{"id":146799,"date":"2019-12-10T15:00:00","date_gmt":"2019-12-10T15:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=146799"},"modified":"2019-12-11T09:25:02","modified_gmt":"2019-12-11T09:25:02","slug":"how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/","title":{"rendered":"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic]"},"content":{"rendered":"<h2>No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics<\/h2>\n<p>Despite being a US tradition, \u201cBlack Friday\u201d kicks off the official holiday shopping season for buyers around the globe. But marketers know the promotional season starts much sooner, and what happened this year can be helpful in planning next year\u2019s strategies.<\/p>\n<p>Thanks to Thanksgiving\u2019s late date this year, 2019 has six fewer shopping days than 2018 and three fewer than 2020. November 29th is the last possible date for Black Friday to fall, giving marketers six extra days to promote Cyber Week and pre-BFCM (Black Friday\/Cyber Monday) deals.<\/p>\n<h3>The Cyber Week peak<\/h3>\n<p>\u2018Tis the season for retail email - <a href=\"https:\/\/www.salesforce.com\/blog\/2019\/10\/data-driven-holiday-predictions.html\" target=\"_blank\" rel=\"noopener noreferrer\">68% of consumers<\/a> say they pay more attention to email during the holidays.<\/p>\n<p>While early November promotions have trended in the past several years as marketers compete more and more aggressively for inbox attention, Cyber Week officially kicks off the Monday before American Thanksgiving.<\/p>\n<p><a href=\"\/membership\/basic-letter\/\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2019\/10\/si_blog_banner.png\" alt=\"Sign up for Free membership\" onclick=\"ga('send', 'event', 'Blog link', 'Click free membership banner', 'goal setting and evaluation');\"><\/a><\/p>\n<h4>Discounts deepen throughout the week<\/h4>\n<p>With 47% of consumers claiming they\u2019ll only buy on sale this season, and <a href=\"https:\/\/www.salesforce.com\/solutions\/industries\/retail\/holiday-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">100% citing promo codes<\/a> as the number one factor influencing holiday purchases, it\u2019s no surprise that discounts began Monday, November 25th at an average of 23%, rising steadily to 30% by Black Friday. Cyber Week deals are <a href=\"https:\/\/www.salesforce.com\/solutions\/industries\/retail\/holiday-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">anticipated to drive 30%<\/a> of the season\u2019s revenue.<\/p>\n<p>Though Black Friday email volume rose 20% year-over-year, the majority of discounts <a href=\"https:\/\/www.cnbc.com\/2019\/12\/02\/cyber-monday-shoppers-on-track-to-hit-a-record-9point4-billion-adobe-says.html\" target=\"_blank\" rel=\"noopener noreferrer\">remained flat<\/a>, suggesting we\u2019ve already hit the maximum site-wide margin retailers are willing to sacrifice. If you\u2019re offering 30% off, you\u2019re likely competitive enough. It\u2019s timing, frequency, subject lines, segmentation and list health that will help you improve in 2020.<\/p>\n<h4>Free shipping and Cyber Monday deals table stakes<\/h4>\n<p>Online shoppers have grown to expect free shipping, with <a href=\"https:\/\/coresight.com\/research\/holiday-2019-us-black-friday-sees-companies-promote-more-heavily-shoppers-continue-to-migrate-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">78% of online retailers<\/a> offering it on Black Friday. 92% of the <a href=\"https:\/\/www.digitalcommerce360.com\/article\/thanksgiving-weekend-coverage\/\" target=\"_blank\" rel=\"noopener noreferrer\">top 50 online retailers<\/a> offered Cyber Monday discounts. With Cyber Monday accounting for 25% of Cyber Week revenue, the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Cyber_Monday\" target=\"_blank\" rel=\"noopener noreferrer\">National Retail Federation\u2019s creation<\/a> is too big to ignore.<\/p>\n<h3>It\u2019s beginning to look a lot like ChristSMS<\/h3>\n<p>With mobile\u2019s share of traffic, orders and revenue rising across Cyber Week, SMS is a promising tactic for retail marketers. SMS marketing leverages mobile notifications to bypass the inbox, and consumers are paying attention. SMS open rates are as high as <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/tap-into-the-marketing-power-of-sms\" target=\"_blank\" rel=\"noopener noreferrer\">98% versus email\u2019s 20%<\/a>.<\/p>\n<p>Black Friday <a href=\"https:\/\/www.salesforce.com\/blog\/2019\/11\/black-friday-results.html\" target=\"_blank\" rel=\"noopener noreferrer\">SMS volume<\/a> surged 148% year-over-year and 22% over Thanksgiving, but the medium has room to grow. Adding SMS options to email opt-ins, account registrations and checkout flows can help grow your list for 2020. In-store incentives for SMS sign-ups are another great tactic for omnichannel retailers.<\/p>\n<p>Facebook Messenger remarketing is another emerging opportunity. Any mobile or desktop visitor that engages with your Messenger Chatbot automatically gets synced to \u201cautomated sequencing\u201d campaigns through Facebook Ads where, besides sending coupons and offers, you can also recover abandoned carts.