Make your holidays happy: What marketers need to know about digital marketing this month

By now, you've cleared the first of the major holiday marketing milestones: Black Friday. We want to make sure the rest of your year is a success and get you started on 2018.

You can also view this email as a webpage     Be ready for a research-heavy holiday     By now, you've cleared the first of the major holiday marketing milestones: Black Friday. We want to make sure the rest of your year is a success and get you started on 2018.     Predictions and Trends   The thing about Black Friday is that consumers have blown up the one-day promotional event. They're now in the driver's seat—researching to find the best deals of the season before, during, and after Black Friday, and hatching a game plan to determine what, where, and when to buy. The question for you is how to make the most of these research-obsessed consumers in December and beyond? One way to do that is to prove that you're worth their time and money. According to Lisa Gevelber, VP of marketing for the Americas at Google, it turns out that one of the things the super-empowered consumer is searching for is what not to buy. Google has seen 1.5X more mobile searches ending with "to avoid" in the past two years. But it's not something to panic about. In fact, it's an opportunity for smart marketers.     Quotable   "To capture attention, we avoid creating all the content for a campaign at once. We'd rather understand the feedback from the audience bit by bit. In that way, we take consumer response and create content off of it that's personal and relevant." —Heather Warnke, director of marketing, John Frieda "We believe data is our oil, our gold. But having hundreds of millions of terabytes of data that isn't actionable really does nothing for me." —Rob Roy, chief digital officer, Sprint     Data Feed   Today's travelers are increasingly impulsive, want information quickly, and they expect marketers to know them.  A recent study conducted by Google and Phocuswright found that 60% of U.S. travelers would consider a last-minute trip based on a good hotel or flight deal. Millennials and Gen Z get all the attention when it comes to cord-cutting, but according to Pixability, Gen Xers account for over 1.5 billion views every day on YouTube. Another study found that 75% of Gen Xers watch YouTube at least monthly on any device.     Think Global   Another power-user group when it comes to YouTube is women. According to comScore, Canadian women watch more than 200 videos on YouTube per month. That's good news for brands who team up with YouTube creators. This month, TwG Canada interviewed seven female YouTube personalities to see how they create for the platform, who their fans are, and a few things they've learned on their journeys to creating great content. In an increasingly frugal economy, Japanese consumers are buying fewer new cars. Used-car sales, however, are steadily climbing. Japan's IDOM is the dominant force in the sector, with 40% market share. To protect its leading position, the company knew it had to evolve with consumers. But its customer data was scattered across many online and offline channels, resulting in a fragmented snapshot of prospective car sellers and buyers. That's why IDOM turned to machine learning to make sense of the data and supercharge its marketing.   Follow Think with Google Join the conversation about insights from Think with Google Received this e-mail from a friend? Subscribe here How are we doing? Give feedback This email was sent to chogyi1980.bosa@blogger.com because you signed up for the latest from Think with Google. If you don't want to receive this newsletter in the future, please unsubscribe or update your preferences. © 2017 Google Inc. All Rights Reserved. Google and the Google logo are trademarks of Google Inc. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043.