012 Olympics, Hurricane Sandy, and the TLC reality show Honey Boo Boo.

The most searched-for tech apps were social, music and games. Pandora was the number one most searched-for app, with Words With Friends and iHeartRadio rounding out the top three. Budgets spurred Groupon, coupons, deals and daily deals to rank among the top financial terms searched for in 2012. Other notable terms include real estate agent, loan and credit union, suggesting that buying and selling a home remains top of mind among consumers.