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-147869\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png\" alt=\"Facebook Messenger remarketing\" width=\"550\" height=\"301\" \/><\/p>\n<div style=\"text-align: center;\">[<a href=\"https:\/\/www.getelastic.com\/how-to-choose-an-ecommerce-chatbot-14-solutions-reviewed\" target=\"_blank\" rel=\"noopener noreferrer\">Image Source<\/a>]<\/div>\n<p>&nbsp;<\/p>\n<h3>Holidays get social<\/h3>\n<p>Mobile purchases referred by social media grew <a href=\"https:\/\/www.salesforce.com\/blog\/2019\/12\/cyber-monday-results.html\" target=\"_blank\" rel=\"noopener noreferrer\">41% across Cyber Week<\/a> versus the same period in 2018. With 45% of retail marketing budgets going to paid social this holiday, and social commerce accounting for almost <a href=\"https:\/\/www.pmg.com\/blog\/social-ecommerce-is-the-darling-of-cyber-weekend\/\" target=\"_blank\" rel=\"noopener noreferrer\">30% of Cyber Week<\/a> revenue this year, expect social marketing budgets to increase across the board in 2020.<\/p>\n<h3>Smart segmentation<\/h3>\n<p>If you held back your promotional email frequency this year for fear of overwhelming recipients and boosting unsubscribes, fear not -- shoppers are receptive and looking for Cyber Week deals.<\/p>\n<p>But make sure you\u2019ve considered smart segmentation strategies. Late-night shoppers (between 10pm and 2am) drove one-third of Cyber Monday revenue. Can you identify late-night openers, clickers and converters throughout the year? Are you pulsing your email deployment and testing response rates? Does your e-commerce platform recognize users in different time zones and honor discount codes based on local time-of-day?<\/p>\n<p>Harsh winter weather was a contributing factor to the 6% drop in brick-and-mortar Black Friday sales (and online\u2019s 14% uptick). Online shoppers in north-eastern states receiving two or more inches of snow placed 7% more orders. Consider preparing special email and SMS offers and messaging for extreme weather and deploying to geotargeted segments in 2020.<\/p>\n<h3>Leaping into 2020<\/h3>\n<p>With the Leap Year and Black Friday landing earlier on the calendar, you will have an extra three days to woo shoppers before Christmas, but Cyber Monday remains the top day for deal hunting and digital spending.<\/p>\n<p>While 2019\u2019s Cyber Weekend orders jumped 15% in the US and 12% globally, this may be influenced by Black Friday\u2019s late arrival and the shortened shopping season. Saturdays and Sundays are typically slower than weekdays during the holidays for online retailers but extended Black Friday deals and early Cyber Monday offers can keep customers clicking.<\/p>\n<p>Take a look at some more of the key insights from this Black Friday weekend with this infographic from <a href=\"https:\/\/www.getelastic.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get Elastic<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-147870\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Black-Friday-Cyber-Monday-Results-2019-Infographic-1000px-550x1868.jpg\" alt=\"Black Friday Cyber Monday Results 2019 Infographic\" width=\"550\" height=\"1868\" \/><\/p>\n<div class=\"postauthor\">Linda Bustos is an e-commerce analyst, educator and author at <a href=\"https:\/\/www.getelastic.com\/\">Get Elastic<\/a>. She\u2019s a co-founder of the consultancy Edgacent and the <a href=\"http:\/\/www.ecommerceillustrated.com\/\">Ecommerce Illustrated<\/a> blog. Connect with her on <a href=\"https:\/\/www.linkedin.com\/in\/lindabustos\/\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/lindabustos\">Twitter<\/a>.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics Despite being a US tradition, \u201cBlack Friday\u201d kicks off the official holiday shopping season for buyers around the globe. But marketers know &hellip;..<\/p>\n","protected":false},"author":96,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[92,392],"tags":[1205,1214],"class_list":["post-146799","post","type-post","status-publish","format-standard","hentry","category-ecommerce","category-ecommerce-analytics","tag-black-friday","tag-marketing-black-friday","advicetype-infographic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic] | Smart Insights<\/title>\n<meta name=\"description\" content=\"No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics. So here&#039;s an infographic with key Black Friday data\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic] | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics. So here&#039;s an infographic with key Black Friday data\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smartinsights\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-10T15:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-11T09:25:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png\" \/>\n<meta name=\"author\" content=\"Expert commentator\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:site\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Expert commentator\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/\",\"url\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/\",\"name\":\"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic] | Smart Insights\",\"isPartOf\":{\"@id\":\"https:\/\/www.smartinsights.