Tactical Holiday Advice From Google's Retail Head

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