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png\",\"datePublished\":\"2019-12-10T15:00:00+00:00\",\"dateModified\":\"2019-12-11T09:25:02+00:00\",\"author\":{\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/e0c23c050e2fe4f0dead3cc46d3b909f\"},\"description\":\"No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics. So here's an infographic with key Black Friday data\",\"breadcrumb\":{\"@id\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#primaryimage\",\"url\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png\",\"contentUrl\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.smartinsights.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic]\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.smartinsights.com\/#website\",\"url\":\"https:\/\/www.smartinsights.com\/\",\"name\":\"Smart Insights\",\"description\":\"Digital Marketing &gt; The Marketing Strategy Blog\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.smartinsights.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/e0c23c050e2fe4f0dead3cc46d3b909f\",\"name\":\"Expert commentator\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/d14fd9b3fb34d5b3e6aaaa0686d1ac5a?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/d14fd9b3fb34d5b3e6aaaa0686d1ac5a?s=96&d=identicon&r=g\",\"caption\":\"Expert commentator\"},\"description\":\"This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.\",\"sameAs\":[\"http:\/\/www.smartinsights.com\/\"],\"url\":\"https:\/\/www.smartinsights.com\/author\/guest-expert\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic] | Smart Insights","description":"No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics. So here's an infographic with key Black Friday data","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/","og_locale":"en_US","og_type":"article","og_title":"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic] | Smart Insights","og_description":"No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics. So here's an infographic with key Black Friday data","og_url":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/","og_site_name":"Smart Insights","article_publisher":"https:\/\/www.facebook.com\/smartinsights","article_published_time":"2019-12-10T15:00:00+00:00","article_modified_time":"2019-12-11T09:25:02+00:00","og_image":[{"url":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png","type":"","width":"","height":""}],"author":"Expert commentator","twitter_card":"summary_large_image","twitter_creator":"@smartinsights","twitter_site":"@smartinsights","twitter_misc":{"Written by":"Expert commentator","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/","url":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/","name":"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic] | Smart Insights","isPartOf":{"@id":"https:\/\/www.smartinsights.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#primaryimage"},"image":{"@id":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#primaryimage"},"thumbnailUrl":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png","datePublished":"2019-12-10T15:00:00+00:00","dateModified":"2019-12-11T09:25:02+00:00","author":{"@id":"https:\/\/www.smartinsights.com\/#\/schema\/person\/e0c23c050e2fe4f0dead3cc46d3b909f"},"description":"No holiday shopping season is the same, but this year\u2019s trends can help you prepare next year\u2019s tactics. So here's an infographic with key Black Friday data","breadcrumb":{"@id":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#primaryimage","url":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png","contentUrl":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Facebook-Messenger-remarketing-550x301.png"},{"@type":"BreadcrumbList","@id":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/how-2019s-black-friday-cyber-monday-results-can-help-you-prep-for-holiday-2020-infographic\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.smartinsights.com\/"},{"@type":"ListItem","position":2,"name":"How 2019\u2019s Black Friday \/ Cyber Monday results can help you prep for Holiday 2020 [Infographic]"}]},{"@type":"WebSite","@id":"https:\/\/www.smartinsights.com\/#website","url":"https:\/\/www.smartinsights.com\/","name":"Smart Insights","description":"Digital Marketing &gt; The Marketing Strategy Blog","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.smartinsights.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.smartinsights.com\/#\/schema\/person\/e0c23c050e2fe4f0dead3cc46d3b909f","name":"Expert commentator","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.smartinsights.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/d14fd9b3fb34d5b3e6aaaa0686d1ac5a?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d14fd9b3fb34d5b3e6aaaa0686d1ac5a?s=96&d=identicon&r=g","caption":"Expert commentator"},"description":"This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.","sameAs":["http:\/\/www.smartinsights.com\/"],"url":"https:\/\/www.smartinsights.com\/author\/guest-expert\/"}]}},"_links":{"self":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts\/146799","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/users\/96"}],"replies":[{"embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/comments?post=146799"}],"version-history":[{"count":0,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts\/146799\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/media?parent=146799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/categories?post=146799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/tags?post=146799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}